Deck 5: Understanding Consumer Behavior

Question 1

Figure 5-1
Figure 5-1 above,"C" represents which stage of the consumer purchase decision process?

A) purchase decision
B) information search
C) problem recognition
D) alternative evaluation
E) postpurchase behavior

Answer 1

D

Question 2

Consumer behavior refers to

A) the aspects of a consumer's decision-making processes that cannot be measured.
B) the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions.
C) the five stages a buyer passes through in making choices about which product and service to buy.
D) the mental and social processes that are innate in a person from birth.
E) those behaviors that result from (1) repeated experience and (2) reasoning.

Answer 2

B

Question 3

Figure 5-1
Figure 5-1 above,"E" represents which stage of the consumer purchase decision process?

A) purchase decision
B) information search
C) problem recognition
D) alternative evaluation
E) postpurchase behavior

Answer 3

E

Question 4

Consumer behavior includes the actions a person takes in purchasing services and using products and services,including

A) the mental and physical processes that come before and after these actions.
B) the financial and psychological processes that take place before and during these actions.
C) the mental and social processes that come before and after these actions.
D) the financial and emotional processes that take place before and after these actions.
E) the cognitive and attitudinal processes that take place before, during, and after these actions.

Question 5

Enlightened carmakers hired women designers,engineers,and marketing executives to better understand the way women decide to buy cars.They learned that

A) meeting the expectations of men during the car purchasing process was more difficult than meeting those of women.
B) men make the majority of car purchasing decisions.
C) women and men think differently about the car-buying experience.
D) women care more about quality than men.
E) men care more about price than women.

Question 6

There are five stages in the consumer purchase decision process.The second stage is __________.

A) information search
B) purchase decision
C) alternative evaluation
D) postpurchase behavior
E) problem recognition

Question 7

There are five stages in the consumer purchase decision process.The first stage is __________.

A) information search
B) purchase decision
C) alternative evaluation
D) postpurchase behavior
E) problem recognition

Question 8

Women buy what percentage of new cars?

A) 15 percent
B) 30 percent
C) 45 percent
D) 60 percent
E) 75 percent

Question 9

five stages a buyer passes through in making choices about which product and service to buy is called the _________.

A) information decision process
B) purchase decision process
C) alternative evaluation process
D) postpurchase behavior process
E) problem recognition process

Question 10

Which of the following statements about how women buy cars today is most accurate?

A) Women have definite likes or dislikes when buying a car, but they don't feel comfortable expressing their opinions.
B) Most women actually enjoy the price negotiation process.
C) The issue of "speed" is an important factor to men but not really important to women.
D) Women are more likely to make their car purchase selection as a result of information provided by a friend or a relative than from promotional information.
E) Women care more about exterior styles and lines and men are more concerned with cargo space and gas mileage.

Question 11

There are five stages in the consumer purchase decision process.The fourth stage is __________.

A) information search
B) purchase decision
C) alternative evaluation
D) postpurchase behavior
E) problem recognition

Question 12

Figure 5-1
Figure 5-1 above,"A" represents which stage of the consumer purchase decision process?

A) purchase decision
B) information search
C) problem recognition
D) alternative evaluation
E) postpurchase behavior

Question 13

There are five stages in the consumer purchase decision process.The fifth stage is __________.

A) information search
B) purchase decision
C) alternative evaluation
D) postpurchase behavior
E) problem recognition

Question 14

automobile dealerships employ a non-negotiable or "no haggle" price strategy to sell their cars.A customer who wants to buy a new or used car would pay the posted price.These dealers probably adopted this pricing policy because

A) the industry was discussing the abandonment of self-regulation practices.
B) women have an intense dislike of price negotiation, yet still want to buy a car.
C) many recent immigrants into the United States were not accustomed to negotiation.
D) women distrust men in general and car salesmen in particular.
E) a sluggish economy guaranteed that negotiations would produce a less than adequate return on investment.

Question 15

Women influence what percentage of new car-buying decisions?

A) 15 percent
B) 20 percent
C) 40 percent
D) 60 percent
E) 80 percent

Question 16

There are five stages in the consumer purchase decision process.The third stage is __________.

A) information search
B) purchase decision
C) alternative evaluation
D) postpurchase behavior
E) problem recognition

Question 17

Which of the following statements about how women buy cars today is most accurate?

A) Women are more concerned with features that would help survive an accident; men are more concerned with features that would help avoid an accident.
B) Women have definite likes or dislikes when buying a car, but they don't feel comfortable expressing their opinions.
C) When it comes to the actual purchase process, women are more adept negotiators than men.
D) Women care more about exterior styles and lines and men are more concerned with cargo space and gas mileage.
E) Women usually shop one dealership before making a decision and men usually shop three.

Question 18

set of actions a person takes in purchasing and using products and services,including the mental and social processes that come before and after these actions,is referred to as

A) purchase decisions.
B) market research.
C) consumer behavior.
D) consumer conduct.
E) purchase protocols.

Question 19

Figure 5-1
Figure 5-1 above,"B" represents which stage of the consumer purchase decision process?

A) purchase decision
B) information search
C) problem recognition
D) alternative evaluation
E) postpurchase behavior

Question 20

Figure 5-1
Figure 5-1 above,"D" represents which stage of the consumer purchase decision process?

A) purchase decision
B) information search
C) problem recognition
D) alternative evaluation
E) postpurchase behavior

Question 21

external search for product information is especially important when

A) the cost of gathering information is low.
B) review of past experience provides adequate information.
C) the risk of making a wrong purchase decision is low.
D) the item is frequently purchased.
E) the item is for personal use rather than for professional use.

Question 22

the marketing student said,"It's really hard for me to get to class on time without a car," she was entering which stage of the consumer purchase decision process?

A) purchase decision
B) alternative evaluation
C) information search
D) problem recognition
E) postpurchase behavior

Question 23

Ford Escape uses hybrid fuel technology to deliver more power,convenience,prestige,and fuel economy with the latest in technology than non-hybrid cars.These criteria would be identified in which stage of the consumer purchase decision process for an automobile?

A) problem recognition
B) needs analysis
C) purchase decision
D) information search
E) postpurchase evaluation

Question 24

which stage in the consumer purchase decision process would a consumer ask,"Is installation included in the price of this 3D plasma HDTV?"

A) problem recognition
B) alternative evaluation
C) purchase decision
D) evaluation
E) information search

Question 25

Scanning your memory for previous experiences with products or brands occurs during which stage of the consumer purchase decision process?

A) information search
B) purchase decision
C) alternative evaluation
D) postpurchase behavior
E) problem recognition

Question 26

mother of two toddlers would most likely use an internal search of her prior experiences with products and brands when purchasing

A) a gift for her babysitter.
B) an iPhone.
C) disposable diapers.
D) a swing set.
E) a weekend getaway.

Question 27

__________ in the consumer purchase decision process occurs when consumers scan their memory for previous experiences with products or brands.

A) problem recognition
B) internal search
C) external search
D) purchase task
E) antecedent state

Question 28

According to Figure 5-1 above,the point at which you would exchange money for your sandwich of corned beef on rye would be found in stage __________.

A) "A"
B) "B"
C) "C"
D) "D"
E) "E"

Question 29

question "How long is the warranty for this new Frigidaire dishwasher?" would be asked during the __________ stage in the consumer purchase decision process.

A) problem recognition
B) alternative evaluation
C) information search
D) purchase decision
E) comparison

Question 30

During the consumer purchase decision process,an individual at the __________ stage will perceive differences between his or her ideal and actual situations big enough to trigger a decision.

A) problem recognition
B) alternative evaluation
C) cognitive dissonance
D) information search
E) postpurchase behavior

Question 31

Scanning your memory for previous experiences with products or brands is called

A) problem recognition.
B) alternative evaluation.
C) cognitive dissonance.
D) internal search.
E) external search.

Question 32

Ducti is a small company that manufacturers duct-tape wallets.Ducti founder,David Pippenger,discovered there is a large demand for the wallets and watches that Ducti sells.In fact,its product line has expanded to include bags as well.Clearly,some consumers have a favorable evaluation of Ducti products.To have a favorable evaluation,consumers must first

A) experience problem recognition.
B) consult a public source of information.
C) consult a personal source of information.
D) make a purchase decision.
E) experience cognitive dissonance.

Question 33

Which stage in the consumer purchase decision process suggests criteria to use for the purchase,yields brand names that might meet the criteria,and develops consumer value perceptions?

A) problem recognition
B) information search
C) alternative evaluation
D) purchase decision
E) postpurchase evaluation

Question 34

Kristi goes shopping with a friend and notices her friend's new duct tape wallet.She thinks of her own worn wallet and realizes she needs a new one.In which stage of the consumer purchase decision process was Kristi when she had this realization?

A) information search
B) problem recognition
C) purchase behavior
D) alternative evaluation
E) prepurchase cognition

Question 35

is an avid mystery reader and has decided to purchase a mystery book for her best friend.Since the two friends enjoy the same types of mysteries,Amy knows exactly which book her friend would like.When Amy was scanning her memory for various mystery book authors,she was engaged in

A) problem recognition.
B) an internal search.
C) an external search.
D) a purchase task.
E) the creation of an antecedent state.

Question 36

Perceiving a difference between a person's ideal and actual situations that is big enough to trigger a decision is called

A) problem recognition.
B) alternative evaluation.
C) cognitive dissonance.
D) routine response behavior.
E) postpurchase behavior.

Question 37

__________ for information is needed when past experience or knowledge is insufficient,the risk of making a wrong purchase decision is high,and the cost of gathering information is low.

A) external search
B) internal search
C) alternative evaluation
D) cognitive search
E) postpurchase search

Question 38

the elementary teacher needed to buy poster board for her class,she remembered that she had previously found some poster board at her local 99¢ Only,Walgreen's,and Family Dollar stores.What term best describes the information search method used by the teacher?

A) personal external source
B) public external source
C) market-dominated external source
D) internal search
E) market-dominated internal source

Question 39

marketing,advertisements or salespeople can activate a consumer's purchase decision process by

A) creating a sense of fear or guilt.
B) manipulating a customer's want into a need.
C) promising product attributes that exceed the actual product potential.
D) showing the shortcomings of competing (or currently owned) products.
E) shifting the consumer's focus from internal search to external search.

Question 40

Bob's friend Mike turns 21 next week.Bob decided to purchase Mike an MP3 music player as a present.Because Bob has purchased several consumer electronic devices over the past five years,he scanned his memory for various brand options.This is an example of what part of the consumer purchase decision process?

A) memorization
B) external search
C) evaluative criteria
D) antecedent states
E) internal search

Question 41

example of a public source of information consulted during an external search would include

A) advertising.
B) Consumer Reports magazine.
C) sales personnel.
D) friends and relatives.
E) point of purchase displays in stores.

Question 42

Which of the following statements concerning evaluative criteria is most accurate?

A) If the alternatives in a consideration set don't really satisfy them, people are not willing to continue the information search.
B) Consumers often have several criteria for evaluating products.
C) Evaluative criteria represent objective rather than subjective attributes.
D) Evaluative criteria represent subjective rather than objective attributes.
E) Ultimately, the most important evaluative criterion is price.

Question 43

past experience is insufficient,the risk of making a wrong decision is high,and the cost of gathering information is low,a consumer is more likely to use an __________ for information.

A) internal search
B) informal search
C) expert directed search
D) external search
E) experiential search

Question 44

information search stage clarifies the problem for the consumer by: (1)__________; (2)yielding brand names that might meet the criteria; and (3)developing the consumer value perception that each alternative presents.

A) determining appropriate price ranges
B) selecting the type of purchase outlet
C) suggesting criteria to use for the purchase
D) minimizing cognitive dissonance
E) establishing a purchase timeline

Question 45

Emily wants to purchase a new computer.She is unsure about what hardware and software she will need.As a result,she has begun asking for advice from friends and relatives.In addition,she has talked to several computer salespeople at Apple and Best Buy and has looked at some websites.Emily is engaging in

A) problem recognition.
B) an internal search.
C) an external search.
D) a purchase task.
E) the creation of an antecedent state.

Question 46

example of a public source of information consulted during an external search would include

A) advertising.
B) relatives.
C) salespeople.
D) product-rating organizations.
E) friends.

Question 47

purchasing a computer,factors the consumer considers prior to purchase are called __________,which represent both the objective attributes of a brand and the subjective ones used to compare different products and brands.

A) hot buttons
B) informational alternatives
C) buying-decision choices
D) evaluative criteria
E) consumer attributes

Question 48

Various product-rating organizations such as government agencies and TV "consumer programs" are called

A) relational sources.
B) marketer sources.
C) personal sources.
D) public sources.
E) stakeholder sources.

Question 49

Ford Escape uses hybrid fuel technology to deliver more power,convenience,prestige,and fuel economy than non-hybrid cars.The attributes listed for the Ford Escape are those that consumers consider when assessing the car.These attributes are a consumer's

A) hot buttons.
B) informational alternatives.
C) evaluative criteria.
D) buying-decision choices.
E) consumer attributes.

Question 50

There are various nonprofit publications dedicated to assisting in consumer education and decision-making.Examples of these public sources of information for an external information search include Consumer Reports,__________,and TV "consumer programs."

A) advertisements
B) sales personnel
C) friends and relatives
D) government agencies
E) point of purchase displays

Question 51

Keisha is buying a new car in keeping with her role as the newest vice president of her company.She was overheard telling a coworker,"The Volvo has reclining bucket seats but the Cadillac has front and back stereo speakers." Keisha is currently in which stage of the purchase decision process?

A) problem recognition
B) information search
C) alternative evaluation
D) purchase decision
E) postpurchase evaluation

Question 52

information search stage clarifies the problem for the consumer by: (1)suggesting criteria to use for the purchase; (2)__________; and (3)developing consumer value perceptions.

A) determining appropriate price ranges
B) selecting the type of purchase outlet
C) establishing a purchase timeline
D) minimizing cognitive dissonance
E) yielding brand names that might meet the criteria

Question 53

Relatives and friends whom the consumer trusts are known as __________ of external information.

A) relational sources
B) marketer-dominated sources
C) personal sources
D) stakeholder sources
E) public sources

Question 54

example of a marketer-dominated source of information consulted during an external search would include

A) personal experience.
B) salespeople.
C) consumer programs on talk radio stations.
D) friends and relatives.
E) Consumer Reports magazine.

Question 55

Evaluative criteria refer to

A) the objective and subjective attributes of a brand consumers use to compare different products and brands.
B) those attributes of a brand that are based exclusively on objective criteria in order to make an unbiased purchase decision.
C) those attributes of a brand that are based exclusively on subjective criteria in order to avoid postpurchase anxiety.
D) the attributes of a product that a manufacturer wishes to promote to a specific target market.
E) a list of product attributes from which a customer will not waver regardless of additional incentives.

Question 56

example of a marketer-dominated source of information consulted during an external search would include

A) personal experience.
B) Consumer Reports magazine.
C) consumer programs on talk radio stations.
D) friends and relatives.
E) point of purchase displays.

Question 57

example of a marketer-dominated source of information consulted during an external search would include

A) personal experience.
B) Consumer Reports magazine.
C) advertising.
D) consumer programs on talk radio stations.
E) friends and relatives.

Question 58

objective and subjective attributes of a brand that consumers use to compare different products and brands are referred to as

A) temporal states.
B) antecedent states.
C) information sources.
D) evaluative criteria.
E) the consideration set.

Question 59

information search stage clarifies the problem for the consumer by: (1)suggesting criteria to use for the purchase; (2)yielding brand names that might meet the criteria; and (3)__________.

A) developing consumer value perceptions.
B) determining appropriate price ranges.
C) selecting the type of retail outlet.
D) establishing a purchase timeline.
E) creating a hierarchy of needs.

Question 60

Sources of external information that originate with the sellers of products and services and include advertising,company websites,salespeople,and point-of-purchase displays in stores are referred to as

A) relational sources.
B) public sources.
C) personal sources.
D) stakeholder sources.
E) marketer-dominated sources.

Question 61

Figure 5-2
Figure 5-2 above,the first column "Brand" includes Apple,Blackberry,HTC,LG,Motorola,and Samsung.These brands are referred to as the __________ when consumers use Consumer Reports to evaluate smartphones.

A) consideration set
B) evaluative criteria
C) points of difference
D) value propositions
E) core benefits

Question 62

Rackspace U.S.Inc.is a Web hosting company.That means that if you want to have a website,you could buy not only Internet space from it but also technical support and design services.When its ad tells you that its users consider Rackspace,which is "the risk-free host because it offers dedicated and helpful support any time day or night," you know that Rackspace is most likely trying to do which of the following?

A) identify its core values
B) reduce new buyers' cognitive dissonance
C) increase new buyers' cognitive dissonance
D) produce a consideration set
E) evoke problem recognition

Question 63

the __________ of the consumer purchase decision process,a consumer compares the product with his or her expectations and is either satisfied or dissatisfied.

A) problem recognition stage
B) information search stage
C) alternative evaluation stage
D) purchase decision stage
E) postpurchase stage

Question 64

have just purchased a Samsung Galaxy S tablet device.As you head home from the store,you brood about whether your choice was right or whether you should have bought an Apple iPad 2 after seeing an ad for it on TV.This is most likely an example of

A) indecisiveness.
B) cognitive dissonance.
C) postpurchase stress.
D) market anxiety.
E) extended problem solving.

Question 65

Firms such as General Electric (GE),Johnson & Johnson,Coca-Cola,and British Airways focus their attention on __________ to maximize customer satisfaction and retention.

A) value perception
B) postpurchase behavior
C) non-competitive pricing
D) comparison pricing
E) prepurchase behavior

Question 66

Melissa has just told her supervisor,"I'm so glad I bought the Samsung Galaxy S II rather than those other smartphones I was considering.I can do my e-mail,access my music,and even search the Internet with it.It's like having a mini-computer in my pocket." Which stage of the consumer purchase decision process is demonstrated by Melissa's conversation?

A) problem recognition
B) information search
C) alternative evaluation
D) purchase decision
E) postpurchase behavior

Question 67

Figure 5-2
Figure 5-2 above,a number of factors are listed,such as price,display,voice quality,and battery life for several smartphone brands and models.These factors are the typical __________ for smartphones.

A) consideration sets
B) evaluative criteria
C) value propositions
D) quality considerations
E) core benefits

Question 68

feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives is referred to as

A) angst.
B) the temporal state.
C) the dissociative state.
D) selective perception.
E) cognitive dissonance.

Question 69

a consumer has completed the alternative evaluation stage of the consumer purchase decision process,two choices remain,which are

A) to use credit or to pay cash.
B) to buy one or buy several if a deal is offered.
C) from whom to buy and when to buy.
D) to buy immediately or wait for it to go on sale.
E) to buy in person or to buy online.

Question 70

According to the information in Figure 5-2 above,which smartphone seems to have the highest rating (excluding price considerations)?

A) Apple
B) HTC
C) Samsung
D) LG
E) Motorola

Question 71

group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware,is referred to as

A) evaluative set.
B) evolved set.
C) consideration set.
D) alternative selection group.
E) aspiration group.

Question 72

consideration set refers to

A) the group of brands that a consumer would consider acceptable from among all the brands of which he or she is aware in the product class.
B) the group of generic brands that a consumer would reluctantly consider acceptable.
C) the group of brands of which a consumer is aware.
D) all possible competitive product substitutes that may satisfy a consumer's needs regardless of the product class.
E) those product alternatives a consumer has considered but deemed unacceptable.

Question 73

According to Figure 5-2 above,which of the following brands would be the best choice if the consideration set for a smartphone included the following rank-ordered evaluative criteria: (1)display, (2)voice quality, (3)battery life,and (4)price?

A) Apple
B) BlackBerry
C) HTC
D) Motorola
E) Samsung

Question 74

StreetCarver is a skateboard that features BMW's technology in its wheel suspension,which stabilizes the board's sleek design and allows for greater control around sharp curves.BMW wants its skateboard to be within the consideration set of potential skateboard buyers.In this case,it most likely should focus on

A) reducing the postpurchase dissatisfaction that may result from purchasing its product.
B) making sure its advertisements get on the air during sporting events such as ESPN's X-Games.
C) making appeals directed towards motivational ego needs.
D) explaining the sleek design of the StreetCarver in advertising so that the brand becomes part of a skateboarder's consideration set.
E) creating personality profiles for skateboarders.

Question 75

Sophisticated firms have learned the marketing lesson that

A) it is a lot easier to find new customers than to retain existing ones.
B) according to research, it is equally costly to acquire new customers as it is to retain existing ones.
C) existing customers do not spend as much as new customers since that latter like the old products rather than the new ones new customers like.
D) the buying experience, customer satisfaction, and retention can increase firm profits.
E) unless a marketing promotion to retain customer loyalty can increase market share by at least 5 percent, it is not worth the expenditure.

Question 76

Steve overheard one of his coworkers in a phone conversation say,"Thank you for taking my call so quickly.I'd like to order the 16-gigabyte iPad.I'll pick it up today at the Southdale Apple store.Can I use the easy pay plan?" The coworker was in which stage of the consumer purchase decision process?

A) problem recognition
B) alternative evaluation
C) information search
D) purchase decision
E) postpurchase evaluation

Question 77

would consumers who purchased a new and innovative Nike LunarGlide+ 3 running shoe try to reduce any cognitive dissonance they feel?

A) use only an internal information search
B) have little or no problem solving involvement
C) read ads for the new running shoe even after the purchase has been made
D) use routine problem solving
E) If the shoe is comfortable and gives the requisite support, there will be no cognitive dissonance.

Question 78

Cognitive dissonance refers to

A) feelings of guilt for purchasing a product or service that was not consistent with a consumer's moral or ethical beliefs.
B) feelings of discomfort associated with purchasing something purely for the sake of prestige.
C) the feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives.
D) feelings of discontent after a purchase has been made when the product fails to perform up to expectations.
E) feelings of discontent before a purchase has been made when the customer finds out that he or she paid more for the product than necessary.

Question 79

of the following are factors for deciding when to buy an offering EXCEPT:

A) the manufacturer is currently offering a $25 rebate.
B) the shopping experience is pleasant.
C) the brand is on sale.
D) the retailer is offering $0 down, 5 percent interest financing.
E) the retailer's return policy.

Question 80

Customer satisfaction is an important focus for marketers because

A) marketing research is an expensive proposition; the fewer times it needs be done, the better.
B) the financial value of a satisfied, loyal customer over time can be significant.
C) customer value is a non-quantifiable marketing metric.
D) attracting new customers is easier than keeping old ones.
E) a 50 percent improvement in customer retention can increase a company's profits by 5 percent.