Question 1

Dissonance-reducing buying behavior typically occurs when a buyer sees little difference among brands but is highly involved with the purchase.

Accepted Answer

Dissonance-reducing buying behavior is a type of consumer behavior that occurs when a buyer is highly involved in a purchase and sees little difference among brands. In this situation, the buyer may experience cognitive dissonance or feelings of post-purchase regret, which they attempt to reduce by seeking reassurance or information about their decision.

Question 2

After the purchase of a product, consumers will be either satisfied or dissatisfied and engage in ________.

Accepted Answer

Postpurchase behavior refers to the actions or reactions consumers take after purchasing a product. This includes evaluating their satisfaction or dissatisfaction with the product, as well as any post-purchase communication or responses to marketing efforts.

Question 3

Almost all major purchases result in ________, or discomfort caused by postpurchase conflict.

Accepted Answer

Cognitive dissonance refers to the discomfort or psychological stress experienced by a person who holds two or more contradictory beliefs or values, or experiences conflict between their beliefs and actions. This often occurs after making a major purchase and wondering if they made the right decision.

Question 4

Marketers describe the way a consumer processes information to arrive at brand choices as ________.

Accepted Answer

Alternative evaluation refers to the process of a consumer comparing and evaluating different brands or options based on their personal preferences and criteria. This process is a crucial stage in the decision-making process and is often influenced by factors such as brand reputation, product quality, and perceived value.

Question 5

Marketers realize that their commercial sources ________ the buyer.

Accepted Answer

The answer of Marketers realize that their commercial sources ________...

Question 6

Leona bought two different brands of wine from vineyards in Australia. When asked for her opinion about the wines, she said that one brand of wine tasted like alcoholic grape juice, but the other had a crisp taste that she really enjoyed. These statements were most likely made during the ________ stage of the buyer decision process.

Accepted Answer

The answer of Leona bought two different brands of wine...

Question 7

A particular automobile company works to keep its customers happy after each sale, aiming to delight each one of them in order to increase their customer lifetime value. Which of the following steps of the buyer decision process does the company exemplify?

Accepted Answer

The company exemplifies postpurchase behavior by working to keep its customers happy after each sale in order to increase their customer lifetime value.

Question 8

John has decided to buy a particular smartphone that he saw reviewed online. Which of the following sources of information has most likely influenced John's purchase decision?

Accepted Answer

The review that John saw online is most likely a public source of information, and it directly influenced his purchase decision. Commercial sources, such as advertising, may also influence his decision, but in this case, the online review is more likely the primary source of information. Laggards, personal sources, and market mavens may not have a significant impact on John's decision in this particular scenario.

Question 9

Sara is about to purchase a new television. She is using several attributes to evaluate her choices. Which of the following is least likely to be a criterion Sara is using?

Accepted Answer

The answer of Sara is about to purchase a new...

Question 10

Generally, the consumer's purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and the purchase decision. Which of the following is one of these factors?

Accepted Answer

Attitudes of others can significantly influence a consumer's purchase decision, as social factors and opinions from friends, family, or social media can sway the decision even if the consumer initially prefers a different brand.

Question 11

Donna wants to buy a new coat. During the ________ stage of the buyer decision process she will ask her friends to recommend stores that sell good quality winterwear clothing. She will also go through newspapers and magazines to look out for offers and sales on coats.

Accepted Answer

During the information search stage, Donna is actively seeking information about where to buy a new coat, such as asking for recommendations from friends and searching for sales and offers. This stage is focused on gathering information about the available options.

Question 12

The relationship between the consumer's expectations and the product's ________ determines whether the buyer is satisfied or dissatisfied with a purchase.

Accepted Answer

The consumer's expectations are compared to the perceived performance of the product in order to determine satisfaction. Therefore, the best answer would be A) perceived performance. B) brand personality, C) market reach, D) consumer market, and E) market share do not directly impact the consumer's level of satisfaction with a product.

Question 13

Store salespeople and a consumer's friends rarely impact someone's final purchase decision.

Accepted Answer

Both store salespeople and a consumer's friends can have an impact on someone's final purchase decision. Store salespeople can provide valuable information and recommendations, while friends can offer opinions and personal experiences with a product. However, their influence may vary depending on the individual and the product.

Question 14

Jim is planning on buying an expensive HDTV and he realizes that there are few differences between brands. Jim is displaying complex buying behavior.

Accepted Answer

Jim is displaying dissonance-reducing buying behavior because he perceives few differences between brands and is likely concerned about making a wrong choice among expensive options.

Question 15

The information sources that are the most effective at influencing a consumer's purchase decision are ________. These sources legitimize or evaluate products for the buyer.

Accepted Answer

Personal sources, such as friends, family, and peers, are often the most effective at influencing a consumer's purchase decision because they provide firsthand experience and recommendations. Commercial sources, such as advertisements and salespeople, are also influential but can be seen as biased. Public sources, such as consumer reports and government agencies, can provide useful information but may not have a personal touch. Experimental sources and attitudinal sources are not typically used to influence purchase decisions.

Question 16

If a consumer's drive is strong and a satisfying product is near at hand, the consumer is likely to purchase the product at that time. If not, the consumer may store the need in memory or undertake ________.

Accepted Answer

If the consumer does not find a satisfying product nearby, they are likely to undertake an information search to find a product that satisfies their need.

Question 17

When a customer feels uneasy about losing out on the benefits of a brand not purchased, she is likely to experience ________.

Accepted Answer

The customer is experiencing cognitive dissonance, which is the discomfort or unease felt after making a purchase decision and fearing the loss of benefits that could have been obtained from an alternate option. Selective retention, attention, and distortion refer to the ways in which individuals perceive and remember information, while consumer ethnocentrism refers to the tendency to favor one's own culture and view outsiders as inferior.

Question 18

Robert has taken up cycling as a hobby and as a way to maintain his physical fitness. He wants to buy a hydration system since he will need a lot of water as he cycles. Having gathered a great deal of information, he has finally narrowed down his choices to three systems: Waterbags for Roadies, Supertanker Hydropacks, and Fast Water. Robert is in the ________ stage of the buyer decision process.

Accepted Answer

Robert is actively evaluating his options and considering the pros and cons of each hydration system. This indicates that he is in the evaluation of alternatives stage of the buyer decision process.

Question 19

James has decided to buy a new vehicle. His brother John has recently purchased a new truck and recommends the same model to James. James finally decides to buy the same truck. Which of the following sources of information has most likely influenced James' purchase decision?

Accepted Answer

James' brother John is a personal source of information, as he has a personal relationship with James and has recently purchased the same model of truck. James is likely to trust John's recommendation and be influenced by his personal experience with the product.

Question 20

Habitual buying behavior involves consumers searching extensively for information about brands and evaluating brand characteristics.

Accepted Answer

Habitual buying behavior refers to buying behavior with low involvement and low information search. Consumers in habitual buying behavior do not search extensively for information about brands and do not evaluate brand characteristics. They tend to buy the same brand repeatedly without much thought or consideration.

Quiz 5: Consumer Markets and Buyer Behavior