Question 1

The steps in the consumer purchasing decision are passed through faster if a marketer has successfully shaped the consumer's behaviour.

Accepted Answer

When a marketer effectively shapes a consumer's behavior through strategies like targeted advertising, branding, and product positioning, it can create a more streamlined and efficient decision-making process for the consumer, leading to quicker purchasing decisions.

Question 2

Successful shaping leads to strong brand loyalty.

Accepted Answer

Shaping, a marketing strategy that involves reinforcing successive steps toward consumer behavior, can lead to strong brand loyalty by gradually building a positive relationship and familiarity with the brand.

Question 3

Melanie avoids shopping at a particular store because she feels that the type of people who shop there are not people she would like to be associated with. In doing so, Melanie is exhibiting the behavioural component of attitude.

Accepted Answer

Melanie is exhibiting the affective component of attitude, which involves feelings or emotions one has about a situation, object, or group, rather than the behavioral component, which would involve her actions towards the store or its patrons.

Question 4

A frequent-flyer program usually announced by airlines is a form of purchasing reinforcement.

Accepted Answer

Frequent-flyer program rewards customers for purchasing flights with a particular airline, thus creating a form of purchasing reinforcement to encourage future purchases.

Question 5

A restaurant-owner who places signs along the highway to advertise his service knows that the signs will act as a cue for hunger causing consumers to stop at the restaurant.

Accepted Answer

The signs act as stimuli that can trigger recognition of a need or desire, such as hunger, prompting consumers to stop at the restaurant to satisfy that need.

Question 6

Customer loyalty programs are a form of purchasing reinforcement.

Accepted Answer

Customer loyalty programs reward customers for their repeated business, reinforcing their purchasing behavior and encouraging them to continue buying from the company.

Question 7

Self-image and the looking-glass self are usually very similar, and marketers understand these are the images that drive purchasing decisions.

Accepted Answer

The looking-glass self is how individuals believe others perceive them, while self-image is how they perceive themselves. These can differ, and marketers often target the ideal self-image rather than the looking-glass self.

Question 8

Technology has a tremendous impact on the search process, not only due to the ease of accessing information but also for the options available for competitive shopping.

Accepted Answer

Technology has revolutionized the search process by making information more accessible and providing consumers with a variety of options for comparing and purchasing products competitively.

Question 9

The consumer decision process is defined by six steps that move the consumer from the first step of need identification to the final step of purchasing the product.

Accepted Answer

The consumer decision process is typically defined by five steps: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.

Question 10

Of all the variables that marketers study, attitudes are the MOST important because they change frequently and can be easily influenced in favour of buying a particular product.

Accepted Answer

While attitudes are important because they can influence consumers' buying decisions, they are not necessarily the most important variable marketers study. Other factors such as consumer needs, motivations, perceptions, and cultural influences can also play critical roles in marketing strategies. Additionally, attitudes do not always change frequently or easily, as they can be deeply ingrained and influenced by personal values and beliefs.

Question 11

Marketers can expand an evoked set by demonstrating how a product's benefits meet the consumer evaluative criteria.

Accepted Answer

Marketers can expand an evoked set by highlighting or demonstrating how a product's benefits align with the consumer's evaluative criteria, making the product more top-of-mind and considered for purchase.

Question 12

The evoked set used in the search process can vary depending upon the urgency of the need.

Accepted Answer

The evoked set, which is the group of brands or products a consumer considers during the decision-making process, can indeed vary depending on the urgency of the need. When a need is more urgent, consumers might consider a smaller set of options or those that are more readily accessible or known for quick solutions, as opposed to when they have more time to research and consider a wider range of alternatives.

Question 13

Marketers are more concerned with the current status of consumer decisions than they are with the process of how these decisions change over time.

Accepted Answer

Marketers are interested in both the current status of consumer decisions and the process of how these decisions change over time, as understanding the decision-making process helps in predicting future consumer behavior and in developing effective marketing strategies.

Question 14

Consumers buy more lower-priced items than higher-priced items during the course of a year. The frequency of lower-priced purchasing decisions categorizes them as high involvement.

Accepted Answer

Lower-priced purchasing decisions are typically categorized as low involvement because they often involve less risk and require less research and deliberation compared to high-priced items.

Question 15

Greg is looking for a new car. Although his financial advisor suggests he consider getting a car under $30,000, Greg is determined to purchase a new BMW because that is the car all the junior partners in his law firm drive. Greg's purchasing behaviour is being influenced by his ideal self-image.

Accepted Answer

Greg's decision is influenced by his desire to match the image or status of the junior partners in his law firm, reflecting his ideal self-image rather than purely financial or practical considerations.

Question 16

Purchasing music from the Apple iTunes website is considered a high-involvement purchase decision because music is a unique personal choice.

Accepted Answer

Purchasing music from the Apple iTunes website is typically considered a low-involvement purchase decision because it usually involves a small financial outlay and is a routine transaction for many consumers.

Question 17

Purchasing a soft drink at a convenience store is considered a high-involvement purchase decision because it is a uniquely personal choice.

Accepted Answer

Purchasing a soft drink is typically considered a low-involvement purchase decision because it involves a routine, inexpensive, and low-risk decision.

Question 18

People tend to buy products they believe will bring them closer to their looking-glass self.

Accepted Answer

The answer of People tend to buy products they believe...

Question 19

Marketers have two ways of convincing consumers to adopt favourable attitudes toward their products: attempting to change the attitudes of consumers, or changing the product to appeal to existing attitudes.

Accepted Answer

Marketers often employ both strategies: they work to change consumer attitudes through advertising and persuasion techniques, and they also modify products or develop new ones to better align with existing consumer attitudes and preferences.

Question 20

Purchase decisions with significant psychological and economic consequences are defined as low-involvement decisions.

Accepted Answer

Low-involvement decisions typically involve less expensive, routine purchases that have minimal risk and psychological impact, unlike high-involvement decisions which have significant psychological and economic consequences.

Quiz 5: Consumer Behaviour