Question 1

It is usually easier to change consumer beliefs about a service attribute than a product attribute.

Accepted Answer

The opposite is True.Changing beliefs about a service can be especially difficult because service attributes are usually intangible.

Question 2

Which of the following is any unit of input affecting one or more of the five senses: sight,smell,taste,touch,and hearing?
A) tactic
B) need
C) stimulus
D) want
E) desire

Accepted Answer

Stimuli can be either internal,such as occurrences you experience,or external,which are influences from an outside source.Both affect one or more of the five senses.

Question 3

There are two types of learning: concrete and abstract.

Accepted Answer

The two types of learning are experiential and conceptual.

Question 4

Sam was driving when someone ran a stop sign and totaled his car.His car cannot be repaired,so he realized he's going to have to get another one.What stage of the consumer decision-making process does this represent?
A) Need recognition
B) Purchase
C) Evaluation of alternatives
D) Postpurchase behavior
E) Information search

Accepted Answer

Sam is at the need recognition stage,which is the result of an imbalance between actual and desired states.

Question 5

After a need or want is recognized,a consumer may search for information about the various alternatives available to satisfy it.This occurs during which part of the consumer decision-making process?
A) Evaluation of alternatives
B) Information search
C) Cognitive dissonance
D) Consideration stage
E) Product identification

Accepted Answer

After recognizing a need or want,consumers search for information about the various alternatives available to satisfy it.

Question 6

Rod saw a television commercial for a Honda S2000 and wants to test drive one.The commercial is an example of a(n)_____ stimulus.
A) internal
B) external
C) primary
D) secondary
E) non-personal

Accepted Answer

External stimuli are influences from an outside source,such as a television commercial.

Question 7

The processes consumers use when making purchase decisions are called:
A) consumer behavior
B) marketing
C) consumerism
D) perceptual mapping
E) database mining

Accepted Answer

Consumer behavior describes how consumers make purchase decisions.

Question 8

Which step in the consumer decision-making process is a result of an imbalance between actual and desired states?
A) Evaluation of alternatives
B) Want recognition
C) Purchase
D) Need recognition
E) Postpurchase behavior

Accepted Answer

Need recognition is the result of an imbalance between actual and desired states.

Question 9

Lisa has to have a Diet Coke for breakfast.At a breakfast meeting,she was offered coffee and refused.She only wanted a Diet Coke.This illustrates that Lisa needs Diet Coke to:
A) satisfy a want
B) satisfy a need
C) satisfy a belief
D) satisfy a physiological drive
E) satisfy a momentary stimulus

Accepted Answer

A want is often brand specific,whereas a need is something an individual depends on to function efficiently.A person may need food but wants specific brands.

Question 10

By keeping the blue triangle in the corner and the Nabisco name on several similar Nabisco snack products,Nabisco is attempting to capitalize on stimulus generalization.

Accepted Answer

Nabisco is using stimulus generalization by keeping the blue triangle in the corner and the Nabisco name on several similar products to create a similar, recognizable brand image for consumers. This encourages customers to associate the brand with positive experiences and increases the likelihood of purchasing similar products from Nabisco in the future.

Question 11

The types of products people purchase using only an internal search are typically:
A) frequently purchased,low-cost items
B) frequently purchased,high-cost items
C) infrequently purchased,low-cost items
D) infrequently purchased,high-cost items
E) all types of items,regardless of price or frequency of purchase

Accepted Answer

Information about frequently purchased,low-cost items is stored in an individual's memory and is sufficient knowledge for the purchase decision.

Question 12

The steps of the consumer decision-making process in order are:
A) need recognition,alternative aggregation,reevaluation,purchase decision,postpurchase behavior
B) need positioning,stimulus response reactions,evaluation of alternatives,purchase decision,postpurchase behavior
C) need positioning,alternative aggregation and divestment,purchase decision,postpurchase evaluation
D) information search,need positioning,evaluation of alternatives,product trial,purchase decision,postpurchase satisfaction
E) need recognition,information search,evaluation of alternatives,purchase,and postpurchase behavior

Accepted Answer

The correct order of the consumer decision-making process is need recognition, information search, evaluation of alternatives, purchase, and postpurchase behavior. Option E is the only one that follows this sequence. Option A has alternative aggregation before need recognition, which is incorrect. Option B has need positioning instead of need recognition, and stimulus response reactions, which is not a step in the process. Option C has need positioning instead of need recognition and alternative aggregation and divestment, which is not the correct step. Option D has information search after need positioning, which is incorrect.

Question 13

Which of the following is the BEST example of an internal stimulus that would create need recognition?
A) A friend comments on how shabby your coat looks
B) A radio station runs an ad for a new video game rental store
C) A headache
D) An invitation to a graduation for which you need a gift
E) A billboard promoting a new national Internet service provider

Accepted Answer

Aches and pains are generated internally by your body without outside inputs from anything or anyone.

Question 14

Stimulus discrimination is a learned ability to differentiate among similar products.

Accepted Answer

Stimulus discrimination is the ability to perceive and respond differently to stimuli that are distinct from each other or have different qualities, characteristics or features. This ability is learned through experience and training and allows individuals to identify and distinguish similar products or stimuli in their environment.

Question 15

An attitude is a physiological difference among consumers.

Accepted Answer

An attitude is a learned tendency to respond consistently toward a given object.

Question 16

As a result of hearing the adventures of returning soldiers,Monroe decided to enlist in the U.S.Army.These stories he heard from the soldiers acted as:
A) affective states
B) external stimuli
C) internal stimuli
D) purchase outcomes
E) a dissonance creator

Accepted Answer

External stimuli are influences from an outside source such as one's friends.

Question 17

Which of the following products would most likely require the purchaser to use only an internal information search?
A) A doctor for recently detected illness
B) A new washer and dryer
C) A formal dance
D) Favorite restaurant you love to patronize regularly
E) Choose a movie to see at the theater

Accepted Answer

Internal information search is used with information stored in one's memory.A favorite restaurant would be in a consumer's memory.

Question 18

The imbalance between actual and desired states is sometimes referred to as the:
A) want-got gap
B) self-actualization quandary
C) either-or principle
D) got-want gap
E) cognitive-dissonance paradox

Accepted Answer

In other words,there is a difference between what a consumer has and what he or she would like to have.

Question 19

While looking at the DVDs at Target,Tee tried to remember the name of the action movie starring Harrison Ford as an archeologist so he could buy the DVD.Which step of the consumer decision-making process is this?
A) Antecedent search
B) Need recognition
C) External information search
D) Alternative evaluation
E) Internal information search

Accepted Answer

After a need or want is recognized,a consumer may be motivated to search for information.In this case,the information was already stored in his memory.

Question 20

The way a consumer goes about addressing a need is called a:
A) need
B) tactic
C) stimulus
D) want
E) desire

Accepted Answer

Marketing managers can create wants on the part of the consumer,which are ways a consumer goes about satisfying a need.

Quiz 6: Consumer Decision Making

It is usually easier to change consumer beliefs about a service attribute than a product attribute.

Which of the following is any unit of input affecting one or more of the five senses: sight,smell,taste,touch,and hearing?

There are two types of learning: concrete and abstract.

Sam was driving when someone ran a stop sign and totaled his car.His car cannot be repaired,so he realized he's going to have to get another one.What stage of the consumer decision-making process does this represent?

After a need or want is recognized,a consumer may search for information about the various alternatives available to satisfy it.This occurs during which part of the consumer decision-making process?

Rod saw a television commercial for a Honda S2000 and wants to test drive one.The commercial is an example of a(n) _____ stimulus.

The processes consumers use when making purchase decisions are called:

Which step in the consumer decision-making process is a result of an imbalance between actual and desired states?

Lisa has to have a Diet Coke for breakfast.At a breakfast meeting,she was offered coffee and refused.She only wanted a Diet Coke.This illustrates that Lisa needs Diet Coke to:

By keeping the blue triangle in the corner and the Nabisco name on several similar Nabisco snack products,Nabisco is attempting to capitalize on stimulus generalization.

The types of products people purchase using only an internal search are typically:

The steps of the consumer decision-making process in order are:

Which of the following is the BEST example of an internal stimulus that would create need recognition?

Stimulus discrimination is a learned ability to differentiate among similar products.

An attitude is a physiological difference among consumers.

As a result of hearing the adventures of returning soldiers,Monroe decided to enlist in the U.S.Army.These stories he heard from the soldiers acted as:

Which of the following products would most likely require the purchaser to use only an internal information search?

The imbalance between actual and desired states is sometimes referred to as the:

While looking at the DVDs at Target,Tee tried to remember the name of the action movie starring Harrison Ford as an archeologist so he could buy the DVD.Which step of the consumer decision-making process is this?

The way a consumer goes about addressing a need is called a: