Question 1

________ describes changes in an individual's behaviour arising from experience.
A)Lifestyle
B)Learning
C)Perception
D)Cognitive dissonance
E)Aggressiveness

Accepted Answer

Learning refers to changes in behaviour that occur as a result of experience. It can be intentional or unintentional and can occur through different types of stimuli, such as rewards or punishments. Repeated experiences with a particular stimulus can lead to changes in an individual's behaviour, such as learning to avoid certain actions or to repeat others.

Question 2

If the consumer's drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If not, the consumer may store the need in memory or undertake a(n)________.
A)brand personality
B)alternative evaluation
C)postpurchase behaviour
D)information search
E)product adoption

Accepted Answer

When a consumer's immediate need is not met by a readily available satisfying product, they are likely to engage in an information search to explore other options and gather more details about potential purchases.

Question 3

The buying process starts with ________, in which the buyer recognizes a problem.
A)need recognition
B)information search
C)evaluation of alternatives
D)purchase decision
E)separation of needs and wants

Accepted Answer

The buying process starts with need recognition, which is the first step in which the buyer realizes that there is a problem or a need that has to be satisfied. Therefore, choice A is the best option.

Question 4

Applying ________, marketers can build demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement.
A)subliminal advertising
B)social classes
C)learning theory
D)need recognition
E)cognitive dissonance

Accepted Answer

The learning theory suggests that marketers can build demand for a product by associating it with strong drives (such as hunger, thirst or need for security), using motivating cues (such as product benefits or persuasive messages), and providing positive reinforcement (such as rewards or incentives for purchasing the product). This approach is based on the assumption that consumer behavior is learned through conditioning and shaping, and that marketers can influence this behavior by creating a favorable response to their product. Subliminal advertising (A) is a controversial and largely unsupported technique that involves exposing consumers to hidden or disguised messages without their awareness or consent. Social classes (B) may influence consumer behavior, but they are not directly related to building demand for a product. Need recognition (D) refers to the process of identifying a need or desire that motivates a consumer to search for a solution, but it does not explain how marketers can create this need or desire. Cognitive dissonance (E) refers to the psychological discomfort that arises when a consumer is confronted with conflicting beliefs or attitudes, but it does not explain how marketers can reduce this discomfort.

Question 5

________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.
A)Personality
B)Perception
C)Selective grouping
D)Learning
E)Self-actualization

Accepted Answer

Perception is the process through which people interpret and organize sensory information to form a meaningful understanding of the world around them. Perception can be influenced by a range of factors, including individual differences in attention, motivation, and previous experiences, as well as the characteristics of the stimuli themselves. Understanding how people perceive the world is important for marketers, as it can influence how they design and promote their products and services.

Question 6

The information sources that are most effective at influencing a consumer's purchase decision are ________. These sources legitimize or evaluate products for the buyer.
A)commercial
B)public
C)experimental
D)personal
E)social

Accepted Answer

Personal sources are the ones that are most effective in influencing a consumer's purchase decision. These sources include family, friends, colleagues, and acquaintances who have personal experience with the product or service in question. Personal sources legitimize or evaluate products for the buyer by providing first-hand information and opinions about the product. Commercial sources (A) are advertisements and promotions from companies, which can influence but may also be viewed with skepticism. Public sources (B) include professional product review websites, which can be helpful but may lack the personal touch of personal sources. Experimental (C) sources involve the consumer experiencing the product themselves, which can be powerful but not always possible or feasible. Social (E) sources are online platforms such as social media, which can play a role but are still considered less influential than personal sources.

Question 7

Among other factors, learning occurs through the interplay of which of the following two factors?
A)drives and stimuli
B)stimuli and status
C)status and dissonance behaviour
D)cues and status
E)reinforcement and dissonance behaviour

Accepted Answer

Learning occurs through the interplay of drives and stimuli. Drives are the internal motivations that push individuals to learn or engage in certain behaviors, while stimuli are the external factors that trigger responses from learners. Together, they create a dynamic system of learning and behavior change.

Question 8

Which of the following is the highest part of Maslow's Hierarchy of Needs?
A)physiological needs
B)safety needs
C)stimulus needs
D)self-actualization needs
E)social needs

Accepted Answer

Self-actualization needs are the highest part of Maslow's Hierarchy of Needs. This level represents the desire to reach one's full potential, achieve personal growth, and find meaning and purpose in life beyond basic material and social needs.

Question 9

A(n)________ is a person's consistent evaluations, feelings, and tendencies toward an object or idea.
A)lifestyle
B)motive
C)belief
D)attitude
E)perception

Accepted Answer

An attitude is defined as a person's consistent evaluations, feelings, and tendencies toward an object or idea. A lifestyle refers to a person's way of living, while a motive is a person's reason or driving force for behavior. A belief is a conviction or acceptance that something is true or exists. Perception refers to a person's interpretation and understanding of sensory information.

Question 10

People forget much that they learn. They tend to retain information that supports their attitudes and beliefs. This is called ________.
A)selective retention
B)selective distortion
C)selective attitude
D)selective attention
E)perceptual vigilance

Accepted Answer

Selective retention is the tendency for people to remember information that supports their attitudes and beliefs while forgetting information that does not align with their preconceived notions. This phenomenon can lead to confirmation bias and a reluctance to consider opposing viewpoints or new information.

Question 11

Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about ________ advertising.
A)alternative evaluation
B)subliminal
C)perceptual
D)innovative
E)comparative

Accepted Answer

Subliminal advertising refers to messages that are presented below the threshold of conscious awareness. Consumers may worry that marketers are using subliminal techniques to influence their behavior without their knowledge or consent.

Question 12

Marketers describe the way the consumer processes information to arrive at brand choices as ________.
A)alternative evaluation
B)information search
C)purchase decision
D)situational factors
E)post-purchase dissonance

Accepted Answer

Alternative evaluation refers to the process by which a consumer compares and evaluates different brands or products based on various criteria such as quality, price, and features. This evaluation is done after the consumer has conducted an information search and considered situational factors. Post-purchase dissonance occurs after the purchase decision has been made and the consumer experiences regret or doubt about their choice.

Question 13

________ are minor stimuli that influence where, when, and how a person responds.
A)Cues
B)Drives
C)Messages
D)Personalities
E)Impulses

Accepted Answer

Cues are small stimuli that influence behavior. These can be environmental cues or social cues that prompt a person to act or behave in a certain way. Drives, on the other hand, are internal states that push a person towards a certain goal or outcome. Messages refer to a form of communication, while personalities are the individual characteristics that shape a person's behavior, thoughts, and emotions. Impulses are sudden urges or desires to act in a certain way.

Question 14

A(n)________ is a descriptive thought that a person has about something.
A)lifestyle
B)motive
C)belief
D)attitude
E)perception

Accepted Answer

A belief is a descriptive thought that a person has about something. It is a conviction or acceptance that something is true or real, often without proof or evidence.

Question 15

What is the most pressing in Maslow's Hierarchy of Needs at any given time?
A)physiological needs
B)social needs
C)esteem needs
D)self-actualization needs
E)safety needs

Accepted Answer

Physiological needs, such as the need for air, water, food, shelter, and sleep, are the most fundamental and pressing needs of an individual at any given time. Without fulfilling these needs, a person cannot focus on fulfilling higher needs like safety, social needs, esteem needs, and self-actualization needs.

Question 16

People cannot focus on all of the stimuli that surround them each day. A person's tendency to screen out most of the information to which he or she is exposed is called ________.
A)selective retention
B)selective distortion
C)selective attitude
D)selective attention
E)selective perception

Accepted Answer

Selective attention refers to a person's tendency to focus on certain stimuli while ignoring others. This is due to limited cognitive resources and the need to filter out information that is deemed irrelevant or unimportant. Selective retention refers to the tendency to remember only information that supports one's beliefs or attitudes, while selective distortion refers to the tendency to interpret information in a way that supports one's preconceived notions. Selective attitude and selective perception are not commonly used terms in psychology.

Question 17

The buyer decision process consists of five stages. Which of the following is one of these stages?
A)need search
B)risk assessment
C)variety-seeking buying behaviour
D)evaluation of alternatives
E)postpurchase enjoyment

Accepted Answer

The buyer decision process includes the stage "evaluation of alternatives," where consumers compare different products or brands to make an informed decision.

Question 18

The term ________ refers to qualitative research designed to probe consumers' hidden, subconscious motivations.
A)perception analysis
B)neuromarketing research
C)motivation research
D)need recognition investigation
E)depth research technique

Accepted Answer

The term "motivation research" specifically refers to qualitative research that seeks to uncover consumers' underlying psychological or emotional motivations for their behaviors or attitudes. Option A (perception analysis) is too broad and does not necessarily focus on subconscious motivations. Option B (neuromarketing research) involves the use of physiological measures, such as brain imaging, to understand consumer responses to marketing stimuli, but this is not specifically focused on subconscious motivations. Option D (need recognition investigation) is a specific type of research that aims to understand how consumers recognize their needs, which is a different focus than motivation research. Option E (depth research technique) is not a commonly used term in market research and does not have a specific association with uncovering subconscious motivations.

Question 19

Maslow's theory is that ________ can be arranged in a hierarchy.
A)stimuli
B)beliefs and attitudes
C)perceptions
D)human needs
E)decisions

Accepted Answer

Maslow's theory is about human needs, which he believed could be arranged in a hierarchy. Maslow proposed that individuals have certain basic needs that must be met before they can move on to fulfilling higher level needs. The hierarchy, from lowest to highest, includes physiological needs (such as food and water), safety needs (such as shelter and security), belongingness and love needs (such as affection and relationships), esteem needs (such as self-esteem and recognition), and self-actualization needs (such as achieving one's potential and personal growth).

Question 20

People tend to interpret new information in a way that will support what they already believe. This is called ________.
A)selective retention
B)selective distortion
C)selective attitude
D)selective learning
E)selective perception

Accepted Answer

Selective distortion refers to the tendency of people to interpret new information in a way that will support what they already believe, even if that means distorting or ignoring contradictory information. Selective retention refers to the tendency to remember things that fit with our existing beliefs and values, and to forget things that do not. Selective attitude refers to the tendency to only pay attention to information that supports our pre-existing attitudes and beliefs. Selective learning is not a common term used in psychology. Selective perception refers to the tendency to selectively perceive information based on what we already believe, as well as our expectations and motivations. However, while selective perception is related to selective distortion, it refers specifically to the way that we selectively attend to certain aspects of a situation and ignore or downplay others.

Quiz 6: Understanding Consumer and Business Buyer Behaviour

________ describes changes in an individual's behaviour arising from experience.

If the consumer's drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If not, the consumer may store the need in memory or undertake a(n) ________.

The buying process starts with ________, in which the buyer recognizes a problem.

Applying ________, marketers can build demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement.

________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.

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

Among other factors, learning occurs through the interplay of which of the following two factors?

Which of the following is the highest part of Maslow's Hierarchy of Needs?

A(n) ________ is a person's consistent evaluations, feelings, and tendencies toward an object or idea.

People forget much that they learn. They tend to retain information that supports their attitudes and beliefs. This is called ________.

Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about ________ advertising.

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

________ are minor stimuli that influence where, when, and how a person responds.

A(n) ________ is a descriptive thought that a person has about something.

What is the most pressing in Maslow's Hierarchy of Needs at any given time?

People cannot focus on all of the stimuli that surround them each day. A person's tendency to screen out most of the information to which he or she is exposed is called ________.

The buyer decision process consists of five stages. Which of the following is one of these stages?

The term ________ refers to qualitative research designed to probe consumers' hidden, subconscious motivations.

Maslow's theory is that ________ can be arranged in a hierarchy.

People tend to interpret new information in a way that will support what they already believe. This is called ________.