Question 1

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 2

While Robinson was looking at the CDs at Wal-Mart,he was trying to remember the name of the group that sang the song he liked on last night's episode of his favorite TV show so he could buy it.Since recording companies pay to have their CDs promoted on television shows,the source of information Robinson is trying to recall is:
A) a fortuitously evoked set
B) marketing-controlled
C) nonmarketing-controlled
D) unitary data
E) a credible consideration set

Accepted Answer

Marketing-controlled information sources are product information sources that originate with marketers promoting the product.

Question 3

While looking at the DVDs at Wal-Mart,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 4

The processes individuals use when making a purchase decision 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 5

A(n)_____ is a way a consumer goes about addressing a need.
A) want
B) evaluation
C) quest
D) cognition
E) attitude

Accepted Answer

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

Question 6

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 evaluation

Accepted Answer

See Exhibit 6.1.

Question 7

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 8

An external information search is especially important when:
A) there is a great deal of past experience
B) there are high costs associated with making an incorrect decision
C) the cost of gathering information is high
D) buying frequently purchased, low-cost items
E) there is little risk of making an incorrect decision

Accepted Answer

If a consumer perceives a purchase to involve high risk (financial,social,etc.),an external search will lower the risk by providing more information.

Question 9

David is shopping for tires for his Audi.He looks in the yellow pages of the local phone book and calls Costco,Sam's club,Sears and a local car repair shop.In his decision-making process,David is using:
A) marketing-controlled information sources
B) demographic information sources
C) nonmarketing-controlled information sources
D) secondary data sources
E) internal search sources

Accepted Answer

Marketing-controlled information sources are product information sources that originate with marketers promoting the product.

Question 10

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 11

After a need or want is recognized,a consumer may be motivated to clarify the options available and generate an evoked set of brands.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 12

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 13

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 14

All of the following are examples of marketing-controlled information sources EXCEPT:
A) a friend's recommendation on the brand of product to buy
B) brochures about kitchen products sold by the Home Depot
C) a coupon for $1.00 off of laundry detergent
D) recipe for oatmeal raisin cookies on a package of oatmeal
E) an advertisement in a magazine

Accepted Answer

A friend's recommendation would not be controlled by any marketer.

Question 15

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 16

A product information source that originates with marketers promoting the product are referred to as a:
A) manipulative information source
B) primary information source
C) secondary information source
D) marketing-controlled information source
E) biased information source

Accepted Answer

Marketing-controlled information sources,such as advertising and promotion,originate with marketers promotion the product.

Question 17

Which of the following is an information source that is not associated with advertising or promotion?
A) external
B) nonmarketing-controlled
C) marketing-controlled
D) unbiased
E) primary

Accepted Answer

Nonmarketing-controlled information sources do not originate with marketers promoting the product.

Question 18

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 19

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 20

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.

Quiz 6: Consumer Decision Making

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?

While looking at the DVDs at Wal-Mart,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 processes individuals use when making a purchase decision are called _____.

A(n) _____ is a way a consumer goes about addressing a need.

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

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

An external information search is especially important when:

David is shopping for tires for his Audi.He looks in the yellow pages of the local phone book and calls Costco,Sam's club,Sears and a local car repair shop.In his decision-making process,David is using:

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:

After a need or want is recognized,a consumer may be motivated to clarify the options available and generate an evoked set of brands.This occurs during which part of the consumer decision-making process?

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

All of the following are examples of marketing-controlled information sources EXCEPT:

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

A product information source that originates with marketers promoting the product are referred to as a:

Which of the following is an information source that is not associated with advertising or promotion?

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

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

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