Deck 7: Consumer Buying Behavior

Question 1

How does the level of involvement affect the type of consumer decision-making process that a person uses?

Answer 1

A major determinant of the type of decision-making process employed depends on the customer's level of involvement. High-importance issues, such as health care, are also associated with high levels of involvement. Low-involvement products are much less expensive and have less associated social risk, such as grocery or drugstore items. A person's interest in a product or product category that is ongoing and long term is referred to as enduring involvement. Most consumers have an enduring involvement with only a very few activities or items-these are the product categories in which they have the most interest. Many consumers, for instance, have an enduring involvement with Apple products, a brand that inspires loyalty and trust. In contrast, situational involvement is temporary and dynamic and results from a particular set of circumstances, such as the sudden need to buy a new bathroom faucet after the current one starts leaking and will not stop.

Question 2

Identify and describe the five major categories of situational influences.

Answer 2

Situational factors can be classified into five categories: physical surroundings, social surroundings, time perspective, reason for purchase, and the buyer's momentary mood and condition. Physical surroundings include location, store atmosphere, scents, sounds, lighting, weather, and other factors in the physical environment in which the decision-making process occurs. Social surroundings include characteristics and interactions of others who are present during a purchase decision, such as friends, relatives, salespeople, and other customers. The time dimension influences the buying decision process in several ways. It takes varying amounts of time to progress through the steps of the buying decision process, including learning about, searching for, purchasing, and using a product. Time also plays a role when consumers consider the frequency of product use, the length of time required to use it, and the overall product life. The reason for the purchase involves what the product purchase should accomplish and for whom. The buyer's moods like anger, anxiety, or contentment or conditions like fatigue, illness, or having cash on hand may also affect the consumer buying decision process. Such moods or conditions are momentary and occur immediately before the situation where a buying decision will be made.

Question 3

Purchasers who purchase products for personal or household use and not for business purposes are called the

A) ultimate consumers.
B) end-use consumption group.
C) business market.
D) household purchasing group.
E) organizational market.

Answer 3

A

Question 4

Define consumer misbehavior and discuss three types of consumer misbehavior described in the text.

Question 5

What is Maslow's hierarchy of needs? How does it apply to the consumer buying decision process?

Question 6

Why is it important for marketers to understand the cultural and subcultural influences that may affect the consumer buying decision process?

Question 7

Many aspects of consumer buying decisions are affected by the individual's level of involvement. Level of involvement is

A) the importance and intensity of interest in a product in a particular situation.
B) the buyer's perception, motives, and abilities.
C) the amount of external search that an individual puts into the decision-making process.
D) the particular circumstance or environment in which consumers find themselves.
E) a combination of an individual's demographic factors.

Question 8

Discuss cognitive dissonance as it relates to postpurchase evaluation and describe how marketers can reduce cognitive dissonance in a consumer who has just purchased an expensive product.

Question 9

Why are consumer attitudes an important issue for marketers to study? Can attitudes be changed easily by marketers? Explain.

Question 10

Chloe and Max are searching for a health club to join. This purchase will likely be affected by ____ involvement.

A) low
B) internal
C) enduring
D) evoked
E) perceived

Question 11

Compare and contrast the three major ethnic subcultures in the United States.

Question 12

In what ways can situational influences affect the consumer buying decision process?

Question 13

Discuss how perceptual processes may influence the consumer buying decision process.

Question 14

Abercrombie & Fitch is developing a program to get to know its customers. Which of the following is not a reason why A&F needs to understand consumer buying behavior?

A) Customers' reactions to marketing strategy can impact the firm's success.
B) All customers are the same when it comes to buying behavior.
C) A firm should create a marketing mix that satisfies customers.
D) It helps the marketer predict how consumers will respond to marketing strategies.
E) The marketing concept stresses that a firm should know its customers.

Question 15

Discuss how reference groups and opinion leaders influence purchase behavior.

Question 16

A major determining factor in deciding which type of decision-making process should be used depends on the individual's intensity of interest in a product and the importance of the product for that person. This is known as an individual's

A) motivational structure.
B) routinized response behavior.
C) level of involvement.
D) cognitive dissonance.
E) evaluative criteria.

Question 17

In what ways does an individual's personality affect his or her buying behavior?

Question 18

Compare and contrast the three major influences on the consumer's decision-making processes.

Question 19

Why is it important for marketers to recognize the stages that a consumer goes through in making a purchase decision?

Question 20

How does an individual's social class influence the products he or she buys?

Question 21

For which of the following products would a consumer most likely use limited decision making?

A) Detergent
B) Toothpaste
C) Automobile
D) Hair dryer
E) Washing machine

Question 22

Kellogg's is introducing a new bran waffle for toasters. Television commercials will be a key element in communicating the benefits associated with this product. Based on that decision, Kellogg's is expecting consumers to engage in what form of decision making?

A) Routinized response behavior
B) Limited decision making
C) Extended decision making
D) Impulse buying
E) Extensive response behavior

Question 23

Jenny plans to buy a new swimsuit for her spring break cruise. She has not seen this year's styles and thus will do some comparison shopping before making a purchase decision. Jenny is engaging in

A) routinized response behavior.
B) extended decision making.
C) limited decision making.
D) impulse buying.
E) intensive decision making.

Question 24

Which of the following products would probably require extended decision making before a purchase?

A) Products purchased frequently
B) Products to be purchased in the future
C) Products that are purchased routinely
D) Expensive products
E) Products purchased as a result of social influences

Question 25

Stacy is going to the store to buy milk and cereal. She will most likely use ____ in her consumer decision-making process.

A) routinized response behavior
B) limited decision making
C) extended decision making
D) perceptual scanning
E) evaluation of alternatives

Question 26

Jose and Teresa are searching for an apartment. They will most likely engage in which one of the following forms of decision making?

A) Extended decision making
B) Limited decision making
C) Impulse buying
D) Routinized response behavior
E) Intensive response behavior

Question 27

Evan has just been hired as a product manager for a major technology firm. Currently, he is making purchases for his new apartment and upcoming job. His purchase of _____ would most likely be done through extended decision making, while his purchase of ____ would be made through limited decision-making behavior.

A) a new suit; a sofa
B) a toaster; bed sheets
C) coffee maker; flat screen TV
D) flat screen TV; bath towels
E) coffee maker; groceries

Question 28

Which of the following buying situations is most consistent with routinized response behavior?

A) Ian buying his first pair of basketball shoes
B) Molly buying a new set of tires for her car
C) Aaron buying a new fishing rod and reel
D) Stephanie buying bottled water
E) Bryan buying a new software program

Question 29

Extended decision making is the type of consumer decision-making process that

A) involves no conscious planning but rather a powerful and persistent urge to buy something.
B) is the most complex decision-making behavior, which comes into play when a purchase involves unfamiliar, expensive, or infrequently bought products.
C) requires a moderate amount of time for information gathering and search.
D) is the creation and maintenance of a collection of products that satisfy a person's needs and wants.
E) requires very little search-and-decision effort and is practiced when buying low-cost and frequently purchased products.

Question 30

Tori went to Sam's Wholesale Club to shop for a party she was hosting on the weekend. She knew that she could buy larger quantities of food items than she normally did, and they would also be much less expensive. She checked everything off her list and proceeded to the checkout lines. Passing a display of fresh flowers, she thought, "Wouldn't those be nice for the party?" She selected one of the bouquets and placed it in her cart. Tori has most likely engaged in ______ when selecting the food for her party, and ____ when selecting the flowers.

A) limited decision making; impulse buying
B) routinized decision making; impulse buying
C) extended decision making; compulsive response behavior
D) limited decision making; cognitive dissonance
E) routinized decision making; compulsive response behavior

Question 31

Cole's smartphone is two years old and he would like to have a new one. This time, he wants to make sure that it has a longer battery charge and better geographic coverage since he is traveling three days a week for his new job. Cole is most likely to use _____ for this purchase.

A) routinized response behavior
B) limited decision-making behavior
C) extended response behavior
D) intensive decision-making behavior
E) extended decision-making behavior

Question 32

The three most widely recognized types of consumer decision making are

A) limited problem solving, extended problem solving, and routinized response behavior.
B) extended problem solving, enduring problem solving, and situational decision making.
C) planned problem solving, impulse buying, and limited decision making.
D) internal problem solving, external problem solving, situational behavior.
E) responsive behavior, planned behavior, and impulsive decision making.

Question 33

When a consumer purchases products occasionally or needs information about an unfamiliar brand in a familiar product category, he or she will most likely engage in

A) enduring purchase behavior.
B) routinized response behavior.
C) extended decision making.
D) impulse searching.
E) limited decision making.

Question 34

When a new variety of Kashi whole-grain breakfast cereals is first introduced, consumers will most likely engage in ____ when deciding whether or not to purchase this new product.

A) extended decision making
B) limited decision making
C) situational solving behavior
D) routinized response behavior
E) automatic processing behavior

Question 35

While shopping at a local grocery store, Taylor sees a display of his favorite brand of energy drink. He buys some to take home for the weekend. This purchase process would be described as

A) routinized response behavior.
B) extended decision making.
C) limited decision making.
D) situational perception.
E) enduring involvement.

Question 36

Marissa goes to Target to purchase school supplies for her two children. As she is approaching the checkout counter, she sees a vase she just has to have and buys it immediately. Marissa's purchase of the vase is an example of

A) limited decision making.
B) impulse buying.
C) routinized response behavior.
D) addictive consumption.
E) situational involvement.

Question 37

Routinized response behavior is what a consumer does when

A) purchasing an unfamiliar product.
B) buying frequently purchased, low-cost items.
C) an information search is extensive and may involve consulting with friends and family.
D) buying products that require a moderate amount of time for information gathering and deliberation.
E) he or she enters the problem recognition stage of the consumer buying decision process.

Question 38

Which of the following consumer decision-making processes will probably be used in purchasing toothpaste?

A) Extended decision making
B) Routinized response behavior
C) Intensive decision making
D) Limited decision making
E) Perceptual scanning

Question 39

Beth Hines is buying furniture for her apartment for the first time. She is spending considerable time and effort comparing the products that different stores offer. Which type of decision-making process is she using?

A) Selective
B) Intensive
C) Extended
D) Shopping
E) Routinized

Question 40

Claire is a market research analyst for a global consulting firm. She will be traveling to London next month to present her research to a meeting of company executives from around the world. This presentation could be instrumental in the company's decision of whether she should be promoted at the end of this year. Claire has been thinking about the trip, which will be the first time she has been out of the country. She has decided to retire the old college luggage for a more professional-looking version and has begun to evaluate various brands. Claire is most likely facing _____ for this particular purchase.

A) enduring involvement
B) perceptual involvement
C) internal retention
D) situational involvement
E) selective retention

Question 41

After doing considerable shopping, Eric has just decided what brand and type of athletic shoes to buy and where he's going to buy them. In what stage of the consumer buying decision process is Eric?

A) Problem recognition
B) Information search
C) Evaluation of alternatives
D) Purchase
E) Postpurchase evaluation

Question 42

The five major stages of the consumer buying decision process, in order, are

A) information search, establishment of product criteria, evaluation of alternatives, purchase, and postpurchase evaluation.
B) problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation.
C) problem recognition, information search, evaluation of alternatives, postpurchase evaluation, and purchase.
D) information search, evaluation of alternatives, purchase, trial adoption period, and postpurchase evaluation.
E) problem recognition, purchase, evaluation of alternatives, postpurchase evaluation, and rebuy.

Question 43

Evaluative criteria for brands within the consideration set are both

A) selective and expansive.
B) objective and subjective.
C) internal and external.
D) extended and routinized.
E) perceptive and selective.

Question 44

Problem recognition occurs when a consumer

A) searches for information to resolve a problem.
B) becomes aware that there is a difference between a desired state and an actual condition.
C) recognizes a need and evaluates for information to resolve a problem.
D) evaluates her or his purchase.
E) is exposed to a television advertisement desired state and an actual condition.

Question 45

Claire is beginning to wonder if she has made the right decision about purchasing a new HP laptop after she sees a friend with a new Dell. Claire's doubt whether she made the right decision occurs during the ___________ of the buying decision process.

A) cognitive dissonance phase
B) purchase phase
C) evaluation of alternatives phase
D) information search phase
E) postpurchase evaluation phase

Question 46

When shopping for detergent, Josh looks at Tide, Fresh Start, Surf, and All and chooses the one that is on sale. These four brands make up his ____ set.

A) alternate
B) purchase
C) consideration
D) problem
E) imposed

Question 47

All of the following are marketer-dominated sources of information except

A) salespeople.
B) advertising.
C) packaging.
D) friends.
E) displays.

Question 48

When Trevor realizes his liquor cabinet supply was devastated by last weekend's party, he first retrieves information from his memory about what types of liquor he and his friends like most and then asks the attractive clerk at the liquor store what she would recommend. Trevor started with a(n) ____ search and then progressed to a(n) ____ search.

A) consideration; evaluative
B) focused; broad
C) internal; external
D) routinized; extended
E) self; inclusive

Question 49

A customer shopping for a fax machine tells a salesperson that it is important for the fax machine to have several attributes. It must use plain paper, be able to make copies, be compatible with all other fax machines, and not require a separate phone line. The buyer has expressed his or her

A) framing characteristics.
B) service characteristics.
C) consideration set.
D) evaluative criteria.
E) information search criteria.

Question 50

After purchasing a new Lexus, Brandon sees an Infinity pass by on the street and begins to wonder if he made the right choice. Brandon is experiencing

A) problem recognition.
B) cognitive dissonance.
C) internal search.
D) alternative evaluation.
E) framing.

Question 51

A group of brands that a consumer views as alternatives for possible purchase is called a(n)

A) evoked set.
B) awareness set.
C) inert set.
D) evaluative group.
E) evaluation criteria.

Question 52

In the consumer buying decision process, the information search stage

A) yields a group of brands that a buyer views as possible alternatives.
B) involves a buyer becoming aware of the need for a product.
C) is not necessary when the buyer is involved in extensive decision making.
D) occurs immediately after evaluation of alternatives.
E) is lengthy for routine response buying behavior.

Question 53

During the evaluation of alternatives stage of the consumer buying decision process, framing most likely influences the decision process of ____ buyers.

A) younger
B) older
C) wealthier
D) veteran
E) inexperienced

Question 54

During which stage of the consumer buying decision process does a consumer decide from which seller he or she will buy the product?

A) Evaluation of alternatives
B) Information search
C) Source selection
D) Purchase
E) Problem recognition

Question 55

Within the information search step of the consumer buying decision process, what two primary aspects exist?

A) Consideration sets and evoked sets
B) Personal information and nonpersonal information
C) Selective retention and selective distortion
D) Internal search and external search
E) Company-produced information and internal information

Question 56

Mark is shopping for a new suit to wear to an important interview. He really wants to impress his prospective employer and is shopping at many stores to find the right outfit. Martin is using which type of consumer decision-making process?

A) Routinized response behavior
B) Habitual response
C) Information search
D) Extended decision making
E) Intensive decision making

Question 57

The three major categories of influences on the consumer buying decision process are

A) situational influences, demographic influences, and psychological influences.
B) social influences, situational influences, and marketer-dominated influences.
C) demographic influences, situational influences, and marketer-dominated influences.
D) situational influences, social influences, and psychological influences.
E) marketer-dominated influences, psychological influences, and person-specific influences.

Question 58

After purchasing a product, postpurchase evaluation may result in cognitive dissonance. Cognitive dissonance is

A) the congruence between external and internal searches for product information.
B) a function of the manner in which the manufacturer of the product describes its attributes.
C) dissatisfaction with the purchase.
D) the establishment of criteria for comparing products.
E) doubts that occur because the buyer questions whether the decision to purchase the product was right.

Question 59

When Julia goes to the first class of her Operations Management course, she finds out that in addition to the textbook she already purchased, she also needs a copy of the book The Goal. At which stage of the consumer buying decision process is Julia?

A) Purchase
B) Evaluation of alternatives
C) Problem recognition
D) Information search
E) Prepurchase evaluation

Question 60

In shopping for a new laptop computer for her master's degree program, Jocelyn has narrowed the alternatives to four brands. She is considering Dell, Toshiba, Sony, and Hewlett-Packard. These four brands make up Jocelyn's

A) awareness set.
B) consideration set.
C) framing set.
D) external search.
E) inert set.

Question 61

Assignment of meaning to organized information inputs is called

A) motivation.
B) redefinition.
C) learning.
D) interpretation.
E) selection.

Question 62

Jana now feels that her teeth are not white enough after seeing advertisements for whitening toothpaste. Marketers promote these brands based on ____ needs, appealing to sex appeal.

A) physiological
B) esteem
C) self-actualization
D) psychological
E) social

Question 63

As Brianna walks to classes, she selects, organizes, and interprets the sensations she is receiving through her sense organs. Brianna is experiencing the process of

A) exposure.
B) motivation.
C) learning.
D) attitude formation.
E) perception.

Question 64

In the process of perception, individuals receive sensations through sight, sound, taste, smell, and hearing. These sensations are called

A) selective inputs.
B) olfactory receptors.
C) information inputs.
D) perceptual motives.
E) psychological influences.

Question 65

Shortly after moving into their new home, Mark and Katherine Gould purchase and install smoke detectors and an alarm system. The Goulds are concerned about fulfilling their need for

A) survival.
B) safety.
C) self-actualization.
D) esteem.
E) belonging.

Question 66

Buyers' actions are affected by one or more internal energizing forces geared toward satisfying needs, which are called

A) motives.
B) lifestyles.
C) perceptions.
D) attitudes.
E) traits.

Question 67

According to Maslow's hierarchy of needs,

A) individuals simultaneously try to satisfy all five levels of needs.
B) self-actualization needs are the most important needs to be met for most individuals.
C) individuals first address needs at the top of the pyramid and then move down to the lower level needs.
D) levels of needs are different for everyone, and we all try to satisfy them in a different order.
E) individuals first satisfy the most basic needs and then try to fulfill needs at the next level up.

Question 68

People's needs to grow, develop, and achieve their full potential are referred to by Maslow as ____ needs.

A) ego
B) esteem
C) self-actualization
D) social
E) safety

Question 69

Grant Turner makes an appointment to visit with a new dermatologist in town because of a recent bad sunburn. When he arrives at the dermatologist's office, Grant notices a foul odor in the air, worn floor coverings, cluttered rooms that have paint peeling from the walls, and poor lighting. However, the other patients in the waiting room were talking about how much they liked the doctor. While Grant viewed the dermatologist as competent, Grant decided not to visit him again even though the dermatologist recommended a follow-up. Which situational influences are most likely to have affected Grant's decision?

A) Social surroundings
B) Momentary mood
C) Antecedent states
D) Purchase reasons
E) Physical surroundings

Question 70

When organizing perceptual inputs, people tend to mentally fill in missing elements in a pattern or statement. This principle is called

A) interpretation.
B) completion.
C) distortion.
D) closure.
E) linking.

Question 71

The primary psychological influences on consumer behavior are

A) perception, motives, learning, attitudes, personality, and lifestyles.
B) attitudes, perception, retention, exposure, roles, and lifestyles.
C) attitudes, perception, social class, culture, and learning.
D) perception, motives, reference groups, social class, and personality.
E) lifestyles, personality, perception, motives, attitudes, and culture.

Question 72

Antonio is in the market for a new car. He believes that lately there have been more car ads than usual on TV. The need Antonio has is most likely driving which of the following phenomena?

A) perception.
B) selective exposure.
C) selective distortion.
D) cognitive dissonance.
E) selective retention.

Question 73

Consumers tend to remember information inputs that support their feelings and beliefs and forget inputs that do not. This is known as selective

A) exposure.
B) distortion.
C) retention.
D) information.
E) organization.

Question 74

Monique reads through her e-mails containing advertisements for sweaters from H&M, purses from JCPenney, and tennis shoes from Foot Locker. Later while at the mall, she remembers only the shoe ad, thanks to the recent tear in her own Reeboks. Monique has engaged in selective

A) distortion.
B) exposure.
C) analysis.
D) retention.
E) organization.

Question 75

Selective exposure refers to

A) targeting only certain parts of the total market.
B) admitting only certain inputs into consciousness.
C) the circumstances or conditions that exist when a consumer is making a purchase decision.
D) the process of selecting, organizing, and interpreting information inputs to produce meaning.
E) remembering inputs that support personal feelings and beliefs and forgetting those that do not.

Question 76

Perception is a three-step process that involves

A) motivation, personality, and attitudes.
B) classifying, recording, and eliminating information received through the senses.
C) collecting, eliminating, and organizing information inputs.
D) selecting, organizing, and interpreting information inputs.
E) anticipating, classifying, and discarding information inputs.

Question 77

Which of the following statements about how a consumer organizes inputs that reach awareness is most accurate?

A) Inputs are organized by individuals to produce meaning, and this organizational process is usually a slow one.
B) Organization of information inputs is not always needed to produce meaning.
C) Inputs that reach awareness are organized and interpreted in much the same way by all consumers.
D) Because a person interprets information in terms of what is familiar, only one interpretation of organized inputs is possible.
E) Inputs that reach awareness are organized to produce meaning, and this meaning is interpreted in light of what is familiar to the individual.

Question 78

Maslow's hierarchy of needs refers to the five levels of needs that humans seek to satisfy, from most to least basic to survival. These needs, in order from most to least basic to survival are

A) psychological, physiological, safety, social, and esteem.
B) physiological, safety, esteem, social, and self-actualization.
C) physiological, psychological, safety, social, and esteem.
D) physiological, safety, social, esteem, self-actualization.
E) physiological, esteem, safety, self-actualization, and psychological.

Question 79

After certain inputs have been selected to reach an individual's awareness, the next step in the perceptual process is perceptual

A) organization.
B) attention.
C) retention.
D) interpretation.
E) redefinition.

Question 80

The five categories of situational influences are

A) product involvement level, physical surroundings, social surroundings, time perspective, and purchase reason.
B) antecedent states, physical surroundings, social surroundings, time perspective, and space dimensions.
C) social surroundings, physical surroundings, time pressures, purchase reason, and lifestyles.
D) purchase reason, time perspective, social surroundings, physical surroundings, and buyer's momentary mood.
E) store atmosphere, location, aromas, sounds, and lighting.