Deck 6: Consumer Decision Making

Question 1

Consumers try to reduce cognitive dissonance by justifying their purchase decision.

Answer 1

 True

Question 2

Consumers' product preferences for themselves remain stagnant in all stages of the family life cycle.

Answer 2

 False

Question 3

Which of the following statements is true of consumer behavior?

A)People's value systems do not affect their consumer behavior.​
B)Consumer behavior cannot be learned.
C)The study of consumer behavior includes factors that influence purchase decisions and product use.
D)​Consumers' product and service preferences are constant and do not change over time.

Answer 3

 C

Question 4

According to Maslow's hierarchy of needs theory,self-actualization is the highest human needs of all.

Question 5

Involvement is the amount of time and effort a buyer invests in the search,evaluation,and decision processes of consumer behavior.

Question 6

Perception is the process that creates changes in behavior through experience and practice.

Question 7

Unlike experiential learning,conceptual learning occurs when an experience changes your behavior.

Question 8

Value of a product can mean an enduring belief shared by a society that a specific mode of conduct is personally or socially preferable to another mode of conduct.

Question 9

Personality refers to how consumers perceive themselves in terms of attitudes,perceptions,and beliefs.

Question 10

Learning to differentiate among similar products is known as stimulus generalization.

Question 11

In the context of individual influences on consumer buying decisions,individual characteristics are generally unstable over the course of one's life.

Question 12

Unlike affluent upper-class consumers,working-class or middle-class consumers are more likely to be salaried executives or self-employed professionals with at least an undergraduate degree.

Question 13

The process by which we select,organize,and interpret stimuli into a meaningful and coherent picture is called learning.

Question 14

Unlike high-involvement products,low-involvement goods and services are generally associated with routine response behavior.

Question 15

Consumers can be influenced by reference groups only if they belong to those groups.

Question 16

Marketers often try to create opinion leaders as it is rare to find an opinion leader who spans multiple diverse domains.

Question 17

Need recognition cannot be triggered when a consumer is exposed to an external stimulus.

Question 18

After being influenced by frequent advertisements,Jeremy buys a new cell phone.However,he discovers that the new cell phone does not offer the features he expected.This scenario illustrates that the _____ of the purchase is less than Jeremy's expectations.

A)​perceived value
B)actual value
C)an evoked set
D)​a consumer set

Question 19

Hedonic value is derived from a product or service that helps a consumer solve problems and accomplish tasks.

Question 20

People in a subculture do not share the characteristics of the broader culture.

Question 21

Which of the following strategies is a marketing manager most likely to follow to increase the sales of a high-involvement product?

A)​Creating advertisements that give consumers all the necessary information to make the purchase decision
B)Focusing on the package design of the product so that it will be eye-catching and easily recognized on the store shelf
C)Linking the product to a lower-involvement issue to create publicity
D)​Offering coupons, cents-off deals, and two-for-one offers on the product

Question 22

Linda usually does not spend much time selecting gifts while buying them.However,when buying a pen for her husband's birthday,she visited several stores and spent a lot of time selecting the pen.This scenario is an example of _____.

A)​product involvement
B)situational involvement
C)shopping involvement
D)​enduring involvement

Question 23

A _____ is any unit of input affecting one or more of the five senses: sight,smell,taste,touch,and hearing.

A)​consideration set
B)need
C)stimulus
D)​want

Question 24

Unlike hedonic value,utilitarian value:

A)​is a form of perceived value.
B)is obtained from products rather than services.
C)can be viewed as a means to an end.
D)​can be enjoyed without making a purchase.

Question 25

Joshua is a millionaire,and he manages several successful companies.He usually socializes with people of similar status.Given this information,Joshua and the people he socializes with are examples of a _____.

A)​family
B)social class
C)popular culture
D)​reference group

Question 26

Unlike external stimuli,internal stimuli:

A)​do not have multiple sources.
B)cannot be satisfied through purchases.
C)include stimuli such as hunger and thirst.
D)​include stimuli such as advertisements and videos.

Question 27

_____ is the most complex type of consumer buying decision and is associated with high involvement on the part of the consumer.

A)​Limited decision making
B)Routine response behavior
C)Extensive decision making
D)​Postpurchase evaluation

Question 28

_____ is an example of routine response behavior.

A)​Booking a cruise vacation
B)Buying an $800 worth personal computer
C)Buying an air conditioner for the first time
D)​Purchasing groceries

Question 29

_____ occur when consumers feel that making the wrong decision might cause some concern or anxiety.

A)​Physiological risks
B)Financial risks
C)Social risks
D)​Psychological risks

Question 30

_____ typically occurs when a consumer has previous product experience but is unfamiliar with the current brands available.

A)​Stimulus generalization
B)Routine response behavior
C)Limited decision making
D)​Extensive decision making

Question 31

Unlike nonmarketing-controlled information sources,marketing-controlled information sources:

A)​are types of internal information sources.
B)include friends and families.
C)are unbiased toward a specific product.
D)​include mass-media advertising.

Question 32

By sending postpurchase letters and giving guarantees on products,marketing managers can help reduce _____.

A)​cognitive dissonance
B)internal stimuli
C)selective exposure
D)​want-got gap

Question 33

_____ is the set of values,norms,attitudes,and other meaningful symbols that shape human behavior and the artifacts,or products,of that behavior as they are transmitted from one generation to the next.

A)​Loyalty
B)Culture
C)Consumerism
D)​Perceived value

Question 34

During an external information search,a consumer is most likely to enlarge his search and consider more alternative brands when:

A)​the consumer is knowledgeable and well informed about a potential purchase.
B)the perceived risk of the product or service to be purchased increases.
C)the consumer is confident of making a purchase decision with the information at hand.
D)​the product or service to be bought is a frequently purchased, low-cost item.

Question 35

Which of the following statements is true of culture?

A)​It cannot be learned.
B)It influences individuals in a way that they are completely aware of its values.
C)It encompasses all the things that consumers do without conscious choice.
D)​It is static and does not change.

Question 36

Saraz Inc.,a leading brand of apparels,has several branches all over the country.Upon research,the marketing managers identify that teenagers do not prefer their brand as much as other age groups do.Therefore,the firm modifies its existing designs to attract the youth.In this case,the teenage group can be referred to as a _____.

A)​subculture
B)social class
C)popular culture
D)​reference group

Question 37

Andrea wants to take her husband,Bill,to an exotic island to surprise him on their tenth wedding anniversary.She has made reservations at an expensive hotel.However,she is now worried whether she is going to get service worth the money she spent.In this scenario,Andrea's inner tension would reduce if:

A)​she has no other hotel to stay in the island.
B)she differentiates between her needs and wants. 
C)she focuses on her internal stimuli than external stimuli.
D)​her friends also recommend the hotel.

Question 38

Becky wants to buy a new cell phone.She asks her friends who are technologically savvy to recommend a good,lightweight phone that is easy to use.In this scenario,Becky is obtaining information using a(n)_____.

A)​marketing-controlled information source
B)internal information search
C)nonmarketing-controlled information source
D)​marketing-controlled information search

Question 39

To increase the sales of low-involvement products,marketing managers can:

A)​focus on the package design of the products.
B)promote the products extensively to the target market.
C)design advertisements with highly emotional messages.
D)​adopt strategies that are used for marketing high-involvement products.

Question 40

Sam uses public transport to commute to work.However,he has always wanted to own a car and believes commuting by car will save time.This scenario exemplifies Sam's _____.

A)​selective retention
B)cognitive dissonance
C)value
D)​want

Question 41

Ramelson Inc.,a footwear and apparel company,features photographs of celebrities wearing Ramelson clothes and shoes.The company launched a new commercial for its new line of football shoes.This commercial featured famous football stars as it believes that celebrities can influence customers' buying decisions.In this case,the football stars served as _____.

A)​opinion leaders
B)aspirational reference groups
C)nonaspirational reference groups
D)​decision makers

Question 42

In the context of the purchase process of a family,_____ are members who suggest or plant the seed for the purchase process.

A)​influencers
B)purchasers
C)consumers
D)​initiators

Question 43

Which of the following statements is true of trends in gender marketing?

A)​Today, men rely on the women in their lives to shop for them.
B)It is unaffected by the roles of men and women in society.
C)Men are more price-conscious than women.
D)​While shopping, men use tablets twice as often as they use smartphones.

Question 44

Joshua prefers to do his grocery shopping at Fresnas Mart because his mother also prefers to shop there.He also does not shop groceries online because his mother does not prefer shopping groceries online.In this case,Joshua's shopping behavior is a result of _____.

A)​want-got gap
B)the socialization process
C)cognitive dissonance
D)​the decision-making process

Question 45

Careers often create a _____ for single parents.

A)​poverty of time
B)want-got gap
C)cultural complexity
D)​traditional life cycle

Question 46

Which of the following is an effect of social influences on consumer buying decisions?

A)​Consumers base decision making on the values and beliefs of their culture.
B)Consumers rely on personal experience while making a buying decision.
C)Consumers seek out the opinions of others for decision making.
D)​Consumers make decisions based on their ideal self-image.

Question 47

Melina considers herself a fashionista and thinks that she dresses more fashionably than her friends and family.Her family and friends,however,feel she dresses just like them.In this case,the perception of Melina's friends and family contradicts Melina's _____.

A)​real self-image
B)lifestyle
C)ideal self-image
D)​social class

Question 48

Which of the following is a social factor that can influence consumer buying decisions?

A)​A social class
B)Gender​
C)A reference group
D)​Ethnicity

Question 49

Which of the following is an individual characteristic that influences a person's buying decisions?

A)​Gender
B)Culture​
C)Motivation
D)​Learning

Question 50

Social influences on consumer buying decisions are most likely to help in:

A)​reducing a feeling of uncertainty among consumers.
B)making impulse purchase decisions.
C)recognizing one's feelings and formulating opinions.
D)​shaping human behavior and transmitting it from one generation to the next.

Question 51

In the context of the family life cycle,which of the following statements is true of households with older children?

A)​They buy cars to display their status more than to fulfill their needs.
B)They will increase their spending on health care, clothing, housing, and food.
C)They spend more on food, entertainment, education, as well as cars and gasoline.
D)​They will decrease their spending on alcohol, education, and transportation.

Question 52

Jane and Kyle have been married for four years.Jane recently gave birth to a baby girl.In the context of the family life cycle,which of the following is most likely to be true of their spending behavior?

A)​They will spend more than average on alcoholic beverages, education, and entertainment.
B)They will increase their spending on health care, clothing, housing, and food.
C)They will increase their spending on alcohol, education, and transportation.
D)​They will increase their spending on vehicles, women's clothing, and health care.

Question 53

Ryan and Ben are best friends.Ryan regularly runs marathons and is a member of the Marathon Runners Club at his university.Ben also wants to join the club,but he is not a very strong runner.Ben decides to start running every day so that he can participate in marathons and become a member of the club.Given this information,the Marathon Runners Club can be categorized as a(n)_____.

A)​interest reference group
B)primary reference group
C)aspirational reference group
D)​nonaspirational reference group

Question 54

_____ is a process whereby a consumer notices certain stimuli and ignores others.

A)​Stimulus generalization
B)Selective exposure
C)Cognitive dissonance
D)​Selective retention

Question 55

Products that appeal to mothers have evolved since mothers are no longer homogeneous like before.Instead,there are traditional,blended,and nontraditional moms.Which of the following factors that affect consumer buying decision is responsible for this change?

A)​Increased motivation
B)Changes in lifestyle
C)Creation of poverty of time
D)​Increased involvement

Question 56

_____ refers to how an individual actually perceives himself or herself.

A)​Self-esteem
B)Self-actualization
C)Ideal self-image
D)​Real self-image

Question 57

Which of the following is a psychological factor that impacts consumer buying decisions?

A)​Social class
B)Learning
C)Age
D)​Lifestyle

Question 58

Which of the following statements is true of the social class system in the U.S.?

A)​Interest in organized labor is one of the most common attributes among the working class.
B)The working class spends more on vacation homes, jewelry, vacations and cruises.
C)The majority of Americans today define themselves as upper class.
D)​Social class includes people belonging to the same age and gender.

Question 59

In which of the following ways are consumers influenced by reference groups?

A)​Norms of reference groups do not constrain consumer behavior.
B)Consumers are prohibited from dissociating themselves from reference groups.
C)Consumers use the same criteria as their reference groups to make their own consumer decisions.
D)​Consumers are influenced only by the reference groups to which they belong.

Question 60

The _____ is an orderly series of stages in which consumers' attitudes and behavioral tendencies evolve through maturity,experience,and changing income and status.

A)​socialization process
B)consumer decision-making process
C)family life cycle
D)​want-got gap

Question 61

According to Maslow's hierarchy of needs,the most basic human needs are _____.

A)​safety needs
B)physiological needs
C)social needs
D)​self-esteem needs

Question 62

In the context of information searches,explain a marketing-controlled information source.

Question 63

Explain how cultural influences affect consumer decision making.

Question 64

_____ occurs when consumers change information that conflicts with their feelings or beliefs.

A)​Stimulus generalization
B)Selective distortion
C)Cognitive dissonance
D)​Selective retention

Question 65

How does marketing strategy differ based on the level of involvement associated with a product?

Question 66

How do reference groups influence consumer buying decisions?

Question 67

How do psychological factors affect consumer buying decisions?

Question 68

Recently,Jenny Inc.launched a new laptop in the market.Blake bought the laptop but was disappointed when several cheaper laptops were successfully launched in the market soon after.To get over his disappointment,he convinced himself that those laptops were inferior in quality.This scenario illustrates _____.

A)​selective distortion
B)stimulus discrimination
C)cognitive dissonance
D)​confirmation bias

Question 69

Discuss the importance of understanding consumer behavior.

Question 70

Discuss how personality affects consumer behavior.