Deck 6: Consumer Decision Making

Question 1

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

Answer 1

False

Question 2

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

Answer 2

False

Question 3

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

Answer 3

False

Question 4

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

Question 5

How well a consumer's expectations are met from a product determines whether the consumer is satisfied or dissatisfied with the purchase.

Question 6

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

Question 7

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

Question 8

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

Question 9

Consumers try to reduce dissonance by justifying their purchase decision.

Question 10

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

Question 11

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

Question 12

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

Question 13

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

Question 14

The 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 15

The Internet has failed to change the quality of information available to make purchase decisions.

Question 16

Through self-concept, people define their identity, which in turn provides for consistent and coherent behavior.

Question 17

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

Question 18

The Internet has always been the domain of the blue-collar workers and homemakers.

Question 19

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

Question 20

Rapid changes in digital technology have hampered the consumers' decision making process due to an increasing overload of information.

Question 21

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 22

_____ 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 23

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 24

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 25

In the consumer decision making process, _____ uses information-either based on past interactions or collected through external sources-to instantaneously customize the customer experience.

A)Automation
B)Contextual innovation
C)Journey innovation
D)Proactive personalization

Question 26

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 27

_____ is an example of routine response behavior.

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

Question 28

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 29

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 30

Careers often create a _____ for single parents.

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

Question 31

_____ 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 32

Which of the following statements is true of the social class system in the United States?

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 33

In the consumer decision making process, _____ extends customer interactions to new sources of value, such as related products or partnered businesses.

A)automation
B)journey innovation
C)proactive personalization
D)contextual interaction

Question 34

_____ 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 35

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

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

Question 36

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 37

Melina considers herself a fashionista and would like to be perceived as more fashion oriented 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)personality
C)ideal self-image
D)social class

Question 38

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 39

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 40

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 41

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 42

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 43

Which of the following statements is true of postpurchase behavior?

A)Communication with consumers does not help in reducing cognitive dissonance.
B)Marketers encourage customers to have doubts even after they purchase a product.
C)Consumers expect certain outcomes from a product after making a purchase.
D)Consumers tend to increase dissonance by justifying their purchase decision.

Question 44

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.

Question 45

_____ 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 46

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 decisions is responsible for this change?

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

Question 47

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

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

Question 48

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 49

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 50

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 51

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)external information search

Question 52

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 53

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 54

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 on 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 55

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 56

Marina buys a new pair of shoes from Repop, an online store. She logs in to Repop's Web site and finds that her homepage has been customized to display the status of her latest purchase. Along with that information, other products like socks, jeans, and T-shirts were also displayed as recommendations. In this scenario, Repop is using _____ in order to exert influence over the decision making journey.

A)contextual interaction
B)proactive personalization
C)journey innovation
D)automation

Question 57

Which of the following statements is true of nonmarketing-controlled information sources?

A)It includes mass media advertising like television, and newspaper advertising.
B)It is biased towards a specific product because it originates with marketers promoting that product.
C)It includes Internet forums and other forms of public sources of information.
D)It is monitored anonymously by marketers acting as nonmarketing agents to promote their product.

Question 58

Ramelson Inc., a footwear and apparel company, features photographs of celebrities wearing Ramelson clothes and shoes. The company launched a 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 59

_____ 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 60

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 61

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 62

_____ 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 63

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 _____ of the purchase is less than Jeremy's expectations.

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

Question 64

Herbert and Lily wanted to purchase a new set of curtains for their bedroom. However, they could not decide upon which color to pick. Herbert chose solid-dark-blue curtains whereas, Lily picked lilac curtains with embroidery on it. In this scenario, the difference between Herbert and Lily's choices is due to their _____.

A)involvement
B)gender
C)age
D)lifestyle

Question 65

Which of the following statements is true of the factors determining the level of consumer involvement?

A)Involvement is not related to consumer interests.
B)Consumers are not involved when the perceived risk in purchasing a product is high.
C)Consumers become less involved in the purchase of a familiar product.
D)Involvement decreases as the social visibility of a product increases.

Question 66

How do psychological factors affect consumer buying decisions?

Question 67

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 education, and transportation.
D)They will increase their spending on vehicles, women's clothing, and health care.

Question 68

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

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

Question 69

Explain how cultural influences affect consumer decision making.

Question 70

Discuss the importance of understanding consumer behavior.

Question 71

Discuss how personality affects consumer behavior.

Question 72

Which of the following is true of the dynamic nature of culture?

A)The least defining element of a culture is its values.
B)Culture prohibits the changing of an environment.
C)Culture sets up ethics regarding technology.
D)Consumers are born with a cultural identity.

Question 73

Rochelle wants to purchase a new gaming laptop. She compares two latest models of gaming laptops from different manufacturers with similar build quality and hardware specifications. Rochelle reads reviews of each product on reputed online forums before making her decision. In this scenario, Rochelle is being influenced by _____.

A)a marketing-controlled information source
B)routine responsive behavior
C)a nonmarketing-controlled information source
D)an internal information search

Question 74

Explain the consumer decision journey.

Question 75

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 76

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

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

Question 77

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 78

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

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

Question 79

_____ 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 80

How do reference groups influence consumer buying decisions?