Deck 5: Consumer Decision Making

Question 1

While Robinson was looking at the CDs at Walmart,he was trying to remember the name of the group that sang the song he liked on last night's episode of Smallville,so he could buy it.Since recording companies pay to have their CDs promoted on television shows,which source of information is Robinson trying to recall?

A)an evoked set
B)marketing controlled
C)nonmarketing controlled
D)an inept set

Answer 1

B

Question 2

What is another name for evoked set?

A)called array
B)reminder assortment
C)induced memory
D)consideration set

Answer 2

D

Question 3

What is the term for the processes individuals use when making a purchase decision based on the distinctive lettering used on Coca-Cola cans,the shape of the Nike swoosh or the colour of a can of Campbell soup?

A)consumer behaviour
B)marketing
C)consumerism
D)perceptual mapping

Answer 3

A
Consumer behaviour describes how consumers make purchase decisions.

Question 4

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)your mother gives you money to buy a new pair of shoes
C)a headache
D)an invitation to a graduation for which you need a gift

Question 5

Which of the following is NOT an example of a marketing-controlled information system?

A)a television ad for RBC insurance
B)a contest for the Heart & Stroke Foundation
C)a $1-off coupon for Campbell's soup
D)an article in Bicycling magazine about the newest Shimano-brand shoes

Question 6

While Martin was looking at the DVDs at Walmart,he was trying to remember the name of the horror movie he saw that starred Bruce Campbell so he could buy the DVD.This is likely to occur during which part of the consumer decision-making process?

A)affective recognition
B)need recognition
C)external information search
D)internal information search

Question 7

Nancy is pregnant and has been shopping for a baby crib.She has visited several websites that provide information about cribs and has consulted a book by a consumer group on how to keep her baby safe.She has also asked several new mothers for recommendations.In her decision-making process,what has Nancy been using?

A)marketing-controlled information
B)demographic information
C)nonmarketing-controlled information sources
D)secondary data sources

Question 8

When is an external information search especially important?

A)when there is a great deal of past experience
B)when there are high costs associated with making an incorrect decision
C)when the cost of gathering information is high
D)when buying frequently purchased,low-cost items

Question 9

Which types of products do people typically purchase using only an internal search?

A)frequently purchased,low-cost items
B)frequently purchased,high-cost items
C)infrequently purchased,low-cost items
D)infrequently purchased,high-cost items

Question 10

Melyssa has been given a horse and needs to buy a new saddle.She has narrowed the brands of saddles she is considering down to Dale Chavez,Abetta,and Big Horn.What do these three brands of saddles represent for Melyssa?

A)her evaluative criteria
B)her dissonance suppressors
C)her discretionary discriminators
D)her evoked set

Question 11

Warren loves to go to the beach on his vacation but hates to have to worry about the possibility of hurricanes.As Warren looked for where he should go on vacation this summer,he consulted a publication called Smart Money and learned the islands of Aruba,Bonaire,and Curacao are not in the hurricane belt.Now he will consider only these island resorts as possible vacation destinations.What is this group of resort islands called?

A)Warren's involvement set
B)Warren's evaluative set
C)Warren's evolved set
D)Warren's evoked set

Question 12

As a result of hearing the adventures of returning soldiers,Monroe decided to enlist in the army.What did the stories he heard from the soldiers act as?

A)affective outcomes
B)external stimuli
C)internal stimuli
D)purchase outcomes

Question 13

Zoran wants to buy a pair of sunglasses he can wear when he is riding his bicycle in competitions.He wants sunglasses with a rubberized nose piece,built-in anti-fogging technology,and the ability to block light from all angles.What do the criteria for his decision appear to be based on?

A)marketing-controlled information sources
B)evoked set finalists
C)routine response behaviour
D)product attributes

Question 14

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

Question 15

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

A)a veterinarian for a new puppy
B)a daycare facility for a two-month-old infant
C)a wedding gown
D)a tube of toothpaste

Question 16

For which of the following products is the purchaser most likely to rely on an external information source?

A)a toothbrush
B)a copy of Macleans magazine
C)a Big Mac
D)a new prescription

Question 17

What are the steps of the consumer decision-making process in order?

A)need recognition,alternative aggregation,re-evaluation,purchase decision,postpurchase behaviour.
B)need positioning,stimulus response reactions,evaluation of alternatives,purchase decision,postpurchase behaviour.
C)need positioning,alternative aggregation and divestment,purchase decision,postpurchase evaluation.
D)need recognition,information search,evaluation of alternatives,purchase,and postpurchase evaluation.

Question 18

Marketers often study the processes used and the factors that influence the consumer when making purchase decisions.What are these processes and factors called?

A)psychographics
B)business buying behaviour
C)consumerism
D)consumer behaviour

Question 19

When do people tend to be more satisfied with a purchase?

A)if they obtain additional information that reinforces their decision
B)if they feel less competent in their daily lives
C)if cognitive dissonance develops
D)if there is inconsistency among opinions and values

Question 20

Hector will drink only Diet Coke.When offered a Diet Pepsi one afternoon as an alternative,he refused to even consider it as part of his evoked set even though he generally drinks a soft drink about the time of day the offer was made.What does this illustrates about Hector?

A)He is satisfying a want.
B)He is satisfying a need.
C)He is satisfying a belief.
D)He is satisfying a craving.

Question 21

Ralph played mediocre golf for over 20 years.Then he retired and vowed to improve his golf game by buying a new golf club that promises increased distance and has a $700 price tag.
Refer to Golf.According to your text,which of the following factors has determined Ralph's level of involvement in the purchase of a new technologically advanced golf club?

A)desire for negative consequences
B)interest and previous experience
C)self-concept and perception
D)self-concept and perceived risk of positive consequences

Question 22

Miller has just purchased a new Allez A1 Specialized bicycle for $1,000.Miller realizes that the Allez A1 costs more than most bikes,and even at that price it doesn't come with a set of pedals.Even though other brands of bicycles cost much less than the Allez A1,Miller tells himself that the Allez A1 is more comfortable and has greater durability than most road bikes.As Miller wonders if he made the right purchase decision,what is he experiencing?

A)attribute remorse
B)cognitive dissonance
C)evaluation distortion
D)perceptual disharmony

Question 23

Ralph played mediocre golf for over 20 years.Then he retired and vowed to improve his golf game by buying a new golf club that promises increased distance and has a $700 price tag.
Refer to Golf.According to Maslow's hierarchy of needs,which needs is Ralph most likely trying to satisfy?

A)social
B)safety
C)self-actualization
D)physiological

Question 24

Jackson has moved to a new community and can no longer attend his old church.He is currently visiting churches to make a decision about which one best serves his needs.In making his decision,which type of consumer decision making will Jackson engage in?

A)limited
B)extended
C)habitual
D)classical

Question 25

When would a marketing manager expect his or her product to be a high-involvement product for most consumers?

A)if it is a product adaptation of a market leader
B)if it is a necessity
C)if it has not been purchased before
D)if it requires substantial financial investment

Question 26

Which of the following activities is most likely to be an example of routine response behaviour?

A)the purchase of a three-week vacation cruise
B)a purchase of a Gibson Guitar for $6,000
C)the first-time purchase of a copy machine for a home office
D)the purchase of toilet paper

Question 27

When Avril went to purchase a birthday card for her new boyfriend,she went to three stores and spent four hours reading over 500 cards before selecting the perfect one.Why is this card (which cost $3.25)properly designated a high-involvement product?

A)brand loyalty
B)situational factors
C)financial risk
D)cognitive dissonance

Question 28

Why does Wanda approach the purchase decision of Soy Good soy milk with much lower level of human involvement than the purchase of a new handbag?

A)due to opportunity costs
B)due to the fear of cognitive dissonance
C)due to situational factors
D)due to the social visibility of the two products

Question 29

Which of the following factors does NOT directly influence consumers' level of involvement in the purchase process?

A)consumer's level of education
B)previous experience with the product
C)buyers interest in the category
D)social visibility of the purchased item

Question 30

A marketer for minor league baseball (MiLB)wants to keep fans who normally attend her team's games from switching to another sport or source of entertainment.To reduce the likelihood that fans will seek out another activity,what might she do?

A)create a feeling of postpurchase anxiety for fans purchasing MiLB tickets
B)offer incentives to get baseball fans to repeatedly purchase tickets for the games until they do it out of habit
C)increase the social visibility of baseball
D)use word- of- mouth to raise visibility to promote the MiLB team

Question 31

The electricity for lighting outdoor billboards is powered by transformers.The operator of a company that installs and manages billboards has purchased many such transformers.Today he plans to buy a replacement for one that was destroyed by a recent storm.Before making this purchase,he will look at cost and also see if he can find one that is more weatherproof.He wants to make sure he buys the best transformer for the job and that he does not pay more money than he should.Which type of decision making will he engage in?

A)limited
B)extended
C)habitual
D)routine

Question 32

Your best friend has sought your advice on what type of clothing she should buy for a job interview.If she gets the job,she will be assistant to the producer of her favourite television program.She really wants this job and considers it a once-in-a-lifetime opportunity.By asking for your help with her wardrobe,what is your friend most likely trying to do?

A)eliminate cognitive dissonance
B)eliminate the low involvement in the decision
C)reduce perceived risk of negative consequences
D)increase the chances of selective exposure

Question 33

What is characterized by low involvement,a short time frame,an internal-only information search,and low costs?

A)limited decision making
B)routine response behaviour
C)emotional buying
D)intensive decision making

Question 34

Cecelia is a receptionist and just spent $347 on a new riding saddle for her boyfriend Claude,a weekend cowboy.When she got home with the saddle,she experienced a high level of anxiety about whether she has made the right purchase decision.What did Cecelia experience?

A)selective dissatisfaction
B)temporal distortion
C)perceptual disharmony
D)cognitive dissonance

Question 35

Leah and Jackson Tidwell are thinking about buying a hybrid car,such as the Toyota Prius.They will need to evaluate such product attributes as size of engine,riding space,ease of maintenance,and costs as well as their own feelings about environmental protection before making the purchase.What will the purchase of this type of car will most likely involve?

A)high-involvement decision making
B)low-involvement decision making
C)extensive decision making
D)limited decision making

Question 36

What do marketing managers often use in-store promotions to stimulate sales of?

A)technical products
B)high-involvement products
C)high-priced products
D)low-involvement products

Question 37

When a consumer is purchasing an unfamiliar or expensive product,which process is often used?

A)extensive decision making
B)cognitive harmonizing
C)limited problem solving
D)strategic behaviour

Question 38

What is the term for the amount of time and effort a buyer invests in the search,evaluation,and decision processes of consumer behaviour?

A)economic value
B)involvement
C)opportunity cost
D)temporal cost

Question 39

Nellie's boss sells merchandise through Internet auctions.He needs to mail a $1,500 hexagonal antique picture frame.He has instructed Nellie to buy packaging that will make sure the oddly shaped frame arrives at its new owner's home undamaged,but he has not told her how or where she will find such packaging.Given that she frequently has to purchase packaging supplies,what kind of purchase decision process would she most likely employ?

A)low-involvement problem solving
B)low-involvement decision making
C)extensive problem solving
D)limited decision making

Question 40

When the administrative assistant restocks office supplies each month,he places an order for paper,pens,folders,and printer cartridges.Each month the order is the same.What is this type of buying called?

A)buyer's harmony
B)situational convenience
C)routine response behaviour
D)consistent decision making

Question 41

What do social influences on consumer buying decisions include?

A)society,culture,and family
B)reference groups,society,opinion leaders,and family
C)personality,lifestyle,and reference groups
D)reference groups,opinion leaders,and family

Question 42

For example,with Chinese patients,the doctor should remember the Chinese believe foods can assist in healing disease so he or she would need to inquire about food choices and preferences.When dealing with Muslim patients,a doctor may need to share a small bit of personal information about himself or herself to gain the patient's trust.These show that physicians need to be aware of how consumer behaviour is influenced by which of the following?

A)culture
B)perception
C)motivation
D)reference group membership

Question 43

A few years ago,the Australian footwear and accessories brand UGG was an unknown brand in the United States and Canada.A few tabloid shots of actresses such as Kate Hudson and Cameron Diaz parading around in their UGG boots were instrumental in making the brand popular in this market;sales haven't let up since.What did Diaz and Hudson likely act as?

A)opinion leaders
B)laggards
C)early instigators
D)gatekeepers

Question 44

What is the name for a group of people who are considered nearly equal in community esteem,regularly socialize among themselves both formally and informally,and share behavioural norms?

A)extended family
B)subculture
C)dissociative group
D)social class

Question 45

Which of the following groups is least likely to be described as a subculture?

A)electrical engineers
B)Vietnamese Canadians
C)college students
D)residents of the 905 area code

Question 46

Which of the following best describes opinion leaders?

A)wealthy,well-educated individuals
B)experts on all high-involvement consumer goods
C)usually the same individuals for all social classes
D)people who influence others

Question 47

The fact that mothers in Japan feed their babies freeze-dried sardines and rice and most mothers in North America would not eat a freeze-dried sardine,much less feed it to their babies,indicates how which of the following influences the consumer decision-making process?

A)culture
B)perception
C)motivation
D)self concept

Question 48

What does culture play an important role in shaping and communicating?

A)economic power
B)individual differences
C)self-concepts
D)values

Question 49

Because her mother went to the supermarket only once a month,this is how Moniq prefers to do her grocery shopping.One of the reasons Moniq is such an efficient shopper is that,like her mother,Moniq believes,"Waste not,want not." What is the passing down of norms and values to Moniq an example of?

A)consumerism
B)the socialization process
C)acculturation
D)the roles opinion leaders play in business decision making

Question 50

Becca,a college student,tends to buy the same brands of toothpaste,shampoo,and deodorant.Which of the following is often the strongest source of group influence upon the individual for many product purchases?

A)psychographic group
B)social class
C)family
D)subculture

Question 51

Madison announced to her family last night that she wanted a pair of inline skates.Her sister Bailey said she thought it was a stupid idea.Their mother Wanda said Madison deserved a special treat for winning the science fair.Because her father Ned said nothing,Madison knew she was not getting the skates.What were the roles played by family members in the consumer decision-making process?

A)Madison was the influencer,and Ned had no role at all.
B)Bailey was the initiator,and Wanda was the decision maker.
C)Madison was an influencer,and Wanda was the decision maker.
D)Madison was the initiator,and Ned was the decision maker.

Question 52

Which of the following statements about culture as an influence on consumer buying behaviour is true?

A)a subculture has minimal influence.
B)the Internet increases cultural heterogeneity.
C)Language is an important aspect of culture.
D)Core values remain the same for all cultures.

Question 53

You are the brand manager for a new line of allergy relief drugs.Which of the following methods might you employ to use opinion leadership/reference groups to help stimulate demand for your products?

A)Create ads that show the typical consumer performing a healthy lifestyle activity.
B)Develop a promotional campaign that tells customers they "deserve to use" these products.
C)Use a series of ads showing different health care associations and societies endorsing the use of these health care products.
D)Develop a promotional campaign that emphasizes safety and security needs being fulfilled by these health care products.

Question 54

A pet food manufacturer has introduced a new vegetarian cat food and spent a large amount of money on the packaging,nationwide television advertising,coupons,and store displays.After a successful introduction period with sales higher than expected,sales suddenly dropped off dramatically.Subsequent research revealed that cats quickly became tired of the food and refused to eat it.The pet food manufacturer forgot cats can also play an important role in the family decision process.What is the cat's role?

A)instigator.
B)consumer
C)decision maker
D)purchaser

Question 55

What is the term for homogeneous groups within a culture that share elements of the overall culture as well as have elements that are unique to that group?

A)autonomous personal units
B)probability samples
C)subcultures
D)normative associations

Question 56

Which of the following best describes how social class can be used as a marketing tool?

A)it is useful for lifestyle distinctions between groups.
B)it is just a simple measure of income level.
C)it offers few insights concerning consumer behaviour.
D)is not used because Canada is a classless society.

Question 57

What is the term for the set of values,norms,attitudes,and other meaningful symbols that shape human behaviour and is transmitted from one generation to the next?

A)socialization
B)culture
C)consumerism
D)lifestyle

Question 58

What is the term for an enduring belief that a specific mode of conduct is personally or socially preferable to an alternative mode of conduct?

A)lifestyle
B)self-concept
C)attitude
D)value

Question 59

To develop a promotional campaign for vocational education to target working-class consumers,which of the following alternatives might you use?

A)a campaign that shows family and community members participating in vocational classes to improve their lives
B)a campaign emphasizing that those who participate in vocational classes will learn and meet others
C)a campaign showing how much participation in vocational classes will improve society as a whole
D)a campaign showing participants in the vocational classes with the time and money to vacation in far-off exotic places

Question 60

Which of the following statements best describes reference groups?

A)Reference groups stimulate,but do not constrain,consumption behaviour.
B)Reference groups have strong influence on all brands and product purchases.
C)A person can belong to only one reference group.
D)Reference groups serve as information sources and influence perceptions.

Question 61

Women account for about 50 percent of the luxury car market.Male car designers at Cadillac are going about their work with paper clips on their fingers to simulate what it feels like to women with long fingernails to operate buttons,knobs,and other interior features.Which type of influences on consumer buying decisions are the designers responding to?

A)cultural
B)social
C)physiological
D)individual

Question 62

Sami Lin is developing an advertising campaign targeted to the same young audience that watched the X Games (a week-long competition in a variety of extreme sports)on television.Which of the following actions might Lin take to help enhance the chances her targeted customers will pay attention to her ads?

A)Use neutral sounds and colours that are similar to the programs the ads follow,so there is not much difference between the program and the ads.
B)Create noisy,boldly coloured ads to break through the ad clutter.
C)Create ads that emphasize the excitement of the brand to get customers to think about the ads.
D)Start a viral internet campaign using a celebrity spokesperson to endorse the product.

Question 63

Sam knows that if he had been allowed to be an actor,he would have been as successful as his favourite actor Tom Hanks.He believes his acting ability and his stage presence are as least as good as Tom Hanks's.Since Sam really admires Hanks,he has recently grown his hair as Hanks did for his role in The Da Vinci Code.What does Sam's new look reflect?

A)his superego
B)his compliant orientation
C)his ideal self-image
D)his real self-image

Question 64

To analyze consumer lifestyles,what do marketers look at?

A)consumers' activities,interests,and opinions
B)consumers' behaviour,personality,and social class
C)consumers' geography,demography,and psychographics
D)consumers' activities,personality,and demography

Question 65

Sixty percent of drinkers of whiskey in Great Britain are over 50.The dangers associated with an aging market are obvious.Whiskey manufacturers have taken staid traditional symbols of their whiskey and placed them in incongruous situations to appeal to a youthful market.
Refer to Whiskey.If young consumers saw these attempts to influence their purchasing behaviour as ridiculous because they believe whiskey is an old person's drink,they would miss the advertising message the manufacturers hoped to send.What would have occurred?

A)perceptual generalization
B)stimulus discrimination
C)perceptual discrimination
D)selective distortion

Question 66

Which of the following is NOT an example of individual factors that affect the decision-making process for consumers?

A)gender
B)age
C)reference groups
D)lifestyles

Question 67

What is the term for how consumers perceive themselves in terms of attitudes,perceptions,beliefs,and self-evaluations?

A)socialization
B)personality
C)self-concept
D)normalization

Question 68

On any given day,a person may be subjected to over 2,500 advertising messages but may be aware of only 10 to 20 of them.What is this called?

A)selective distortion
B)selective learning
C)selective exposure
D)selective attributes

Question 69

A few years ago,Toro introduced a small,lightweight snow blower called the Snow Pup.Even though the product worked well,sales failed to meet expectations because consumers perceived the name to mean that the Snow Pup was a toy or too light to do any serious snow removal.This illustrates how which of the following can influence the consumer decision-making process?

A)selective distortion
B)incorrect problem recognition
C)lifestyle dissonance
D)socialization

Question 70

One method of categorizing consumers refers to a large group of older men (called Rugged Traditionalists)who believe in the traditional,old-school gender roles,who prefer hockey to all other types of sports,who would use a straight razor for shaving if they could find one,and prize convenience above all other qualities in a retail store.The Rugged Traditionalist is described in terms of how which of the following influences affect his consumer decision making?

A)psychological
B)individual
C)social
D)cultural

Question 71

Sixty percent of drinkers of whiskey in Great Britain are over 50.The dangers associated with an aging market are obvious.Whiskey manufacturers have taken staid traditional symbols of their whiskey and placed them in incongruous situations to appeal to a youthful market.
Refer to Whiskey.Which psychological influence on consumers' purchase of whiskey are the manufacturers trying to change?

A)value
B)perception
C)reference group
D)personality

Question 72

Several years ago,Procter & Gamble added bleach to its Tide laundry detergent,but people didn't believe it was different because it looked the same.So P&G added blue beads to the normally white detergent.Though the blue beads had nothing to do with the bleaching action,consumers could "see" the difference.In this case,consumers were organizing stimuli into a meaningful picture.What is this process called?

A)exposure
B)perception
C)retention
D)cognition

Question 73

What is it called when consumers change or distort information that conflicts with their feelings or beliefs?

A)selective distortion
B)selective dissonance
C)selective reinforcement
D)selective exposure

Question 74

Manning bought a Schwinn Circuit bike for $1,300.After the purchase,he read an article about bicycles made by the Giant Bicycle Company,which makes a bike with most of the same features as the Schwinn Circuit.Manning processed this newly received information to make it more consistent with his prior opinion that the Schwinn is better than the Giant bike.What did Manning engage in?

A)intermittent reinforcement
B)faulty selectivity
C)selective distortion
D)selective retention

Question 75

What is the analytical technique used to examine consumer lifestyles and to categorize consumers?

A)acculturation analysis
B)demography
C)socialization
D)psychographics

Question 76

What is the term for an orderly series of stages in which consumers' attitudes and behavioural tendencies change over time?

A)socialization
B)the wheel of consumerism
C)the family life cycle
D)lifestyle consumption

Question 77

Clayton's purchase behaviour is influenced by his love of rodeo,his patriotism,a fascination with agriculture,his love of country music,and his belief that everyone needs to enjoy life.All of these things are part of which personal influence on the consumer decision-making process?

A)attitude
B)personality
C)beliefs
D)lifestyle

Question 78

Families of police officers often alter information they hear about officers who die in the line of duty.This allows them to live and function while their loved one is engaged in a potentially dangerous job without constant anxiety.What is the name for this process?

A)selective retention
B)selective distortion
C)selective exposure
D)selective reinforcement

Question 79

What is the term for a composite of psychological makeup and environmental forces that provides consistency to an individual's reactions to situations?

A)acculturation
B)socialization
C)personality
D)autonomy

Question 80

Studies of how consumers relate to Internet entertainment classify them into nine different groups.One category is "Mouse Potatoes," who spend most of their time online,who want the most current gadgets,and who believe the world pictured in the cartoon The Jetsons will exist one day.What does this describe of the "Mouse Potatoes"?

A)self-image
B)cultural bias
C)lifestyle
D)demographics