Deck 6: Consumer Decision Making

Question 1

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.

Answer 1

C

Question 2

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

Answer 2

C

Question 3

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.

Answer 3

B

Question 4

The value that a consumer expects to obtain from a purchase is called __________________.

A) utilitarian value
B) hedonic value
C) perceived value
D) actual value

Question 5

Which information source is associated with advertising or promotion?

A) Family recommendations
B) Nonmarketing-controlled
C) Marketing-controlled
D) Internal information search

Question 6

From the following,identify the correct sequence of decision making steps when buying a new or expensive product.

A) (1)Need recognition,(2)information search,(3)evaluation of alternatives,(4)purchase,and (5)postpurchase behavior.
B) (1)Information search,(2)evaluation of alternatives,(3)need recognition,(4)purchase,and (5)postpurchase behavior.
C) (1)Evaluation of alternatives,(2)information search,(3)need recognition,(4)purchase,and (5)postpurchase behavior.
D) (1)Information search,(2)need recognition,(3)evaluation of alternatives,(4)purchase,and (5)postpurchase behavior.

Question 7

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) utilitarian value
D) hedonic value

Question 8

Which statement 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 9

The imbalance between actual and desired states is sometimes referred to as:

A) need recognition.
B) an evoked set.
C) the got-want gap.
D) the want-got gap.

Question 10

Discuss the importance of understanding consumer behavior.

Question 11

Which stage in the consumer decision-making process results from the imbalance between actual and desired states?

A) Postpurchase behavior
B) Evaluation of alternatives
C) Purchase
D) Need recognition

Question 12

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 13

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 14

Rochelle wants to purchase a new gaming laptop.She wants to compare two of the latest models of gaming laptops-with similar build,quality,and hardware specifications-from different manufacturers.Rochelle reads reviews of each product on reputable online forums before making her decision.In this scenario,Rochelle seeks data ________________.

A) from a marketing-controlled information source
B) through her own knowledge
C) from a nonmarketing-controlled information source
D) through an internal information search

Question 15

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 16

In terms of making a purchase,the value of a product can derive from an enduring belief shared by a society that a specific mode of conduct is personally or socially preferable to another mode of conduct.

Question 17

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) non marketing-controlled information source
D) need recognition

Question 18

Steve saw a television advertisement for Yamaha Star Venture,a sports touring motorcycle,and wanted to test-drive one.The advertisement is an example of a(n)__________ stimuli.

A) direct
B) external
C) internal
D) indirect

Question 19

Bethany is hungry and wants to go to a good restaurant to eat and relax.She chooses Morton's The Steakhouse for its ambiance and good food.Her experience provides_____.

A) hedonic value
B) utilitarian value
C) both hedonic and utilitarian value
D) perceived value

Question 20

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 21

A product information source that originates with marketers promoting the product is referred to as a(n)____________________________________.

A) manipulative information source
B) internal information source
C) secondary information source
D) marketing-controlled information source

Question 22

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 rather than external stimuli.
D) her friends also recommend the hotel.

Question 23

Which of the following statements is true of post purchase 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 24

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

Question 25

_____ 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 26

Carrying over a well-known and respected brand name from one product category to another product category is referred to as:

A) brand stretching.
B) brand extension.
C) brand building.
D) brand promotion.

Question 27

A group of brands that results from an information search that a buyer can choose among is referred to as the buyer's ________________________.

A) evoked set
B) external set
C) internal set
D) planned set

Question 28

Linda usually does not spend much time selecting gifts.However,when choosing a fountain pen for her husband's birthday this year,she visited several stores and spent a lot of time asking the sales staff about different features of the pen before making her purchase.This scenario illustrates _____.

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

Question 29

Claudia is looking to purchase a good phone.After evaluating her options,she has decided to buy an iPhone X,though other brands that have all her required features are offering good value for less money.Prior to buying an iPhone X,Julie may experience some conflict because she is worried that the phone's top-of-the-line technology,which costs much more than its competitors,will be obsolete in a couple of months.What is the marketing term used to describe this feeling?

A) Cognitive dissonance
B) Psychological ownership
C) Routine response
D) Perceived risk of negative consequences

Question 30

Buying a car is generally an unplanned activity and stopping by a sandwich shop to satiate one's hunger is a planned activity.

Question 31

Internal stimuli are influences from an outside source,and external stimuli are occurrences you experience.

Question 32

Need recognition generally is not triggered by a consumer's exposure to an external stimulus.

Question 33

Consumers try to reduce dissonance by justifying their purchase decision.

Question 34

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

Question 35

_____ 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) Low-involvement products

Question 36

When consumers search for information regarding a product or service that they are interested in buying,what is the importance of a marketing-controlled information source?

Question 37

_____ occurs 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 38

Which statement 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 39

By sending post purchase letters and giving guarantees on products to consumers who have bought their company's products or organization's services,marketing managers can help reduce the consumers' _____.

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

Question 40

Having too many choices can confuse consumers and cause them to delay the decision to buy,or in some cases,cause them not to buy at all.

Question 41

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 used for marketing high-involvement products.

Question 42

Emotional involvement is closely related to shopping involvement which represents the personal relevance of the process of shopping because the things that consumers care most about will eventually create high emotional involvement.

Question 43

When a husband decides to buy his wife a wedding anniversary gift,he takes extensive measures to buy an apt and lovely gift for his wife.Which type of involvement does this consumer behavior demonstrate?

A) Enduring involvement
B) Situational involvement
C) Shopping involvement
D) Emotional involvement

Question 44

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

Question 45

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

Question 46

Laura went to Walmart to check the quality,sizing,and price of some branded clothes.But she found the same items at a cheaper price online and bought them online instead of getting them at Walmart.What is this practice called?

A) Showrooming
B) Marketing
C) Window shopping
D) Product involvement

Question 47

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

Question 48

Which strategy would a marketing manager most likely use to increase the sales of a high-involvement product?

A) Create advertisements that give consumers all the necessary information to make the purchase decision.
B) Focus on the package design of the product so that it will be eye catching and easily recognized on the store shelf.
C) Link the product to a lower-involvement issue to create publicity.
D) Offer coupons,small discounts,and two-for-one deals on the product.

Question 49

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 50

Marina buys a new pair of shoes from Repop,an online store.She logs in to Repop's website and finds that her homepage has been customized to display the status of her latest purchase.In this scenario,Repop is using _____ to exert influence over the decision making journey.

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

Question 51

Consumers practice extensive decision making when purchasing products that are extremely important to them.

Question 52

Explain the sequence and stages of the consumer decision journey.

Question 53

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

Question 54

_____ 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 55

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 56

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 57

The social factors that affect the consumer decision journey are:

A) lifestyle,personality,age,and family.
B) reference groups,opinion leaders,and family.
C) cultural values,subculture,and social class.
D) perception,motivation,beliefs,and attitudes.

Question 58

Whenever a particular fashion house brings out a new product line,it publicly launches the products in a grand social event,invites society's who's who,and lavishly displays its new products.What term best describes this type of consumer involvement?

A) Social visibility
B) Interest product involvement
C) Previous experience
D) Situational involvement

Question 59

Which of the following has given consumers unprecedented power to express likes and dislikes,compare prices,find the best deals,sift through huge numbers of recommendations,and have items delivered?

A) Social media
B) Digital technology
C) Consumerization
D) Cell phones

Question 60

Lauren buys groceries every month from Walmart and rarely does much research on the products she buys.What is the marketing term for this type of consumer behavior?

A) Emotional involvement
B) Enduring involvement
C) Routine response behavior
D) Extensive decision making

Question 61

Which is true of how reference groups influence consumer behavior?

A) Reference group norms do not constrain consumer behavior.
B) Consumers are prohibited from dissociating themselves from reference groups.
C) Consumers generally 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 62

When considering the roles in decision making that family members play when someone wants to buy a good or service,the member who suggests or plants the seed for the purchase process is called the _________________.

A) influencer
B) purchaser
C) consumer
D) initiator

Question 63

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 64

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 than the middle class on vacation homes,jewelry,vacations,and cruises.
C) The majority of Americans today define themselves as upper class.
D) Social class includes people who are of the same age and gender.

Question 65

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

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

Question 66

Saraz Inc.,a leading brand of apparel,has several branches all over the country.The company's market research shows that teenagers do not choose their brand as often as older age groups.Therefore,the company modifies some of its existing designs to attract teens.In this case,the teenage group can be referred to as a _____.

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

Question 67

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

Question 68

Social influences are most likely to influence consumer buying decisions by:

A) reducing a feeling of perceived risk or uncertainty regarding a purchase.
B) prompting impulse purchase decisions.
C) encouraging consumers to recognize their feelings and formulate opinions.
D) shaping human behavior and transmitting it from one generation to the next.

Question 69

The popularity of massive music festivals has created an opportunity for fans of electronic dance music to get together and create their own _____.

A) social class
B) subculture
C) values
D) race culture

Question 70

Which of the following exerts the most influence on a consumer's buying decisions?

A) Social class
B) Gender
C) Reference groups
D) Ethnicity

Question 71

Identify and explain the importance of cultural influences and how they affect consumer decision making.

Question 72

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.For Ben,the Marathon Runners Club can be categorized as a(n)_____.

A) interest reference group
B) primary membership group
C) aspirational reference group
D) non aspirational reference group

Question 73

Ramelson Inc.,a sporting goods footwear and apparel company,features photographs of celebrities wearing its brand of clothing and sports gear.The company launched a commercial for its new line of football cleats.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) non aspirational reference groups
D) decision makers

Question 74

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 its environment from changing.
C) Culture teaches etiquette regarding technology.
D) Consumers are born with a cultural identity.

Question 75

A subculture is a homogeneous group of people who share elements of an overall culture as well as cultural elements unique to their own group.Within subcultures,people's attitudes,values,and purchase decisions are even more similar than they are within the broader culture.

Question 76

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 77

Which statement aptly describes the characteristics of the middle class in the United States?

A) They are people who are not regularly employed; depend primarily on the welfare system for sustenance; and have little schooling.
B) They are people who are middle-level white-collar; have education past high school; and with an income somewhat above national average.
C) They are people who are upper-level managers; professionals; owners of medium-sized businesses; and well-to-do,stay-at-home homemakers.
D) They are people who are middle-level blue-collar,lower-level white-collar; with income below national average; and are largely working in skilled or semi-skilled service jobs.

Question 78

Which term describes the type of group in which family,friends,or a professional organization influences an individual's purchasing behavior?

A) A social group
B) A cultural group
C) An opinion group
D) A reference group

Question 79

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

Question 80

The underlying elements of a society that distinguishes it from other cultural groups are:

A) social class,behavior,food habits,and laws.
B) values,language,myths,customs,rituals,and laws.
C) race,genes,personal choices,and eating habits.
D) behavior,weather social class,dress choices,and genes.