Deck 6: Consumer Behavior

Question 1

Sanjay decided not to purchase the Hulu app because he didn't think it would give him access to all the shows and movies that he wanted for the price. Sanjay was assessing the financial risk of purchasing the Hulu app.

Answer 1

False

Question 2

When considering a purchase decision, people generally buy one product or service instead of another because they perceive it to be a better value.

Answer 2

True

Question 3

Determinant attributes are product or service features that are important to the buyer and on which competing brands or stores are perceived to differ.

Answer 3

True

Question 4

When Brent is thirsty, he always buys a Coke. It appears that like many consumers, Brent engages in considerable alternative evaluation when buying habitual products like his Coke.

Question 5

Yvonne wants a new, dependable car that also looks good. She wants to satisfy both functional and psychological needs.

Question 6

Within Maslow's hierarchy, esteem needs allow people to satisfy their inner desires.

Question 7

One benefit of having satisfied customers is that they may spread positive word of mouth.

Question 8

Mariah will not consider shopping at a nearby farmer's market based on negative comments made by her parents; in other words, she has developed a negative attitude toward this specific farmer's market.

Question 9

Customers are more likely to talk about service that exceeded their expectation than about service that did not meet their expectation.

Question 10

Before buying a new car, Marel asked her parents which models they thought were the most fuel efficient. This is considered an external search for information.

Question 11

Another name for physiological risk is health risk.

Question 12

The process by which individuals hear what another person is saying is known as perception.

Question 13

Maslow's hierarchy of needs is an interesting concept for psychology, but it has little relevance for marketing.

Question 14

After purchasing an expensive pair of shoes, you may question whether the shoes are any better than the less expensive shoes you could have purchased instead. This is an example of postpurchase cognitive dissonance.

Question 15

Carmine usually buys Adidas shoes, so when his friend asked him what shoes he should buy, he said Adidas without thinking about it. Carmine's response is an example of an evoked set.

Question 16

The consumer decision process begins with a comparison of available alternatives.

Question 17

When Norris asked Fran where she wanted to go for lunch, she said Panera Bread because she used to go there at least once a week and always liked it. Fran conducted an internal search for information.

Question 18

Jenni didn't go see the movie Us because her friends said she wouldn't be able to handle it. When she found out how good it was, she blamed her friends. Jenni's reaction demonstrates an internal locus of control.

Question 19

A want is something that an individual desires to have, but may not necessarily need.

Question 20

Setting high customer expectations is a good strategy that will help avoid customer dissatisfaction in the long run.

Question 21

When Stefan decided he needed a new car, he immediately called his old college roommate, who owns a BMW dealership, to ask questions about options and financing. Stefan was searching for information from

A)an external source.
B)an internal locus of control.
C)a reference source.
D)an internal source.
E)a situational factor group.

Question 22

By producing motorcycles that do more than get riders to their destinations and back, Harley-Davidson is addressing consumers' ________ needs.

A)functional and social
B)postpurchase and prepurchase
C)safety and situational
D)psychological and physiological
E)functional and psychological

Question 23

Upscale men's and women's clothing stores like Nordstrom, Neiman Marcus, or Saks Fifth Avenue are more likely to appeal to consumers' ________ needs.

A)functional
B)postpurchase
C)safety
D)psychological
E)situational

Question 24

The consumer decision process model represents

A)the concept of habitual decision making.
B)the retrieval of an evoked set based on physiological needs.
C)the steps that consumers go through before, during, and after making purchases.
D)the shift from an internal to an external locus of control.
E)the types of decisions all consumers must make for each product or service purchase.

Question 25

Gerard recognized his old, rusty car had seen its last mile. Considering the context of this situation, when he began searching for a new car to replace it, he most likely relied on both ________ sources of information.

A)biased and unbiased
B)compensatory and noncompensatory
C)general and specific
D)psychological and functional
E)internal and external

Question 26

When Nicole realized her dog had fleas, Nicole was faced with

A)a social-perceptual incongruence.
B)a psychological need.
C)cognitive learning failure.
D)a universal shopping need.
E)an unsatisfied need.

Question 27

When professional cyclists purchase clothing for riding in the Tour de France, their purchases are primarily addressing ________ needs.

A)functional
B)prepurchase
C)social
D)psychological
E)functional and psychological

Question 28

Consumers involved in habitual decision making engage in little conscious decision making.

Question 29

The consumer buying process begins when

A)a consumer enters a store.
B)consumers' functional needs are greater than their psychological needs.
C)a consumer's performance risk is minimized.
D)a consumer recognizes an unsatisfied need.
E)learning follows perception.

Question 30

When her computer monitor wouldn't turn on, Sabrina knew she had a problem. Logically, Sabrina's next step in the consumer decision process would be to

A)identify her need.
B)search for information about monitors.
C)evaluate alternatives.
D)purchase a new monitor.
E)assess her satisfaction with the monitor she purchased.

Question 31

When Selena was deciding which haircut style she should change to that her boyfriend would like, she was satisfying an esteem need within Maslow's hierarchy.

Question 32

As the manager of a local coffee shop, Hollis greets his regular customers by name and often begins making their order when he sees them drive into the parking lot. Hollis knows habitual purchasers with strong store loyalty are great customers.

Question 33

Sybil is visiting colleges before applying to schools as part of her extended problem-solving process.

Question 34

A reference group may have direct or indirect influence on your attitude toward a clothing store.

Question 35

Tomas wants an unbiased source of information to help him decide what brand of carpeting to buy for his new condominium. Tomas would most likely search for information from

A)the Pottery Barn catalog.
B)the Consumer Reports website.
C)the local Better Business Bureau.
D)the website for Community Carpet store.
E)Better Homes and Gardens magazine.

Question 36

Once consumers have recognized a need, they begin to search for ways to satisfy that need. The internal search is characterized by

A)searching a company's website.
B)examining personal memories and knowledge.
C)reading consumer reviews.
D)consulting close friends and families.
E)analyzing brand advertising.

Question 37

Tasha has an almost-new economy car, but she wants a Ford Mustang because she thinks it would be exciting to own one. If she decides to purchase a sports car such as the Mustang, she will be primarily fulfilling a ________ need.

A)functional
B)postpurchase
C)safety
D)psychological
E)functional and psychological

Question 38

The greater the discrepancy between a consumer's needy state and the desired state, the greater the

A)time required to satisfy the need.
B)effort consumers will invest in searching for alternatives.
C)consumer's need recognition will be.
D)size of the universal set will be.
E)breadth of the external information search.

Question 39

Generally, people buy one product or service instead of another because they

A)cannot find similar products in the marketplace.
B)perceive it to be the better value for them.
C)prefer to avoid extended problem solving.
D)have conducted a thorough internal search for information.
E)are unaware of key determinant attributes.

Question 40

A key to successful marketing is determining how to meet the correct balance of ________ needs that best appeals to the firm's target markets.

A)functional and social
B)postpurchase and prepurchase
C)safety and situational
D)psychological and physiological
E)functional and psychological

Question 41

Consumers consider universal, retrieval, and evoked sets during which stage of the consumer decision process?

A)need recognition
B)postpurchase evaluation
C)information search
D)situational analysis
E)evaluation of alternatives

Question 42

When Anne was deciding where her bridesmaids should buy their dresses, she considered all the stores she could recall seeing advertised. This represents Anne's ________ set.

A)universal
B)retrieval
C)evoked
D)deterministic
E)behavioral

Question 43

Every time Shondra wants to eat salad for lunch, she and her friends go to Corner Bakery, but if she's craving dessert, she heads straight to The Cheesecake Factory. In making these choices, she relies on a(n)

A)perceived benefits analysis.
B)external locus of control.
C)exceptional marketing campaign.
D)external source of information.
E)internal search for information.

Question 44

Juan was afraid his new condominium would look shabby to his future in-laws, so he had it painted just before their visit. Juan was addressing his ________ risk.

A)social
B)financial
C)performance
D)psychological
E)physiological

Question 45

Twice a year, in conjunction with daylight savings time, Kendra changes the batteries in her smoke detectors. Kendra is most likely concerned with ________ risk.

A)psychological
B)financial
C)performance
D)social
E)cultural

Question 46

Logan believes he is responsible for his actions, and he will conduct extensive searches before making a purchase. His friend Riley has a different attitude about responsibility. Riley's favorite phrase, when confronted by the need to make a decision, is "Whatever." In marketing terms, Logan is said to have a(n)________ and Riley, a(n)________.

A)personal-accountability approach; laissez-faire approach
B)formal search function; casual search function
C)increased search anxiety; decreased search anxiety
D)internal locus of control; external locus of control
E)focused sense of information; unfocused sense of information

Question 47

Susan has naturally curly hair and has often been disappointed with the haircuts she has received. When she moved to a new town, she approached her new office mates and several strangers with curly hair and asked them where they had their hair cut. She chose to spend considerable effort finding a new hair stylist based on the ________ associated with her purchase decision.

A)evoked set
B)reference group
C)physiological risk
D)performance risk
E)financial risk

Question 48

Rachel and Liam got married a year ago and are ready to move out of their apartment and into a new home. After looking at several houses, they have developed a list of features that are important to them and that are different among the homes they have visited. The features on their list are examples of

A)an evoked set.
B)determinant attributes.
C)short lists.
D)perceived risk factors.
E)trade-off elements.

Question 49

Michelle is a travel agent. Whenever she sells an expensive vacation package, she encourages the customer to buy travel insurance, which provides reimbursement in case of trip cancellation due to illness or another emergency. Michelle is trying to reduce her customers' ________ risk.

A)psychological
B)financial
C)performance
D)social
E)physiological

Question 50

Erica travels a lot for work and is looking to buy a carry-on bag that fits size and weight regulations. Although she has looked at several brands, she refuses to buy a bag that cannot also fit underneath the seat in front of her. Erica is basing her decision on

A)a compensatory decision rule.
B)a noncompensatory decision rule.
C)habitual decision making.
D)social factors.
E)temporal factors.

Question 51

Sharon flies regularly between Atlanta and Los Angeles. She almost always uses Delta Airlines and has lots of Delta Sky Miles credit (Delta's frequent-flyer program). Still, she uses an online fare comparison website each time to see if a competitor has a better price or a more convenient schedule. Sharon uses ________ to decide which airline to fly.

A)a compensatory decision rule
B)a noncompensatory decision rule
C)habitual decision making
D)social factors
E)temporal factors

Question 52

________ attributes are product or service features that are important to buyers and what they use to differentiate among choices.

A)Retrieval
B)Financial
C)Social
D)Determinant
E)Safety\performance

Question 53

The Wall Street Journal provides a set of guidelines each year for purchasing a laptop computer. The guidelines include recommendations for hard disk capacity, memory size, battery life, and several other attributes. The Wall Street Journal is providing consumers with

A)an evoked set.
B)psychological needs.
C)social concerns.
D)evaluative criteria.
E)biased information.

Question 54

Marketers particularly want their brands and products to be in consumers' ________ sets.

A)universal
B)retrieval
C)evoked
D)deterministic
E)behavioral

Question 55

Roberta is in the process of buying a new flat screen TV. There are many possible flat screens to choose from, but she is focused on a few she would actually consider buying. These make up her ________ set.

A)universal
B)retrieval
C)immediate
D)evoked
E)focus

Question 56

Before flying, Micah researches the types of planes the airline uses, scans the plane for defects as it taxis up to the terminal, and observes the pilot and crew as they come through the airport. He has no experience as a pilot or airplane mechanic. Micah probably has a misguided sense of his

A)postpurchase dissonance.
B)locus of control.
C)reference group identification.
D)attribute sets.
E)social risk.

Question 57

In the consumer decision process, we decide how much time and effort to expend searching for information based partly on ________ associated with the product or service being considered.

A)postpurchase dissonance
B)the alternative evaluation process
C)the degree of perceived risk
D)the results of habitual decision making
E)the results of the external search

Question 58

An online retailer needs to be able to measure how well its website converts purchase intentions into actual purchases. This is known as the

A)conversion rate.
B)collection ratio.
C)consumer index.
D)customer total.
E)buyer quotient.

Question 59

Trevor prefers shirts made with 100 percent cotton, but he will sometimes buy shirts with less cotton if they are less expensive. Trevor uses ________ to decide which shirts to buy.

A)a compensatory decision rule
B)a noncompensatory decision rule
C)habitual decision making
D)social factors
E)temporal factors

Question 60

When Janelle decided to buy a new computer, she thought about all the brands she could recall seeing advertised, but when she visited her local Best Buy, she limited her search to only those brands she would consider buying. The brands available at Best Buy represent Janelle's ________ set.

A)universal
B)retrieval
C)evoked
D)deterministic
E)behavioral

Question 61

Zappos online shoe and clothing store has a unique way of dealing with abandoned shopping carts. If a site visitor places items into the shopping cart and then leaves the site without making a purchase, several days later Zappos sends a humorous e-mail saying, "Let us show you what your shopping cart did while you were gone," along with a photo of a cute dog intended to represent the shopping cart. This attention-getting device is designed to improve the site's

A)postpurchase dissonance.
B)selective perception.
C)conversion rate.
D)reference group influence.
E)position in the evoked set.

Question 62

There are five types of risks associated with purchase decisions. Which of these risks is most associated with a situation where your new car stalls in the middle of a busy intersection?

A)physiological risk
B)social risk
C)financial risk
D)functional risk
E)psychological risk

Question 63

Within a choice architecture, a(n)________ is a response to a "no-action" condition by imposing a choice on a person who fails to make the decision.

A)default
B)expression
C)glimpse
D)nudge
E)impulse

Question 64

"Black Friday," as the day after Thanksgiving has come to be known in the United States, is a day marked by special deals in most retail stores, including deep-discounted products available in limited quantities, called "doorbusters," that are designed to get shoppers into the store. But one danger of running out of the doorbuster deals is that a shopper may become angry or discouraged at failing to get the special item and decide not to do any more shopping. This is an example of the impact of ________ on the consumer decision process.

A)low regard for self-actualization
B)lifestyle
C)setting high expectations
D)perception
E)learning

Question 65

Most firms maintain customer complaint services online, in the store, or over the telephone. Firms attempt to respond quickly to complaints, hoping to

A)get themselves into the universal set.
B)reduce the cost of postpurchase advertising.
C)minimize negative word of mouth and rumors.
D)extend decision rules to the customer complaint desk.
E)offset performance risk with financial risk.

Question 66

Marketers fear negative word of mouth because when consumers are dissatisfied, they

A)are less likely to say something than when they are satisfied.
B)often want to complain to many people.
C)buy more of the product to prove they were correct in their criticism.
D)often file a lawsuit.
E)don't buy any of the company's other products.

Question 67

Tomas greets his regular customers by name every morning when they come in for coffee. He offers them a taste of anything special he is cooking that day. He has a database with their birthdays and offers them free meals on their birthdays. Tomas most likely hopes that this attention to his "regulars" will encourage them to

A)assist him in meeting his functional needs.
B)always include his firm in their universal set.
C)extend problem solving beyond ritual consumption.
D)internalize impulse attitudes.
E)spread positive word of mouth.

Question 68

Marketers frequently design customer relationship management programs to

A)retain loyal customers.
B)attract consumers who have safety needs.
C)reinforce postpurchase cognitive dissonance.
D)increase internal information search.
E)improve profit margins.

Question 69

Roger is considering buying a hybrid car, but he's not sure that he believes the gas mileage estimates. Roger is concerned about

A)physiological risk.
B)social risk.
C)financial risk.
D)safety risk.
E)performance risk.

Question 70

Zappos.com constantly reminds customers of recently viewed items and informs them when stock is low in an effort to entice the customer to make a purchase. Zappos is trying to improve its

A)conversion rate.
B)collection ratio.
C)consumer index.
D)customer total.
E)culture quotient.

Question 71

While on vacation, Linda's camera was stolen. Not wanting to waste vacation time shopping for a new camera, Linda simply purchased another camera just like her old one. For Linda, the ________ was low.

A)perceived benefit versus perceived cost of search
B)locus of control for this decision
C)determinant attribute for this decision
D)universal set of camera options
E)prepurchase dissonance factor

Question 72

Americans often equate "bigger" with "better," and prefer larger cars, TV screens, homes, even meals. Researchers suspect that in doing so, we are trying to reduce ________ risk in the consumer decision process.

A)psychological
B)financial
C)performance
D)social
E)physiological

Question 73

After Marta graduated from college, she found a steady and good-paying job, got married, started to raise a family, and began to receive recognition at work and in the community. Eventually, she began to devote more time and effort to intellectual and aesthetic pursuits. Marta is advancing to which category on Maslow's Hierarchy of Needs?

A)self-fulfillment
B)self-esteem
C)self-confidence
D)self-actualization
E)self-care

Question 74

The display of candy and magazines at the grocery store checkout are impulse products the store hopes you will purchase as you wait to pay for your groceries. Impulse products like these are elements of

A)compensatory decision rules.
B)choice architecture.
C)evoked sets.
D)retrieval sets.
E)self-actualization.

Question 75

Caroline is starting to wonder if she should have purchased her new cell phone because it cost so much money and she could have purchased a less expensive one. This scenario represents an especially critical time for marketers because Caroline is dealing with

A)criteria reevaluation.
B)buyer's remorse.
C)competitive leverage.
D)purchase uncertainty.
E)consumer vulnerability.

Question 76

A(n)________ is a need or want strong enough to cause a person to seek satisfaction.

A)locus of control
B)motive
C)attitude
D)perception
E)learning curve

Question 77

Many consumers have clothes they purchased in the past that they "would not be seen in" today. When they see those clothes hanging in the backs of their closets, these consumers probably feel

A)cognitive bias.
B)postpurchase cognitive dissonance.
C)psychological risk.
D)need recognition.
E)physiological risk.

Question 78

Marketers are particularly interested in postpurchase behavior because it

A)involves both compensatory and noncompensatory consumers.
B)offers insights into information search methods.
C)avoids situational conflicts.
D)involves actual rather than potential customers.
E)involves both actual and potential customers.

Question 79

Maslow's hierarchy of needs includes physiological needs at the bottom-most level of the pyramid and self-actualization at the top-most level. The three levels in between are

A)material goods, safety, and love.
B)community, family, and self.
C)safety, stability, and striving.
D)health, wealth, and happiness.
E)safety, love, and esteem.

Question 80

Postpurchase cognitive dissonance is especially likely for products that are

A)cheap, poorly made, and made of plastic.
B)personally valuable, antique, or foreign-made.
C)simple, easily copied, and new.
D)psychologically soothing, purchased impulsively, and part of a consumer's evoked set.
E)expensive, infrequently purchased, or associated with high levels of risk.