Deck 4: Understanding Consumer Behavior

Question 1

Some automobile dealerships employ a nonnegotiable or no-haggle price strategy to sell their cars. A customer who wants to buy a new or used car would pay the posted price. These dealers probably adopted this pricing policy because

A) the industry was discussing the abandonment of self-regulation practices.
B) women have an intense dislike of price negotiation, yet still want to buy a car.
C) many recent immigrants into the United States are not accustomed to negotiation.
D) women distrust men in general and car salesmen in particular.
E) a sluggish economy guarantees that negotiations would produce negative profit per vehicle.

Answer 1

B

Question 2

Enlightened carmakers have hired women designers, engineers, and marketing executives to better understand the way women decide to buy new cars. They have learned that

A) meeting the expectations of men during the new-car purchasing process is more difficult than meeting those of women.
B) men make the majority of new-car purchasing decisions.
C) women look for features that make accidents survivable while men favor those that prevent them.
D) women care more about reliability than men.
E) men care more about price than women.

Answer 2

C

Question 3

The third stage in the consumer purchase decision process involves appraising brands in the consideration set based on the important criteria (both objective and subjective) identified during the information search step for the ultimate decision. What is this stage called?

A) postpurchase behavior
B) alternative evaluation
C) purchase decision
D) problem recognition
E) information search

Answer 3

B

Question 4

Which of the following statements about how women buy cars today is most accurate?

A) For men, styling is more about a car's exterior lines while women are more interested in interior design and finishes.
B) Women have definite likes or dislikes when buying a car, but they don't feel comfortable expressing their opinions.
C) When it comes to the actual purchase process, women are more adept negotiators than men.
D) Women care more about engine capabilities and men are more concerned with cargo space and gas mileage.
E) Women usually shop one dealership before making a decision and men usually shop three.

Question 5

The actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions, are referred to as

A) purchase intentions.
B) market research.
C) consumer behavior.
D) consumer conduct.
E) purchase protocols.

Question 6

After a problem has been recognized in the consumer purchase decision process, the consumer proceeds to the second stage known as

A) information search.
B) purchase decision.
C) alternative evaluation.
D) opportunity identification.
E) problem evaluation.

Question 7

There are five stages in the consumer purchase decision process. The third stage is

A) information search.
B) purchase decision.
C) alternative evaluation.
D) opportunity testing.
E) problem recognition.

Question 8

Consumer behavior refers to

A) the aspects of a consumer's decision making processes that cannot be measured.
B) the actions a person takes in purchasing and using products and services, including the mental and social processes before and after them.
C) the five stages a buyer passes through in making choices about which product and service to investigate, purchase, and consume.
D) the mental and social processes related to purchasing that are innate in a person from birth.
E) those purchasing behaviors that result from repeated experience and reasoning.

Question 9

Women make what percentage of new-car buying decisions?

A) 15 percent
B) 30 percent
C) 45 percent
D) 60 percent
E) 80 percent

Question 10

The five stages a buyer passes through in making choices about which products and services to buy is called the

A) information sorting process.
B) purchase decision process.
C) alternative evaluation process.
D) postpurchase behavior process.
E) problem recognition process.

Question 11

Scanning memory for previous experiences and also exploring the external environment represent which stage of the consumer purchase decision process

A) information search.
B) purchase decision.
C) alternative evaluation.
D) opportunity identification.
E) problem evaluation.

Question 12

Consumer behavior includes the actions a person takes in purchasing services and using products and services, including

A) the physical effort spent on these actions.
B) the financial limitations one must overcome to accomplish these actions.
C) the mental and social processes that come before and after these actions.
D) the emotional processes that occur during these actions.
E) the cognitive and attitudinal processes that must be learned to complete these actions.

Question 13

Women influence what percentage of new-car buying decisions?

A) 17 percent
B) 37 percent
C) 57 percent
D) 87 percent
E) 97 percent

Question 14

The initial stage in the consumer purchase decision process involves perceiving a difference between a person's ideal and actual situations big enough to trigger a decision. What is this stage called?

A) prepurchase behavior
B) alternative evaluation
C) purchase decision
D) problem recognition
E) information search

Question 15

The fourth stage in the consumer purchase decision process involves deciding from whom to buy and when to buy. What is this stage called?

A) purchase indecision
B) prepurchase evaluation
C) purchase decision
D) problem recognition
E) information search

Question 16

There are five stages in the consumer purchase decision process. The first stage is

A) information search.
B) purchase decision.
C) alternative evaluation.
D) opportunity identification.
E) problem recognition.

Question 17

Which of the following statements about how women buy new cars today is most accurate?

A) Women have definite likes or dislikes when buying a new car, but they don't feel comfortable expressing their opinions.
B) Most women actually enjoy the price negotiation process.
C) The issue of "speed" is an important factor to men but not really important to women.
D) Women are more likely to make their new-car purchase selection as a result of information provided by a friend or a relative than from promotional information.
E) Women care more about exterior styles and lines and men are more concerned with cargo space and gas mileage.

Question 18

The second stage in the consumer purchase decision process involves gathering facts about possible choices, and may include internal and external sources. What is this stage called?

A) postpurchase behavior
B) alternative evaluation
C) purchase decision
D) problem recognition
E) information search

Question 19

There are five stages in the consumer purchase decision process. The fourth stage is

A) information search.
B) purchase decision.
C) alternative evaluation.
D) option testing.
E) problem recognition.

Question 20

The fifth stage in the consumer purchase decision process involves comparing the product or service purchased with one's expectations to determine the degree of satisfaction or dissatisfaction. What is this stage called?

A) postpurchase behavior
B) alternative evaluation
C) purchase decision
D) problem recognition
E) information search

Question 21

Figure 4-1
In Figure 4-1, E represents which stage of the consumer purchase decision process?

A) purchase decision
B) information search
C) financial transaction
D) alternative evaluation
E) postpurchase behavior

Question 22

When Jake said, "My bike needs a tune-up before the ride on Saturday," he was in which stage of the consumer purchase decision process?

A) purchase decision
B) alternative evaluation
C) information search
D) problem recognition
E) postpurchase behavior

Question 23

During the consumer purchase decision process, an individual at the ________ stage will perceive differences between his or her ideal and actual situations big enough to trigger a decision.

A) problem recognition
B) alternative evaluation
C) cognitive dissonance
D) information search
E) postpurchase behavior

Question 24

Which stage in the consumer purchase decision process suggests criteria to use for the purchase, yields brand names that might meet the criteria, and develops consumer value perceptions?

A) problem recognition
B) information search
C) alternative evaluation
D) purchase decision
E) postpurchase evaluation

Question 25

You have determined you want to buy an advanced hybrid vehicle, and a visit to Ford's website reveals that the Ford Fusion Hybrid SE uses hybrid fuel technology with the latest in lithium-ion battery technology. You are currently in which stage of the consumer purchase decision process for this type of automobile?

A) problem recognition
B) needs analysis
C) purchase decision
D) information search
E) postpurchase evaluation

Question 26

Figure 4-1
According to Figure 4-1, the point at which you would exchange money for your sandwich of corned beef on rye would be found in stage

A) A.
B) B.
C) C.
D) D.
E) E.

Question 27

In which stage in the consumer purchase decision process would a consumer ask, "How much can I afford to spend on a new 42-inch LED HDTV?"

A) problem recognition
B) alternative evaluation
C) purchase decision
D) evaluation
E) information search

Question 28

There are five stages in the consumer purchase decision process. The last stage is

A) information search.
B) purchase decision.
C) alternative evaluation.
D) postpurchase behavior.
E) problem recognition.

Question 29

Scanning your memory for previous experiences with products or brands occurs during which stage of the consumer purchase decision process?

A) information search
B) purchase decision
C) alternative evaluation
D) postpurchase behavior
E) problem recognition

Question 30

Kelsey goes shopping with a friend and notices her friend's trendy sandals. She thinks of her own sandals, which have a strap that recently broke, and realizes she needs a new pair. In which stage of the consumer purchase decision process was Kelsey when she had this realization?

A) information search
B) problem recognition
C) purchase behavior
D) alternative evaluation
E) prepurchase cognition

Question 31

Figure 4-1
In Figure 4-1, B represents which stage of the consumer purchase decision process?

A) purchase decision
B) information search
C) problem recognition
D) alternative evaluation
E) financial consideration

Question 32

Perceiving a difference between a person's ideal and actual situations that is big enough to trigger a decision is called

A) problem recognition.
B) alternative evaluation.
C) cognitive dissonance.
D) routine response behavior.
E) postpurchase behavior.

Question 33

Carlos plans to go for a run after his classes are over. As he is getting dressed, he notices that one of the seams is unraveling in his favorite shorts, and he thinks it is about time for ones. In which stage of the consumer purchase decision process is Carlos at that moment?

A) information search
B) problem recognition
C) purchase behavior
D) alternative evaluation
E) prepurchase cognition

Question 34

When Maricela looked in her closet and said, "I don't have anything to wear to the party this weekend," she seems to be in which stage of the consumer purchase decision process?

A) purchase decision
B) alternative evaluation
C) information search
D) problem recognition
E) postpurchase behavior

Question 35

Figure 4-1
In Figure 4-1, D represents which stage of the consumer purchase decision process?

A) purchase decision
B) information search
C) financial transaction
D) alternative evaluation
E) postpurchase behavior

Question 36

Figure 4-1
In Figure 4-1, C represents which stage of the consumer purchase decision process?

A) purchase decision
B) information search
C) problem recognition
D) alternative evaluation
E) financial consideration

Question 37

"Which brand of salad dressing does my mom buy?" would be a question asked during the ________ stage in the consumer purchase decision process.

A) problem recognition
B) alternative evaluation
C) information search
D) purchase decision
E) comparison

Question 38

Figure 4-1
In Figure 4-1, A represents which stage of the consumer purchase decision process?

A) purchase decision
B) information search
C) problem recognition
D) alternative evaluation
E) option identification

Question 39

In marketing, advertisements or salespeople can activate a consumer's purchase decision process by

A) creating a sense of irony or amusement.
B) manipulating a customer's want into a need.
C) promising product attributes that exceed the actual product potential.
D) showing the shortcomings of competing (or currently owned) products.
E) shifting the consumer's focus from internal search to external search.

Question 40

Glow Pets, from the makers of Pillow Pets, are a light-up pillow product designed for young children. The pillows are colorful animals that produce a soft light for 20 minutes at a time and were produced for children with a fear of the dark. The company aired ads on various TV programs showing children being comforted and sleeping restfully with a Glow Pet, making parents and kids alike desire such a situation. The content of the advertising's message most likely focuses on which stage of the consumer purchase decision process?

A) problem recognition
B) information search
C) alternative evaluation
D) purchase decision
E) postpurchase behavior

Question 41

An example of a marketer-dominated source of information consulted during an external search is

A) previous ownership of a product.
B) a Better Business Bureau rating.
C) a company's website.
D) a consumer program on talk radio.
E) your mother.

Question 42

Sanaa recently made partner at her law firm, and she is rewarding herself with the purchase of a new car. She told a coworker, "The Volvo has nine airbags but the Cadillac drives so smoothly." Sanaa is currently in which stage of the purchase decision process?

A) problem recognition
B) information search
C) alternative evaluation
D) purchase decision
E) postpurchase evaluation

Question 43

________ is an example of a public source of information consulted during an external search.

A) People magazine advertising
B) Consumer Reports magazine
C) A salesperson at the Apple Store
D) Your brother-in-law
E) A point of purchase display at Target

Question 44

Sources of external information that originate with the sellers of products and services and include advertising, company websites, salespeople, and point-of-purchase displays in stores are referred to as

A) relational sources.
B) public sources.
C) personal sources.
D) stakeholder sources.
E) marketer-dominated sources.

Question 45

The alternative evaluation stage clarifies the problem for the consumer in part by

A) creating expectations for particular products.
B) proposing the type of purchase outlet.
C) suggesting criteria to use for the purchase.
D) minimizing cognitive dissonance.
E) establishing a purchase timeline.

Question 46

A(n) ________ for information is needed when past experience or knowledge is insufficient, the risk of making a wrong purchase decision is high, and the cost of gathering information is low.

A) external search
B) cognitive search
C) alternative search
D) internal search
E) postpurchase search

Question 47

Nico wants to buy a new digital camera for his semester studying abroad but he knows very little about cameras, having never owned one. As a result, he has begun asking for advice from friends and relatives. In addition, he has talked to salespeople at a Wolf camera shop and Best Buy and he has looked at some websites. Nico is engaging in

A) problem recognition.
B) an internal search.
C) the purchase decision.
D) an external search.
E) the creation of an antecedent state.

Question 48

Public sources of information for an external information search include which of these?

A) advertisements
B) sales personnel
C) friends and relatives
D) government agencies
E) point-of-purchase displays

Question 49

A mother of two toddlers is most likely to exclusively use an internal search during the decision process when purchasing

A) a gift for her mother-in-law.
B) a home security system.
C) disposable diapers.
D) a swing set.
E) a weekend getaway.

Question 50

When an elementary school teacher was returning to school in the fall, she wanted to buy markers and craft paper. She remembered the discount website she visited last year for her purchases, so plans to start there to see if the website still carries the items previously purchased. What term best describes the information search method used by the teacher?

A) personal external source
B) public external source
C) market-dominated external source
D) internal search
E) market-dominated internal source

Question 51

The objective and subjective attributes of a brand that consumers use to compare different products and brands are referred to as

A) temporal states.
B) antecedent states.
C) information sources.
D) evaluative criteria.
E) the consideration set.

Question 52

Casey's girlfriend will celebrate her birthday next week, so he needs to buy her a gift. He remembers the brand of watch that she wears and considers if she would like a new one by the same maker. This is an example of what part of the consumer purchase decision process?

A) recollection search
B) external search
C) evaluative criteria
D) antecedent states
E) internal search

Question 53

Relatives, friends, and social networking sites that the consumer trusts are known as ________ sources of external information in the consumer purchase decision process.

A) relational
B) marketer-dominated
C) personal
D) stakeholder
E) public

Question 54

A(n) ________ in the consumer purchase decision process occurs when consumers scan their memories for previous experiences with products or brands.

A) problem recognition
B) internal search
C) external search
D) purchase task
E) antecedent state

Question 55

An external search for product information is likely to occur when

A) the cost of gathering information is low.
B) review of past experience provides adequate information.
C) the risk of making a wrong purchase decision is low.
D) the item is frequently purchased.
E) the item is for personal use rather than for professional use.

Question 56

Which of the following is not an example of a marketer-dominated source of information consulted during an external search?

A) digital advertising
B) point-of-purchase display
C) Kelley Blue Book
D) dedicated sales staff
E) company website

Question 57

When conducting an information search, a consumer may use various product-rating organizations, government agencies, and TV consumer programs known as

A) relational sources.
B) marketer-dominated sources.
C) personal sources.
D) public sources.
E) stakeholder sources.

Question 58

Hadley wants to purchase a fitness tracker. She is unsure about what type will best suit her needs and work best with other products she owns. As a result, she has begun asking for advice from her friends and relatives. In addition, she has talked to several salespeople at Apple and Best Buy and has looked at some online reviews. Hadley is engaging in

A) problem recognition.
B) an internal search.
C) an external search.
D) a purchase task.
E) the creation of an antecedent state.

Question 59

Julie is an avid mystery reader and her babysitter Tina has been borrowing some of her books over the summer. When Tina's birthday approaches, Julie wants to buy her a good mystery. When Julie was trying to recall her own favorite mystery authors, she was engaged in

A) problem recognition.
B) an internal search.
C) an external search.
D) a purchase task.
E) the precognition of an antecedent state.

Question 60

An example of a marketer-dominated source of information consulted during an external search is

A) personal experience.
B) salespeople.
C) a Federal Trade Commission report.
D) a coworker.
E) Consumer Reports magazine.

Question 61

Charlie was standing outside his classroom talking on the phone when a friend heard him say, "Thank you for taking my call so quickly. I'd like to order the 32-gigabyte 9.7 inch iPad Pro. I'll pick it up today at the Southdale Apple Store. Can I use the easy pay plan?" Charlie was in which stage of the consumer purchase decision process?

A) problem recognition
B) alternative evaluation
C) information search
D) purchase decision
E) postpurchase evaluation

Question 62

Which of the following statements concerning evaluative criteria is most accurate?

A) If the alternatives in a consideration set do not meet all of the requirements of the evaluative criteria, the entire decision process is quickly discontinued.
B) Consumers often have several criteria for evaluating a single product.
C) Evaluative criteria represent objective rather than subjective attributes.
D) Evaluative criteria represent subjective rather than objective attributes.
E) Ultimately, the most important evaluative criterion is price.

Question 63

When purchasing a reusable water bottle, factors like durability, price, and temperature control that a consumer considers prior to purchase are called

A) points of difference
B) informational alternatives
C) buying-decision choices
D) evaluative criteria
E) consumer attributes

Question 64

Satisfaction or dissatisfaction during ________ most strongly influences consumer communications and repeat-purchase behavior.

A) consideration set assessment
B) prepurchase behavior
C) evaluative criteria selection
D) the postpurchase stage
E) information search

Question 65

Firms such as GM and Frito-Lay have learned which of the following marketing lessons?

A) It is a lot easier to find new customers than to retain existing ones.
B) According to research, it is equally costly to acquire new customers and retain existing ones.
C) Existing customers do not spend as much as new customers since the former like the old products rather than the new ones new customers like.
D) The buying experience, customer satisfaction, and customer retention can increase a firm's profits.
E) Unless a marketing promotion to retain customer loyalty can increase market share by at least 5 percent, it is not worth the expenditure.

Question 66

At the ________ of the consumer purchase decision process, a consumer compares the product with his or her expectations and is either satisfied or dissatisfied.

A) problem recognition stage
B) information search stage
C) alternative evaluation stage
D) purchase decision stage
E) postpurchase stage

Question 67

Once a consumer has completed the alternative evaluation stage of the consumer purchase decision process, the two remaining choices are

A) which product to buy and how to pay for it.
B) whether to buy one or several if a BOGO deal is offered and how to pay for them.
C) from whom to buy and when to buy.
D) which product to buy and whether to tell others about the purchase.
E) whether to buy in person or online and whether to tell others about the purchase.

Question 68

A consideration set refers to

A) the group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware.
B) the group of generic brands that a consumer would reluctantly consider acceptable.
C) the group of brands of which a consumer is aware.
D) all possible competitive product substitutes that may satisfy a consumer's needs regardless of the product class.
E) those product alternatives a consumer has considered, including those deemed unacceptable.

Question 69

Evaluative criteria refer to

A) the objective and subjective attributes of a brand consumers use to compare different products and brands.
B) those attributes of a brand that are based exclusively on objective criteria in order to make an unbiased purchase decision.
C) those attributes of a brand that are based exclusively on subjective criteria in order to avoid postpurchase anxiety.
D) the attributes of a product that a manufacturer wishes to promote to a specific target market.
E) a list of required product attributes from which a customer will not waver regardless of additional incentives.

Question 70

Claire has just told her best friend, "I'm so glad I bought the Samsung Galaxy S9 rather than those other smartphones I was considering. Look at this incredible display, and the battery stays charged forever." Which stage of the consumer purchase decision process does Claire's conversation identify?

A) problem recognition
B) information search
C) alternative evaluation
D) purchase decision
E) postpurchase behavior

Question 71

Customer satisfaction is an important focus for marketers because

A) marketing research is an expensive proposition; the fewer times it needs to be done, the better off the company is.
B) the financial value of a satisfied, loyal customer over time can be significant.
C) consumers are unable to assess it by themselves.
D) attracting new customers is easier than keeping old ones.
E) a 50 percent increase in customer retention can increase a company's profits by 5 percent.

Question 72

Figure 4-2
Figure 4-2 shows the recent ratings from an independent rating agency for selected smartphone brands and models. Which smartphone should be chosen if you want a model that costs less than $700 and has above-average or better camera quality?

A) Apple iPhone X
B) Samsung Galaxy S9
C) HTC U12
D) LG G7
E) MotoZ2 Force

Question 73

The group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware is referred to as the

A) evaluative set.
B) evolved set.
C) consideration set.
D) alternative selection group.
E) aspiration group.

Question 74

The Ford Fusion Hybrid SE uses hybrid fuel technology with the latest in lithium-ion battery technology to deliver more power, convenience, prestige, and fuel economy than non-hybrid cars. If a consumer used these attributes in evaluating this vehicle against others, the attributes would be considered

A) points of difference.
B) informational alternatives.
C) evaluative criteria.
D) competitive advantages.
E) consumer attributes.

Question 75

The BMW StreetCarver is a $495 skateboard that features BMW's technology in its wheel suspension, which stabilizes the board's sleek design and allows for greater control around sharp curves. BMW wants its skateboard to be within the consideration set of potential skateboard buyers. In this case, it will most likely focus on

A) reducing the postpurchase dissatisfaction that may result from purchasing its product.
B) making sure its representatives attend sporting events such as ESPN's X-Games to get new product ideas.
C) making appeals directed toward motivational ego needs.
D) explaining the stability and control aspects of the StreetCarver in its advertising messages.
E) creating personality profiles for skateboarders.

Question 76

Firms such as General Electric, Johnson & Johnson, Coca-Cola, and British Airways focus their attention on ________ to maximize customer satisfaction and retention in part by offering training to handle complaints, answer questions, and solve consumer problems.

A) value perception
B) postpurchase behavior
C) noncompetitive pricing
D) comparison pricing
E) prepurchase behavior

Question 77

The feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives is referred to as

A) angst.
B) the temporal state.
C) the dissociative state.
D) selective perception.
E) cognitive dissonance.

Question 78

All of the following would impact your decision about when to buy an offering except which?

A) The manufacturer is currently offering a $25 rebate.
B) You don't have the money now and don't get paid until Friday.
C) The product is on sale.
D) The store is closing in 10 minutes.
E) The retailer's return policy is very relaxed.

Question 79

Figure 4-2
Figure 4-2 shows the recent ratings from an independent rating agency for selected smartphone brands and models. Each column shows a brand like Apple, HTC, LG, Motorola, and Samsung. These brands are referred to as the ________ when consumers use these smartphone ratings to evaluate the products.

A) consideration set
B) evaluative criteria
C) points of difference
D) value brands
E) core benefits

Question 80

Figure 4-2
Figure 4-2 shows the recent ratings from independent rating agencies for selected smartphone brands and models. A number of factors are listed, such as price, audio quality, and camera quality. These factors are the typical ________ for smartphones.

A) consideration sets
B) evaluative criteria
C) value propositions
D) quality considerations
E) core benefits