Deck 4: Buyer Behavior

Question 1

After women search for healthcare information, they engage in conversations with their physicians regarding their findings as it affects their own care and that of their families.

Answer 1

False

Question 2

Physicians have been under increasing pressure to provide care that they deem inappropriate in order to receive positive ratings in the postpurchase evaluations patients post on the websites of the doctors' institutions and in social media forums.

Answer 2

True

Question 3

Almost half of all Google-related searches are health related.

Answer 3

False

Question 4

A parent has taken her child to a new pediatric group. After leaving, she wonders if she made the right choice in going to this particular medical practice. This would be an example of the parent experiencing cognitive dissonance.

Question 5

Some healthcare organizations have started alumni organizations for their past patients. This approach is a strategy to reduce psychological risk.

Question 6

Choosing between two competing alternatives where the one not chosen is priced slightly lower but the one chosen is slightly higher in quality is referred to as cognitive dissonance.

Question 7

Decision freedom is the principle of being able to choose from many competing brands and not being restricted to just a few.

Question 8

Journey maps are created from the perspective of the organization to map how it delivers care to the patient or customer.

Question 9

Deciding which surgeon to choose for a triple-bypass procedure would be considered a limited decision-making process.

Question 10

Choosing a health plan for one's family can be a high-involvement decision.

Question 11

Routine decision-making can involve both low- and high-involvement purchase situations.

Question 12

Because of the complexity of healthcare situations, consumers often rely on heuristic cues for decision making.

Question 13

Brand loyalty is when the consumer chooses the same product or service for high-involvement situations.

Question 14

When physicians were tiered on the lower level by the insurance company, it had the dramatic effect of damaging patient loyalty to those doctors.

Question 15

Men use their social networks and their families in complex decision-making situations for health care.

Question 16

Architecture of participation refers to patients who willingly participate in clinical trials and share their experiences on a website that others can read.

Question 17

Nudging is a core tactic in the Health Belief Model.

Question 18

Over-the-counter pharmaceutical purchases can be characterized as a limited decision-making situation.

Question 19

Wellness programs would be positioned as a lower order in Maslow's hierarchy of needs.

Question 20

Attitudes are one's enduring cognitions or feelings.

Question 21

It is essential for marketers to understand consumers' attitudes because individuals always act on their attitudes.

Question 22

VALS measures consumers' value systems and is a useful tool for assessing social values.

Question 23

In the VALS system, achievement-oriented individuals are heavily influenced by the actions and approval of others.

Question 24

"Birds of a feather flock together" is the principle behind the Potential Rating Index by Zip Marked (PRIZM) system.

Question 25

PRIZM is like VALS and is based on attitudes.

Question 26

The foundation of PRIZM is demographics, media habits, and psychographics.

Question 27

The changes in a person's behavior as a result of past experiences are referred to as learning.

Question 28

Learning occurs as a result of stimulus, drive, cue, response, and reward.

Question 29

Delineation is the ability to determine differences between stimuli.

Question 30

A patient has a positive experience in a hospital's emergency department and then assumes that the inpatient care may also be good. This is an example of generalization.

Question 31

A consumer pays attention only to the advertisements for the medical group that they go to on a regular basis. This is an example of selective comprehension.

Question 32

Interpreting information consistent with one's attitudes and beliefs is selective comprehension.

Question 33

Financial, social, performance, and physical risks can all be perceived risks in the purchase of a product.

Question 34

Trust in one's physician can reduce the risk or fear a person may have in a situation.

Question 35

The family life cycle for most everyone is a static process where individuals go through six distinct steps from when they are single as young adults to when they are widows or widowers.

Question 36

The modified family life cycle is the stages a person passes through from birth through the death of a spouse.

Question 37

In syncratic decision making, the woman tends to dominate the decision making for family-related issues.

Question 38

An example of an autonomous decision-making framework is when a husband or wife makes decisions independently.

Question 39

Social class divisions in society are relatively unstable.

Question 40

A dissociative reference group is one that an individual used to belong to but no longer does.

Question 41

Physicians in solo practice tend to adopt new drugs quicker than those in group practices.

Question 42

The more visible a product or service is in use, the more influential the reference group influence is on consumer choice.

Question 43

The Hispanic population continues to grow because Latinos continue to come from Mexico at an increasing rate.

Question 44

The largest concentrations of Hispanics are in California and Florida.

Question 45

As company size increases, the likelihood of offering health insurance to their employees is increasingly likely to decline.

Question 46

Industrial buyer behavior differs from consumer behavior because the demand is derived.

Question 47

In derived demand, the demand for one product or service is correlated with another product or service.

Question 48

In industrial markets demand tends to be price elastic.

Question 49

Industrial markets often differ from consumer markets in that the buyers are more geographically concentrated and have greater total sales volume.

Question 50

The major difference between consumer buyers and industrial buyers is that in industrial buying there are purchasing requirements.

Question 51

Industrial buyers often have a buying center that requires many people across the organization to be involved in the purchase.

Question 52

Organizations buy as frequently as consumers.

Question 53

In industrial buying situations, the initiator is usually the key decision maker in the buying group.

Question 54

New task buying in industrial situations is similar to modified problem solving in consumer decision making.

Question 55

A company buying paper clips or other office supplies would be doing a straight rebuy buying process.

Question 56

The buying center typically has individuals playing the following roles: users, influencers, gatekeepers, controllers, and deciders.

Question 57

Gatekeepers are individuals who control information flow to the buying center.

Question 58

In what type of industry is the internal search process often sufficient for the consumer to move on to the purchase stage?

A) Products that are purchased infrequently
B) Products that are shopping goods
C) Luxury products that the consumer has seen a lot on television
D) Products that are purchased frequently

Question 59

Purchases that involve significant risk, such as the selection of a neurosurgeon, are typically referred to as being:

A) referral driven.
B) high involvement.
C) multiattribute.
D) routine.

Question 60

An extended search is often warranted in which type of decision situation?

A) Low involvement
B) Limited decision making
C) Complex
D) All of these are correct.

Question 61

In health care, limited decision making often occurs in which type of purchase situation?

A) Going to a walk-in clinic for a minor medical problem
B) Purchasing an over-the-counter pharmaceutical product
C) Going to a primary care visit
D) None of these is correct.

Question 62

Which of the following would be an effective strategy for a medical group to reduce postpurchase dissonance?

A) Call the patient a day later to ask if the visit went well and whether they would like a nurse to follow up if they have questions.
B) Run local ads in the paper and online stating, "A recent survey finds that 99% of our patients are satisfied with the care they receive at our group."
C) Ask the patient at the billing desk if everything went well today at their visit.
D) Send out an online survey to the patient the same day as their appointment.

Question 63

The Health Belief Model is based on two factors:

A) individuals want to find information to stay well and people will pay for good care.
B) individuals want to avoid illness and people believe that taking a specific action will lead to getting better.
C) access to good care and the willingness of individuals to comply with physicians' instructions.
D) people will pay for care and individuals will comply with physicians' instructions.

Question 64

Which of the following is true of loss aversion?

A) A person is more sensitive to getting something, such as better health, than the loss of money.
B) A person wants to avoid losing money rather than gain better health.
C) A person reacts to an immediate loss even if it is small, as opposed to a long-term gain that may be large.
D) A person accepts losses whenever they occur.

Question 65

An example of _______ is when individuals turn to sites like diabetesconnect.com that harness collective intelligence.

A) synergistic disease management
B) collective population management
C) the wisdom of crowds
D) the wisdom of collective health

Question 66

The goals or needs that propel an individual to action are:

A) wants.
B) perceptions.
C) motivations.
D) desires.

Question 67

Maslow developed his hierarchy of needs to:

A) demonstrate the importance of safety.
B) explain why all individuals do not value health.
C) show that one need is more important than others.
D) explain why people behave differently.

Question 68

Which of the following is true of consumer attitudes?

A) It gives marketers a direct link to consumers' purchase behaviors.
B) It gives marketers an understanding of consumers' evaluative ratings.
C) It gives marketers an understanding of the consumers' evoked set.
D) It may not relate to consumers' purchase intentions.

Question 69

Which of the following is used to develop geodemographic profiles of consumers?

A) VALS
B) PRIZM
C) Attitude, interest, and opinion (AIO) questions
D) Attitude analysis

Question 70

Learning is the result of which five factors?

A) Drive, stimulus, cue, reward, recognition
B) Drive, reinforcement, purchase, reevaluation, response
C) Drive, stimulus, cue, response, reinforcement
D) Drive, motivation, perception, reinforcement, involvement

Question 71

Past reinforced behavior extended to other stimuli is referred to as a(n):

A) conclusion.
B) learned pattern.
C) extended decision.
D) generalization.

Question 72

Because of _______, consumers are exposed to a large number of messages but do not attend to all of them.

A) selective memory
B) selective retention
C) selective perception
D) selective exposure

Question 73

Repetition in advertising is implemented to counter the problem of:

A) selective perception.
B) selective retention.
C) selective comprehension.
D) selective exposure.

Question 74

In health care, taking medications for treatment of epilepsy has been a problem that relates directly to the concept of:

A) social risk.
B) financial risk.
C) physical risk.
D) compliance risk.

Question 75

Adherence to treatment by a patient is affected by:

A) financial risk.
B) trust in the physician.
C) social risk.
D) trust in the medication's efficacy.

Question 76

In the traditional family life cycle, over time, family decision making becomes:

A) a shared responsibility.
B) the sole responsibility of one spouse.
C) dominated by either the husband or wife based on areas of specialization.
D) disorganized.

Question 77

In the traditional family life cycle, as the wife's income rises, her influence in family decision making tends to:

A) decrease due to her increased work responsibilities.
B) increase with her income outside the home.
C) not change significantly.
D) increase if she is a professional but decrease if she is a blue-collar worker.

Question 78

Which of the following is not one of the three ways in which a reference group can affect a person?

A) Offering information
B) Providing rewards for specific behavior
C) Enhancing an individual's self-image
D) Reducing cognitive dissonance

Question 79

A reference group's influence is most significant when a(n):

A) reference group is large.
B) product is visible.
C) aspirational group is very attractive.
D) product cannot be evaluated objectively.

Question 80

The more necessary a product is:

A) the more important reference group influence is.
B) the less important aspirational group influence is.
C) the more important membership group influence is.
D) the less important reference group influence is.