Deck 4: Understanding Consumer Buying Behavior

Question 1

The Internet has eliminated the psychological costs of information gathering.

Answer 1

False

Question 2

During evaluation of alternative brands,consumers consider all possible brands.

Answer 2

False

Question 3

When two people use the same set of attributes,they always arrive at the same decision because they attach equal degree of importance to the attributes.

Answer 3

False

Question 4

High-involvement purchases involve goods or services that are psychologically important to the buyer.

Question 5

Consumers are information seekers in high-involvement purchase decisions.

Question 6

The motivation for impulse buying usually is dissatisfaction with the current product.

Question 7

A need can become stronger and be brought to our attention by a deterioration of our actual state or an upward revision of our ideal state.

Question 8

Products are more difficult to evaluate than services.

Question 9

Sensory information such as touch and smell,which can be important for evaluating foods,fashion items,and similar products,cannot be displayed on the Web.

Question 10

Low-involvement purchase decisions are characterized by possible brand evaluation after the purchase.

Question 11

The decision process is complete after a consumer has collected information about alternative brands,evaluated them,and decided which is the most desirable.

Question 12

People tend to seek more information about high-priced and socially visible products.

Question 13

In high-involvement situations,large advertising budgets and a clear focus on a single demonstrable consumer benefit are necessary to get the message across.

Question 14

Highly brand-loyal customers resist cents-off coupons,special promotions,or in-store displays on account of their strong brand preference.

Question 15

Performance attributes used by consumers to evaluate alternative products or services include operating costs,repair costs,trade-in allowance,and brand personality.

Question 16

When consumers buy the same brand repetitively due to few differences between brands,they are engaging in brand loyalty.

Question 17

Postpurchase evaluation depends on the person's aspiration or expectation level.

Question 18

Consumers are influenced more by commercial sources when deciding which service,product,or brand to buy.

Question 19

Consumers seek an acceptable satisfaction in high-involvement purchase decisions.

Question 20

Most consumers think a product or service is insufficiently important to identify with it.

Question 21

Informational influence involves the use of certain influentials to help assess the merits of a given product/service.

Question 22

Culture is the set of beliefs,attitudes,and behavior patterns shared by members of a society and transmitted from one generation to the next through socialization.

Question 23

Which of the following is the first mental step in the high-involvement decision-making process?

A)Information search
B)Purchase
C)Problem identification
D)Evaluation of alternatives

Question 24

_____ include professional organizations and individuals who provide advice for consumers,such as doctors,lawyers,government agencies,and consumer-interest groups.

A)Commercial sources
B)Personal sources
C)Public sources
D)Nominal sources

Question 25

Perceptual defense helps guarantee that consumers have the information needed to make a good choice.

Question 26

The frustrations involved in searching for product information through dealing with crowded stores,rude salespeople,and slow Web sites are referred to as the:

A)delay costs of search.
B)psychological costs of search.
C)opportunity costs of search.
D)interpersonal costs of search.

Question 27

Selectivity and organization are factors that guide consumers' perceptual processes and help explain why different consumers perceive product information differently.

Question 28

Unicorn Ltd.is indulging in cause-related marketing when it contributes 5 percent of the sales of its flagship brand,Hornbill to rain forest preservation efforts.

Question 29

Print media and interactive electronic media are good for communicating complex or technical information about high-involvement products.

Question 30

Which of the following statements describes the difference between commercial and public sources of information?

A)Commercial sources legitimize the product,while personal and public sources inform consumers about the product's existence.
B)Commercial sources inform consumers about products and their features,while personal and public sources legitimize the purchase.
C)Commercial sources are the primary source of information,while personal and public sources serve as secondary sources.
D)Commercial sources of information provide qualitative information about products,while personal and public sources provide quantitative information.

Question 31

Extensive distribution is necessary where the consumer exhibits low-involvement and is relatively more concerned with convenience in purchasing.

Question 32

A consumer's purchase-decision process is triggered by unsatisfied needs in the step of _____ in the complex decision-making process.

A)information search
B)problem identification
C)evaluation of alternatives
D)purchase

Question 33

Which of the following is a product factor that is likely to help increase prepurchase search?

A)Frequent changes in product styling
B)Short interpurchase time
C)Product usage deviates from important reference group
D)Purchase is discretionary rather than necessary

Question 34

Emma noticed a special ski vacation package to Colorado for a low price during a television program.This led to a change in her desired state.Identify the type of change that occurred in Emma's desired state.

A)Her desired state revised upward because of new information.
B)She anticipated a decline in her actual state.
C)A natural deterioration of physical needs occurred.
D)Her desired state changed as the result of depletion of the current solution.

Question 35

Comparative advertising helps in lowering the ratings of the salient product characteristics of competing brands.

Question 36

Social influences are particularly apparent when consumers purchase low-involvement goods or services.

Question 37

In a compensatory approach,consumers evaluate alternative brands on only one attribute at a time.

Question 38

Which of the following is true of the efforts taken by people to seek additional information about alternative brands?

A)People will keep looking until they find a product with which they are satisfied.
B)People will seek additional information so long as the cost in time and trouble equals their perception of the additional benefits they will receive by conducting the search.
C)People will keep seeking information about alternatives until they finally believe looking further won't result in finding more alternatives.
D)People will keep looking until they can't find a lower purchase price.

Question 39

The time involved in seeking product information is referred to as _____.

A)product commitment time
B)delay cost
C)psychological cost
D)opportunity cost

Question 40

Which of the following is an example of a commercial source of information?

A)Travel agencies
B)Consumer-interest groups
C)Web blogs
D)In-store information

Question 41

The routine repurchase of the same brand with little consideration of any alternatives is referred to as _____.

A)inertial purchasing
B)random repeated purchasing
C)brand loyalty
D)impulsive buying

Question 42

Consumers who routinely buy from the same store because their experiences with that store have been positive over time are said to have _____.

A)inertial loyalty
B)psychological commitment
C)source commitment
D)patronage loyalty

Question 43

The consumer decision-making approach associated with low-involvement and routine information search for a product is known as _____.

A)brand loyalty
B)complex decision making
C)compensatory decision making
D)inertia

Question 44

Which of the following is an availability attribute that consumers use to evaluate alternative products?

A)Construction
B)Cost of extras
C)Delivery time
D)Status image

Question 45

Apricot Inc. ,a leading food manufacturing industry uses advertisements to get the good health message across between their products and good health.They use words such as,"contains omega-3","now with probiotic",or "no cholesterol" to indicate that their products help in maintaining good health.By which of the following ways is Apricot Inc.attempting to increase customer involvement?

A)By linking the product to an involving issue
B)By adding an important feature to the product
C)By tying the product to a personally involving situation
D)By adding a new product to the product line

Question 46

Which term describes the limited number of products consumers are familiar with that are likely to satisfy their needs?

A)Product group
B)Choice set
C)Evoked set
D)Retention set

Question 47

The set of attributes used by a particular consumer and the relative importance of each represent the consumer's _____

A)choice criteria
B)evoked set
C)salient set
D)intention qualifiers

Question 48

The process of _____ allows us to select,organize and interpret information.

A)perception
B)exposure
C)attention
D)comprehension

Question 49

Which of the following observations concerning low-involvement purchase behavior is true?

A)Consumers represent a passive audience for advertising.
B)Consumers are information processors.
C)Consumers seek to maximize expected satisfaction.
D)Reference groups influence consumer behavior.

Question 50

Which of the following statements is true of marketing decisions where the consumer exhibits low-involvement behavior?

A)Consumers will be relatively less concerned with convenience in purchasing.
B)Price offers can be effective in gaining trial
C)High price may suggest high quality or status,to the seller's benefit.
D)Promotional vehicles that communicate in greater detail are most likely to be effective.

Question 51

Which of the following is a low-involvement purchase?

A)An automobile
B)A mobile phone
C)A computer
D)Cereals

Question 52

Truffle and Fudge,a tuck shop contributes a part of its sales for the development of children's programs in a blind school.It also publicizes its activities associated with the school in newspapers.This is referred to as the practice of _____.

A)tying a product to a personally involving situation
B)adding a new feature to an existing product
C)cause-related marketing
D)deceiving the consumers

Question 53

Which of the following is an example of a public source of information?

A)Media advertising
B)Travel agencies
C)Package and label information
D)Salespersons

Question 54

Whenever Reese consumed alcohol,she insisted on driving her car and never allowed her friends to drive.She never followed safety messages such as,"Do not drink and drive." She was not ready to accept that drinking under the influence of alcohol was dangerous.Which of the following psychological factors was affecting Reese's opinion regarding drinking and driving?

A)Perceptual vigilance
B)Perceptual defense
C)Sustained attention
D)Alertness

Question 55

Which of the following observations concerning high-involvement purchase behavior is true?

A)Reference groups exert little influence on consumer behavior.
B)Familiarity is the key to purchase decisions.
C)Consumers seek to maximize expected satisfaction.
D)Consumers are information gatherers.

Question 56

Which of the following is a performance attribute that consumers use to evaluate alternative products?

A)Likely resale value
B)Repair costs
C)Delivery time
D)Quality of materials

Question 57

Which of the following is a social attribute that consumers use to evaluate alternative products?

A)Fashion
B)Delivery time
C)Efficiency
D)Dependability

Question 58

Whether a particular consumer feels adequately rewarded following a purchase depends on:

A)the person's aspiration or expectation level.
B)the manufacturer's evaluation of product performance.
C)the information collected during the decision-making process.
D)differences in brand perception.

Question 59

Which of the following is a cost attribute that consumers use to evaluate alternative products?

A)Credit terms
B)Trade-in allowance
C)Construction
D)Delivery time

Question 60

When Andrew went shopping,he noticed different brands of cookies on the shelf of a supermarket.He purchased a package based on a cursory comparison of other brands on the shelf.What kind of a purchase was made by him?

A)Complex decision-making
B)Inertial purchasing
C)Impulse buying
D)High-involvement purchasing

Question 61

How does a product's price affect a consumer's decision making for a high-involvement and low-involvement product?

Question 62

What kind of a model was developed by Martin Fishbein?

A)Noncompensatory model
B)Diffusion model
C)Compensatory model
D)Lexicographic model

Question 63

Rupert was looking for a cereal with the following attributes: high protein,low fat and low sugar-high protein being the most important attribute.Energize Cereal had high protein,but was also high in fat and sugar.Bright Cereal had low protein,fat,and sugar.Rupert chose Energize Cereal.This indicates that Rupert used a _____ model in making his decision.

A)Fishbein
B)cost of search
C)compensatory
D)lexicographic

Question 64

Which of the following statements describe strivers?

A)Older people who maintain time-honored values but keep an open mind.
B)Affluent sections of the population who are very status conscious and buy for quality.
C)Young people who live hectic,time-pressured lives and strive hard for success.
D)Older people who resist change and prefer routines and familiar products.

Question 65

Discuss the several ways in which a consumer can evaluate alternatives.

Question 66

_____ is a positive or negative feeling about an object (say,a brand)that predisposes a person to behave in a particular way toward that object.

A)Emotion
B)Value
C)Attitude
D)Perception

Question 67

Discuss some pros and cons of using the web to search for product information.

Question 68

Which of the following is the first step in the consumer's perceptual learning process?

A)Attention
B)Comprehension
C)Retention
D)Exposure

Question 69

Mention the important requirements for designing appealing product offerings and structuring effective marketing programs suggested by the Fishbein Model and the noncompensatory models.

Question 70

_____ can be defined as the set of enduring psychological traits that lead a person to make distinctive and consistent responses to factors in his or her environment.

A)Personality
B)Clairvoyance
C)Perception
D)Integration

Question 71

Mention the factors that are influenced by demographics.

Question 72

What is perception? Explain the perceptual process.

Question 73

What is the difference between a culture and a subculture?

Question 74

Calvin watched an ad of a new mobile phone on television.Which of the following steps of the perceptual process was Calvin engaged in?

A)Exposure
B)Comprehension
C)Retention
D)Attention

Question 75

When consumers perceive separate pieces of related information as an organized whole they are _____.

A)categorizing
B)combining
C)separating
D)integrating

Question 76

Which of the following pyschological factors explains that the use of complex TV ads is a poor choice for low-involvement products?

A)Perception
B)Recognition
C)Rehearsal
D)Retrieval

Question 77

Which of the following helps people classify new information by generalizing from past experience?

A)Integration
B)Categorization
C)Attitude
D)Valence

Question 78

Describe the categories of information sources that are used in the purchase of products.

Question 79

What is an opportunity cost? What is the opportunity cost involved in buying a car?

Question 80

Distinguish between a compensatory and noncompensatory model of consumer decision making.