Question 1

Natalie and her fiancé Mayuree are planning their wedding. Natalie's mother wants her to have a traditional church wedding with a Roman Catholic priest officiating, but Natalie would like to have an informal ceremony on the beach, since that type of wedding has become popular with her friends. Mayuree is from Thailand and would like to have a monk officiate. Natalie and Mayuree's wedding decisions are most influenced by

Accepted Answer

Natalie and Mayuree's wedding decisions are most influenced by their family (Natalie's mother), reference groups (Natalie's friends), and culture (Mayuree's desire for a Buddhist monk to officiate).

Question 2

Where Kim grew up, everyone knew everyone else, no one locked their doors, and a person's word could be trusted. When she went to work in another part of the country, she was surprised by how few people had similar values and beliefs. Kim had to adjust to ________ differences.

Accepted Answer

Kim had to adjust to cultural differences, as the values and beliefs she was used to were not shared in the new area she moved to. The other options are not applicable to the situation described.

Question 3

Frank bought Timberland boots because he felt they were perfect for his outdoor activities. Aidan bought the same kind of boots because he liked the image they conveyed. The psychological factor driving Aidan's behavior is

Accepted Answer

Aidan's behavior is driven by his desire to project a certain image or lifestyle, rather than a functional need or learned behavior.

Question 4

Though he has never owned a Jaguar, Jamie thinks that Jaguar vehicles are poorly made and have many mechanical problems. For Jaguar to sell Jamie a car, the company would need to change the ________ component of Jamie's attitude.

Accepted Answer

Jamie's negative perception of Jaguar vehicles is based on his beliefs about their quality and reliability, which is a cognitive component of his attitude. Changing Jamie's beliefs about Jaguar vehicles by providing evidence of their superior quality and reliability would require a shift in his cognitive component.

Question 5

Negative attitudes are typically difficult for marketers to change because

Accepted Answer

Attitudes are learned and long lasting, meaning they are typically difficult for marketers to change. Attitudes are formed over time and are deeply rooted in a person's beliefs and values. Marketers can try to influence attitudes through advertising, promotion, and other marketing tactics, but changing a consumer's attitude is a challenging and often slow process.

Question 6

Lululemon customers tend to like the company and love its products. Lululemon has nurtured this ________ component of its customers' attitudes.

Accepted Answer

The word "love" in the sentence suggests an emotional or affective component to customers' attitudes, which is best represented by choice B.

Question 7

The shared meanings, beliefs, morals, values, and customs of a group of people constitute its

Accepted Answer

The shared meanings, beliefs, morals, values, and customs of a group of people constitute its culture. Choice A is incorrect because a reference group is a group of people that an individual uses as a standard for attitudes, values, beliefs, behaviors, and perceptions. Choice B is incorrect because a family is a social unit consisting of parents and their children, whether living together or not. Choice D is incorrect because a cognitive frame refers to the set of ideas, values, attitudes, and beliefs that individuals use to filter and interpret information from the world around them. Choice E is incorrect because an evoked set refers to the set of brands that consumers consider when making a purchasing decision.

Question 8

Beverage firms sometimes hire attractive young people to sit at fashionable bars, sipping the company's latest product offering. The firms hope these "models" will serve as a(n)________ and influence consumers.

Accepted Answer

The "models" are being used as a reference group, as they are being employed by the beverage firms to influence consumer behavior and serve as a point of comparison for consumers.

Question 9

Jason wants to impress Camille with the perfect engagement ring. He has been saving money for months, and he realized his attitudes and perceptions about diamond rings have been changing as he began paying attention to ads for rings. Marketers call this process

Accepted Answer

Learning is the process through which consumers change their attitudes and perceptions based on new information or experiences, such as exposure to advertisements.

Question 10

Bob wasn't sure what kind of salsa to get for his Super Bowl party. It seemed like there were dozens to choose from. He sampled salsa at the store and tried four, rejected two, and bought several jars of the two he really liked. He also ended up buying a different-and more expensive-kind of tortilla chip after tasting it. What affected Bob's purchase decision?

Accepted Answer

Bob's decision was influenced by the sensory situation, as he made his choice based on tasting the salsa and chips.

Question 11

A consumer's external social environment includes

Accepted Answer

The consumer's external social environment includes their family, reference groups, and culture, as these factors can influence their purchasing decisions and behaviors. A, B, C, and D are related to other aspects of consumer behavior such as decision-making processes, needs, and cognitive and emotional responses.

Question 12

Learning refers to a change in a person's thought process or behavior that arises from

Accepted Answer

Learning is a result of experience, which can include active or passive processes of gaining knowledge or skills. Attitudes, risk analysis, cultural norms, and postpurchase dissonance may affect or be affected by learning, but they do not define what learning is.

Question 13

Which of these retailers is appealing to customers' auditory senses?

Accepted Answer

Runners Way plays upbeat music in its shop that features songs many customers listen to when they participate in a race. This appeals to customers' auditory senses.

Question 14

Monica's spending decisions are heavily influenced by her family, her peers, and her religious education. These influences reflect aspects of her

Accepted Answer

Monica's family, peers, and religious education are all external social factors that can influence her spending decisions. Psychological risk factors (such as personality traits or past experiences) and cognitive needs (such as information processing and decision-making) are internal factors that may also influence spending decisions, but are not specifically mentioned in this scenario. Physiological needs refer to basic biological needs such as food, water, and shelter, which are not mentioned in relation to Monica's spending decisions. Evoked sets refer to a consumer's possible choices for products or services, which is also not mentioned in this scenario.

Question 15

Many Hollywood movie stars were among the first to buy electric and hybrid vehicles. Consumers became aware of this and also became more interested in these types of vehicles. In this situation, the movie stars acted as

Accepted Answer

The movie stars acted as reference groups, as they influenced the behavior and purchase decisions of consumers by setting an example and demonstrating their own preference for electric and hybrid vehicles.

Question 16

Mati loves the fragrance she senses when she walks into her favorite store at the mall while her mom says it is overwhelming and refuses to go into the store with Mati. Which sense is being affected during their shopping experience?

Accepted Answer

Olfactory sense is being affected, as Mati loves the fragrance while her mom finds it overwhelming.

Question 17

There are approximately 1 billion people living in India. Only about 200 million of these people earn more than the equivalent of $1,000 per year. Based on Maslow's hierarchy, most of the other 800 million Indian consumers would be primarily addressing their ________ needs.

Accepted Answer

Maslow's hierarchy suggests that physiological needs such as food, shelter, and clothing are the most basic human needs and must be satisfied before an individual can move on to higher level needs such as safety, social, esteem, and self-actualization. As most of the 800 million Indian consumers earn less than $1,000 per year, it is likely that they are primarily addressing their physiological needs.

Question 18

The traditional marketing strategy of selling sunscreen to customers vacationing on the beach is an example of how factors influence consumers' decisions.

Accepted Answer

The situational factor of being at the beach and needing protection from the sun influences the consumer's decision to purchase sunscreen.

Question 19

Among the factors affecting the consumer decision-making process is the way consumers spend their time and money to live, otherwise known as

Accepted Answer

Lifestyle refers to the way consumers spend their time and money to live, including their values, attitudes, and behaviors. This can have a significant impact on the products and services they choose to purchase. Conspicuous consumption refers to the purchase of luxury goods and services to display social status, which is a subset of lifestyle. Demographics refer to the characteristics of a specific group of consumers, such as age, gender, income, and education. External validation refers to seeking approval or recognition from others, which can also influence consumer behavior. Self-actualization is the pursuit of personal growth and fulfillment, which can be a motivation for certain purchases but is not a factor affecting the overall decision-making process.

Question 20

Henri's place of business is rather fashion conscious. This influences how he dresses and where he shops. It also reflects the business's

Accepted Answer

The fashion-consciousness of Henri's place of business is reflective of the culture of the workplace, which is formed by the values, beliefs, and practices of the organization.

Quiz 6: Consumer Behavior