Question 1

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.

Accepted Answer

By responding quickly to complaints, firms can minimize negative word-of-mouth and rumors, which can damage the company's reputation and deter potential customers from doing business with the company.

Question 2

Western visitors to the Indonesian island of Bali are often aghast when they see the swastika symbol etched above the entrances of some of its temples and homes. Westerners associate the swastika symbol with Nazi Germany while the Balinese associate the symbol with divinity and spirituality. These different associations are based on different
A) lifestyles.
B) ethics.
C) perceptions.
D) attitudes.
E) motives.

Accepted Answer

The different associations are based on perceptions, as the symbol is perceived differently in Western and Balinese cultures.

Question 3

Negative attitudes are typically difficult for marketers to change because
A) most consumers' attitudes depend on prices.
B) consumers weigh performance risk against functional needs when assessing their attitudes.
C) attitudes are learned and long lasting.
D) attitudes shift consumers from limited to extended problem-solving situations.
E) consumers' attitudes are derived from unchanging decision rules.

Accepted Answer

Attitudes are learned over time and are often long-lasting, making them difficult to change. This is especially true for negative attitudes, which may have been formed through past experiences or socialization. Marketers may need to use targeted and consistent messaging over time to help shift consumer attitudes.

Question 4

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.

Accepted Answer

Customer relationship management programs are designed to retain loyal customers by building strong relationships with them and providing them with personalized experiences. This can lead to increased customer loyalty and repeat business, which can ultimately improve profit margins.

Question 5

Many teenagers have clothes they purchased in the past that they "would not be caught dead in" today. When they occasionally see those clothes hanging in the backs of their closets, these teenagers probably feel
A) cognitive bias.
B) postpurchase cognitive dissonance.
C) psychological risk.
D) need recognition.
E) physiological risk.

Accepted Answer

Postpurchase cognitive dissonance refers to the feeling of regret or doubt after making a purchase, which aligns with the teenagers' feelings about their past clothing choices.

Question 6

Among the factors affecting the consumer decision-making process is the way consumers spend their time and money to live, otherwise known as
A) lifestyle.
B) conspicuous consumption.
C) the demonstration effect.
D) external validation.
E) life standards.

Accepted Answer

Lifestyle refers to the way consumers live their lives, which includes how they spend their time and money. It is one of the factors that influence their decision-making process because they are likely to choose products and services that align with their values, interests, and activities. For example, a consumer who enjoys outdoor activities is more likely to choose hiking gear over luxury clothing.

Question 7

Christopher bought Timberland boots because he felt they were perfect for his outdoor activities. Patrick bought the same kind of boots because he liked the image they conveyed. The psychological factor driving Patrick's behavior is
A) functional need.
B) lifestyle.
C) his universal set.
D) learning.
E) his evoked set.

Accepted Answer

Patrick's behavior is driven by lifestyle, as he is influenced by the image the boots convey, which aligns with his personal style and self-expression.

Question 8

Apple computer users tend to like the company and love its products. Apple has nurtured this ________ component of its customers' attitudes.
A) social
B) affective
C) psychological
D) cognitive
E) physiological

Accepted Answer

The affective component refers to the emotional aspect of an attitude, such as liking or disliking something. The statement indicates that Apple has nurtured this emotional aspect of its customers' attitudes towards the company and its products.

Question 9

Learning refers to a change in a person's thought process or behavior that arises from
A) attitudes.
B) experience.
C) risk analysis.
D) cultural norms.
E) postpurchase dissonance.

Accepted Answer

Learning is a result of experience, which includes a range of activities such as receiving information, processing it, and using it to generate insights or new behaviors. Attitudes, risk analysis, cultural norms, and postpurchase dissonance can be influenced by learning, but they are not synonymous with it.

Question 10

After Sharon 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. Sharon 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

Accepted Answer

Sharon is advancing to self-actualization, which is the highest level in Maslow's Hierarchy of Needs, where individuals focus on personal growth, intellectual and aesthetic pursuits, and realizing their full potential.

Question 11

Stuart wanted to impress Janet with the perfect engagement ring. He had been saving money for months, and he noticed his attitudes and perceptions about diamond rings changing as he began paying attention to ads for rings. Marketers call this process
A) consumer confidence building.
B) self-actualization.
C) perception construction.
D) prepurchase dissonance.
E) learning.

Accepted Answer

As Stuart began paying attention to ads and his attitudes and perceptions changed, he was undergoing a learning process, where exposure to new information influenced his thoughts and behaviors regarding diamond rings.

Question 12

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.

Accepted Answer

The three levels in between physiological needs and self-actualization in Maslow's hierarchy of needs are safety, love/belonging, and esteem. These needs must be fulfilled in order for an individual to progress to the next level and ultimately reach self-actualization.

Question 13

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. According to Maslow's hierarchy, most of the other 800 million Indian consumers are primarily addressing their ________ needs.
A) social
B) personal
C) psychological
D) esteem
E) physiological

Accepted Answer

Maslow's hierarchy of needs begins with physiological needs like food, water, and shelter. Therefore, the best choice is option E, which addresses physiological needs.

Question 14

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.

Accepted Answer

When consumers are dissatisfied, they often want to vent their frustration and complain to many people, which can lead to negative word of mouth. This can damage the company's reputation and lead to a loss of customers.

Question 15

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

Accepted Answer

A motive is a need or want that is strong enough to drive behavior and cause a person to seek satisfaction. Locus of control refers to the degree to which people feel they have control over their outcomes. Attitudes are positive or negative evaluations of people, objects, ideas, or events. Perception refers to the way people interpret and organize information from their environment. Learning curve refers to the rate at which people become competent at a task as they gain experience. Therefore, motive is the best choice.

Question 16

Though he has never owned a Jaguar, Jerry thinks that Jaguar vehicles are poorly made and have many mechanical problems. For Jaguar to sell Jerry a car, the company would need to change the ________ component of Jerry's attitude.
A) social
B) affective
C) functional
D) cognitive
E) physiological

Accepted Answer

Jerry's belief that Jaguar vehicles are poorly made and have many mechanical problems is a cognitive component of his attitude, which involves his thoughts and beliefs about the brand.

Question 17

Jordana 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. Jordana 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.

Accepted Answer

Jordana is using a noncompensatory decision rule because she has a strict requirement that the bag must fit under the seat, and if a bag does not meet this criterion, she will not consider it, regardless of other features or benefits.

Question 18

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.

Accepted Answer

Expensive products or products associated with high levels of risk often result in postpurchase cognitive dissonance as consumers may second-guess their decision and question if they made the right choice. Infrequently purchased products also increase the likelihood of cognitive dissonance as consumers have less experience with the product and may feel unsure about their decision.

Question 19

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.

Accepted Answer

Postpurchase behavior is significant to marketers as it involves actual customers who have already made a purchase, providing valuable insights into customer satisfaction, loyalty, and potential for repeat business.

Question 20

Sometimes consumers have second thoughts after buying goods that are expensive, infrequently purchased, or associated with a high level of risk. This is an especially critical time for marketers, as their customers are dealing with
A) criteria reevaluation.
B) buyer's remorse.
C) competitive leverage.
D) purchase uncertainty.
E) consumer vulnerability.

Accepted Answer

Buyer's remorse refers to the feeling of regret or anxiety that a consumer may experience after making a purchase, especially one that is expensive, infrequently purchased, or associated with a high level of risk. As such, it is an important time for marketers to address any concerns or doubts that their customers may have in order to prevent cancellations or returns.

Quiz 6: Consumer Behavior

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

Negative attitudes are typically difficult for marketers to change because

Marketers frequently design customer relationship management programs to

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

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

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

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

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

Stuart wanted to impress Janet with the perfect engagement ring. He had been saving money for months, and he noticed his attitudes and perceptions about diamond rings changing as he began paying attention to ads for rings. Marketers call this process

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

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. According to Maslow's hierarchy, most of the other 800 million Indian consumers are primarily addressing their ________ needs.

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

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

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

Jordana 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. Jordana is basing her decision on

Postpurchase cognitive dissonance is especially likely for products that are

Marketers are particularly interested in postpurchase behavior because it

Sometimes consumers have second thoughts after buying goods that are expensive, infrequently purchased, or associated with a high level of risk. This is an especially critical time for marketers, as their customers are dealing with