Question 1

Tiffany was surprised at work today with a cash bonus. As the account executives were preparing to leave the office, their district manager distributed $100 bills and thanked everyone for their efforts. Tiffany was incredibly surprised -she had no idea the company would hand out cash as an incentive or reward. She's wanted a certain pair of shoes she saw at the store but couldn't really justify the purchase. However, since she's received this unexpected cash bonus, Tiffany decides to stop by the shoe store after work to purchase the shoes. Tiffany's purchasing decision is influenced by which category of situational factors?
A) her mood and condition
B) social surroundings
C) time perspective
D) physical surroundings

Accepted Answer

Tiffany's purchasing decision is influenced by her mood and condition, as the unexpected cash bonus improved her financial condition and mood, prompting her to buy the shoes.

Question 2

Austin is an account manager for the music production company, Live Nation, and has always been an avid musician and music enthusiast. Austin is responsible for working with one of their major clients, State Farm Insurance, who is a major sponsor of various music festivals such as the Coachella Valley Music & Art Festival, Bonnaroo, Lollapalooza, and Bumbershoot. In his free time, Austin plays guitar in a band and enjoys performing at open mic nights or the occasional gig. His job and his hobbies mesh so well that he doesn't even feel like work is "work"-it's more recreation to Austin since he enjoys the music industry so much. Austin's passion for music and his view of himself as music influences his purchasing choices of products and brands. Austin's ________ influences his purchasing decisions as he seeks to purchase items that reflect or enhance his persona.
A) self-concept
B) roles
C) consumer socialization
D) reference groups

Accepted Answer

Austin's self-concept as a music enthusiast and musician influences his purchasing decisions, as he wants to reflect or enhance that persona with the products and brands he chooses.

Question 3

Lauren is completing her senior year of college and is living in an apartment with three friends. Her family has a subscription to Netflix and Lauren is able to use the log-on ID and password while she's at college. Lauren does not have cable TV or satellite TV as she typically streams shows or movies that are available online for free or through Netflix. Several of Lauren's friends don't have a subscription to Netflix, so Lauren has given them her log-on ID and password so they can watch their shows. She doesn't mind sharing the Netflix subscription with her friends-what could it hurt? She has heard that the entertainment industry, and Netflix are upset over people sharing their subscription to the streaming services in this way. Lauren's sharing of her family's Netflix subscription is an example of ________ which is estimated to cost the electronics and entertainment industries over $50 billion annually.
A) consumer misbehavior
B) digital stealing
C) consumer copying
D) illegal sharing

Accepted Answer

Lauren's actions are an example of consumer misbehavior, which refers to actions by consumers that violate the norms of a particular society or the terms of service of a product. Sharing a Netflix subscription in a way that goes beyond what is allowed by the service's terms of use can be considered a form of consumer misbehavior.

Question 4

Maggie has been a loyal customer of Apple for years and likes to own the latest products and looks forward to announcements about product releases. She owns an Apple phone, iPad, and MacBook and hopes to purchase the new model phone when it's released in the Fall. Maggie was talking to one of her friends about Apple and was surprised to learn that Apple was involved in some workforce-related issues at their overseas plant. Her friend was telling her that Apple paid very low wages and people were required to work long hours. Maggie reasoned that this issue must be related to a third-party manufacturer since Apple would never treat their employees this way. She dismisses the incidence and explained to her friend that it must have been an honest mistake. What type of process is Jeremy utilizing with regard to the information about Apple?
A) selective distortion
B) selective exposure
C) selective retention
D) selective perception

Accepted Answer

The answer of Maggie has been a loyal customer of...

Question 5

Tiffany is a purchasing manager of computer and software equipment for her company which employs about 350 individuals. She subscribes to PC Magazine and several other trade publications that review computer hardware and software. In addition, Tiffany is an active user of online forums and often reads review that other purchasing managers post about different computer models. Tiffany spends about 1-2 hours each week reviewing information through these sources before making purchasing decisions. What stage of the consumer decision process is Tiffany most likely in?
A) information search
B) problem recognition
C) evaluation of alternatives
D) purchase

Accepted Answer

Tiffany is in the information search stage, as she is actively seeking out information through various sources before making a purchasing decision.

Question 6

Winston and Keesha have been married for a year and are starting to establish their decision-making styles as a couple. Keesha enjoys shopping and likes to browse the grocery store aisles rather than using a list. While this is time-consuming, she always discovers some cool product and usually makes some unplanned purchases. Winston appreciates Keesha's efforts and tries to reciprocate by taking care of any purchases for their car or to maintain their home such as getting the oil changed, buying tools, or lawn mowing equipment. Keesha's purchases all of the grocery items can be described as _______ decision making, while Winston's purchases for the car or home maintenance items are called ______decision making.
A) wife dominant; husband dominant
B) wife determined; autonomic
C) wife driven; cooperative
D) wife dominant; mutual

Accepted Answer

The answer of Winston and Keesha have been married for...

Question 7

Marketers must understand a target group's culture if they hope to be construct an effective marketing mix for the target group. Culture is the accumulation of values, customs, beliefs and knowledge the target group possesses. Culture includes tangible items such as _____________. Additionally, culture includes intangible items such as ________________.
A) Education; Food
B) Clothing; Laws
C) Social Customs; Artwork
D) Artwork; Food
E) Education; Clothing

Accepted Answer

The answer of Marketers must understand a target group's culture...

Question 8

Beth is looking for a Mother's day gift for her mom and wants to purchase some type of perfume or cologne. She knows that her Mom currently wears a perfume made by Dolce Gabbana called Light Blue. When she arrives at the perfume counter, she notices that Dolce Gabbana has several new scents available and a variety of gift boxes that also include powder and body lotion. Beth is trying to decide what to purchase-whether to try a new fragrance or not. Beth is willing to spend time trying the different scents, but since the gift boxes only cost $75, there's very little risk involved. What type of consumer decision will this purchase most likely be for Beth?
A) limited decision making
B) extended decision making
C) routinized response behavior
D) typical decision making

Accepted Answer

This purchase is most likely to be a limited decision making because the consumer (Beth) has a specific product category in mind (perfume or cologne), but is considering trying a new scent within her preferred brand (Dolce Gabbana). Additionally, she is willing to spend time trying the different scents, indicating some level of involvement and consideration, but the fact that the gift boxes have a set price and include complimentary items limits the amount of risk involved in the decision.

Question 9

According to Maslow's hierarchy of needs, human beings have five levels of needs they are constantly seeking to satisfy. The need for love and affection is an example of one of humans' _________________ needs.
A) Emotional
B) Safety
C) Social
D) Familial
E) Self-actualization

Accepted Answer

The need for love and affection is a social need, as it involves the desire to connect with others and form meaningful relationships. Maslow's hierarchy of needs starts with the basic physiological and safety needs at the bottom, followed by social needs, esteem needs, and finally, self-actualization needs at the top. Emotional needs and familial needs are not specific levels in Maslow's hierarchy, but may overlap with other needs at different levels.

Question 10

There are a number of situational influences that impact the consumer's buying decision process. Which of the following is one of those influences?
A) Price influences
B) Brand influences
C) Marketers' information influences
D) Consumer's mood influences
E) Distribution influences

Accepted Answer

The consumer's mood is one of the situational influences that can impact the buying decision process. Factors such as a consumer's emotional state, level of stress, or physical surroundings can influence their purchasing behavior. For example, a consumer who is in a positive mood may be more likely to make an impulse purchase, while a consumer who is feeling stressed may be more likely to stick to a planned budget.

Question 11

Max recently purchased a Ford F150 truck and has owned it for about a week. Earlier in the day, he received a call from Dane, the sales representative who sold him the truck. Dane called to check to see whether Max had any questions or problems with the truck and if he had learned how to navigate all the bells and whistles. Dane also reminded Max about how Ford is highly regarded as one of the best automobile brands and that the Ford truck is the #1 truck brand in the United States. What phenomenon is Dane trying to prevent by contacting her customer?
A) cognitive dissonance
B) postpurchase negative word-of-mouth
C) consumer disengagement
D) purchasing affect

Accepted Answer

Dane is trying to prevent cognitive dissonance, which is the discomfort or mental stress a person experiences when trying to hold two or more contradictory beliefs or values at the same time. By reminding Max that he made a good choice in purchasing a Ford F150 and highlighting the positive aspects of the brand, Dane is trying to reduce the likelihood that Max will experience cognitive dissonance and regret his purchase.

Question 12

High school seniors who are trying to decide which college to attend; and newlyweds looking to buy their first home exhibit the same behavior with respect to their level of involvement in their buying process. Which of the following best describes this common buying behavior?
A) Impulse buying behavior
B) Reasoned purchasing behavior
C) Extended problem solving behavior
D) Routinized response behavior
E) Rationalized response behavior

Accepted Answer

High school seniors and newlyweds are both facing important and complex decisions that they have not encountered before. Therefore, they are likely to engage in extended problem-solving behavior. This involves a high level of involvement, careful research and evaluation of alternatives, and a significant investment of time and effort in the decision-making process.

Question 13

Tim is a marketing research consultant and specializes in qualitative research. He's a member of the Qualitative Research Association and enjoys attending regional and national meetings where he can meet other consultants and participate in workshops to improve his skills. Tim always finds one to two new books to purchase from the trade show and truly enjoys the chance to expand his knowledge base through these learning opportunities. He knows that this new knowledge will improve his capabilities to deliver the type of consultation his clients might desire and will enable him to effectively compete for work. Tim's attendance at these national meetings and his book purchases are motivated by his need of ________ , one of Maslov's hierarchy of needs.
A) self-actualization
B) physiological
C) social
D) esteem

Accepted Answer

Self-actualization is the highest level of Maslow's hierarchy of needs and involves the need for personal growth and fulfillment. By attending national meetings and purchasing new books to expand his knowledge base, Tim is fulfilling this need and improving his skills as a marketing research consultant.

Question 14

Which of the following is an example of consumer misbehavior?
A) Giving a product a poor rating
B) Filing a consumer complaint
C) Failing to complete a customer survey form
D) Returning purchases
E) Shoplifting

Accepted Answer

Shoplifting is an example of consumer misbehavior as it involves stealing merchandise without paying for it, which is illegal and unethical. The other options, such as giving a poor rating, filing a complaint, not completing a survey, or returning purchases, may not be desirable behaviors for businesses, but they do not involve breaking the law or violating ethical principles.

Question 15

Mackenzie has decided to purchase a new laptop computer and is reviewing Internet-related posts and reading articles about which computers are considered the best. She's not very tech savvy and just needs a basic computer, but she wants it to last three to four years and to be maintenance-free. Mackenzie also visits Best Buy and chats with salespeople to get their advice about which computer model would be best for her to buy. Mackenzie's behavior can be explained by the concept of ______ involvement.
A) situational
B) enduring
C) concomitant
D) limited

Accepted Answer

Mackenzie's behavior is explained by situational involvement because she is engaging in information gathering and decision-making specifically for this purchase, which is a temporary situation.

Quiz 6: Consumer Buying Behavior

According to Maslow's hierarchy of needs, human beings have five levels of needs they are constantly seeking to satisfy. The need for love and affection is an example of one of humans' _________________ needs.

There are a number of situational influences that impact the consumer's buying decision process. Which of the following is one of those influences?

High school seniors who are trying to decide which college to attend; and newlyweds looking to buy their first home exhibit the same behavior with respect to their level of involvement in their buying process. Which of the following best describes this common buying behavior?

Which of the following is an example of consumer misbehavior?