Question 1

What can marketing managers do to increase the sales of low-involvement products?

Accepted Answer

Focusing on package design can attract attention and influence purchase decisions for low-involvement products, which are often bought on impulse.

Question 2

Daniel just bought a bar of chocolate. What type of behaviour would he have exhibited?

Accepted Answer

Buying a bar of chocolate is usually a low-involvement purchase that requires little thought and is a habitual or routine decision. Daniel most likely didn't put much effort into evaluating his options or considering alternative choices.

Question 3

When would a marketing manager expect his or her product to be a high-involvement product for most consumers?

Accepted Answer

Consumers tend to classify products as high-involvement if they are expensive, complex, have a significant social impact or personal risk. Thus, if a product requires substantial financial investment, it is likely to be perceived as high-involvement by most consumers.

Question 4

What do marketing managers often use in-store promotions to stimulate sales of?

Accepted Answer

In-store promotions are often used to stimulate the sales of low-involvement products as these are products that consumers may not put much effort into researching or making a decision about before purchasing. In-store promotions can help grab their attention and encourage them to make a purchase on the spot.

Question 5

Jackson has moved to a new community and can no longer attend his old church. He is currently visiting churches to make a decision about which one best serves his needs. In making his decision, which type of consumer decision making will Jackson engage in?

Accepted Answer

The answer of Jackson has moved to a new community...

Question 6

When do people tend to be more satisfied with a purchase?

Accepted Answer

When people obtain additional information that reinforces their decision, they tend to feel more confident and satisfied with their purchase. This is because the information provides justification for their choice and reduces any doubts they may have had.

Question 7

Which of the following activities is most likely to be an example of routine response behaviour?

Accepted Answer

Routine response behaviour refers to buying products that the consumer buys frequently and with a minimal amount of thought and effort. The purchase of routine products such as toilet paper is a habitual behaviour that requires little cognitive effort or decision-making.

Question 8

Why does Wanda approach the purchase decision of Soy Good soy milk with much lower level of human involvement than the purchase of a new handbag?

Accepted Answer

The purchase of a new handbag involves a higher level of human involvement than buying Soy Good soy milk because a handbag is more socially visible. This visibility makes the handbag purchase more significant in terms of social status and personal identity, leading to a more involved decision-making process.

Question 9

Linda usually does not spend much time selecting gifts while buying them. However, when buying a pen for her husband's birthday, she visited several stores and spent a lot of time selecting the pen. What does this scenario illustrate?

Accepted Answer

The scenario illustrates situational involvement as Linda's level of involvement increased due to the significance of the occasion (her husband's birthday) and the importance of selecting a suitable gift (pen).

Question 10

What is the term for the set of values, norms, attitudes, and other meaningful symbols that shapes human behaviour and is transmitted from one generation to the next?

Accepted Answer

Culture refers to the collective set of values, norms, attitudes, and other symbols that shape the way people behave and interact with each other. It is transmitted from one generation to the next through various institutions such as family, school, and media. Socialization is a process by which individuals learn the norms and values of their culture, while consumerism and lifestyle are more narrow terms that refer to specific aspects of culture related to purchasing and personal choices, respectively.

Question 11

A marketer for minor league baseball wants to keep fans who normally attend her team's games from switching to another sport or source of entertainment. To reduce the likelihood that fans will seek out another activity, what might she do?

Accepted Answer

By offering incentives for repeat game attendance, the marketer can create habits in fans, making it less likely they will seek out other sources of entertainment. This is a form of customer retention strategy. Creating postpurchase anxiety (A) could negatively impact fan satisfaction and loyalty. Increasing the social visibility of baseball (C) and using word-of-mouth (D) are general marketing tactics that may increase overall awareness but may not necessarily address the specific goal of retaining current fans.

Question 12

Your best friend has asked your advice on what type of clothing she should buy for a job interview. If she gets the job, she will be assistant to the producer of her favourite television program. She really wants this job and considers it a once-in-a-lifetime opportunity. By asking for your help with her wardrobe, what is your friend most likely trying to do?

Accepted Answer

By asking for advice on what type of clothing to wear for a job interview, the friend is likely trying to reduce the perceived risk of negative consequences. This is because the friend sees the job as a once-in-a-lifetime opportunity and wants to make sure she presents herself in the best possible way during the interview. By seeking advice, she can feel more prepared and confident in her appearance, which can reduce the fear of negative outcomes like not getting the job.

Question 13

Miller has just purchased a new Allez A1 Specialized bicycle for $1,000. Miller is now weighing the advantages and disadvantages of his purchase. As Miller wonders if he made the right purchase decision, what is he experiencing?

Accepted Answer

Miller is experiencing cognitive dissonance, which is the internal conflict that arises when a person's beliefs, attitudes, or values are inconsistent with their actions. Miller is questioning whether he made the right decision to purchase the bicycle, which is creating dissonance in his mind.

Question 14

When a consumer is purchasing an unfamiliar or expensive product, which process is often used?

Accepted Answer

When a consumer is purchasing an unfamiliar or expensive product, they are likely to engage in extensive decision making, which involves researching, comparing, and evaluating options before making a decision. This process is more elaborate than limited problem solving, where consumers rely on basic information or past experiences to make a purchase. Cognitive harmonizing and strategic behavior are not recognized decision-making processes.

Question 15

Which of the following does NOT directly influence consumer levels of involvement in the purchase process?

Accepted Answer

Consumer's level of education does not directly influence their levels of involvement in the purchase process. Involvement is more directly affected by factors such as previous experience with the product, interest in the category, and the social visibility of the purchased item, which relate more closely to the perceived importance or risk associated with the purchase.

Question 16

What is the term for the amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behaviour?

Accepted Answer

The term for the amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behaviour is called involvement. Involvement refers to the degree of personal relevance a consumer finds in pursuing and evaluating product-related information.

Question 17

Cecelia is a receptionist and just spent $347 on a new riding saddle for her boyfriend Claude, a weekend cowboy. When she got home with the saddle, she experienced a high level of anxiety about whether she had made the right purchase decision. What did Cecelia experience?

Accepted Answer

Cecelia is experiencing cognitive dissonance, which is the feeling of discomfort or anxiety after making a decision and feeling unsure about whether it was the right choice.

Question 18

What do we call the set of values, norms, attitudes, and other meaningful symbols that shape human behaviour and the artifacts, or products, of that behaviour as they are transmitted from one generation to the next?

Accepted Answer

Culture refers to the set of values, norms, attitudes, and other meaningful symbols that shape human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation to the next. The other options are not relevant to the definition of culture.

Question 19

When the administrative assistant restocks office supplies each month, he places an order for paper, pens, folders, and printer cartridges. Each month the order is the same. What is this type of buying called?

Accepted Answer

This type of buying is called routine response behavior, which involves making automatic purchases without giving much thought to the decision-making process. The fact that the administrative assistant orders the same office supplies every month indicates that this is a routine buying pattern.

Question 20

Which of the following strategies is a marketing manager most likely to follow to increase the sales of a high-involvement product?

Accepted Answer

High-involvement products require more information for consumers to make a purchase decision. Therefore, creating advertisements that provide all the necessary information can help consumers make an informed decision and increase sales. Option B focuses on packaging, which may not be enough to persuade consumers to buy a high-involvement product. Option C suggests creating publicity, but it does not provide information to consumers. Option D may help to increase sales, but it does not address the need for more information for high-involvement products.

Quiz 6: Consumer Decision Making