Question 1

All of the following are ways consumers can reduce cognitive dissonance EXCEPT:
A) justify decision
B) seek new information
C) send a letter to the marketer
D) avoid contradictory information
E) return product

Accepted Answer

Cognitive dissonance is the inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions.

Question 2

Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions is referred to as:
A) cognitive dissonance
B) psychological discomfort
C) affect referral
D) perceptual imbalance
E) dissatisfaction

Accepted Answer

This is the definition of cognitive dissonance.

Question 3

Arm & Hammer is a well-known and respected brand of baking soda. The company has put it's brand name on several products,such as laundry detergent,toothpaste,kitty litter,and many more products. These are examples of:
A) brand transfers
B) brand modifications
C) brand banks
D) brand hierarchies
E) brand extensions

Accepted Answer

Brand extensions occur when a well-known and respected brand name from one product category is extended to other product categories.

Question 4

All of the following influence the extent to which an individual conducts an external search for information EXCEPT:
A) perceived risk
B) knowledge
C) prior experience
D) social class
E) level of interest

Accepted Answer

Social class wouldn't necessarily affect the amount of information search a consumer would conduct.

Question 5

A group of brands,resulting from an information search,from which a buyer can choose is referred to as the buyer's:
A) evoked set
B) primary set
C) inert set
D) complete set
E) justifiable set

Accepted Answer

A buyer's evoked set is the set of alternatives from which a buyer can choose; also called consideration set.

Question 6

Melissa has been given a horse and needs to buy a new Western saddle.She has narrowed the brands of saddles she is considering down to Dale Chavez,Abetta,and Big Horn.These three brands of Western saddles represent Melissa's
A) evaluative criteria
B) dissonance suppressors
C) discretionary discriminators
D) discriminatory set
E) evoked set

Accepted Answer

The evoked set is a group of brands,resulting from an information search,from which a buyer can choose.

Question 7

_____ is characterized by low involvement,a short time frame,an internal-only information search,and low costs.
A) Limited decision making
B) Routine response behavior
C) Emotional buying
D) Intensive decision making
E) Temporally-limited behavior

Accepted Answer

See Exhibit 6.2.

Question 8

Extending a well-known and respected brand name from one product category to another product category is referred to as:
A) brand stretching
B) brand extensions
C) brand bouncing
D) brand transfer
E) brand building

Accepted Answer

Brand extensions are common a way companies employ categorization to their advantage.

Question 9

How can marketers reduce consumers' cognitive dissonance?
A) offer guarantees
B) offer sales promotions
C) avoid contradictory information
D) change the product
E) ignore it

Accepted Answer

Cognitive dissonance is an inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions,and marketers can reduce it by sending a postpurchase thank you or letter,displaying product superiority in ads,or offering guarantees.

Question 10

Which of the following activities is most likely to be an example of routine response behavior?
A) the purchase of a three-week vacation cruise
B) a homeowner's purchase of a new grill for $600
C) the first-time purchase of a copy machine for your home office
D) the purchase of toilet paper
E) the purchase of a infant car seat

Accepted Answer

Only the toilet paper is an example of routine response behavior because it is a frequently purchased,low-cost good and requires little search and decision time.

Question 11

Warren loves to go to the beach on his vacation but hates to have to worry about the possibility of hurricanes.As Warren looked for where he should go on vacation this summer,he consulted a publication called Smart Money and learned the islands of Aruba,Bonaire and Curacao are not in the hurricane belt.Now he will only consider these island resorts as possible vacation destinations.This group of resort islands is called Warren's:
A) involvement set
B) evaluative set
C) evolved set
D) evoked set
E) intuitive set

Accepted Answer

An evoked set is the set of brands a consumer recalls and would consider as possible purchase choices.

Question 12

Miller has just purchased a new Allez A1 Specialized bicycle for $1,000.Miller realizes that the Allez A1 costs more than most bikes,and even at that price it doesn't come with a set of pedals.Even though other brands of bicycles cost much less than the Allez A1,Miller tells himself that the Allez A1 is more comfortable and has greater durability than most road bikes.As Miller wonders if he made the right purchase decision,he is experiencing:
A) attribute remorse
B) cognitive dissonance
C) evaluation distortion
D) consumer cognition
E) perceptual disharmony

Accepted Answer

Cognitive dissonance is an inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions.

Question 13

Nellie's boss sells merchandise through Internet auctions.He needs to mail a $1,500 hexagonal antique picture frame.He has instructed Nellie to buy packaging that will make sure the oddly shaped frame arrives at its new owner's home undamaged,but he has not told her how or where she will find such packaging.Given that she frequently has to purchase packaging supplies,what kind of purchase decision process would she most likely employ?
A) high-involvement response behavior
B) low-involvement decision making
C) extensive decision making
D) limited decision making
E) routine response behavior

Accepted Answer

She will most likely use limited because she is familiar with packaging products,but not with one that meets the exact size and protective criteria.

Question 14

_____ is the amount of time and effort a buyer invests in the search,evaluation,and decision processes of consumer behavior.
A) Economic value
B) Involvement
C) Opportunity cost
D) Temporal cost
E) Perceived level of personal risk

Accepted Answer

This is the definition of involvement.

Question 15

Another name for evoked set is:
A) called array
B) reminder assortment
C) induced memory
D) consideration set
E) awareness set

Accepted Answer

These are the brands the buyer will consider and choose from.

Question 16

The type of decision making that requires a moderate amount of time for gathering information and deliberating about an unfamiliar brand in a familiar product category is referred to as:
A) routine response behavior
B) limited decision making
C) extensive decision making
D) uninvolved decision making
E) affective decision making

Accepted Answer

This is the definition of limited decision making.

Question 17

The electricity for lighting outdoor billboards is powered by transformers.The operator of a company that installs and manages billboards has purchased many such transformers.Today he plans to buy a replacement for one that was destroyed by a recent hurricane.Before making this purchase,he will look at cost and also see if he can find one that is more weatherproof.He wants to make sure he buys the best transformer for the job and that he does not pay more money than he should.In other words,he will engage in _____ decision making.
A) limited
B) extended
C) habitual
D) classical
E) routine

Accepted Answer

The billboard operator is familiar with the product,but he is not immediately knowledgeable about the products currently on the market.

Question 18

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,Jackson will engage in _____ consumer decision making.
A) limited
B) extended
C) habitual
D) classical
E) routine

Accepted Answer

Jackson is familiar with churches and the services they provide,but he is unfamiliar with the ones in his new community.

Question 19

Andrea just purchased a trip to Jamaica as a present to her husband for their tenth wedding anniversary.Andrea is anxious about the trip,afraid Bill will not like her choice of location and worried she spent too much money.Andrea is experiencing:
A) selective dissatisfaction
B) temporal distortion
C) perceptual disharmony
D) cognitive dissonance
E) self-actualization involvement

Accepted Answer

Cognitive dissonance is the term for postpurchase tension and anxiety.

Question 20

Each week Jess comes to the supermarket with a list of essential items; milk,bread,peanut butter,and chocolate.This is an example of:
A) buyer's harmony
B) situational convenience
C) routine response behavior
D) limited decision making
E) consistent decision making

Accepted Answer

Buying of frequently purchased,low-cost goods is typically routine response behavior.

Quiz 6: Consumer Decision Making

All of the following are ways consumers can reduce cognitive dissonance EXCEPT:

Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions is referred to as:

Arm & Hammer is a well-known and respected brand of baking soda. The company has put it's brand name on several products,such as laundry detergent,toothpaste,kitty litter,and many more products. These are examples of:

All of the following influence the extent to which an individual conducts an external search for information EXCEPT:

A group of brands,resulting from an information search,from which a buyer can choose is referred to as the buyer's:

Melissa has been given a horse and needs to buy a new Western saddle.She has narrowed the brands of saddles she is considering down to Dale Chavez,Abetta,and Big Horn.These three brands of Western saddles represent Melissa's

_____ is characterized by low involvement,a short time frame,an internal-only information search,and low costs.

Extending a well-known and respected brand name from one product category to another product category is referred to as:

How can marketers reduce consumers' cognitive dissonance?

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

_____ is the amount of time and effort a buyer invests in the search,evaluation,and decision processes of consumer behavior.

Another name for evoked set is:

The type of decision making that requires a moderate amount of time for gathering information and deliberating about an unfamiliar brand in a familiar product category is referred to as:

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,Jackson will engage in _____ consumer decision making.

Andrea just purchased a trip to Jamaica as a present to her husband for their tenth wedding anniversary.Andrea is anxious about the trip,afraid Bill will not like her choice of location and worried she spent too much money.Andrea is experiencing:

Each week Jess comes to the supermarket with a list of essential items; milk,bread,peanut butter,and chocolate.This is an example of: