Question 1

A reference group acts as a point of comparison and as a source of information for an individual.

Accepted Answer

A reference group provides a standard for comparison and a source of information for individuals. Members of a reference group may influence attitudes, values, and behaviors of the individual.

Question 2

Family influences are not directly related to purchasing decisions.

Accepted Answer

Family influences, such as attitudes, values, and lifestyle, can have a significant impact on individual purchasing decisions. Factors such as cultural background, social status, family size, and the role of different family members can also influence what products or services are purchased.

Question 3

Consumer socialization is the process through which a person acquires the knowledge and skills to function as a consumer.

Accepted Answer

Consumer socialization involves the process of learning about consumer goods, services, and expectations from family, peers, media, and other sources. It plays a vital role in shaping an individual's buying behavior and choices.

Question 4

Consumers' purchasing decisions and brand decisions may be influenced strongly by reference groups.

Accepted Answer

Reference groups are the individuals or groups that consumers compare themselves to and seek opinions from before making a purchase decision. The influence of reference groups on consumer behavior has been studied in depth by marketers, and it is widely accepted that these groups can strongly impact a consumer's purchasing decisions and brand choices.

Question 5

One's personality is a set of internal traits and distinct behavioral tendencies that result in consistent patterns of behavior in certain situations.

Accepted Answer

This is the definition of personality, as it reflects a relatively stable pattern of thoughts, feelings, and behaviors that characterize an individual over time and across different situations. While personality can certainly change and develop over the course of a person's life, it is generally understood to be a fairly consistent and enduring aspect of their identity.

Question 6

Patronage motives influence where one purchases products on a regular basis.

Accepted Answer

Patronage motives refer to the reasons why a customer chooses to consistently purchase from a particular business or brand. These motives can include factors such as convenience, loyalty, trust, and personal relationships with the business or its employees. Therefore, patronage motives can greatly influence where a customer chooses to make their purchases on a regular basis.

Question 7

There is strong research evidence that personality characteristics are major determinants of purchasing power.

Accepted Answer

Research evidence suggests that personality characteristics can influence consumer behavior and purchasing decisions, but they are not major determinants of purchasing power, which is more directly influenced by economic factors such as income, wealth, and financial resources.

Question 8

A person's self-concept may affect whether the person buys a product in a particular product category, but it has little impact on brand selection.

Accepted Answer

A person's self-concept can also influence brand selection. For example, a person who identifies as environmentally conscious may choose to buy a specific brand of eco-friendly products. Similarly, a person who sees themselves as financially savvy may choose a specific brand based on its perceived value or cost-effectiveness.

Question 9

By giving out free samples, marketers help customers learn about their products by helping them gain experience with them which makes customers feel more comfortable.

Accepted Answer

Giving out free samples allows customers to try products before committing to purchasing them, which can increase their comfort level with the product and increase the likelihood of future purchases.

Question 10

Just as attitudes are learned, they can be changed.

Accepted Answer

Attitudes are not set in stone, they can be changed through various methods such as education, exposure, and persuasion.

Question 11

When a product is a conspicuous one, reference-group influence is more likely to affect the brand decision.

Accepted Answer

Conspicuous products are those that are visible to others and are often used as a means of expressing individual identity or social status. In this context, individuals are more likely to be influenced by their reference groups (i.e. people who they consider to be similar or desirable) when making brand decisions for conspicuous products.

Question 12

Jon's colleagues at work want to take a skiing trip. Jon grew up in Colorado and learned to ski as a young child so the group consults him about the best slopes and ski gear needed for the trip. Jon's role is that of an opinion leader.

Accepted Answer

Jon is offering guidance and advice based on his knowledge and experience, making him an opinion leader for the group.

Question 13

Learning associated with purchase behavior is not particularly affected by reinforcement.

Accepted Answer

Learning associated with purchase behavior is highly affected by reinforcement. Reinforcement can be positive, where a positive outcome reinforces the behavior, or negative, where the behavior is reinforced by avoiding negative outcomes. Both types of reinforcement can influence purchase behavior.

Question 14

Motives always operate at a conscious level.

Accepted Answer

Motives can operate at both a conscious and unconscious level.

Question 15

Consumers' buying decisions are not affected by other people.

Accepted Answer

Consumers' buying decisions can be influenced by other people through recommendations, social media, word of mouth, and other forms of marketing strategies.

Question 16

A role consists of a set of actions and activities that a person in a particular position is expected to perform.

Accepted Answer

A role is defined by the expectations placed on a person in a particular position, including the actions and activities they are expected to perform.

Question 17

An attitude consists of one's evaluation feelings and behavioral tendencies toward an object or idea.

Accepted Answer

This is the correct definition of attitude.

Question 18

Although marketers may attempt to influence what a consumer learns, their attempts are seldom fully successful.

Accepted Answer

Consumers have the ability to filter or interpret the information they receive based on their prior knowledge, beliefs, and experiences, which may lead to selective retention or rejection of the marketer's message. Therefore, marketers may not always be fully successful in influencing what a consumer ultimately learns.

Question 19

An attitude scale is useful in helping to measure the intensity of feelings toward an object.

Accepted Answer

An attitude scale is a measuring tool used to assess an individual's feelings, opinions or beliefs regarding a specific topic or object. It is used to measure the intensity of emotions, feelings or reactions towards the object being evaluated.

Question 20

Marketers may try to change consumers' attitudes toward a product if they feel that a significant number of consumers have strong negative attitudes toward it.

Accepted Answer

Marketers may try to change consumers' attitudes toward a product if they feel that negative attitudes are hindering sales and adoption of the product. They may employ various strategies such as advertising, promotions, and public relations to change consumer perceptions and attitudes towards the product.

Quiz 7: Consumer Buying Behavior