Question 1

The degree of external search increases as purchasing behavior moves from routine to limited to extended problem solving.

Accepted Answer

This statement is true. As the complexity of the purchasing decision increases, consumers tend to engage in more extensive external search for information before making a decision. Routine purchases may not require much external search, while extensive problem-solving purchases may require significant amounts of research and information gathering from various sources.

Question 2

Cognitive dissonance is likely to increase when the purchase decision has a major effect on the buyer.

Accepted Answer

When the purchase decision has a major effect on the buyer, such as a large financial investment or significant change in lifestyle, cognitive dissonance is more likely to occur as the buyer may have doubts or concerns about their decision.

Question 3

Consumer behavior refers to the process through which ultimate buyers make their purchase decisions.

Accepted Answer

Consumer behavior is the study of how individuals make decisions to spend their available resources on consumption-related items. It involves understanding the factors that influence purchasing decisions, including psychological, social, and cultural factors.

Question 4

A person's perception of a product results solely from its physical characteristics such as size,color,shape,and weight.

Accepted Answer

A person's perception of a product is not solely based on its physical characteristics. Other factors such as brand reputation, advertising, pricing, and personal experience can also impact a person's perception of a product.

Question 5

Groups whose value structures and standards influence a person's behavior are known as reference groups.

Accepted Answer

Reference groups are social groups that individuals use as a standard for evaluating themselves and their behavior. The values and standards of these groups can influence an individual's behavior and attitudes.

Question 6

Culture is the broadest environmental determinant of consumer behavior.

Accepted Answer

Culture includes the values, beliefs, customs, behaviors, and artifacts that characterize a group or society, and it has a significant impact on consumer behavior. Cultural beliefs and values concerning family, gender roles, religion, education, and social class influence what products people buy, how they use them, and how they dispose of them. Therefore, culture is the broadest environmental determinant of consumer behavior.

Question 7

Critics of Maslow pointed out that depending on the personal value system of an individual,he/she might skip the level of esteem needs and move directly toward self-actualization.

Accepted Answer

The statement is true. Maslow's hierarchy of needs model is a generalization, and therefore, it may not necessarily be applicable to every person or culture. In some cases, individuals may prioritize self-actualization over fulfilling esteem needs if it aligns with their personal value system.

Question 8

A restaurant owner who places signs along the interstate highway to advertise his service knows that the signs will act as a cue for hunger causing consumers to stop at the restaurant.

Accepted Answer

This is true, as the signs act as a cue and reminder for potential customers who may be hungry or looking for a place to eat.

Question 9

The buying behavior of an individual in a group is not only affected by the norms of the group,but also by that individual's role and status within the group.

Accepted Answer

An individual's role and status within a group can influence their buying behavior as they may feel pressured to conform to certain expectations or may feel a need to assert their status through their purchasing decisions. This is in addition to the influence of group norms on buying behavior.

Question 10

An evoked set is limited in case of an immediate need.

Accepted Answer

When there is an immediate need, consumers tend to have a limited evoked set and quickly recall only a few relevant brands or products. This is because they may not have the time or motivation to extensively search for alternatives.

Question 11

Groups do not intentionally create formal roles,nor do they ever have expectations that roles and statuses will develop within their membership.

Accepted Answer

Groups do intentionally create formal roles, and often have expectations that roles and statuses will develop within their membership. These roles and expectations help to establish structure and order within the group.

Question 12

Chris decides to proceed with a majority decision,even though the decision goes against his beliefs.Chris is exhibiting the Asch phenomenon in this scenario.

Accepted Answer

The Asch phenomenon refers to the tendency of individuals to conform to the majority opinion or group norm, even if it goes against their own beliefs. In this scenario, Chris is exhibiting the Asch phenomenon by going along with the majority decision, despite it conflicting with his own beliefs.

Question 13

The self-image is the image to which an individual aspires and hence,it serves as a personal set of objectives.

Accepted Answer

The self-image is how an individual currently perceives themselves, not necessarily what they aspire to be. The aspirational image is often referred to as the "ideal self."

Question 14

Well-known luxury retailers offer unique or prestigious products at price ranges slightly lower than their premium brands to attract middle-class consumers aspiring to the upper class.

Accepted Answer

This is a common strategy known as "aspirational pricing" where luxury brands create a lower-tier product line to appeal to consumers who cannot afford their premium brand, but still want to associate themselves with the brand's prestige and exclusivity.

Question 15

It was not until the introduction of the Chevrolet Nova in Mexico that marketers realized "no va" in Spanish means "won't go." This linguistic error demonstrates how Chevrolet overlooked cultural differences in its product introduction.

Accepted Answer

This is a true statement. The Chevrolet Nova story is a commonly cited example of a marketing blunder due to cultural differences. "No va" in Spanish means "doesn't go" or "won't go," making it a less than ideal name for a car. This oversight by Chevrolet's marketers illustrates the importance of considering cultural differences when introducing products in different markets.

Question 16

Human behavior is solely a function of pressures exerted by external environmental forces on the individual.

Accepted Answer

Human behavior is influenced by both external environmental forces and internal factors such as personality, emotions, and past experiences. While external factors can certainly shape behavior to some degree, humans have the ability to make conscious decisions and exercise control over their actions.

Question 17

The majority of the Hispanic population is first-generation living in the United States.

Accepted Answer

Most of the Hispanic population in the United States is not first-generation; many are second or third-generation, having been born in the U.S. to immigrant parents or grandparents.

Question 18

Social class is determined by the sole criterion of income.

Accepted Answer

Social class is influenced by various factors including income, occupation, education level, and social networks. While income may have a significant impact on social class, it is not the only criterion used to determine one's social class.

Question 19

Opinion leaders rise to prominence because of their interest and expertise in certain products.

Accepted Answer

Opinion leaders are individuals who have a significant influence on the opinions and purchasing decisions of others. They often develop this influence due to their interest and expertise in certain products or areas.

Question 20

A need is an imbalance between the consumer's actual and desired states.

Accepted Answer

This statement defines a need as a discrepancy or gap between the current reality and the desired state of the consumer.

Quiz 6: Consumer Behavior