Deck 6: Consumer Behavior

Question 1

Marketing strategies that prove successful in one country are invariably applied successfully in international markets as well.

Answer 1

False

Question 2

Groups whose opinions are valued and to whom a person looks for guidance in his or her own behavior, values and conduct are known as reference groups.

Answer 2

True

Question 3

The influence of reference groups is more significant in case of children, when compared to adults

Answer 3

True

Question 4

Culture refers to the values, beliefs, preferences, and tastes that are handed down from one generation to the next.

Question 5

The core values of American culture include work ethic and the desire to accumulate wealth.

Question 6

Culture is the broadest environmental determinant of consumer behavior.

Question 7

If a middle manager buys an Audi automobile because several top executives in the firm own Audis, this demonstrates the influence of reference groups.

Question 8

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

Question 9

Social class is determined by the sole criterion of income.

Question 10

Dale and Lisa, ranchers from Wyoming, found that the meat of their large, slow-growing hogs were not selling in American grocery stores. However, the animals command premium prices in Japan where the meat is enjoyed for its flavor and fat content. The purchasing influence they are experiencing is a cultural influence.

Question 11

The three largest and fastest-growing U.S. ethnic subcultures are Hispanic Americans, African Americans, and Asian Americans.

Question 12

Subcultures are groups within a larger culture that have their own distinct modes of behavior.

Question 13

Understanding of differences among subcultures is essential for developing effective marketing strategies.

Question 14

While cultural and family influences significantly affect consumer behavior, the influence of reference groups on consumer behavior tends to be minimal, especially for children.

Question 15

The American population is becoming increasingly homogenous as the ethnic and racial minority groups are adopting the U.S. culture through acculturation.

Question 16

A reference group's influence on the purchasing decision of a member is often greater when the product is more conspicuous or visible to others.

Question 17

Individuals who aspire to become members of a certain group most often adopt its standards of behavior and values.

Question 18

Social class has rankings determined by income, occupation, education, and family background.

Question 19

The basic core values of a culture are highly dynamic and flexible.

Question 20

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.

Question 21

The number of brands included in the evoked set may vary according to the situation and the person.

Question 22

The consumer decision process does not apply to low-involvement purchases.

Question 23

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

Question 24

Perception is the meaning a person attributes to incoming stimuli gathered through the senses of hearing, taste, smell, touch, and sight.

Question 25

Purchasing music from the Apple iTunes website is considered a high-involvement purchase decision because music is a unique personal choice.

Question 26

Marketers can attempt to change consumer attitudes by engaging them in new buying behavior.

Question 27

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

Question 28

According to Maslow's hierarchy of needs, products such as travel, luxury cars, and jewelry are examples of fulfilling a safety need.

Question 29

Opinion leaders rise to prominence because of their interest in adopting new products before others and exerting influencing via word-of-mouth communication.

Question 30

Motives are inner states that direct a person toward the goal of satisfying a need.

Question 31

The buying behaviors exhibited by members of the different classes are homogeneous and exclusive.

Question 32

After purchasing a new oven and a cooking range, Martha was contacted by the store where she purchased the products. The salesperson inquired about the delivery, installation, and her overall satisfaction with the purchase. Such strategies employed by marketers help in reducing cognitive dissonance.

Question 33

Opinion leaders are the first consumers to try new products and then share their experience by word of mouth.

Question 34

According to Maslow's hierarchy of needs, people who fail to at least partially satisfy lower-level needs may fail to move beyond it to higher-level needs.

Question 35

Maslow's hierarchy of needs begins with self-actualization needs and progresses to physiological needs at the highest level.

Question 36

Attitudes of a person toward some object or idea are highly resistant to change.

Question 37

A frequent-flyer program usually announced by airlines is a form of purchasing reinforcement.

Question 38

When making purchasing decisions, consumers will most likely choose products that are consistent with their attitudes.

Question 39

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

Question 40

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

Question 41

An individual's reference group is most likely to influence his or her purchase decision while buying a(n) _____.

A) external hard drive
B) automobile
C) frozen dinner
D) latte

Question 42

Which of the following would fall under the category of psychological determinants of consumer behavior?

A) The culture in which a person is raised
B) The needs and motives of the individual
C) The subculture to which one belongs
D) The reference groups that the individual looks up for guidance

Question 43

_____ is an imbalance between a consumer's actual and desired states.

A) Need
B) Attitude
C) Affect
D) Equilibrium

Question 44

Repurchasing the same brand of detergent during each trip to the grocery store is an example of limited problem-solving behavior by a consumer.

Question 45

Which of the following is a core value emphasized by the American culture?

A) Collectivism
B) High power distance
C) Aversion to consumerism
D) Efficiency

Question 46

The single group within society that is most vulnerable to reference group influence is:

A) the older consumer who feels somewhat left out of things.
B) unmarried women, many of whom feel a need for stability in their lives.
C) new immigrants who want to capture the American dream.
D) children, who base most of their buying decisions on outside influences.

Question 47

The broadest environmental determinant of consumer behavior is:

A) income or purchasing power.
B) educational background.
C) culture.
D) social status.

Question 48

Which of the following is true of culture in the United States today?

A) The basic core values in the American society have changed to collectivism and spirituality.
B) The American culture still emphasizes the importance of family and home life despite changes in the family structures over the years.
C) The marketing strategies that are successful in one state can be extended to other states as well due to lack of diversity among different American states.
D) The U.S. culture is composed of relatively few subcultures compared to other developed nations.

Question 49

Cultural differences are particularly important for:

A) firms marketing internationally.
B) local not-for-profit organizations.
C) firms marketing to a specific target market in a single city.
D) firms that are marketing to the same segment of consumers for years.

Question 50

Considerable external search for alternatives is typical when consumers are involved in extended problem solving.

Question 51

The situation in which a consumer makes a purchase by rapidly choosing a preferred brand is referred to as limited problem solving.

Question 52

Reference groups have a greater impact on the purchasing decision when the:

A) consumer is already established as the opinion leader in the group.
B) product is hard to recognize or see by the group.
C) purchased product is a commonly used commodity.
D) purchase is conspicuous.

Question 53

It is crucial for marketers to focus their marketing strategies on opinion leaders in a group as opinion leaders:

A) limit their purchases to the products and services typical of the social class they belong to, rather than imitating the reference group.
B) represent the only medium to carry information about products to general public.
C) represent the trendsetters who purchase products before others in the group and then influence the buying decisions of other group members.
D) possess the highest purchasing power in a group.

Question 54

Rachel, an advertising executive, shops for clothing at a trendy store in town. The sales clerk shows her the latest styles in bright prints and bold colors. Although these are the styles worn at her office, she rejects them and purchases traditionally formal clothes in neutrals and black due to her notion of her self-concept. Rachel's decision is most likely driven by _____ factors.

A) psychological
B) situational
C) social
D) institutional

Question 55

_____ are determined by occupation, income, education, and family background.

A) Social class categories
B) Opinion leaders
C) Reference groups
D) Subcultures

Question 56

Consumers are most likely to exhibit routinized response behavior while purchasing low-involvement products.

Question 57

Jorge plans to buy a car and discusses the purchase with his parents. Their influence on his buying decision is classified as a(n) _____ influence:

A) psychological.
B) social.
C) situational.
D) institutional.

Question 58

The social influences on consumer behavior include a person's _____.

A) attitudes
B) perceptions
C) family
D) self-concept

Question 59

A shift in cultural values away from accumulating material possessions to spending time with family and friends benefit those who market:

A) expensive automobiles.
B) luxury cars.
C) amusement parks and picnic areas.
D) children's designer clothes.

Question 60

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

Question 61

Which of the following is a low-involvement product?

A) Cars
B) Laptops
C) Stationery
D) Jewelry

Question 62

Helene made sure that her company car was equipped with OnStar in case she ever has car trouble or gets lost while traveling between appointments. OnStar is a service which can connect the car occupants with a personal service attendant to provide assistance. Which level of Maslow's hierarchy of needs is Helene addressing?

A) Social needs
B) Safety needs
C) Esteem needs
D) Self-actualization needs

Question 63

In the area of self-concept theory, the real self is:

A) the self that has achieved self-actualization.
B) the way the individual thinks other people see him or her.
C) the individual's personal set of objectives to which he or she aspires.
D) the objective view of the total person.

Question 64

Martin, a marketing manager, is a member of a local professional organization that helps Martin connect with others, develop friendships, and satisfies his _____ needs.

A) physiological
B) belongingness
C) self-actualization
D) safety

Question 65

According to Maslow, an individual's desire to realize his full potential and find fulfillment by traveling or completing an educational certificate or degree is his _____ needs.

A) self-actualization
B) physiological
C) social
D) esteem

Question 66

The looking-glass self is defined as:

A) the objective view of oneself.
B) the way an individual thinks others see him or her.
C) the way an individual views himself or herself.
D) the ideal view one has of oneself.

Question 67

In a marketing context, the immediate or expected change in consumer behavior that results from experience is called a _____.

A) drive
B) script
C) perception
D) learning

Question 68

Be Wise is an insurance firm that helps people save money for retirement and health purposes. It markets its health and life insurance products with a tag line "save for the future." Be Wise is trying to address which of the following needs in the Maslow's hierarchy of needs?

A) Esteem needs
B) Safety needs
C) Physiological needs
D) Social needs

Question 69

Joining a local softball team or golf league to meet new people and engage in social interaction is an attempt to meet _____ needs.

A) self-actualization
B) belongingness
C) physiological
D) safety

Question 70

According to Maslow, _____ needs concern essential requirements for survival such as food, water, shelter, and clothing.

A) self-actualization
B) esteem
C) physiological
D) belongingness

Question 71

During the search step of the consumer decision process, the consumer:

A) realizes that it is time to make a change from the present situation.
B) develops a set of evaluative criteria to guide the purchase decision.
C) begins to notice favorable word-of-mouth communication about the product.
D) gathers information about the attainment of a desired state of affairs.

Question 72

A motive is an inner state that directs a person to create:

A) equilibrium between the actual and desired states.
B) excitement in attaining the need satisfaction.
C) equity between the cost and benefits of the need satisfaction.
D) a sense of cognitive dissonance in the process of need satisfaction.

Question 73

Which of the following products is aimed at satisfying the esteem needs of people?

A) Basic goods
B) Cleaning products
C) Auto safety features
D) Luxury automobile

Question 74

Purchases that have substantial social or economic consequences:

A) usually require relatively less investment of time and effort.
B) represent routine purchases that pose little risk.
C) require independent decision making.
D) represent high-involvement purchase decisions.

Question 75

Which of the following product purchases would most likely require a high-involvement decision?

A) Shampoo
B) Magazine subscription
C) Car
D) Hair dryer

Question 76

Allstate Insurance, a large insurance company, has developed a campaign featuring Mayhem, a character who demonstrates how accidents and problems can occur. The campaign has a slogan, "So get Allstate to protect you from mayhem." This marketing strategy is being used by the company to satisfy ____ needs in the Maslow's hierarchy of needs.

A) esteem
B) safety
C) self-actualization
D) physiological

Question 77

While making purchasing decisions, consumers may be influenced by _____ factors which include physical surroundings or a buyer's mood and condition.

A) institutional
B) social
C) psychological
D) situational

Question 78

Which of the following scenarios best illustrates reinforcement in purchasing decisions?

A) A chef purchases mushrooms for a second time from a wholesaler, even though the first order was disappointing.
B) An appliance distributor replaces a dishwasher free of charge and provides excellent after-sales service.
C) A needle on the gas gauge signals a driver to pull into a gas station.
D) The smell of hot dogs at a ballpark induces an obese man to order "a dog with everything on it."

Question 79

The purchase decisions for high-involvement products differ from those of low-involvement products as high-involvement purchase decisions:

A) pose little risk to the consumer.
B) require less time and less research on information.
C) require limited problem solving and limited efforts for external searches.
D) pose greater economic and social consequences.

Question 80

In Maslow's hierarchy of needs, obtaining an undergraduate degree would be an example of a product that satisfies an individual's _____ needs.

A) self-actualization
B) safety
C) belongingness
D) physiological