Deck 7: Consumer Behaviour

Question 1

When consumers make purchase decisions for products that are frequently purchased, low- cost or low- risk items such as fast moving consumer goods, consumers are said to be making which type of purchase decision?

A) low risk
B) low participation
C) low engagement
D) low involvement
E) low complexity

Answer 1

D

Question 2

The discomfort sometimes felt following a purchase is known as:

A) cognitive discontinuity.
B) cognitive disconformity.
C) cognitive dissonance.
D) preference incongruity.
E) choice anxiety.

Answer 2

C

Question 3

When consumers make purchase decisions about products that are expensive, risky and/or important to them, consumers are said to be making which type of decision?

A) high engagement
B) high complexity
C) high attachment
D) high involvement
E) high participation

Answer 3

D

Question 4

Consumers frequently notice more makes and models of cars after their purchase than they did before their purchase. This phenomenon is most closely related to:

A) cognitive disconformity.
B) choice anxiety.
C) cognitive discontinuity.
D) preference incongruity.
E) cognitive dissonance.

Question 5

The set of basic values, perceptions, wants and behaviours learned by a member of society by family and other important institutions is known as:

A) social class.
B) peer group.
C) sub- culture.
D) culture.
E) reference group.

Question 6

Marketers of low- involvement products often use _ and _ to stimulate trial of a brand.

A) competitions; direct response advertising
B) advertising; public relations
C) TV advertising; radio advertising
D) Internet advertising; buzz marketing
E) price; sales promotion

Question 7

Lou is constantly begging his mother to buy him a pair of in- line skates because all of the popular boys at his school have these. His mother contends that he'll just break something if she buys him the skates. For Lou, the most popular boys in his school are an example of:

A) a reference group.
B) a social class.
C) a sub- culture.
D) a demographic group.
E) a culture.

Question 8

Scott Briggs, finance manager for Cabota Corporation, will determine how his company will finance its next major equipment purchase. In this purchasing situation, Scott has assumed the role of:

A) facilitator.
B) buyer.
C) influencer.
D) initiator.
E) decider.

Question 9

A person's distinguishing psychological characteristics that lead to relatively consistent and lasting responses to one's own environment is termed their:

A) ego.
B) psychometry.
C) personality.
D) individuality.
E) self- construct.

Question 10

Aaron's hunting and fishing activities, his interest in military history and opinions about an all- volunteer army reflect his:

A) personality.
B) self- concept.
C) demographics.
D) social class.
E) lifestyle.

Question 11

Opinion leaders are BEST defined as which of the following?

A) a group that serves as a direct or indirect point of comparison in forming a person's attitudes or behaviour
B) a group who, because of their special skills, knowledge, personality or other characteristics, exert influence on others
C) a group of people with shared value systems based on common life experiences and situations
D) a group to which an individual wishes to belong
E) any group that has a direct influence on a person's behaviour

Question 12

A group that serves as a direct or indirect point of comparison in forming a person's attitudes or behaviour is known as a(n):

A) aspirational group.
B) reference group.
C) membership group.
D) opinion leader group.
E) influential group.

Question 13

In terms of psychographics or value segments, the group which accounts for about 3 per cent of the population and is characterised by people who have reduced their needs in line with their reduced income. This is a description of which values segment?

A) Something Better
B) Basic Needs
C) Traditional Family Life
D) Fairer Deal
E) Conventional Family Life

Question 14

An aspirational group is BEST defined as:

A) any group that has a direct influence on a person's behaviour.
B) a group of people with shared value systems based on common life experiences and situations.
C) a group to which an individual wishes to belong.
D) a group who, because of their special skills, knowledge, personality or other characteristics, exert influence on others.
E) a group that serves as a direct or indirect point of comparison in forming a person's attitudes or behaviour.

Question 15

The stage of the buyer decision process that deals with how consumers process information to arrive at brand choices is known as:

A) evaluation of alternatives.
B) purchase decision.
C) post- purchase behaviour.
D) information search.
E) limited scale trial.

Question 16

A group that serves as a direct or indirect point of comparison in forming a person's attitudes or behaviour is known as a(n):

A) influential group.
B) opinion leader group.
C) membership group.
D) reference group.
E) aspirational group.

Question 17

The influencer is BEST described by which of the following statements?

A) the person who ultimately makes a buying decision or any part of it
B) the person who first suggests or thinks of the idea of buying a particular product or service
C) the person who consumes or uses a product or service
D) a person whose views or advice carry some weight in making the final buying decision
E) the person who makes an actual purchase

Question 18

The study of how people make decisions when the outcome is uncertain, and the departures from optimal or "rational" choice that sometimes result is known as:

A) probability theory.
B) mental accounting.
C) behavioural economics.
D) bounded rationality.
E) the uncertainty principle.

Question 19

Some marketers encourage consumers to have regular payments for things such as magazine subscriptions or insurance payments charged via monthly payments to a credit card. This is because consumers pay less attention to the monthly charge because it is just one of many charges that appear on a credit card statement. This phenomenon is BEST explained by which of the following concepts from behavioural economics?

A) Mental accounting
B) Integrating losses
C) Segregating losses
D) Segregating gains
E) Loss aversion

Question 20

A need that is sufficiently pressing to direct a person to seek satisfaction is known as a:

A) necessity.
B) want.
C) motive.
D) limin.
E) desire.

Question 21

To assess and describe lifestyles, marketers use which of the following?

A) econometrics
B) sociometrics
C) psychographics
D) ethnographics
E) psychometrics

Question 22

The stages a family passes through over time are described by the:

A) social cycle.
B) family history index.
C) family stage index.
D) family life cycle.
E) family life index.

Question 23

Complex buying behaviour is MOST likely to occur in which of the following situations?

A) low involvement purchases where the consumer perceives significant differences between brands
B) high involvement purchases where there is a significant perceived difference between brands in the category
C) low involvement purchases where the consumer has little prior knowledge of the category or the brand
D) institutional purchasing where a committee or group of persons is responsible for purchasing
E) expensive, high risk, high involvement purchases where consumers perceive only minor differences between brands in the category

Question 24

Brand personality analysts have labeled the popular music channel, MTV, as daring, spirited, and highly imaginative. Which of the following brand personality traits BEST suits MTV?

A) competence
B) excitement
C) ruggedness
D) sophistication
E) sincerity

Question 25

Some evidence suggests that consumers place a higher value on a separate gain such as a cash- back offer, rather than a single gain of the same value, such as a price discount. This phenomenon is BEST explained by which of the following concepts from behavioural economics?

A) Segregated losses
B) Segregated gains
C) Mental accounting
D) Integrating losses
E) Integrating gains

Question 26

Advertising messages for low- involvement products typically use:

A) short messages highlighting as many key benefits as possible.
B) messages designed to change beliefs and attitudes to the brand.
C) short messages with few key points and symbolic imagery.
D) persuasive arguments outlining reasons why consumers should switch brands.
E) all of the above

Question 27

The first step of the buyer decision process is which of the following?

A) information search
B) post- purchase behaviour
C) comparison of brands
D) purchase decision
E) evaluation of alternatives

Question 28

A role is BEST defined by which of the following statements?

A) The set of interactions and ways of behaving that a person exhibits within a social network.
B) The set of activities people are expected to perform according to those around them.
C) A person's pattern of living, as expressed in their activities and interests.
D) The general esteem given to a person who occupies a given occupation or social position.
E) none of the above

Question 29

Which of the following statements BEST reflects the concept of bounded rationality?

A) Most consumers make irrational purchasing decisions.
B) The rise of online communications technologies means that almost anyone can acquire near perfect information about brands and product categories.
C) Buyers are always looking for shortcuts to minimise the time and effort involved in making purchase decisions.
D) Most people make decisions with limited information and have a limited ability to collect and process information.
E) Buyers make the best possible decisions with the limited information they have.

Question 30

Some budget airlines have unbundled traditional air- fares by separating the seat from other ancillary service components by charging separate fees for baggage, head- phones, in- flight meals, issuing boarding passes etc. While this strategy allows the airline to advertise highly competitive fares, in practice it has annoyed customers. Customer responses to these unpopular additional charges are BEST explained by which of the following concepts from behavioural economics?

A) Mental accounting
B) Integrating losses
C) Segregated gains
D) Segregated losses
E) Risk- aversion

Question 31

Jane has been shopping in the city all day for a special outfit to wear to her cousin's wedding next week. Although she just can't seem to find the "perfect outfit" she feels she is running out of time and purchases a dress that she feels will do. While standing at the register to pay for her outfit, Jane vaguely notices the store has a "No exchange" sign posted on the wall behind the cashier but does not give it much attention. As she heads homeward, Jane is dismayed to see a boutique displaying the "ideal outfit" in the shop window. Jane is feeling frustrated by the hasty purchase earlier in the day. Jane is experiencing:

A) cognitive dissonance.
B) decision anxiety.
C) cognitive disconformity.
D) preference incongruity.
E) cognitive discontinuity.

Question 32

Culture is BEST defined as:

A) a group that serves as a point of comparison in forming a person's attitudes or behaviour.
B) relatively homogenous, permanent and ordered divisions of society.
C) a group whose members share common income, occupation, lifestyle and wealth.
D) a group whose members share a set of basic values, perceptions, wants and behaviours that were learned from family and social institutions.
E) a group of people with shared value systems based on common life experiences and situations.

Question 33

The tendency for people to screen out most of the information to which they are exposed is known as:

A) selective attention.
B) filtering.
C) selective perception.
D) selective retention.
E) selective distortion.

Question 34

The tendency for people to adapt information to personal meanings and interpret it in a way that supports their pre- held beliefs is known as:

A) retention.
B) perception.
C) exposure.
D) distortion.
E) attention.

Question 35

According to Maslow's hierarchy of needs, the LEAST pressing need is:

A) safety.
B) social.
C) self- actualisation.
D) esteem.
E) belonging.

Question 36

According to Maslow, the needs that will be satisfied before people will be concerned with other types of needs are:

A) social.
B) physiological.
C) basic.
D) belonging.
E) safety.

Question 37

A sub- culture is defined as:

A) a group whose members share a set of basic values, perceptions, wants and behaviours that were learned from family and social institutions.
B) relatively homogenous, permanent and ordered divisions of society.
C) a group of people with shared value systems based on common life experiences and situations.
D) a group that serves as a point of comparison in forming a person's attitudes or behaviour.
E) a group whose members have similar incomes.

Question 38

A group of people with shared value systems based on common life experiences and situations is known as a(n):

A) sub- culture.
B) social class.
C) reference group.
D) aspirational group.
E) culture.

Question 39

In terms of psychographics or value segments, the group which accounts for about 17 per cent of the population and is characterised by people who feel they have made it and can reflect this achievement in their homes, cars and choice of holiday location. This is a description of which values segment?

A) Visible Achievement
B) Something Better
C) Real Conservatives
D) Socially Aware
E) Look At Me

Question 40

Bill thought he had received the best deal on his new car. Shortly after the purchase, Bill started to notice certain disadvantages of his new car as he learned more about other cars available. Bill is experiencing:

A) post- purchase culture.
B) cognitive dissonance.
C) purchase decision.
D) selective perception.
E) information overload.

Question 41

Matt believes that the best way to truly escape from his humdrum life is on the back of a motorcycle. He has almost saved enough money to buy himself one. After studying all the literature he can find on motorcycles, he realises that there are significant differences among the Yamaha, Harley- Davidson, Honda, Suzuki and Kawasaki brands. He makes a list of the features of each, and then compares this list to his ideal list of features. After careful thought, Matt buys a Harley- Davidson. Matt has engaged in _ behaviour.

A) dissonance- reducing buyer
B) complex buying
C) variety seeking buyer
D) habitual buyer
E) luxury- seeking

Question 42

Andrew and Mitch are reading a list of sayings with which they both agree. Among the sayings are "if at first you don't succeed, try, try again," "hard work is its own reward" and "time is money." The sayings Andrew and Mitch are reading reflect their characteristics.

A) social class
B) psychological
C) demographic
D) cultural
E) psychographic

Question 43

Minor stimuli that determine when, where and how the person responds are known as:

A) prompts.
B) attitudes.
C) motives.
D) drives.
E) cues.

Question 44

According to the traditional buyer process, outlined in your text, problem recognition is followed by which step of the consumer's decision process?

A) purchase decision
B) information search
C) post- purchase behaviour
D) comparison of brands
E) evaluation of alternatives

Question 45

Consumers, engaged in low- involvement purchase decisions where they perceive significant differences between brands in the category, are highly likely to engage in brand switching. This purchase situation is known as:

A) high engagement buying behaviour.
B) variety seeking buying behaviour.
C) dissonance reducing buying behaviour.
D) habitual buying behaviour.
E) complex buying behaviour.

Question 46

When Nike introduces a new style of athletic shoe to the market, it often provides physical instructors and aerobics trainers with a free pair, anticipating that the trainers will pass on favourable word of mouth messages about the benefits of the style. In this case, Nike is cultivating:

A) a virtual community.
B) a social network.
C) public relations.
D) buzz marketing.
E) a brand community.

Question 47

A lifestyle is BEST defined by which of the following statements?

A) The general esteem given to a person who occupies a given occupation or social position.
B) A person's pattern of living, as expressed in their activities and interests.
C) The set of interactions and ways of behaving that a person exhibits within a social network.
D) The set of activities people are expected to perform according to those around them.
E) none of the above

Question 48

When shopping for cake- mixes, Milly knows that her family will be just as satisfied whether she buys Betty Crocker brand, Cadbury, or General Foods. Milly is probably engaging in _ behaviour.

A) dissonance- reducing buyer
B) complex buying
C) variety seeking buyer
D) habitual buyer
E) need satisficing

Question 49

Ben is a tech- head. He studied computer science at university and is into the latest trends in consumer electronics and communications technologies, reading all the latest magazines and following the most informative websites. Ben is very knowledgeable about electronic products and his friends often seek out his advice when approaching a purchase decision in this category. Which of the following descriptions BEST describes Ben's role among his friends?

A) social networker
B) facilitator
C) referent actor
D) initiator
E) opinion leader

Question 50

The belief that "we are what we have" and how people develop a complex picture of themselves are known as:

A) ego.
B) individuality.
C) lifestyle.
D) personality.
E) self- image.

Question 51

Reflecting the general esteem afforded by society, a role carries:

A) status.
B) prestige.
C) stigma.
D) image.
E) expectation.

Question 52

Mary Steele has just purchased a packet of razor blades as requested by her husband. In this purchasing situation, Mary has assumed the role of:

A) influencer.
B) initiator.
C) decider.
D) buyer.
E) user.

Question 53

Which of the following statements about subliminal messages is true?

A) Subliminal messages can coerce consumers into purchasing products they don't want or need.
B) When consumers think of a product category, brands that they have learned about from subliminal messages come to mind.
C) Consumer researchers have found no link between subliminal messages and consumer behaviour.
D) The use of subliminal messages is a form of neuromarketing.
E) Research shows that subliminal messages work in very subtle ways.

Question 54

In low- involvement purchases, consumers often skip or reverse some of the stages of the:

A) evaluation of alternatives.
B) buyer decision process.
C) information search.
D) pre- purchase trial.
E) none of the above

Question 55

Matt's car is constantly breaking down but he is reluctant to spend the money on a new vehicle. Matt's wife is fed up with having to rescue Matt whenever he experiences car trouble and says, "Honey, I think it's time for you to buy a new car." Matt's wife is which of the following?

A) an opinion leader
B) an influencer
C) an initiator
D) a reference person
E) none of the above

Question 56

Social class is defined as:

A) relatively homogenous, permanent and ordered divisions of society.
B) a group whose members share a set of basic values, perceptions, wants and behaviours that were learned from family and social institutions.
C) a group whose members have similar incomes.
D) a group that serves as a point of comparison in forming a person's attitudes or behaviour.
E) a group of people with shared value systems based on common life experiences and situations.

Question 57

When directed towards a particular stimulus object such as a product, a drive becomes a(n):

A) want.
B) action.
C) need.
D) desire.
E) motive.

Question 58

Anastasia looked at the February issue of Women's Health magazine but saw little of interest. However, after her mother was diagnosed with Parkinson's disease, she found the issue extremely interesting and informative because it offered advice on how to help people who are suffering from this problem. The September issue of the magazine became quite interesting to Anastasia due to:

A) unconscious motivations.
B) selective attention.
C) social factors.
D) subliminal messaging.
E) cognitive dissonance.

Question 59

Which of the following presents needs in the sequence, from lowest to highest, as set out in Maslow's hierarchy?

A) safety, physiological, social, esteem, self- actualisation
B) physiological, social, safety, esteem, self- actualisation
C) safety, physiological, esteem, social, self- actualisation
D) physiological, safety, social, esteem, self- actualisation
E) physiological, safety, esteem, social, self- actualisation

Question 60

Some marketers offer consumers making a relatively expensive purchase, the option of buying a second, related item for a marginal additional fee. For example, a fashion boutique is offering cashmere coats for sale at $500 each. However, for an additional $25 buyers can also obtain a matching scarf. The uptake rates on such offers is generally good because it is believed that consumers prefer to absorb the cost of the second item into a single purchase, rather than process the cost of the second item separately. This phenomenon is BEST explained by which of the following concepts from behavioural economics?

A) Segregated losses
B) Integrated losses
C) Segregated gains
D) Integrated gains
E) none of the above

Question 61

Pat and Mike are mates despite their different political orientations. Pat is a Liberal voter while Mike votes Labour. The pair has just listened to a televised debate in which the leaders of the two major political leaders showcased their policies. Pat thinks the Liberal leader's performance was far superior, but Mike disagrees. The most likely explanation for the difference in interpretation is selective:

A) perception.
B) attention.
C) retention.
D) distortion.
E) interpretation.

Question 62

When buying snacks for her friends to eat while watching football, Tania may buy Smiths chips, Copper Pot dips, Arnott's cookies, and sometimes Home Brand cakes. Tania is MOST LIKELY to be engaged in behaviour.

A) dissonance- reducing buyer
B) complex buying
C) variety seeking buyer
D) habitual buyer
E) luxury- seeking

Question 63

Society's relatively permanent and ordered divisions whose members share similar values, interests and behaviours are known as a(n):

A) reference group.
B) social class.
C) culture.
D) aspirational group.
E) sub- culture.

Question 64

Research designed to probe consumers' hidden, subconscious desires and/or drives is BEST described by which of the following?

A) quantitative research
B) ethnographics
C) neuromarketing
D) motivation research
E) qualitative research

Question 65

Ben's girlfriend comments that his facial skin is a bit dry, prompting Ben to consider using a moisturiser. However, Ben knows very little about skincare products, so he asks his mother to purchase a good quality brand for him to use. Ben's mother is acting as which of the following?

A) an influencer
B) a buyer
C) an initiator
D) a decider
E) an opinion leader

Question 66

Social class is determined by a combination of factors. Which of the following is NOT one of the variables used to measure social class?

A) income
B) education
C) occupation
D) residence
E) wealth

Question 67

Perth Research Associates is seeking to measure the lifestyles of its current and potential markets. The company will most likely use which of the following?

A) sociometrics
B) ethnographics
C) psychographics
D) econometrics
E) pychometrics

Question 68

The process by which people select, organise and interpret information to form a meaningful picture of the world is known as:

A) interpretation.
B) exposure.
C) perception.
D) inference.
E) intelligence.

Question 69

Consumers are less likely to engage in extensive search for information and make weighty decisions about products or brands when they are in which type of purchase situation?

A) complex buying behaviour
B) habitual buying behaviour
C) high engagement buying behaviour
D) dissonance reducing buying behaviour
E) variety seeking buying behaviour

Question 70

Jill Peters was very satisfied with the first Amway cosmetic product she purchased. She now seeks the Amway brand whenever she purchases any similar item. Jill's behaviour is explained by the concept of:

A) reinforcement.
B) generalisation.
C) conceptualisation.
D) discrimination.
E) differentiation.

Question 71

The tendency for people to remember good points made about a brand they like and forget good points made about competing brands is known as:

A) selective retention.
B) selective distortion.
C) selective perception.
D) forgetting.
E) selective attention.

Question 72

Jacob's girlfriend has been throwing out hints that she wants a cat as a birthday present. She did not specify a breed. Jacob has never bought a cat before and can't tell the difference among a Manx, a Himalayan, or a Persian. To Jacob, a cat is a cat even if it does cost $200, as do the pedigree cats he finds at the pet store. Jacob buys the first cat he sees that isn't making a lot of racket. Jacob engages in behaviour.

A) dissonance- reducing buyer
B) complex buying
C) variety seeking buyer
D) habitual buyer
E) luxury- seeking

Question 73

A system of classifying purchase decisions according to the degree of importance to the consumer is known as:

A) involvement.
B) attachment.
C) complexity.
D) participation.
E) engagement.

Question 74

While watching Entertainment Tonight, Cordelia noticed the show had a feature on Chondroitin, a drug that helps promote cartilage regeneration and healthy joints. She has taken the medicine for the last three years and is convinced the medicine is the only reason she is able to work in her yard without her joints aching like they used to. The feature began with a description of how the product works and concluded with a discussion of its potential life- threatening side effects. Cordelia called her sister to tell her how the feature supported her belief in how good the drug was for joint pain. Due to _ , Cordelia did not remember the negative comments about Chondroitin.

A) selective retention
B) selective attention
C) perceptual aggregation
D) selective distortion
E) information overload

Question 75

People who, because of their special skills, knowledge, personality or other characteristics, exert influence on others are known as:

A) opinion leaders.
B) social classes.
C) aspirational groups.
D) reference groups.
E) membership groups.

Question 76

Select the words that BEST complete the following sentence. For low involvement consumers, ad repetition creates brand rather than brand .

A) attitude; personality
B) awareness; recall
C) familiarity; conviction
D) recognition; conviction
E) recognition; recall

Question 77

A reference group is BEST described as:

A) a group who, because of their special skills, knowledge, personality or other characteristics, exert influence on others.
B) a group of people with shared value systems based on common life experiences and situations.
C) any group that has a direct influence on a person's behaviour.
D) a group to which an individual wishes to belong.
E) a group that serves as a direct or indirect point of comparison in forming a person's attitudes or behaviour.

Question 78

Which of the following is NOT one of the steps in the traditional buyer decision process, as outlined in your text?

A) limited scale trial
B) purchase decision
C) information search
D) evaluation of alternatives
E) post- purchase behaviour

Question 79

Sam and Lizzie regularly read restaurant reviews in their daily newspaper. Whenever they see a favourable review of a restaurant, they will try it out. For Sam and Lizzie, the restaurant reviewer is an example of a(n):

A) membership group.
B) aspirational person.
C) reference person.
D) social leader.
E) opinion leader.

Question 80

In terms of psychographics or value segments, the group which accounts for about 12 per cent of the population and is characterised by people who are directed by their peer group, watch a lot of TV and are always on the move. This is a description of which values segment?

A) Visible Achievement
B) Fairer Deal
C) Look At Me
D) Socially Aware
E) Young Optimism