Deck 6: Understand Consumer and Business Markets

Question 1

Consumer behavior is best described as a(n) ________ process.

A) impersonal
B) subliminal
C) ongoing
D) affective
E) cognitive

Answer 1

C

Question 2

When a consumer is determining her overall feelings or attitudes about a product after purchasing it, she is involved in the ________ step of the consumer decision-making process.

A) problem recognition
B) information search
C) evaluation of alternatives
D) product choice
E) postpurchase evaluation

Answer 2

E

Question 3

A consumer purchase decision made with a great deal of consumer effort is a type of ________.

A) habitual decision making
B) extended problem solving
C) compensatory decision
D) heuristic
E) limited problem solving

Answer 3

B

Question 4

A consumer identifies evaluative criteria during the ________ step of the consumer decision-making process.

A) problem recognition
B) information search
C) evaluation of alternatives
D) product choice
E) postpurchase evaluation

Question 5

A consumer who is considering purchasing a house would probably use ________.

A) habitual decision making
B) stimulus generalization
C) operant decision making
D) limited problem solving
E) extended problem solving

Question 6

Brand loyalty in the product choice step of the consumer decision-making process is an example of a ________.

A) psychographic
B) consumer expectation
C) cognitive dissonance
D) heuristic
E) behavioral target

Question 7

________ are Web applications that can help online shoppers find what they are looking for at the lowest available price.

A) Shopbots
B) Heuristics
C) Search engine optimizers
D) Data brokers
E) Extranets

Question 8

________ occurs whenever a consumer sees a significant difference between his current state of affairs and some desired or ideal state.

A) Perceived risk
B) Problem recognition
C) Problem solving
D) Learning
E) Lifestyle change

Question 9

Consumers often rely on decision guidelines, or mental rules of thumb, when weighing the merits of competing brands. These rules are referred to as ________.

A) evaluative criteria
B) compensatory decision rules
C) affects
D) heuristics
E) cognitions

Question 10

Which of the following accurately identifies a difference between habitual decision making and extended problem solving?

A) Extended problem solving uses behavioral learning, while habitual decision making relies upon cognitive learning.
B) Consumers engaged in extended problem solving perceive less risk than consumers involved in habitual decision making.
C) The level of involvement for habitual decision making is lower than it is for extended problem solving.
D) Habitual decision making involves significant cognitive dissonance, while extended problem solving rarely involves cognitive dissonance.
E) Consumers who are seeking to develop their loyalty to a brand would be more likely to make habitual decisions than use extended problem solving.

Question 11

A purchase decision made with some but not extensive effort is classified as ________.

A) habitual decision making
B) extended problem solving
C) compensatory deciding
D) determinant attributing
E) limited problem solving

Question 12

The consumer's ________ determines whether she will engage in habitual decision making, extended problem solving, or something in between the two.

A) need for customization
B) level of involvement
C) need for cognitive dissonance
D) ability to generalize stimuli
E) personal marketing mix

Question 13

When using ________, a consumer exerts little effort in making a purchase decision.

A) habitual decision making
B) extended problem solving
C) compensatory decision rules
D) cognitive dissonance
E) limited problem solving

Question 14

The process that individuals or groups go through to select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires is known as ________.

A) the consumer decision-making process
B) the family life cycle
C) cognitive dissonance
D) consumer behavior
E) extended problem solving

Question 15

The greater the ________ of a purchase, the higher the consumer's level of involvement will be.

A) perceived risk
B) cognitive dissonance
C) psychographics
D) heuristics
E) targeting

Question 16

Consumer satisfaction/dissatisfaction is part of the ________ step of the consumer decision-making process.

A) problem recognition
B) information search
C) evaluation of alternatives
D) product choice
E) postpurchase evaluation

Question 17

The product alternatives a customer seriously considers are referred to as the ________.

A) compensatory set
B) determinant set
C) evoked set
D) consideration set
E) evaluative criteria

Question 18

A consumer who is armed with information and is narrowing down his choices by comparing the pros and cons of each remaining option is in the ________ step of the consumer decision-making process.

A) problem recognition
B) information search
C) evaluation of alternatives
D) product choice
E) postpurchase evaluation

Question 19

The product alternatives a customer knows about are referred to as the ________.

A) compensatory set
B) determinant set
C) evoked set
D) consideration set
E) evaluative criteria

Question 20

________ is the step of the decision-making process in which the consumer checks her memory and surveys the environment to identify what options might solve her problem.

A) Product evaluation
B) Behavioral targeting
C) Problem recognition
D) Problem screening
E) Information search

Question 21

Consumers use compensatory decision rules when they allow one weak or unattractive product attribute to be outweighed or offset by a strong or attractive product attribute.

Question 22

Customer satisfaction with a purchase is based on which of the following?

A) how the perceived risk of purchasing the product compares to the actual risk
B) how the actual performance of the product compares to customer expectation of performance
C) how the product's brand personality aligns with the customer's personality
D) the service provided with the purchase
E) the total cost of the purchase

Question 23

What is consumer behavior? Give examples of the types of questions about consumer behavior that marketers investigate.

Question 24

Briefly describe each step in the consumer decision-making process.

Question 25

Marketers can have little to no effect on the evaluative criteria consumers use.

Question 26

The invitation to go skiing for the weekend forced Donna to look at her current wardrobe. She decided she needed a much warmer coat. Donna was in which stage of the purchase decision?

A) product evaluation
B) situational analysis
C) problem recognition
D) problem screening
E) information search

Question 27

When Tom wanted to buy a new gas grill, he searched for grills on the Internet. He was able to gather information on grills and learn what features were available. Tom used the Internet during the ________ stage of his purchase decision.

A) product choice
B) evaluation of alternatives
C) problem recognition
D) problem screening
E) information search

Question 28

High-involvement purchase decisions likely involve extended problem solving.

Question 29

How do heuristics affect a consumer's decision-making process? Give two examples of heuristics you might use when shopping.

Question 30

To determine the best price for a first edition copy of a Stephen King novel with a dust jacket in mint condition, Jason would most likely use a(n) ________ to provide him with pricing information from all the bookstores that currently have the requested book in stock.

A) shopbot
B) behavioral targeter
C) search engine optimizer
D) sponsored search ad
E) extranet

Question 31

In the evaluation of alternatives stage, determinant criteria are more specific than evaluative criteria.

Question 32

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

A) perceived risk
B) multitasking
C) cognitive dissonance
D) compensatory decision making
E) consumerism

Question 33

Explain the role of marketers in the information search step of the consumer decision-making process. Give an example of how the marketer might execute this role.

Question 34

Purchase decision making usually begins with information search and then moves to evaluation of alternatives.

Question 35

When a customer feels regret after purchasing a product, she is experiencing ________.

A) affect
B) a heuristic
C) an operant reaction
D) cognitive dissonance
E) a conditioned response

Question 36

Robert has taken up bicycle riding as a hobby and as a way to maintain his physical stamina. He understands he will need to get adequate water when he is bike riding, so he wants to buy a hydration system. Having gathered a great deal of information, he has decided to compare three systems: Waterbags for Roadies, Supertanker Hydropacks, and Fast Water. Robert is in the ________ stage of his purchase decision.

A) problem recognition
B) evaluation of alternatives
C) product choice
D) postpurchase evaluation
E) information choice

Question 37

How does a television commercial about a company that will help a person lose weight attempt to influence the problem recognition phase of the consumer decision-making process? Explain your answer.

Question 38

Heuristics can be used to explain why Madelyn always buys a specific brand of deodorant and why Ralph always buys whatever brand he happens to see first.

Question 39

Discuss how marketers may be able to reduce postpurchase cognitive dissonance.

Question 40

The three main categories of influences that affect the consumer decision-making process are ________.

A) physical, emotional, and behavioral
B) internal, situational, and social
C) environmental, familial, and sociocultural
D) sociocultural, behavioral, and external
E) environmental, personal, and sociocultural

Question 41

A person's ________ is composed of a mixture of his beliefs about his abilities and observations of his own behavior and feelings (both positive and negative).

A) personality
B) self-concept
C) lifestyle
D) attitude
E) cognition

Question 42

Cognitive learning theories assume that ________.

A) learning occurs when people realize their actions result in rewards or punishments
B) learning takes place as the result of connections we form between events
C) the most important component of learning is directed by cognition
D) people are problem solvers who do more than passively react to associations between stimuli
E) the individual takes a passive role during the learning process

Question 43

Which of the following is the lowest level of needs on Maslow's hierarchy of needs?

A) social needs
B) ego needs
C) physiological needs
D) self-actualization needs
E) belongingness needs

Question 44

________ refers to how positive a person's ________ is.

A) Personality; psychography
B) Affect; attitude
C) Attitude; affect
D) Self-concept; self-esteem
E) Self-esteem; self-concept

Question 45

Which of the following refers to the process of assigning meaning to a stimulus?

A) cognition
B) attention
C) affect
D) interpretation
E) exposure

Question 46

Through ________, a person repeatedly perceives two stimuli at the same time and eventually transfers the response from one stimulus to the other.

A) classical conditioning
B) operant conditioning
C) cognitive conditioning
D) information searching
E) observational learning

Question 47

Personality is ________.

A) an internal state that drives us to satisfy needs
B) the process by which people select, organize, and interpret information from the outside world
C) a change in behavior caused by information or experience
D) a lasting evaluation of a person, object, or issue
E) the set of unique psychological characteristics that consistently influence the way a person responds to situations in the environment

Question 48

Learning is ________.

A) an internal state that drives us to satisfy needs
B) the process by which people select, organize, and interpret information from the outside world
C) a change in behavior caused by information or experience
D) a lasting evaluation of a person, object, or issue
E) the set of unique psychological characteristics that consistently influence the way a person responds to situations in the environment

Question 49

An attitude is ________.

A) an internal state that drives us to satisfy needs
B) the process by which people select, organize, and interpret information from the outside world
C) a change in behavior caused by information or experience
D) a lasting evaluation of a person, object, or issue
E) the set of unique psychological characteristics that consistently influence the way a person responds to situations in the environment

Question 50

Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about ________ advertising.

A) sensory
B) subliminal
C) perceptual
D) gamification
E) rich media

Question 51

________ is the feeling component of attitudes.

A) Affect
B) Cognition
C) Behavior
D) Motivation
E) Interpretation

Question 52

Juana looked at her September issue of O magazine and did not see anything of interest. However, after her mother was diagnosed with bipolar disorder, Juana found the issue extremely interesting because it offered advice on how to help people who are suffering from this problem. The fact that the boring issue became quite interesting is most directly due to a change in Juana's ________.

A) exposure
B) cultural values
C) attention
D) personality
E) self-concept

Question 53

________ is an internal state that drives consumers to satisfy needs.

A) Motivation
B) Interpretation
C) Learning
D) Affect
E) Conditioning

Question 54

________ occurs when people learn that their actions result in rewards or punishments.

A) Classical conditioning
B) Operant conditioning
C) Cognitive conditioning
D) Information searching
E) Observational learning

Question 55

A person's attitude has three components: ________.

A) affect, cognition, and behavior
B) psychological, physiological, and situational
C) situation, emotion, and environment
D) cognitive, operant, and situational
E) ritual, cultural, and referential

Question 56

AIO stands for ________.

A) activities, interests, and opinions
B) abilities, interests, and opinions
C) activities, interests, and organizations
D) abilities, income, and opinions
E) activities, income, and opinions

Question 57

Which of the following refers to the extent to which a person devotes mental-processing activity to a particular stimulus?

A) cognition
B) attention
C) affect
D) interpretation
E) exposure

Question 58

Which of the following statements about perception is true?

A) Perception is a sociocultural influence on consumer purchase decisions.
B) Perception is unrelated to any sense other than sight.
C) If a marketer can reach a consumer with a message, then the marketer knows the consumer will interpret it correctly.
D) There is no perception without exposure.
E) Research shows that subliminal messages are just as likely to be perceived as any other type of message.

Question 59

________ is the process by which people select, organize, and interpret information from the outside world.

A) Perception
B) Learning
C) Attention
D) Motivation
E) Cognition

Question 60

________ is the knowing component of attitudes. It is the beliefs or knowledge a person has about a product and its important characteristics.

A) Affect
B) Cognition
C) Behavior
D) Motivation
E) Interpretation

Question 61

There are people who have similar income and education levels and often share tastes in clothing, decorating styles, and leisure activities. These people also share many political and religious beliefs as well as ideas regarding valued activities and goals. These people could all be categorized as being in the same ________.

A) family life cycle
B) social class
C) regional group
D) operant conditioning set
E) microculture

Question 62

Describe the process of perception and discuss how marketers can influence each component of the perception process.

Question 63

Because there is substantial evidence that subliminal advertising is effective, many media companies reject any advertising that contains subliminal messages.

Question 64

________ is the overall rank of people in a society.

A) The family life cycle
B) Mass-class
C) Subculture
D) Microculture
E) Social class

Question 65

People's moods and behaviors are strongly influenced by their physical surrounding. Two dimensions, ________, determine whether a shopper will react positively or negatively to a store environment.

A) color and size
B) size and activity
C) arousal and pleasure
D) perceived risk and level of involvement
E) motivation and self-concept

Question 66

The cognition component of a person's attitude would typically be more influential than the affect component for purchases such as scented candles, bath salts, and luxurious towels.

Question 67

In a marketing context, a person's attitude has three components. What are these components? List and briefly describe each in the context of marketing.

Question 68

A group coexisting with other groups in a larger culture whose members share a distinctive set of beliefs or characteristics is a ________.

A) target market
B) market segment
C) social class
D) subculture
E) lifestyle

Question 69

Why might marketers consider the growing trend of multitasking as problematic in gaining consumer attention?

Question 70

Perception is an example of an internal influence on the consumer decision-making process.

Question 71

According to Maslow's hierarchy of needs, a person is concerned with fulfilling basic physiological needs before he is concerned with fulfilling social or psychological needs.

Question 72

Vegan restaurants, electric cars, and solar heating panels installed on homes are all examples of the growing trend of ________.

A) sensory marketing
B) gamification
C) rich media marketing
D) mass class marketing
E) conscientious consumerism

Question 73

There is a trend in the United States toward rediscovering the flavor of regional cooking and the use of locally grown ingredients. People are choosing to spend hours in the kitchen using only the freshest ingredients to recreate culinary traditions. This change in ________ is one of the reasons the number of farmers markets in the United States has increased by 70 percent in the last decade.

A) the family life cycle
B) lifestyles
C) demographics
D) personality
E) social class

Question 74

When an insurance company tailors its promotional messages to show how its products protect people from being devastated by a natural disaster or an accident, the company is appealing to a higher level need on Maslow's hierarchy of needs.

Question 75

________ is made up of the values, beliefs, customs, and tastes produced or practiced by a group of people.

A) The family life cycle
B) Culture
C) Lifestyle
D) Psychographic data
E) Social class

Question 76

In a laboratory experiment, a rat in a maze learns the quickest route to a piece of cheese after several attempts. This is an example of observational learning.

Question 77

McDonald's placement of a small toy in each Happy Meal as a reward for coming to the fast-food restaurant and ordering its food is based on which theory of learning?

A) operant conditioning
B) cognitive dissonance
C) cognitive learning
D) classical conditioning
E) observational learning

Question 78

The marketing strategy of gamification is designed to address consumers' motivational needs of prestige, status, and accomplishment.

Question 79

Beautiful actresses appear in ads testifying to the quality of a brand of hair coloring products. This is an application of which learning theory?

A) operant conditioning
B) cognitive dissonance
C) hierarchy of needs
D) classical conditioning
E) observational learning

Question 80

A marketer of hair care products targeted at African American women created an advertising message that told the women their hair could be worn any way they wanted, not just straight. The message suggested the women did not need to conform to the mainstream media definition of beauty. It is most accurate to say that this ad was based on an understanding of ________.

A) social class
B) the family life cycle
C) self-concept
D) lifestyle
E) sensory marketing