Deck 6: Consumer Decision Making

Question 1

Which of the following is NOT an example of a marketing-controlled information system?

A)a television ad for RBC insurance
B)a contest for the Heart & Stroke Foundation
C)a $1-off coupon for Campbell's soup
D)an article in Bicycling magazine about the newest Shimano-brand shoes

Answer 1

D

Question 2

Melyssa has been given a horse and needs to buy a new saddle. She has narrowed the brands of saddles she is considering down to Dale Chavez, Abetta, and Big Horn. What do these three brands of saddles represent for Melyssa?

A)her evaluative criteria
B)her dissonance suppressors
C)her discretionary discriminators
D)her evoked set

Answer 2

D

Question 3

Jane needed a new cell-phone after her old one broke. She must now do research, compare several models and only then will Jane be able to replace her phone. What is this process part of?

A)psychographics
B)business buying behaviour
C)consumerism
D)consumer behaviour

Answer 3

D

Question 4

Zoran wants to buy a pair of sunglasses he can wear when he is riding his bicycle in competitions. He wants sunglasses with a rubberized nose piece, built-in anti-fogging technology, and the ability to block light from all angles. What do the criteria for his decision appear to be based on?

A)marketing-controlled information sources
B)evoked set finalists
C)routine response behaviour
D)product attributes

Question 5

What is another name for evoked set?

A)called array
B)reminder assortment
C)induced memory
D)consideration set

Question 6

How does utilitarian value differ from hedonic value?

A)Utilitarian value is a form of perceived value.
B)Utilitarian value is obtained from products rather than services.
C)Utilitarian value can be viewed as a means to an end.
D)Utilitarian value can be enjoyed without making a purchase.

Question 7

How do internal stimuli differ from external stimuli?

A)Internal stimuli do not have multiple sources.
B)Internal stimuli cannot be satisfied through purchases.
C)Internal stimuli include stimuli such as hunger and thirst.
D)Internal stimuli include stimuli such as advertisements and videos.

Question 8

Which of the following is the best example of an internal stimulus that would create need recognition?

A)A friend comments on how shabby your coat looks.
B)Your mother gives you money to buy a new pair of shoes.
C)After attending a very loud concert, you develop a headache.
D)You are invited to a graduation, and you need a gift.

Question 9

As Warren looked for where he should go on vacation this summer, he consulted a publication called Smart Money and learned the islands of Aruba, Bonaire, and Curacao are not in the hurricane belt. Now he will consider only these island resorts as possible vacation destinations. What is this group of resort islands called?

A)Warren's involvement set
B)Warren's evaluative set
C)Warren's choice set
D)Warren's evoked set

Question 10

Nancy is pregnant and has been shopping for a baby crib. She has visited several websites that provide information about cribs and has consulted a book by a consumer group on how to keep her baby safe. She has also asked several new mothers for recommendations. In her decision-making process, what has Nancy been using?

A)marketing-controlled information
B)demographic information
C)nonmarketing-controlled information sources
D)secondary data sources

Question 11

What do we call any unit of input affecting one or more of the five senses (sight, smell, taste, touch, and hearing)?

A)a consideration set
B)a need
C)a stimulus
D)a want

Question 12

To create a proper marketing mix for a well-defined target market, what must marketing managers have a thorough knowledge of?

A)consumer behaviour
B)marketing services
C)consumerism
D)perceptual mapping

Question 13

For which of the following products is the purchaser most likely to rely on an external information source?

A)a toothbrush
B)a copy of Macleans magazine
C)a Big Mac
D)a new prescription

Question 14

In order, what are the steps of the consumer decision-making process?

A)need recognition, alternative aggregation, re-evaluation, purchase decision, postpurchase behaviour
B)need positioning, stimulus response reactions, evaluation of alternatives, purchase decision, postpurchase behaviour
C)need positioning, alternative aggregation and divestment, purchase decision, postpurchase evaluation
D)need recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation

Question 15

Which of the following best describes consumer behaviour?

A)People's value systems do not affect their consumer behaviour.
B)Consumer behaviour cannot be learned.
C)The study of consumer behaviour includes factors that influence purchase decisions and product use.
D)Consumers' product and service preferences are constant and do not change over time.

Question 16

Sam uses public transport to commute to work. However, he has always wanted to own a car and believes commuting by car will save time. What does this scenario exemplify?

A)Sam's selective retention
B)Sam's cognitive dissonance
C)Sam's value
D)Sam's want

Question 17

After being influenced by frequent advertisements, Jeremy buys a new cell phone. However, he discovers that the new cell phone does not offer the features he expected. Which of the following does this scenario illustrate?

A)that the perceived value of the purchase is less than Jeremy's expectations
B)that the actual value of the purchase is less than Jeremy's expectations
C)that an evoked set of the purchase is less than Jeremy's expectations
D)that a consumer set of the purchase is less than Jeremy's expectations

Question 18

Becky wants to buy a new cell phone. She asks her friends who are technologically savvy to recommend a good, lightweight phone that is easy to use. In this scenario, how is Becky obtaining information?

A)by using a marketing-controlled information source
B)by using an internal information search
C)by using a nonmarketing-controlled information source
D)by using a marketing-controlled information search

Question 19

Hector will drink only Diet Coke. When offered a Diet Pepsi one afternoon as an alternative, he refused to even consider it as part of his evoked set even though he generally drinks a soft drink around the time of day the offer was made. What does this illustrates about Hector?

A)He is satisfying a want.
B)He is satisfying a need.
C)He is satisfying a belief.
D)He is satisfying a craving.

Question 20

Danny needed a television and had rounded his decision down to three potential options. He began to compare these. These could also have been called his evoked set. What stage of the consumer decision-making process did this occur at?

A)evaluation of alternatives
B)information search
C)cognitive dissonance
D)consideration stage

Question 21

What can marketing managers do to increase the sales of low-involvement products?

A)focus on the package design of the products
B)promote the products extensively to the target market
C)design advertisements with highly emotional messages
D)adopt strategies that are used for marketing high-involvement products

Question 22

Daniel just bought a bar of chocolate. What type of behaviour would he have exhibited?

A)limited decision making
B)routine response
C)emotional buying
D)intensive decision making

Question 23

When would a marketing manager expect his or her product to be a high-involvement product for most consumers?

A)if it is a product adaptation of a market leader
B)if it is a necessity
C)if it has not been purchased before
D)if it requires substantial financial investment

Question 24

What do marketing managers often use in-store promotions to stimulate sales of?

A)technical products
B)high-involvement products
C)high-priced products
D)low-involvement products

Question 25

Jackson has moved to a new community and can no longer attend his old church. He is currently visiting churches to make a decision about which one best serves his needs. In making his decision, which type of consumer decision making will Jackson engage in?

A)limited
B)extended
C)habitual
D)classical

Question 26

When do people tend to be more satisfied with a purchase?

A)when they obtain additional information that reinforces their decision
B)when they feel less competent in their daily lives
C)when cognitive dissonance develops
D)when there is inconsistency among opinions and values

Question 27

Which of the following activities is most likely to be an example of routine response behaviour?

A)the purchase of a three-week vacation cruise
B)the purchase of a Gibson Guitar for $6,000
C)the first-time purchase of a copy machine for a home office
D)the purchase of toilet paper

Question 28

Why does Wanda approach the purchase decision of Soy Good soy milk with much lower level of human involvement than the purchase of a new handbag?

A)due to opportunity costs
B)due to the fear of cognitive dissonance
C)due to situational factors
D)due to the social visibility of the two products

Question 29

Linda usually does not spend much time selecting gifts while buying them. However, when buying a pen for her husband's birthday, she visited several stores and spent a lot of time selecting the pen. What does this scenario illustrate?

A)product involvement
B)situational involvement
C)shopping involvement
D)enduring involvement

Question 30

What is the term for the set of values, norms, attitudes, and other meaningful symbols that shapes human behaviour and is transmitted from one generation to the next?

A)socialization
B)culture
C)consumerism
D)lifestyle

Question 31

A marketer for minor league baseball wants to keep fans who normally attend her team's games from switching to another sport or source of entertainment. To reduce the likelihood that fans will seek out another activity, what might she do?

A)create a feeling of postpurchase anxiety for fans purchasing tickets
B)offer incentives to get baseball fans to repeatedly purchase tickets for the games until they do it out of habit
C)increase the social visibility of baseball
D)use word-of-mouth to raise visibility to promote the team

Question 32

Your best friend has asked your advice on what type of clothing she should buy for a job interview. If she gets the job, she will be assistant to the producer of her favourite television program. She really wants this job and considers it a once-in-a-lifetime opportunity. By asking for your help with her wardrobe, what is your friend most likely trying to do?

A)to eliminate cognitive dissonance
B)to eliminate the low involvement in the decision
C)to reduce perceived risk of negative consequences
D)to increase the chances of selective exposure

Question 33

Miller has just purchased a new Allez A1 Specialized bicycle for $1,000. Miller is now weighing the advantages and disadvantages of his purchase. As Miller wonders if he made the right purchase decision, what is he experiencing?

A)attribute remorse
B)cognitive dissonance
C)evaluation distortion
D)perceptual disharmony

Question 34

When a consumer is purchasing an unfamiliar or expensive product, which process is often used?

A)extensive decision making
B)cognitive harmonizing
C)limited problem solving
D)strategic behaviour

Question 35

Which of the following does NOT directly influence consumer levels of involvement in the purchase process?

A)consumer's level of education
B)previous experience with the product
C)buyer's interest in the category
D)social visibility of the purchased item

Question 36

What is the term for the amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behaviour?

A)economic value
B)involvement
C)opportunity cost
D)temporal cost

Question 37

Cecelia is a receptionist and just spent $347 on a new riding saddle for her boyfriend Claude, a weekend cowboy. When she got home with the saddle, she experienced a high level of anxiety about whether she had made the right purchase decision. What did Cecelia experience?

A)selective dissatisfaction
B)temporal distortion
C)perceptual disharmony
D)cognitive dissonance

Question 38

What do we call the set of values, norms, attitudes, and other meaningful symbols that shape human behaviour and the artifacts, or products, of that behaviour as they are transmitted from one generation to the next?

A)loyalty
B)culture
C)consumerism
D)perceived value

Question 39

When the administrative assistant restocks office supplies each month, he places an order for paper, pens, folders, and printer cartridges. Each month the order is the same. What is this type of buying called?

A)buyer's harmony
B)situational convenience
C)routine response behaviour
D)consistent decision making

Question 40

Which of the following strategies is a marketing manager most likely to follow to increase the sales of a high-involvement product?

A)creating advertisements that give consumers all the necessary information to make the purchase decision
B)focusing on the package design of the product so that it will be eye-catching and easily recognized on the store shelf
C)linking the product to a lower-involvement issue to create publicity
D)offering coupons, cents-off deals, and two-for-one offers on the product

Question 41

It is widely accepted that equality between men and women is a fundamental right. In other words there is a belief that one mode of conduct is preferable to another. What is this an example of?

A)a lifestyle
B)a self-concept
C)an attitude
D)a value

Question 42

Because her mother went to the supermarket only once a month, this is how Monica prefers to do her grocery shopping. One of the reasons Monica is such an efficient shopper is that, like her mother, Monica believes "Waste not, want not." What is the passing down of norms and values to Monica an example of?

A)consumerism
B)the socialization process
C)acculturation
D)the roles opinion leaders play in business decision making

Question 43

What does culture play an important role in shaping and communicating?

A)economic power
B)individual differences
C)self-concepts
D)values

Question 44

What do social influences on consumer buying decisions include?

A)society, culture, and family
B)reference groups, society, opinion leaders, and family
C)personality, lifestyle, and reference groups
D)reference groups, opinion leaders, and family

Question 45

Which of the following best describes the social class system in Canada?

A)Interest in organized labour is one of the most common attributes among the working class.
B)The working class spends more on vacation homes, jewellery, vacations, and cruises.
C)The majority of Canadians today define themselves as upper class.
D)Social class includes people belonging to the same age and gender.

Question 46

Becca, a college student, tends to buy the same brands of toothpaste, shampoo, and deodorant. Which of the following is often the strongest source of group influence upon the individual for many product purchases?

A)psychographic group
B)social class
C)family
D)subculture

Question 47

What is the name for a group of people who are considered nearly equal in community esteem, regularly socialize among themselves both formally and informally, and share behavioural norms?

A)extended family
B)subculture
C)dissociative group
D)social class

Question 48

Which of the following statements about culture as an influence on consumer buying behaviour is true?

A)A subculture has minimal influence.
B)The Internet increases cultural heterogeneity.
C)Language is an important aspect of culture.
D)Core values remain the same for all cultures.

Question 49

When dealing with Muslim patients, a doctor may need to share a small bit of personal information about himself or herself to gain the patient's trust. These show that physicians need to be aware of how consumer behaviour is influenced by which of the following?

A)culture
B)perception
C)motivation
D)reference group membership

Question 50

A few years ago, the Australian footwear and accessories brand UGG was an unknown brand in the United States and Canada. A few shots of actresses such as Kate Hudson and Cameron Diaz parading around in their UGG boots were instrumental in making the brand popular in this market; sales haven't let up since. What did Diaz and Hudson likely act as?

A)opinion leaders
B)laggards
C)early instigators
D)gatekeepers

Question 51

Which of the following groups is least likely to be described as a subculture?

A)electrical engineers
B)Vietnamese Canadians
C)college students
D)residents of the 905 area code

Question 52

Which of the following statements best describes reference groups?

A)Reference groups stimulate, but do not constrain, consumption behaviour.
B)Reference groups have strong influence on all brands and product purchases.
C)A person can belong to only one reference group.
D)Reference groups serve as information sources and influence perceptions.

Question 53

Which of the following is the most reliable indicator of a person's social and economic status?

A)lifestyle
B)educational attainment
C)values
D)wealth

Question 54

You are the brand manager for a new product targeted at teens. Which platform would you use to help stimulate demand for your products?

A)Facebook
B)Instagram
C)Snapchat
D)Twitter

Question 55

To develop a promotional campaign for vocational education to target working-class consumers, which of the following alternatives might you use?

A)a campaign that shows family and community members participating in vocational classes to improve their lives
B)a campaign emphasizing that those who participate in vocational classes will learn and meet others
C)a campaign showing how much participation in vocational classes will improve society as a whole
D)a campaign showing participants in the vocational classes with the time and money to vacation in far-off exotic places

Question 56

Saraz Inc., a leading brand of apparel, has several branches all over the country. Upon research, the marketing managers identify that teenagers do not prefer their brand as much as other age groups do. Therefore, the firm modifies its existing designs to attract the youth. In this case, what would we call the teenage group?

A)a subculture
B)a social class
C)a popular culture
D)a reference group

Question 57

Which of the following best describes opinion leaders?

A)wealthy, well-educated individuals
B)experts on all high-involvement consumer goods
C)usually the same individuals for all social classes
D)people who influence others

Question 58

In Canada, what do French Canadians represent?

A)autonomous personal units
B)a probability sample
C)a subculture
D)normative associations

Question 59

Joshua is a millionaire, and he manages several successful companies. He usually socializes with people of similar status. Given this information, what are Joshua and the people he socializes with examples of?

A)a family
B)a social class
C)a popular culture
D)a reference group

Question 60

Which of the following best describes how social class can be used as a marketing tool?

A)It is useful for lifestyle distinctions between groups.
B)It is just a simple measure of income level.
C)It offers few insights concerning consumer behaviour.
D)Is not used because Canada is a classless society.

Question 61

Clayton's purchase behaviour is influenced by his love of rodeo, his patriotism, a fascination with agriculture, his love of country music, and his belief that everyone needs to enjoy life. All of these things are part of which personal influence on the consumer decision-making process?

A)attitude
B)personality
C)beliefs
D)lifestyle

Question 62

Madison announced to her family last night that she wanted a pair of skates. Her mother Wanda said that Madison deserved a special treat for winning the science fair. Because her father Ned said nothing, Madison knew she was not getting the skates. What were the roles played by family members in the consumer decision-making process?

A)Madison was the influencer, and Ned had no role at all.
B)Madison was the initiator, and Wanda was the decision maker.
C)Madison was an influencer, and Wanda was the decision maker.
D)Madison was the initiator, and Ned was the decision maker.

Question 63

What is the term for the series of stages in which consumers' attitudes and behavioural tendencies change over time?

A)socialization
B)the wheel of consumerism
C)the family life cycle
D)lifestyle consumption

Question 64

What is it called when consumers change or distort information that conflicts with their feelings or beliefs?

A)selective distortion
B)selective dissonance
C)selective reinforcement
D)selective exposure

Question 65

One method of categorizing consumers refers to a large group of older men (called Rugged Traditionalists) who believe in the traditional, old-school gender roles. The Rugged Traditionalist is described in terms of how which of the following influences affect his consumer decision making?

A)psychological
B)individual
C)social
D)cultural

Question 66

Scenario 6-1
Sixty percent of drinkers of whiskey in Great Britain are over 50. The dangers associated with an aging market are obvious. Whiskey manufacturers have taken staid traditional symbols of their whiskey and placed them in incongruous situations to appeal to a youthful market.
Refer to the scenario. Which psychological influence on consumers' purchase of whiskey are the manufacturers trying to change?

A)value
B)perception
C)reference group
D)personality

Question 67

Which of the following is NOT an example of an individual factor that affects the decision-making process for consumers?

A)gender
B)age
C)reference groups
D)lifestyles

Question 68

What is the term for a composite of psychological makeup and environmental forces that provides consistency to an individual's reactions to situations?

A)acculturation
B)socialization
C)personality
D)autonomy

Question 69

A pet food manufacturer has introduced a new vegetarian cat food. After a successful introduction period with sales higher than expected, sales suddenly dropped off dramatically. Research revealed that cats quickly became tired of the food and refused to eat it. The pet food manufacturer forgot cats can also play an important role in the family decision process. What is the cat's role?

A)instigator
B)consumer
C)decision maker
D)purchaser

Question 70

Procter & Gamble added bleach to its Tide laundry detergent, but people didn't believe it was different because it looked the same. So P&G added blue beads to the normally white detergent. Though the blue beads had nothing to do with the bleaching action, consumers could "see" the difference. In this case, consumers were organizing stimuli into a meaningful picture. What is this process called?

A)exposure
B)perception
C)retention
D)cognition

Question 71

Scenario 6-1
Sixty percent of drinkers of whiskey in Great Britain are over 50. The dangers associated with an aging market are obvious. Whiskey manufacturers have taken staid traditional symbols of their whiskey and placed them in incongruous situations to appeal to a youthful market.
Refer to the scenario. If young consumers saw these attempts to influence their purchasing behaviour as ridiculous because they believe whiskey is an old person's drink, they would miss the advertising message the manufacturers hoped to send. What would have occurred?

A)perceptual generalization
B)stimulus discrimination
C)perceptual discrimination
D)selective distortion

Question 72

Sam knows that if he had become an actor, he would have been as successful as his favourite actor Tom Hanks. He believes his acting ability and his stage presence are as least as good as Tom Hanks's. Since Sam really admires Hanks, he has recently grown his hair as Hanks did for his role in The Da Vinci Code. What does Sam's new look reflect?

A)his superego
B)his compliant orientation
C)his ideal self-image
D)his real self-image

Question 73

Raymond sees himself as a family-man, a rugged-traditionalist and as a breadwinner. What are these part of for Raymond?

A)socialization
B)personality
C)self-concept
D)normalization

Question 74

On any given day, a person may be subjected to over 2,500 advertising messages but may be aware of only 10 to 20 of them. What is this called?

A)selective distortion
B)selective learning
C)selective exposure
D)selective attributes

Question 75

Families of police officers often alter information they hear about officers who die in the line of duty. This allows them to live and function while their loved one is engaged in a potentially dangerous job without constant anxiety. What is the name for this process?

A)selective retention
B)selective distortion
C)selective exposure
D)selective reinforcement

Question 76

Cassandra, an accounting major, read an article stating that accounting graduates are receiving the highest starting salary offers for business majors. The article also stated that marketing majors start with lower salaries but surpass all other majors' salaries within 10 years. A week later Cassandra doesn't remember reading this last part of the article, just the first part. What is this an example of?

A)selective distortion
B)selective exposure
C)selective reinforcement
D)selective retention

Question 77

Teresa loves to ski, run, and swim. Other things she loves to spend her money on include fine wine, cheese, and movies. What is the analytical technique that could be used to examine Teresa's lifestyle?

A)acculturation analysis
B)demography
C)socialization
D)psychographics

Question 78

Manning bought a Schwinn Circuit bike for $1,300. After the purchase, he read an article about bicycles made by the Giant Bicycle Company, which makes a bike with most of the same features as the Schwinn Circuit. Manning processed this newly received information to make it more consistent with his prior opinion that the Schwinn is better than the Giant bike. What did Manning engage in?

A)intermittent reinforcement
B)faulty selectivity
C)selective distortion
D)selective retention

Question 79

Toro introduced a small, lightweight snow blower called the Snow Pup. Even though the product worked well, sales failed to meet expectations because consumers perceived the name to mean that the Snow Pup was a toy or too light to do any serious snow removal. This illustrates how which of the following can influence the consumer decision-making process?

A)selective distortion
B)incorrect problem recognition
C)lifestyle dissonance
D)socialization

Question 80

To analyze consumer lifestyles, what do marketers look at?

A)consumers' activities, interests, and opinions
B)consumers' behaviour, personality, and social class
C)consumers' geography, demography, and psychographics
D)consumers' activities, personality, and demography