Deck 5: Understanding Consumer Behavior

Question 1

FIGURE 5-1
According to Figure 5-1 above, Cell "A" represents which stage of the consumer purchase decision process?

A)purchase decision
B)information search
C)problem recognition
D)alternative evaluation
E)postpurchase behavior

Answer 1

C

Question 2

FIGURE 5-1
Figure 5-1 above represents the five stages of the purchase decision process.Cell "B" represents the

A)Information search.
B)Problem recognition.
C)Alternative evaluation.
D)Purchase decision.
E)Postpurchase behavior.

Answer 2

A

Question 3

When General Motors started selling its Saturn cars, it announced that the cars would have a non-negotiable price.There would be no negotiations.A customer who wanted to buy a Saturn would pay the posted price.General Motors probably adopted this pricing policy because

A)the industry was discussing the abandonment of self-regulation practices.
B)women have an intense dislike of price negotiation, yet still want to buy a car.
C)many recent immigrants into the United States were not accustomed to negotiation.
D)women distrust men in general; car salesmen in particular.
E)a sluggish economy guaranteed that negotiations would produce a less than adequate return on investment.

Answer 3

B

Question 4

FIGURE 5-1
According to Figure 5-1 above, the point at which you would exchange money for your sandwich of corned beef on rye first would be found in cell __________.

A)A
B)B
C)C
D)D
E)E

Question 5

FIGURE 5-1
According to Figure 5-1 above, Cell "C" represents which stage of the consumer purchase decision process?

A)purchase decision
B)information search
C)problem recognition
D)alternative evaluation
E)postpurchase behavior

Question 6

Consumer behavior includes the actions a person takes in purchasing services and using products and services, including

A)the mental and physical processes that come before and after these actions.
B)the mental and social processes that come before and after these actions.
C)the financial and psychological processes that take place before and during these actions.
D)the financial and emotional processes that take place before and after these actions.
E)the emotional and financial processes that take place before, during, and after these actions.

Question 7

FIGURE 5-1
Figure 5-1 above represents the five stages of the purchase decision process.Cell "D" represents the

A)problem recognition stage.
B)purchase decision.
C)postpurchase behavior.
D)alternative evaluation.
E)information search.

Question 8

FIGURE 5-1
According to Figure 5-1 above, Cell "E" represents which stage of the consumer purchase decision process?

A)purchase decision
B)information search
C)problem recognition
D)alternative evaluation
E)postpurchase behavior

Question 9

FIGURE 5-1
Figure 5-1 above represents the five stages of the purchase decision process.Cell "C" represents the

A)problem recognition stage.
B)information search.
C)alternative evaluation.
D)purchase decision.
E)postpurchase behavior.

Question 10

FIGURE 5-1
Figure 5-1 above represents the five stages of the purchase decision process.Cell "E" represents the

A)Problem recognition stage.
B)Information search.
C)Alternative evaluation.
D)Purchase decision.
E)Postpurchase behavior.

Question 11

FIGURE 5-1
Figure 5-1 above represents the five stages of the purchase decision process.Cell "A" represents the

A)information search.
B)problem recognition.
C)alternative evaluation.
D)purchase decision.
E)postpurchase behavior.

Question 12

FIGURE 5-1
According to Figure 5-1 above, Cell "D" represents which stage of the consumer purchase decision process?

A)purchase decision
B)information search
C)problem recognition
D)alternative evaluation
E)postpurchase behavior

Question 13

The actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions are referred to as

A)customer conduct.
B)market research.
C)consumer behavior.
D)consumer conduct.
E)purchase protocol.

Question 14

The stages a buyer passes through in making choices about which product and service to buy is called the __________.

A)information decision process
B)purchase decision process
C)alternative evaluation process
D)postpurchase behavior process
E)problem recognition process

Question 15

Women influence what percent of new car-buying decisions?

A)15%
B)28%
C)46%
D)62%
E)83%

Question 16

Consumer behavior refers to

A)the aspects of a consumer's decision-making processes that cannot be measured.
B)the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions.
C)the range of prices from lowest to highest that a consumer would be willing to pay for a given product or service.
D)the mental and social processes that is innate in a person from birth.
E)the learned behaviors in terms of the purchasing process passed down from one generation to the next.

Question 17

Which of the following statements about how women today buy cars is most accurate?

A)Women have definite likes or dislikes when buying a car, but they don't feel comfortable expressing their opinions.
B)Most women actually enjoy the price negotiation process.
C)The issue of "speed" is an important factor to men, but not really important to women.
D)Women are more likely to make their car purchase selection as a result of information provided by a friend or a relative than from promotional information.
E)Women care more about exterior styles and lines and men are more concerned with cargo space and gas mileage.

Question 18

There are five stages in the purchase decision process.The first stage is __________.

A)information search
B)purchase decision
C)alternative evaluation
D)postpurchase behavior
E)problem recognition

Question 19

Which of the following statements about how women buy cars today is most accurate?

A)Women are more concerned with features that would help survive an accident; men are more concerned with features that would help avoid an accident.
B)Women have definite likes or dislikes when buying a car, but they don't feel comfortable expressing their opinions.
C)When it comes to the actual purchase process, women are much more adept negotiators than men.
D)Women care more about exterior styles and lines and men are more concerned with cargo space and gas mileage.
E)Women usually shop three dealerships before making a decision, and men usually only shop two.

Question 20

FIGURE 5-1
According to Figure 5-1 above, Cell "B" represents which stage of the consumer purchase decision process?

A)purchase decision
B)information search
C)problem recognition
D)alternative evaluation
E)postpurchase behavior

Question 21

An external search for product information is especially important when

A)the cost of gathering information is low.
B)review of past experience provides adequate information.
C)the risk of making a wrong purchase decision is low.
D)the item is frequently purchased.
E)the item is for personal use rather than for professional use.

Question 22

Perceiving a difference between a person's ideal and actual situations big enough to trigger a decision is called

A)problem recognition.
B)alternative evaluation.
C)cognitive dissonance.
D)routine response behavior.
E)postpurchase behavior.

Question 23

Ducti is a small company that manufacturers duct-tape wallets.Ducti founder, David Pippenger discovered there is a large demand for the wallets and watches that Ducti sells.In fact its product line has expanded to include bags as well.Clearly some consumers have a favorable evaluation of Ducti products.To have a favorable evaluation, consumers must first

A)experience problem recognition.
B)consult a public source of information.
C)consult a personal source of information.
D)make a purchase decision.
E)experience cognitive dissonance.

Question 24

Scanning your memory for previous experiences with products or brands is called

A)postpurchase behavior.
B)alternative evaluation.
C)cognitive dissonance.
D)internal search.
E)external search.

Question 25

A(n) __________ for information is needed when past experience or knowledge is insufficient, the risk of making a wrong purchase decision is high, and the cost of gathering information is low.

A)internal search
B)external search
C)alternative evaluation
D)cognitive dissonance
E)postpurchase search

Question 26

In marketing, advertisements or salespeople can activate a consumer's decision process by

A)creating a sense of fear or guilt.
B)coercing a customer to buy one brand over another by implied threat.
C)promising product attributes that exceed the actual product potential.
D)showing the shortcomings of competing (or currently owned) products.
E)shifting the consumer's focus from one subject to another.

Question 27

Emily wants to purchase a new computer.She is unsure about what hardware and software she will need.As a result, she has begun asking for advice from friends and relatives.In addition, she has talked to several computer salespeople and has looked at some Web sites.Emily is engaging in

A)problem recognition.
B)an internal search.
C)an external search.
D)a purchase task.
E)the creation of an antecedent state.

Question 28

Kristi goes shopping with a friend and notices her friend's new duct tape wallet.She thinks of her own worn wallet and realizes she needs a new one.In which stage of the consumer purchase decision process was Kristi when she had this realization?

A)information search.
B)problem recognition
C)purchase behavior
D)alternative evaluation
E)pre-purchase cognition

Question 29

Amy is an avid mystery reader and has decided to purchase a mystery book for her best friend.Since the two friends enjoy the same types of mysteries, Amy knows exactly which book her friend would like.When Amy was scanning her memory for various mystery book options, she was engaged in

A)problem recognition.
B)an internal search.
C)an external search.
D)a purchase task.
E)the creation of an antecedent state.

Question 30

A(n) __________ in the consumer purchase decision process occurs when consumers scan their memory for previous experiences with products or brands.

A)problem recognition
B)internal search
C)external search
D)purchase task
E)antecedent state

Question 31

There are five stages in the purchase decision process.The second stage is __________.

A)information search
B)purchase decision
C)alternative evaluation
D)postpurchase behavior
E)problem recognition

Question 32

During the purchase decision process, an individual at the __________ stage will perceive differences between his or her ideal and actual situations big enough to trigger a decision.

A)problem recognition
B)alternative evaluation
C)cognitive dissonance
D)routine response behavior
E)postpurchase behavior

Question 33

There are various non-profit publications dedicated to assist in consumer education and decision making.Examples of these public sources of information for an external information search include __________, government agencies, and T.V."consumer programs."

A)advertisements
B)Consumer Reports magazine
C)sales personnel
D)friends and relatives
E)point of purchase displays

Question 34

When the marketing student said, "It's really hard for me to get to class on time without a car," she was entering which stage of the consumer decision process?

A)purchase decision
B)alternative evaluation
C)information search
D)problem recognition
E)postpurchase behavior

Question 35

Relatives and friends whom the consumer trusts, are known as __________ of external information.

A)personal sources
B)Better Business Bureau
C)consumer reports
D)company Web sites
E)point-of-purchase displays

Question 36

When past experience is insufficient, the risk of making a wrong decision is high, and the cost of gathering information is low, a consumer is more likely to use __________ for information.

A)an external search
B)an internal search
C)an informal search
D)an expert directed search
E)an experiential search

Question 37

A mother of two toddlers would most likely use an internal search or prior experiences when purchasing

A)a gift for her babysitter.
B)an iPhone.
C)disposable diapers.
D)a swing set.
E)a weekend getaway.

Question 38

Bob's friend Mike turns 21 next week and will have a party.Bob decided to purchase an MP 3 player as a present.Because they like the same music Bob scanned his memory for various brand options.This is an example of what part of the consumer purchase decision process?

A)memorization
B)external search
C)evaluative criteria
D)antecedent states
E)internal search

Question 39

Various product-rating organizations such as government agencies and TV "consumer" programs are called

A)personal sources
B)internal searches
C)alternative evaluations
D)public sources
E)cognitive dissonance

Question 40

When the elementary teacher needed to buy poster board for her class, she remembered that she had previously found some poster board at her local 99 Cents Only store, at Walgreen's, and at her Family Dollar Store.What term best describes the information search method used by the teacher?

A)personal external source.
B)public external source.
C)market-dominated external source.
D)internal search.
E)market-dominated internal source.

Question 41

The Ford Escape uses hybrid fuel technology to deliver more power, convenience, prestige, and fuel economy.These criteria would be used in which stage of the consumer purchase decision process for an automobile?

A)problem recognition
B)needs analysis
C)purchase decision
D)information search
E)postpurchase evaluation

Question 42

The objective and subjective attributes of a brand consumers use to compare different products and brands are referred to as

A)temporal states.
B)antecedent states.
C)information sources.
D)evaluative criteria.
E)the consideration set.

Question 43

The question "How long is the warranty for this new Frigidaire dishwasher?" would be asked during the __________ stage in the consumer purchase decision process.

A)problem recognition
B)information search
C)alternative evaluation
D)purchase decision
E)comparison

Question 44

The group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware, is referred to as

A)evaluative set.
B)evolved set.
C)consideration set.
D)alternative selection group.
E)aspiration group.

Question 45

In which stage of the consumer purchase decision process would a consumer ask, "Is installation included in the price of this HDTV?"

A)problem recognition
B)information search
C)alternative evaluation
D)purchase decision
E)evaluation

Question 46

Which stage in the consumer purchase decision process suggests criteria to use for the purchase, yields brand names that might meet the criteria, and develops consumer value perceptions?

A)problem recognition
B)information search
C)alternative evaluation
D)purchase decision
E)post purchase evaluation

Question 47

FIGURE 5-2
In Figure 5-2 above, the row header at the very top below Retail Price, Display, Navigation, Voice Quality, and Battery Life are a consumer's __________ when he or she evaluates a product like a smartphone.

A)consideration set
B)evaluative criteria
C)information bits
D)quality considerations
E)value sources

Question 48

Which of the following statements concerning evaluative criteria is most accurate?

A)Even if the alternatives in a person's consideration set don't really satisfy them, people are not willing to continue the search.
B)Consumers often have several criteria for evaluating products.
C)Evaluative criteria represent objective rather than subjective attributes.
D)Evaluative criteria represent subjective rather than objective attributes.
E)Ultimately, the most important evaluative criteria is price.

Question 49

The Ford Escape uses hybrid fuel technology to deliver more power, convenience, prestige, and fuel economy than non-hybrid cars.The attributes listed for the Ford Escape are attributes that consumers would consider when evaluating the car.These attributes are a consumer's

A)hot buttons.
B)informational alternatives.
C)evaluative criteria.
D)buying-decision choices.
E)consideration set.

Question 50

Evaluative criteria refer to

A)the objective and subjective attributes of a brand consumers use to compare different products and brands.
B)those attributes of a brand that are based exclusively on objective criteria in order to make an unbiased decision.
C)those attributes of a brand that are based exclusively on subjective criteria in order to avoid post-purchase anxiety.
D)the attributes of a product that a manufacturer wishes to promote to a specific target market.
E)a list of product attributes from which a customer will not waiver regardless of additional incentives.

Question 51

There are five stages in the purchase decision process.The third stage is __________.

A)information search
B)purchase decision
C)alternative evaluation
D)postpurchase behavior
E)problem recognition

Question 52

__________.

A)determining appropriate price ranges
B)selecting the type of purchase outlet
C)establishing a purchase timeline
D)creating a hierarchy of purchase importance
E)developing consumer value perceptions

Question 53

When purchasing a computer, factors the consumer considers prior to purchase are called __________, which represent both the objective attributes of a brand and the subjective ones used to compare different products and brands.

A)hot buttons
B)informational alternatives
C)evaluative criteria
D)buying-decision choices
E)consumer attributes

Question 54

According to the information in Figure 5-2 above, which smart phone offers the best voice quality?

A)Apple
B)Blackberry
C)Samsung
D)LG
E)T-Mobile

Question 55

FIGURE 5-2
In Figure 5-2 above a number of factors are listed such as display, navigation, voice quality, and battery life.These are typical __________ for smart phones.

A)considerations
B)evaluative criteria
C)information bits
D)quality considerations
E)value sources

Question 56

FIGURE 5-2
In Figure 5-2 above, the column header at the left consists of the group of brands and their respective models.These are the __________ that a consumer's would consider acceptable from among all the brands in a product class of which he or she is aware.

A)considerations set
B)evaluative criteria
C)information bits
D)quality considerations
E)value sources

Question 57

battery life?

A)Apple
B)BlackBerry
C)HTC
D)Palm
E)LG

Question 58

An example of a marketer-dominated source of information for an external information search is

A)personal experience.
B)Consumer Reports magazine.
C)consumer programs on talk radio stations.
D)friends and relatives.
E)salespeople.

Question 59

An example of a marketer-dominated source of information for an external information search is

A)personal experience.
B)Consumer Reports magazine.
C)advertising.
D)consumer programs on talk radio stations.
E)friends and relatives.

Question 60

Sources of external information that originate with the sellers of products and services, and including advertising, company Web sites, salespeople, and point-of-purchase displays in stores are referred to as

A)personal experiences.
B)Consumer Reports magazines.
C)consumer exploitation tactics.
D)data mining.
E)marketer-dominated sources.

Question 61

Consideration set refers to

A)the group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware.
B)the group of brands a consumer would consider acceptable from among all the brands in the product class.
C)the group of brands of which a consumer is aware.
D)all possible substitutes that may satisfy a consumer's needs regardless of the product class.
E)those product alternatives a consumer has considered but deemed unacceptable.

Question 62

Melissa has just told her supervisor, "I'm so glad I bought the Motorola RAZR2 rather than those other phones I was considering.I can do my E-mail, access my music, and even search the Web with it.It's like having a mini-computer in my pocket." Which stage of the consumer purchase decision process is demonstrated by Melissa's conversation?

A)problem recognition
B)information search
C)alternative evaluation
D)purchase decision
E)postpurchase behavior

Question 63

There are five stages in the purchase decision process.The fifth stage is __________.

A)information search
B)purchase decision
C)alternative evaluation
D)postpurchase behavior
E)problem recognition

Question 64

Most likely, how would consumers who purchased a new innovative type of running shoe try to reduce any cognitive dissonance they feel?

A)Use only an internal information search.
B)Have little or no problem solving involvement.
C)Read ads for the running shoe even after the purchase has been made.
D)Use routine problem solving.
E)If the shoe is comfortable and gives the requisite support, there will be no cognitive dissonance.

Question 65

The personal, social, and economic significance of the purchase to the consumer is referred to as

A)aspiration.
B)acculturative response.
C)motivation.
D)selective perception.
E)involvement.

Question 66

The feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives, is referred to as

A)anguish.
B)the temporal state.
C)the dissociative state.
D)selective perception.
E)cognitive dissonance.

Question 67

At the __________ of the purchase decision process, a consumer compares the product with his or her expectations and is either satisfied or dissatisfied.

A)problem recognition stage
B)information search stage
C)alternative evaluation stage
D)purchase decision stage
E)postpurchase stage

Question 68

Rackspace US Inc.is a Web hosting company.That means that if you want to have a site on the Web, you could buy not only Internet space from them, but also technical support, and design services.When its ad tells you that its users consider Rackspace "the risk-free host because it offers dedicated and helpful support any time of the day or night," you know that Rackspace is most likely trying to do which of the following?

A)downgrade the competition
B)reduce new buyers' cognitive dissonance
C)increase new buyers' cognitive dissonance
D)produce a consideration set
E)evoke alternative evaluation

Question 69

Once a consumer has completed the alternative evaluation stage of the consumer purchase decision process two choices remain:

A)to use credit or to pay cash.
B)to buy one or buy several.
C)from whom to buy and when to buy.
D)to buy immediately or wait for it to go on sale.
E)to buy in person or to buy online.

Question 70

Ford Motor Company has set a target of increasing customer retention from 60 percent to 80 percent.Ford executives say that each additional percentage point is worth __________ in profits.

A)$100,000
B)$1 million
C)$10 million
D)$100 million
E)$1 billion

Question 71

Steve Walker was happy with his newly purchased laptop.It had all the features he wanted, including wireless capability and DVD, and the $1200 price tag was reasonable.As he was taking the computer out of the box, Walker noticed an advertisement in the local paper showing a similar computer system for only $1100.Suddenly, Walker began to doubt his purchase decision-maybe he hadn't gotten such a good deal.Walker was most likely experiencing

A)buyer's uncertainty.
B)cognitive dissonance.
C)selective discord.
D)product dissonance.
E)product discord.

Question 72

Sophisticated firms have learned the marketing lesson that

A)it is a lot easier to find new customers than to keep existing ones.
B)the buying experience, customer satisfaction, and retention can increase firm profits.
C)it is not clear whether it is easier to find new customers or to keep existing ones.
D)existing customers do not usually spend as much as new customers since the initial novelty of the product declines over time.
E)unless a marketing promotion to retain customer loyalty can increase market share by at least 5% it is not worth the expenditure.

Question 73

You have just purchased a Sony MP3 player.As you head home from the store, you debate in your mind about whether your choice of the Sony was right, or whether you should have chosen the RCA.This is most likely an example of

A)indecisiveness.
B)cognitive dissonance.
C)postpurchase stress.
D)market anxiety.
E)extended problem solving.

Question 74

Firms such as General Electric (GE), Johnson & Johnson, Coca-cola, and British Airways focus attention on __________ to maximize customer satisfaction and retention.

A)value perception
B)post purchase behavior
C)non-competitive pricing
D)comparison pricing
E)subliminal reinforcement

Question 75

Cognitive dissonance refers to

A)feelings of guilt for purchasing a product or service that was not consistent with a consumer's moral or ethical beliefs.
B)feelings of discomfort associated with purchasing something purely for the sake of prestige.
C)the feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives.
D)feelings of discontent after a purchase has been made when the product fails to perform up to expectations.
E)feelings of discontent after a purchase has been made when the customer finds out that he or she paid more than necessary.

Question 76

Keisha is buying a new car in keeping with her role as the newest vice president of her company.She was overheard telling a co-worker, "The Volvo has reclining bucket seats, but the Cadillac has front and back stereo speakers." Keisha is currently in which stage of the purchase decision process?

A)problem recognition
B)information search
C)alternative evaluation
D)purchase decision
E)postpurchase evaluation

Question 77

Carmine overheard one of his co-workers in a phone conversation say, "Thank you for taking my call so quickly.I'd like to order number RD 2217 MP3 player.Can I use the easy pay plan?" The co-worker was in which stage in the consumer purchase decision process?

A)problem recognition
B)alternative evaluation
C)information search
D)purchase decision
E)postpurchase evaluation

Question 78

Customer satisfaction is an important focus for marketers because

A)marketing research is an expensive proposition; the fewer times it needs be done, the better.
B)over time, the financial value of a retained customer can be significant.
C)customer value is a non-quantifiable statistic.
D)attracting new customers is easier than keeping old ones.
E)a market development strategy is preferable to a market penetration strategy.

Question 79

There are five stages in the purchase decision process.The fourth stage is __________.

A)information search
B)purchase decision
C)alternative evaluation
D)postpurchase behavior
E)problem recognition

Question 80

BMW StreetCarver is a skateboard that features BMW's technology in its wheel suspension, which stabilizes the board's sleek design and allows for greater control around sharp curves.BMW is concerned with making sure its skateboard is in the consideration set of potential skateboard buyers.In this case, it most likely should focus on

A)reducing the postpurchase dissatisfaction that may result from purchasing its product.
B)making sure its advertisements get on the air during sporting events such as exhibition skateboarding.
C)making appeals directed towards motivational ego needs.
D)explaining the importance of sleek design as an attribute so the StreetCarver becomes part of a skateboarder's consideration set.
E)creating personality profiles for skateboarders.