Deck 5: Consumer Behaviour: How and Why We Buy

Question 1

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

A)personal marketing mix
B)need for customisation
C)level of involvement
D)need for cognitive dissonance
E)ability to generalise stimulus

Answer 1

C

Question 2

A consumer is defined as the ultimate purchaser of goods and services.

Answer 2

False

Question 3

Which of the following would be considered a consumer?

A)Don deciding on the best breakfast cereal for his two children.
B)Brian purchasing a Big Mac at McDonald's.
C)Brenda deciding to call the Quit Line to stop smoking.
D)Wendy getting a haircut at her local salon.
E)All of the above

Answer 3

E

Question 4

A consumer market consists of which of the following?

A)Individuals
B)Households
C)Children
D)A,B and C
E)A and C

Question 5

Consumer behaviour is only concerned with the ultimate use of goods and services.

Question 6

________ occur/s whenever a consumer sees a significant difference between her/his current state of affairs and some desired or ideal state.

A)Perceived risk
B)Conformity issues
C)Lifestyle issues
D)Heuristics
E)Problem recognition

Question 7

If a product is expensive or complex and hard to understand,the consumer may experience ________.

A)perceived risk
B)lifestyle risk
C)social class risk
D)heuristics risk
E)reference group risk

Question 8

A consumer who is considering purchasing a house would be most likely to use ________.

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

Question 9

Internal influences are mainly concerned with psychological and personal influences on consumer decision making.

Question 10

A consumer market consists of individuals,households,governments and not-for-profit organisations.

Question 11

A consumer who is considering purchasing a chocolate bar would likely use ________.

A)conformity decision making
B)concurrent decision making
C)habitual decision making
D)extended problem solving
E)limited problem solving

Question 12

External influences are mainly concerned with social and cultural influences on consumer decision making.

Question 13

Problem recognition occurs when ________.

A)a consumer has a certain need
B)marketing highlights a latent consumer need
C)A but not B
D)B but not A
E)A and B

Question 14

________ is the dynamic interaction of affect and cognition,behaviour and the environment by which human beings conduct the exchange aspects of their lives.

A)Consumer behaviour
B)Selective perception
C)Subliminal learning
D)Operant conditioning
E)Stimulus generalisation

Question 15

Which of the following statements about a consumer market is not true?

A)Consumer markets now include not-for-profit organisations.
B)Consumer markets include both individuals and households.
C)Consumer markets are static in size.
D)Consumer markets can change their composition within a few years.
E)Consumer markets are dynamic.

Question 16

The amount of effort a consumer puts into a buying decision depends on their ________.

A)habitual decision making
B)amount of free time
C)level of involvement
D)level of expectation
E)None of the above

Question 17

How does habitual decision making differ from extended problem solving?

A)Consumers engaged in extended problem solving perceive less risk than consumers involved in habitual decision making.
B)The level of involvement for habitual decision-making is lower than for extended problem solving.
C)Extended problem solving uses behavioural learning,and habitual decision-making uses cognitive learning.
D)Consumers who are buying a new computer would most likely use habitual decision making because the level of involvement is higher than with extended problem solving.
E)All of the above

Question 18

Consumer behaviour is the ________ interaction of ________ and cognition,behaviour and the ________ by which human beings conduct the ________ aspects of their lives.

A)dynamic; affect; marketplace; purchase
B)marketplace; attitude; environment; exchange
C)static; knowledge; environment; exchange
D)dynamic; affect; environment; exchange
E)capitalist; affect; marketplace; materialistic

Question 19

Internal influences on consumer behaviour are concerned with how people feel about their friends,family and fellow employees.

Question 20

When Donna was invited to go skiing,she realised she needed a much warmer coat than her current coat.

A)Product evaluation
B)Situational analysis
C)Problem recognition
D)Problem screening
E)Information search

Question 21

Leona purchased two bottles of Chilean wine - her first time drinking Chilean wine.

A)situational analysis
B)product choice
C)postpurchase evaluation
D)alternative evaluation
E)problem recognition

Question 22

Consumers often rely on decision rules or guidelines when weighing the claims companies make.

A)buying plans
B)heuristics
C)core competencies
D)analogies
E)synergistic criteria

Question 23

Robert has taken up bike riding as a hobby and a way to maintain his physical stamina.

A)product choice
B)problem recognition
C)evaluation of alternatives
D)situational analysis
E)product screening

Question 24

________ allow/s organisations to maximise their placing at the top of lists of consumer online searches.

A)The heuristic rule
B)Search engine optimisation
C)Opinion differentiators
D)Hyperbots
E)Information searchers

Question 25

What are the key differences between habitual decision making,limited problem solving,and extended problem solving?

Question 26

What impact do level of involvement and perceived risk have on the consumer decision process and how might marketing managers respond? Illustrate using examples from your own shopping behaviour.

Question 27

Think of an item you purchased recently using habitual decision-making and another item where you used extended problem solving.What was involved in each process?

Question 28

Evaluative criteria are always tangible features.

Question 29

Ruth loves to bake homemade breads,cakes,and pastries,but she will only use Woolworths Home Brand flour,Ruth's brand loyalty is a type of ________.

A)buying plan
B)synergistic criterion
C)analogy
D)core competency
E)heuristic

Question 30

________ is/are when people buy from the same company over and over because they believe that the company makes superior products.

A)Core competencies
B)Brand synergy
C)Buying plans
D)Brand loyalty
E)Brand trialling

Question 31

A consumer gathers information and identifies a small number of products in which they are interested.

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

Question 32

After purchasing and using a product,a consumer engages in ________ when they evaluate whether they made the best product choice.

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

Question 33

Donna wants to buy a new computer.

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

Question 34

The consumer decision process always involves complex cognitive activity.

Question 35

Purchase decisions for high involvement products usually involve extended problem solving.

Question 36

Heuristics can help to explain why Maddie always buys Lady Mitchum deodorant,and Ralph buys whatever brand he happens to see first.

Question 37

Explain what is meant by an information search,and how a potential consumer would conduct an information search for the purchase of a new car.

Question 38

Explain how television commercials for a weight loss program encourage the problem recognition phase of the consumer decision-making process.

Question 39

The most common heuristic used by consumers is ________.

A)buying the least popular alternative
B)price = quality
C)using country of origin
D)buying the product recommended by superstars
E)brand loyalty

Question 40

________ is the step of the decision-making process in which the consumer checks his/her memory and surveys the environment to identify what options are out there that might solve their problem.

A)Product evaluation
B)Situational analysis
C)Problem recognition
D)Problem screening
E)Information search

Question 41

Which of the following would not have an effect on a consumer's perception of a product?

A)Interpretation
B)Exposure
C)Attention
D)Heuristics
E)Subliminal advertising

Question 42

You are a consumer in need of a new can opener.You see a manual operated can opener in a discount store that costs $5.99.You see the same style can opener in a fancy package and in a range of colours in a trendy gadget store in the mall for $15.99.Which can opener would you purchase if you applied the heuristic rule that price equals quality?

Question 43

Learned associations in classical and operant conditioning have a tendency to transfer to other similar things in a process called ________.

A)stimulus differentiation
B)cognitive affect
C)psychographics
D)stimulus generalisation
E)problem recognition

Question 44

Learning is ________.

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

Question 45

Discuss Step 3 of the consumer decision-making process as it would apply to the purchase of a new computer.

Question 46

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

A)Selective perception
B)Interpretation
C)Selective exposure
D)Motivation
E)An environmental stimulus

Question 47

After the first Harry Potter book was released,readers were eager for the next volume.

A)operant conditioning
B)stimulus generalisation
C)stimulus discrimination
D)classical conditioning
E)observational learning

Question 48

Rosemary's favourite aroma is fresh baked bread,which brings back memories of a happy childhood.

A)operant conditioning
B)stimulus generalisation
C)stimulus discrimination
D)classical conditioning
E)observational learning

Question 49

________ occurs when people watch the actions of others and note what happens to them as a result.

A)Operant conditioning
B)Classical conditioning
C)Involvement
D)Observational learning
E)Stimulus discrimination

Question 50

Maslow's hierarchy of needs ________.

A)suggests that love and friendship fulfil safety needs
B)suggests that consumers start by first satisfying ego needs
C)suggests a person cannot move to the next level until previous need levels are satisfied
D)culminates in the need for belonging
E)examines six levels of motivation

Question 51

Which one of the following statements about perception is true?

A)Perception is unrelated to any sense other than sight.
B)There is no perception without exposure.
C)Perception is a sociocultural influence on consumer purchase decisions.
D)Nobody believes that subliminal messages can make them buy products they don't really want.
E)If a marketer can reach a consumer with a message,then the marketer knows the consumer will interpret it correctly.

Question 52

McDonald's puts a small toy in each Happy Meal as a reward in the hopes that children will continue to want to come to the restaurant.

A)operant conditioning
B)stimulus generalisation
C)stimulus discrimination
D)classical conditioning
E)observational learning

Question 53

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

A)Cognitive conditioning
B)Self-concept development
C)Information searching
D)Operant conditioning
E)Classical conditioning

Question 54

Behavioural learning theorists ________.

A)view people as problem solvers who do more than passively react to associations between stimuli
B)assume learning takes place as the result of connections that form between events that we perceive
C)believe the most important component of learning is behaviour that is directed by affect and cognition
D)believe learning occurs when people watch the actions of others and note what happens to them as a result
E)stress the role of creativity and intuition during the learning process

Question 55

Cognitive learning theorists ________.

A)believe the most important component of learning is behaviour that is directed by affect and cognition
B)believe learning occurs when people realise their actions result in rewards or punishment
C)view people as problem solvers who do more than passively react to associations between stimuli
D)stress the passive role of the individual during the learning process
E)assume learning takes place as the result of connections that form between events that we perceive

Question 56

________ is when consumers assign meaning to a stimulus.

A)Motivation
B)Interpretation
C)Product line extension
D)Hierarchy of needs
E)Operant conditioning

Question 57

What impact does the accuracy of claims in product advertisements have on a consumer's postpurchase satisfaction?

Question 58

The lowest level of needs on Maslow's hierarchy of needs is ________.

A)belongingness needs
B)physiological needs
C)ego needs
D)self-actualisation needs
E)safety needs

Question 59

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

A)Motivation
B)Perception
C)Operant conditioning
D)Learning
E)Cognition

Question 60

A company that sells fruit flavoured cordials decided to offer a line of vegetable flavoured cordials such as tomato,celery and carrot.

A)sociocultural influences
B)selective retention
C)attitudinal cognition
D)perceptual interpretation
E)self-actualisation needs

Question 61

When he was a 20-year-old bachelor,Hugh had different consumer needs and made different purchase decisions than he did when he married at 26,fathered twins at 28,and divorced at 37.

A)reference group
B)natural environment
C)culture
D)adoption stage
E)family life cycle

Question 62

Explain why marketers need to understand consumer personalities and how attitudes are formed.

Question 63

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

Question 64

An attitude is ________.

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

Question 65

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

Question 66

________ refers to the stages through which family members pass as they grow older.

A)Age cohort
B)Family life cycle
C)Family life stage
D)Lifestyle
E)None of the above

Question 67

Personality is ________.

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

Question 68

The personality trait of ________ refers to the amount of emphasis placed on owning products.

A)materialism; need for cognition
B)materialism; innovativeness
C)need for cognition; self-confidence
D)sociability; innovativeness
E)sociability; need for cognition

Question 69

________ is/are composed of a mixture of beliefs about one's abilities and observations of one's own behaviour and feeling (both positive and negative)regarding one's personal attributes.

A)Personality profile
B)Brand personalities
C)Perceived risk
D)Self-concept
E)Conformity

Question 70

A television advertisement shows healthy looking men and women in good physical condition exercising in a health club,enjoying their use of a particular brand of exercise equipment.Explain the advertisement using learning theory.

Question 71

Stimulus generalisation explains why people who enjoyed Shrek 1 and Shrek 2 were expected to fill theatres for Shrek 3.

Question 72

Explain how marketers at Arnott's could use behavioural and cognitive learning theory in their marketing strategies.

Question 73

Mrs White and Mrs Brown are both 56 years old and eligible for many seniors' discounts such as free coffee at McDonalds.

A)subculture
B)cognitive dissonance
C)age
D)reference group
E)lifestyle

Question 74

You see an advertisement showing two people walking down the street eating ice cream and smiling.The ice cream company wants consumers to associate being happy with eating ice cream.Explain the advertisement using learning theory.

Question 75

A person's age is an internal influence on purchasing behaviour.

Question 76

To breathe life into demographic analysis,marketers turn to ________ that group consumers according to psychological and behavioural similarities.

A)social classes
B)psychographics
C)opinion leaders groups
D)reference groups
E)bandwagon groups

Question 77

Psychographics groups consumers according to psychological traits only.

Question 78

The cognitive component of a person's attitude would be the dominant influence when purchasing products such as scented candles,body wash,and luxury towels.

Question 79

A ________ is a pattern of living that determines how people choose to spend their time,money,and energy and that reflects their values,tastes,and preferences.

A)motivation
B)personality
C)self-concept
D)lifestyle
E)family life cycle

Question 80

A person's attitude has three components: ________,________ and ________.

A)psychological; physiological; situational
B)cognitive; operant; situation
C)affect; cognition; behaviour
D)strategic; tactical; operational
E)situation; emotion; environment