Deck 4: Consumer Decision Making

Question 1

After a need or want is recognized,a consumer may be motivated to clarify the options available and generate an evoked set of brands.Which step is this in the consumer decision-making process?

A) product identification
B) evaluation of alternatives
C) information search
D) consideration stage

Answer 1

C

Question 2

Frank has just made it to the checkout point on amazon.ca and he has a shopping basket full of DVDs and books.As he alternately stares at his virtually bulging shopping basket and his credit card,Frank begins to feel apprehensive.What is Frank experiencing?

A) self-actualization involvement
B) perceptual disharmony
C) cognitive dissonance
D) temporal distortion

Answer 2

C

Question 3

Which of the following is an example of a marketing-controlled information system?

A) Hot Pockets brand mini pizzas
B) a television ad for Mayfield ice cream
C) an article in Bicycling magazine about the newest Shimano brand shoes
D) a NASCAR automobile

Answer 3

B

Question 4

What are the steps of the consumer decision-making process in order?

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

Question 5

As Grace looks for a mystery book to read this weekend,she will consider only buying books written by Joan Hess,Dorothy Cannell,or Tamara Meyers.What is this group of authors?

A) her evolved set
B) her evoked set
C) her involvement set
D) her evaluative set

Question 6

Ruby is a student and spent $150 on a pair of Oakley Pro-M sunglasses for her boyfriend,Hudson.When she got home with the sunglasses,she experienced a high level of anxiety about whether she made the right purchase decision.What did Ruby experience?

A) selective retention
B) self-actualization involvement
C) cognitive dissonance
D) perceptual disharmony

Question 7

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

A) if they feel less competent in their daily lives
B) if an information search was involved
C) if there is inconsistency among opinions and values
D) if there is no further contact with the seller

Question 8

Marketers often study the processes used and the factors that influence the consumer when making purchase decisions.What are these called?

A) psychographics
B) consumer behaviour
C) perceptual mapping
D) consumerism

Question 9

When is an external information search especially important?

A) when there is little risk of making an incorrect decision
B) when there is a high risk of making an incorrect decision
C) when the cost of gathering information is high
D) when buying frequently purchased,low-cost items

Question 10

After Gina saw a documentary on Egypt,she scheduled a visit there for this coming summer.What did the documentary act as?

A) an internal stimulus
B) a purchase outcome
C) an external stimulus
D) a state of cognitive dissonance

Question 11

What is another name for evoked set?

A) induced memory
B) consideration set
C) reminder induction
D) reminder assortment

Question 12

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

A) a package of light bulbs
B) a copy of TV Guide
C) a principles of marketing text
D) a memo pad

Question 13

Which of the following products would most likely require the purchaser to use only an internal information search?

A) a daycare facility for a two-month-old infant
B) a box of tissue
C) a rental apartment
D) a new car

Question 14

What types of products are typically purchased by people using only an internal search?

A) frequently purchased,high-cost items
B) infrequently purchased,high-cost items
C) frequently purchased,low-cost items
D) infrequently purchased,low-cost items

Question 15

What is the name for the processes individuals use when making a purchase decision?

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

Question 16

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

A) an invitation to a wedding for which you need a gift
B) a headache
C) a billboard promotes a new national Internet service provider
D) a radio station runs an ad for a used-book sale

Question 17

You are thinking about purchasing a new bike.If the first thing you do is ask a bike-riding buddy for his input on top brands available on the market,what are you doing?

A) seeking a marketing-controlled information source for information
B) evaluating purchase alternatives
C) realizing an unfulfilled need
D) seeking a nonmarketing-controlled information source for information

Question 18

It's a 10-hour car trip from Ming's home in Saskatchewan to her new job in B.C.After driving eight hours toward B.C. ,Ming became very sleepy.As a result,she found an inexpensive motel to spend the night.The fact Ming became sleepy is an example of which of the following?

A) an internal stimulus
B) need recognition
C) a state of cognitive dissonance
D) an external stimulus

Question 19

Blair Bagnall loves cola and is always on a diet.He 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 about the time of day the offer was made.What does this illustrate?

A) that Blair is satisfying a need
B) that Blair has a need motivator
C) that Blair has a physiological drive
D) that Blair is satisfying a want

Question 20

Pierre has been shopping for a new lawn mower.He has visited several sites on the Internet and has read articles in Consumer Reports on mowers.Pierre has also asked several of his friends for recommendations.What has Pierre been using?

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

Question 21

Marketing managers often use in-store promotions to stimulate sales of which of the following?

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

Question 22

Your best friend has sought 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 your help with her wardrobe,what is your friend most likely trying to do?

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

Question 23

All of the following factors directly influence consumers' level of involvement in the purchase process EXCEPT which one?

A) consumer level of education
B) social visibility of the purchased item
C) previous experience with the product
D) perceived risk of negative consequences as a result of the purchase

Question 24

What might a salsa manufacturer do to reduce the likelihood customers would switch from its brand to a competitor's?

A) offer incentives to get buyers to repeatedly purchase its brand until they do it out of habit
B) switch distribution to different outlets
C) increase the social visibility of the product category of its brand
D) raise the price of its brand relative to competitors' to reduce the level of consumer involvement

Question 25

Why does Marc approaches the purchase decision of underwear with a much lower level of human involvement than the purchase of a motorcycle?

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

Question 26

When Li goes to the grocery store each week,he buys the same brands of bread,luncheon meat,breakfast bars,and orange juice.What is this type of buying behaviour called?

A) routine response behaviour
B) limited decision making
C) situational convenience
D) extensive decision making

Question 27

What is characterized by low involvement,a short time frame,an internal-only information search,and low costs?

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

Question 28

In late 2000,Honda Motors introduced Insight,a new hybrid electric-gasoline car.The car was rated at an incredible 5 litres/100 kilometres of driving.Before buying such an environmentally friendly car,a buyer will have to evaluate product attributes such as size of engine,riding space,ease of maintenance,and costs as well as his or her own feelings about environmental protection.What will the purchase of this type of car most likely involve?

A) limited decision making
B) low-involvement problem solving
C) low-involvement decision making
D) extensive decision making

Question 29

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,what type of consumer decision making will Jackson engage in?

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

Question 30

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

A) the first-time purchase of a new pickup truck
B) the purchase of a funeral casket
C) a painter's purchase of a 20-foot extension ladder for $600
D) the purchase of a replacement light bulb

Question 31

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

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

Question 32

When Kate went to purchase a birthday card for her new boyfriend,she went to three stores and spent four hours reading over 500 cards before selecting the perfect one.Why is this card (which cost $2.25)properly designated a high-involvement product?

A) because of trial investment
B) because of cognitive dissonance
C) because of brand loyalty
D) because of situational factors

Question 33

Which of the following is most likely to be an example of limited decision making?

A) a new lawnmower purchase
B) a new set of wheels and tires for your old truck
C) a replacement shampoo for your favourite brand that has been discontinued
D) your first Valentine's gift for your new girlfriend/boyfriend

Question 34

Which of the following terms accurately describes a culture?

A) dysfunctional
B) selective
C) static
D) learned

Question 35

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

A) involvement
B) economic value
C) opportunity cost
D) perceived level of personal risk

Question 36

Miller just purchased a new Allez A1 Specialized bicycle for $1,000.Miller realizes that the Allez A1 costs more than most bikes,and even at that price doesn't come with a set of pedals.Even though other brands of bicycle cost much less than the Allez A1,Miller feels that the Allez A1 is more comfortable and has greater durability than most road bikes.As Miller wonders if he made the right purchase decision,what is he experiencing?

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

Question 37

Which process does a consumer often use when purchasing an unfamiliar,expensive product or an infrequently bought item such as a burial plot or life insurance?

A) strategic behavioural
B) cognitive harmonizing
C) stimulus discrimination
D) extensive decision making

Question 38

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

A) if it has low social visibility
B) if it has not been purchased before
C) if it is a product that is a new innovation
D) if it requires substantial financial investment

Question 39

The electricity for lighting outdoor billboards is powered by transformers.The operator of a company that installs and manages billboards has purchased many such transformers.Today he plans to buy a replacement for one that was destroyed by a recent hurricane.Before making this purchase,he will look at cost and to see if he can find one that is more weatherproof.He wants to make sure he buys the best signal for the job and that he does not pay more money than he should.In other words,which type of decision making will he engage in?

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

Question 40

Nellie's boss sells merchandise through Internet auctions.He needs to mail a $1,500 hexagonal antique picture frame.He has instructed Nellie to buy packaging that will make sure the oddly shaped frame arrives at its new owner undamaged,but he has not told her how or where she will find such packaging.Given that she frequently has to purchase packaging supplies,what kind of purchase decision process would Nellie most likely employ?

A) extensive decision making
B) limited decision making
C) routine response behaviour
D) low-involvement decision making

Question 41

You are the brand manager for a new line of allergy relief drugs.Which of the following methods might you use to influence opinion leadership/reference groups to help stimulate demand for your products?

A) Drop the price of your new products to the point where customers will note they are getting a bargain.
B) Develop a promotional campaign that emphasizes safety and security needs being fulfilled by these health care products.
C) Develop a promotional campaign that tells customers they "deserve to use" these products.
D) Use a series of ads showing different health care associations and societies endorsing the use of these health care products.

Question 42

If you were developing a promotional campaign for vocational classes to appeal to the working class,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 appealing to self-actualization needs
C) a campaign showing participants in the vocational classes with the time and money to vacation in faraway and exotic places
D) a campaign emphasizing that those who participate in vocational classes will look better to others

Question 43

Which of the following BEST describes social class as a marketing tool in Canada?

A) It offers few insights concerning consumer behaviour.
B) It is useful for lifestyle distinctions between groups.
C) It has demonstrated that all classes of consumers shop in the same stores.
D) It is just a simple measure of income level.

Question 44

According to the text,which of the following statements about the social class system in Canada is true?

A) The upper class is the best target market in Canada.
B) The social class system in Canada is determined solely on the basis of educational level achieved.
C) The middle class is the largest social class in Canada.
D) The social class system in Canada results in groupings that are about the same size.

Question 45

Culture is the chief shaper and transmitter of which of the following?

A) class stratification
B) self-concepts
C) individual differences
D) values

Question 46

Elliott loves to compete in mountain biking.He subscribes to all the bicycling magazines and reads them as soon as they arrive each month.Champion bikers such as Golden Brainard,Chris Sheppard,and Carl Swenson are often used in the product advertisements in these magazines.The ads convince Elliott to buy these products because these champions are which type of group for Elliott?

A) direct reference
B) primary reference
C) aspirational
D) secondary reference

Question 47

According to the text,which of the following statements about culture as an influence on consumer buying behaviour is true?

A) Core values remain the same for all cultures.
B) Language is an important aspect of culture.
C) Some fear the proliferation of the Internet will decrease cultural heterogeneity.
D) A firm that understands the culture it is selling to has just as great a probability of selling its product as a firm that has no understanding of the culture.

Question 48

Nigel overheard a conversation in which he was referred to as "overstuffed,stuffy,and conservative." Taking exception to this,he decided on a "extreme makeover." After watching The Fast and the Furious,Nigel purchased a fast car and joined a gym.What did the characters in the movie represent to Nigel?

A) an aspirational reference group
B) opinion leaders
C) a nonaspirational reference group
D) a reference group

Question 49

What is an enduring belief that a specific mode of conduct is personally or socially preferable to an alternative mode of conduct?

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

Question 50

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

A) procreational family
B) subculture
C) social class
D) extended family

Question 51

Social influences on consumer buying decisions include which of the following?

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

Question 52

The fact mothers in Japan feed their babies freeze-dried sardines and rice and most mothers in Canada would not eat freeze-dried sardines,much less feed them to their babies,indicates how which of the following influences the consumer decision-making process?

A) reference group membership
B) family life-cycle stage
C) perception
D) culture

Question 53

What are homogeneous groups within a culture that share elements of the overall culture as well as have elements that are unique to that group?

A) normative groups
B) dissociative groups
C) autonomous personal units
D) subcultures

Question 54

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

A) residents of Richmond,B.C.
B) electrical engineers
C) college students
D) Vietnamese Canadians

Question 55

Who are opinion leaders?

A) easy to locate and target
B) people who influence others
C) experts on all high-involvement consumer goods
D) wealthy,well-educated individuals

Question 56

According to the text,which of the following statements about reference groups is true?

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

Question 57

Approximately what percentage of the visible minorities in Canada live in the four major metropolitan areas of Toronto,Vancouver,Montreal,and Calgary/Edmonton?

A) 75 percent
B) 5 percent
C) 50 percent
D) 25 percent

Question 58

Mohammed believes the only type of consumers who would live in the Meadow Lake subdivision where the houses sell for a half million dollars or more are wasteful and materialistic,and he would never consider owning one of these houses himself.The people who typically live in that neighbourhood are in what group for that type of purchase?

A) Mohammed's aspirational group
B) Mohammed's direct reference group
C) Mohammed's nonaspirational group
D) Mohammed's membership group

Question 59

What is a primary reference group composed of?

A) only friends,neighbours,and relatives
B) people an individual aspires to be like
C) face-to-face membership groups that touch people's lives directly
D) role models on television and in the movies

Question 60

Crystal tends to buy the same brands of detergent,dishwasher soap,and cleaning products as which of the following?

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

Question 61

Evan knows that if he had been allowed to audition to be a contestant on Canadian Idol,he would have won.He feels as if his singing ability and his stage presence are as least as good as the contest's winner,Reuben Studly.Since Evan really admires Reuben,he has adopted Reuben's mannerisms.He carefully selects clothes like Reuben wore on the television show.He is hoping his new look will enhance his chances of getting selected for future Canadian Idol shows.What does Evan's new look reflect?

A) his ideal self-image
B) his superego
C) his real self-image
D) his socialization process

Question 62

All of the following are examples of individual factors that affect the decision-making process for consumers EXCEPT which one?

A) reference groups
B) learning
C) personality
D) perception

Question 63

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

A) an individual's acculturation
B) an individual's personality
C) an individual's socialization
D) an individual's attitude

Question 64

Jeison's purchase behaviour is influenced by his love of mountain bike riding,his fascination with extreme sports,his interest in rap music,and his belief that politics is for old people.All of these things are part of which personal influence on the consumer decision-making process?

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

Question 65

What is an orderly series of stages in which consumers' attitudes and behavioural tendencies change over time?

A) acculturation
B) the family life cycle
C) lifestyle consumption
D) socialization

Question 66

What analytical technique is used to examine consumer lifestyles and categorize consumers?

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

Question 67

Several years ago,Procter & Gamble added bleach to its laundry detergent Oxydol,but people didn't believe it was different because it looked the same.So P&G added blue beads to the normally white detergent.While the blue beads had nothing to do with the bleaching action,consumers could "see" the difference.In this case,consumers were interpreting stimuli into a meaningful picture called which of the following?

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

Question 68

Brant had been researching BMW automobiles for months with an intention of purchasing one of the models.Over coffee in the morning he remarked to one of his coworkers at the office,"And like the commercial said on TV last night,BMW X-drive is superb for driving on icy roads." Which marketing principle is Brant demonstrating?

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

Question 69

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

Question 70

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

A) consumerism
B) the roles opinion leaders play in business decision making
C) the socialization process
D) the role of society in consumer decision making

Question 71

To analyze consumer lifestyles,what do marketers look at?

A) consumers' activities,interests,and opinions
B) consumers' behaviour,personality,and social class
C) consumers' activities,personality,and demography
D) consumers' income,gender,and life objectives

Question 72

Women account for about 50 percent of the luxury car market.Male car designers at Cadillac are going about their work with paper clips on their fingers to simulate what it feels like for women with long fingernails to operate buttons,knobs,and other interior features.What type of influences on consumer buying decisions are they responding to?

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

Question 73

What is the term describing how consumers perceive themselves in terms of attitudes,perceptions,beliefs,and self-evaluations?

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

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) sporadic reinforcement
B) selective learning
C) selective exposure
D) selective distortion

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 without constant anxiety while their loved one is engaged in a potentially dangerous job.What is this process?

A) faulty selectivity
B) selective distortion
C) selective retention
D) selective exposure

Question 76

Studies of how consumers relate to Internet entertainment classify them into nine different groups.One category is "Mouse Potatoes," who spend most of their time on-line,want the most current gadgets,and believe that the world pictured in the cartoon The Jetsons will someday exist.These describe which of the following?

A) the self-image of "Mouse Potatoes"
B) the lifestyle of "Mouse Potatoes"
C) the demographics of "Mouse Potatoes"
D) the socialization process of "Mouse Potatoes"

Question 77

A pet food manufacturer has introduced a new cat food and spent a large amount of money on the packaging,nationwide television advertising,coupons,and store displays.After a successful introduction period with sales higher than expected,sales suddenly dropped off dramatically.Subsequent research revealed that cats tired quickly of the food and refused to eat it.The pet food manufacturer forgot that cats can also play an important role in the family decision process.What are cats in this case?

A) purchasers
B) selectors
C) consumers
D) decision makers

Question 78

Chad was excited about buying his first car.He was considering a Ford Mustang and began noticing that there were quite a few of these on the road between his apartment and his office.What is Chad experiencing?

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

Question 79

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

A) intermittent reinforcement
B) cultural
C) selective distortion
D) selective retention

Question 80

Madison announced to her family last night that she wanted a pair of inline skates.Her sister Bailey said that she thought it was a stupid idea.Their mother Wanda said Madison deserved a special treat for winning the science fair.By the fact her father Ned said nothing,Madison knew she was not getting any skates.In terms of the roles played by family members in the consumer decision-making process,which of the following is correct?

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