Deck 6: Final Consumers and Their Buying Behavior

Question 1

According to the Hierarchy of Needs, consumers are motivated to first satisfy their higher-order needs, then they will focus on their lower-level needs.

Answer 1

False

Question 2

The "economic buyer" view of consumers says that individuals will only buy the cheapest goods and services available--regardless of quality.

Answer 2

False

Question 3

Motivation theory suggests that only one need can be satisfied at a time.

Answer 3

False

Question 4

Wants are needs which are learned during a person's life.

Question 5

Economic needs include such things as self-respect, accomplishment, fun, freedom and relaxation.

Question 6

Family, social class, reference groups, and culture are the psychological variables that affect a consumer's buying decisions.

Question 7

Most marketing managers think that the economic-buyer theory explains buyer behavior very well.

Question 8

Consumers do not usually see or hear all the stimuli that come their way.

Question 9

Examples of personal needs include self-esteem, accomplishment, fun, freedom, and relaxation.

Question 10

Motivation, perception, learning, attitudes, trust, and lifestyle are psychological variables which affect consumer buying.

Question 11

The "hierarchy of needs" model suggests that most products must fill more than one need at the same time.

Question 12

Wants are the basic forces that motivate a person to do something.

Question 13

Food, liquid, sex, and rest are examples of physiological needs.

Question 14

The economic-buyer theory assumes that consumers know all the facts and logically compare choices.

Question 15

In selective exposure we screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs.

Question 16

A drive is a strong stimulus that encourages action to reduce a need.

Question 17

According to the text, consumer buying decisions are influenced by economic needs, psychological variables, social influences, and the purchase situation.

Question 18

Economic needs are concerned only with getting the best quality at the lowest price.

Question 19

Motivation theory suggests that a consumer would not try to satisfy physiological and safety needs until social and personal needs have been completely satisfied.

Question 20

Most economists assume that consumers are "economic buyers" who logically evaluate choices to get the greatest satisfaction from spending their time and money.

Question 21

The main difference between attitudes and beliefs is that beliefs always involve liking or disliking, but attitudes don't necessarily involve liking or disliking.

Question 22

Adding lemon scent to Pledge furniture polish is an example of using a positive cue.

Question 23

That "new car" smell that includes an aroma of leather and wood is an example of using a positive cue.

Question 24

It is easier for a marketer to work with existing attitudes than to try to change them.

Question 25

Reinforcement of a response decreases the likelihood of the same response the next time the drive occurs.

Question 26

Learning is a change in a person's thought processes caused by prior experience.

Question 27

Trust is the confidence a person has in the promises or actions of another person, brand, or company.

Question 28

Beliefs are not as action-oriented as attitudes.

Question 29

Americans' preoccupation with deodorants is an example of a culturally learned need.

Question 30

A perfume ad that suggests that people who use the product have more appeal to the opposite sex is an example of a positive cue.

Question 31

According to learning theory, a cue is likely to result in a consumer response only if there is a drive to satisfy.

Question 32

A consumer's belief about a product may have a positive or negative effect on his or her attitudes about the product.

Question 33

Beliefs are more action-oriented than attitudes.

Question 34

"Selective exposure" refers to a person's ability to screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs.

Question 35

It is possible for marketing managers to change or create new attitudes about goods and services--but overcoming negative attitudes is a really tough job.

Question 36

Reinforcement strengthens the relationship between the cue and the response.

Question 37

Many needs are culturally (or socially) learned.

Question 38

Attitudes are very good predictors of intention to buy.

Question 39

Beliefs may help shape a consumer's attitudes but don't necessarily involve any liking or disliking.

Question 40

An attitude is a person's point of view about something, and usually involves liking or disliking.

Question 41

Income by itself is usually a pretty good measure of social class.

Question 42

Activities, Interests and Opinions are the "AIO" variables used in lifestyle analysis.

Question 43

Buying responsibility and purchase influence between husband and wife vary greatly--depending on the product and the specific family.

Question 44

Psychographics is the analysis of a person's day-to-day pattern of living as expressed in that person's Activities, Interests, and Opinions.

Question 45

A person normally has several reference groups.

Question 46

Attitudes, Income and Opinions are the "AIO" variables used in lifestyle analysis.

Question 47

In light of the relationships between consumer expectations and satisfaction, it's usually best for promotion to slightly "over promise" what the firm can actually deliver.

Question 48

Highly trusted people, brands, and companies have many disadvantages in the marketplace.

Question 49

Consumers may evaluate a product not just on how well it performs but on how it performs relative to their expectations.

Question 50

Reference groups are more important when others will be able to "see" which product or brand we're using.

Question 51

The VALS approach to understanding consumer behavior considers values, attitudes, and lifestyles.

Question 52

According to the text, the U.S. social class system is usually measured in terms of occupation, education, and housing arrangements.

Question 53

An opinion leader is usually wealthier and better educated than the people he or she influences.

Question 54

People who have the same amount of income--but who are in different social classes--tend to spend their income in the same way.

Question 55

Given the same income, consumers in different social classes will handle themselves and their money very differently.

Question 56

According to the text, the U.S. social class system is much more rigid than those in most countries.

Question 57

Reference group influence is likely to be greater for products which will not be seen by other individuals.

Question 58

The group of people to whom an individual looks when forming attitudes about a particular topic is his reference group for that topic.

Question 59

An expectation is an outcome or event that a person anticipates or looks forward to.

Question 60

Consumer buying decisions are affected by social influences such as motivation, perception, learning, attitudes, and personality.

Question 61

The idea of a decision process implies that consumers always apply rational processes in their buying decisions.

Question 62

Planning for cultural differences in international markets is easier than in domestic markets.

Question 63

Routinized response behavior is typical for low-involvement purchases.

Question 64

As part of the basic problem-solving steps, a consumer searches for information, identifies alternatives and what factors are important, and then evaluates one or more products before deciding how best to meet a need.

Question 65

Different purchase situations may require different marketing mixes, even though the same target market is involved.

Question 66

The consumer decision process begins when a consumer becomes aware of an unmet need.

Question 67

Dissonance takes place when an individual is NOT confident about the rightness of a decision.

Question 68

Needs, benefits sought, attitudes, motivation, and even how a consumer selects certain products all vary depending on the purchasing situation.

Question 69

The reaction of Italian women to Swiffer is an example of cultural influence.

Question 70

How much effort is put into a buying decision depends on the economic needs, psychological variables, social influences, purchase situation, and the amount of risk involved.

Question 71

After making a purchase, buyers often wonder if they made the right choice. The resulting tension is called dissonance.

Question 72

Finding her favorite brand of shampoo temporarily out of stock, a supermarket shopper is more likely to take part in routinized response behavior than limited problem solving.

Question 73

A consumer interested in making a low involvement purchase is most likely to use "limited problem solving"--rather than one of the other levels of problem solving.

Question 74

Limited problem solving is used when the consumer has a lot of experience in meeting a need and has no need for additional information.

Question 75

Word-of-mouth publicity from opinion leaders can be favorable or unfavorable.

Question 76

Consumers use limited problem solving when they put MUCH effort into deciding how to satisfy a need.

Question 77

Marketers who want to aim at people within several different cultures usually will be able to use the same marketing mix for all of them.

Question 78

Opinion leaders for one subject or product are also usually opinion leaders for many other subjects or products.

Question 79

Consumers use extensive problem solving when they put SOME effort into deciding how to satisfy a need.

Question 80

Limited problem solving is used by consumers when some effort is required in deciding the best way to satisfy a need.