Deck 5: Consumer Decision Making

Question 1

Gordon perceives the purchase of a tattoo to be a socially risky decision because he thinks people will judge him unfairly if he has a tattoo.Madison,however,does not perceive getting a tattoo as particularly risky behavior.As a result,purchasing a tattoo will be a high-involvement activity for Gordon,but not for Madison.

Answer 1

True

Question 2

While marketing managers would like to think they play a role,only consumers can actually reduce their cognitive dissonance.

Answer 2

False

Question 3

Opinion leaders are often the first to try new products and services out of pure curiosity.

Answer 3

True

Question 4

A stimulus is a unit of input from either an external or internal source that can affect sight,smell,taste,touch,or hearing

Question 5

Mary has taught high school driver's education for almost two decades.She found a new device for getting students to understand why it is important to not drink and drive,and considered buying it.Mary was engaged in extensive decision making.

Question 6

The purchase of products like soda,cleaning products,and gasoline always exemplify routine response behavior.

Question 7

A weekend artist would likely experienced a need recognition for a new painting smock when she spilled a couple of drops of black paint on the one she always wore when she painted.

Question 8

When Bianca buys underwear,she makes her selection from the following brands: Bali,Playtex,and Hanes These brands make up Bianca's consideration set.

Question 9

The United States,unlike some other countries,does not have a status structure or social class system.

Question 10

Most family-oriented advertising is effective precisely because it targets the homogeneous wants and needs of the family's members.

Question 11

Detailed,informative advertisements are most effective for high-involvement products because consumers actively search for additional information prior to making their decisions.

Question 12

If consumer behavior is not well understood,a marketer will have difficulty creating an appropriate marketing mix.

Question 13

Once an individual's evoked set has been established,evaluation of those alternatives will determine what information must be obtained during the information search.

Question 14

Maslow's hierarchy of needs categorizes human needs into five levels: physiological needs,safety needs,social needs,esteem needs,and self-actualization.

Question 15

The socialization process involves adopting the values of the culture in which a person was raised and is usually strongly influenced by the family.

Question 16

While lifestyle research is useful for describing individual consumers,it is not useful for segmenting consumer groups and measuring the size of those groups.

Question 17

Selective exposure occurs when consumers change information that conflicts with their feelings or beliefs.

Question 18

A newly hired employee at a advertising agency chose the clothes she purchased for work by observing the clothes she saw worn in The Apprentice,a popular television reality show.In this example,the women hoping to work for Donald Trump served as primary reference groups.

Question 19

A person's buying decisions are influenced by personal characteristics such as gender,age,subculture,personality,and self-concept.

Question 20

Mai Jing perceives herself as reasonably intelligent,sociable,and well-liked by her peers.This is her ideal self-image

Question 21

Although beliefs and attitudes are separate concepts,they are closely interrelated.

Question 22

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.Pierre has been using:

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

Question 23

The processes individuals use when making a purchase decision is called _____.This is also the reason why individuals recognize and respond to the distinctive lettering used on Coca-Cola cans,the shape of the Nike swoosh,and the color of a can of Campbell soup.

A) consumer behavior
B) marketing
C) consumerism
D) perceptual mapping
E) database mining

Question 24

Rick loves cola and is always on a diet.He will only drink 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.This illustrates that Rick:

A) is satisfying a want
B) is satisfying a need
C) is satisfying a belief
D) has a physiological drive
E) has a need motivator

Question 25

Reading about the experience of soldiers in Iraq is an example of experiential learning.

Question 26

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

A) a friend comments on how you need a haircut
B) a radio station runs an ad for a used book sale
C) a headache
D) an invitation to a wedding for which you need a gift
E) a billboard promoting a new national Internet service provider

Question 27

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

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

Question 28

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

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

Question 29

An external information search is especially important when:

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

Question 30

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 bottle of water
D) a principles of marketing text
E) a memo pad

Question 31

A few years ago,Toro introduced a small,lightweight snow blower called the Snow Pup.Even though the product worked great,sales failed to meet expectations because consumers perceived the name to mean the Snow Pup was a toy or too light to do any serious snow removal.Toro took the Snow Pup off the market and reintroduced it as the Snow Master.Sales surpassed expectations with the new name.The poor sales under one name and the excellent sales under another is one reason why marketers need to study _____ prior to introducing a new product.

A) consumer behavior
B) autonomous marketing
C) heterogeneous marketing
D) cultural diversity
E) the socialization process

Question 32

If the product element of the four P's provides no reinforcement (positive or negative),activity in some other aspect of the marketing mix may be required to encourage further consumption.

Question 33

The types of products people purchase using only an internal search are typically:

A) frequently purchased,low-cost items
B) frequently purchased,high-cost items
C) infrequently purchased,low-cost items
D) infrequently purchased,high-cost items
E) all types of items,regardless of price or frequency of purchase

Question 34

The steps of the consumer decision-making process in order are:

A) need recognition,alternative aggregation,reevaluation,purchase decision,postpurchase behavior
B) need positioning,stimulus response reactions,evaluation of alternatives,purchase decision,postpurchase behavior
C) need positioning,alternative aggregation and divestment,purchase decision,postpurchase evaluation
D) information search,need positioning,evaluation of alternatives,product trial,purchase decision,postpurchase satisfaction
E) need recognition,information search,evaluation of alternatives,purchase,and postpurchase behavior

Question 35

While Robinson was looking at the CDs at Wal-Mart,he was trying to remember the name of the group that sang a song he liked on last night's episode of Smallville on the WB.He wanted to buy a CD by that group.This part of the consumer decision-making process is called a(n):

A) antecedent states
B) need recognition
C) external information search
D) alternative evaluation
E) internal information search

Question 36

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

A) a television ad for Mayfield ice cream
B) a NASCAR automobile sponsored by Viagra
C) a $1-off coupon for Hot Pockets brand mini pizzas
D) an article in Bicycling magazine about the newest Shimano brand shoes
E) a real estate agent

Question 37

After Gina saw a documentary on Egypt,she scheduled a visit there for this coming summer.The documentary acted as a(n):

A) affective state
B) external stimulus
C) internal stimulus
D) purchase outcome
E) state of cognitive dissonance

Question 38

It's a ten-hour trip from Empress's home in Georgia to her new job in North Carolina.After driving eight hours toward North Carolina,Empress became very sleepy.As a result,she found an inexpensive motel to spend the night.The fact Empress became sleepy is an example of a(n):

A) post purchase outcome
B) internal stimulus
C) need recognition
D) external stimulus
E) state of cognitive dissonance

Question 39

By keeping the blue triangle in the corner and the Nabisco name on several similar Nabisco snack products,Nabisco is attempting to capitalize on stimulus discrimination.

Question 40

Marketers often study _____,the processes used and the factors that influence the consumer when making purchase decisions.

A) psychographics
B) business buying behavior
C) consumerism
D) consumer behavior
E) perceptual mapping

Question 41

In late 2000,Honda Motors introduced Insight,a new hybrid electric-gasoline car.The car gets 70 miles to one gallon of gas.Before buying such an environmentally-friendly car,a buyer will have to evaluate such product attributes as size of engine,riding space,ease of maintenance,and costs as well as his or her own feelings about environmental protection.The purchase of this type of car will most likely involve:

A) low-involvement problem solving
B) low-involvement decision making
C) extensive decision making
D) limited decision making
E) routine cognitive behavior

Question 42

Another name for evoked set is:

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

Question 43

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's 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 she most likely employ?

A) low-involvement problem solving
B) low-involvement decision making
C) extensive decision making
D) limited decision making
E) routine response behavior

Question 44

While Robinson was looking at the CDs at Wal-Mart,he was trying to remember the name of the group that sang the song he liked on last night's episode of Smallville,so he could buy it.Since recording companies pay to have their CDs promoted on television shows that air on the WB,the source of information Robinson is trying to recall is:

A) a fortuitously evoked set
B) marketing-controlled
C) nonmarketing-controlled
D) unitary data
E) a credible consideration set

Question 45

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

A) Limited decision making
B) Routine response behavior
C) Emotional buying
D) Intensive decision making
E) Temporally-limited behavior

Question 46

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 favorite television program.She really wants this job and considers it a once in a lifetime opportunity.By asking your help with her wardrobe,your friend is most likely trying to:

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

Question 47

People tend to be more satisfied with a purchase if:

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

Question 48

Zoran wants to buy a new pair of sunglasses that he can wear when he is biking competitively.He has narrowed the brands he is considering down to Dragon Optical,Oakley,Abriko,and Zeal Optics.These four brands of sunglasses represent Zoran's:

A) evaluative criteria
B) dissonance suppressors
C) discretionary discriminators
D) dedicated decision
E) evoked set

Question 49

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

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

Question 50

When a consumer is purchasing an unfamiliar,expensive product or an infrequently bought item such as a burial plot or life insurance,the consumer often uses the ____ process.

A) extensive decision making
B) cognitive harmonizing
C) limited problem solving
D) strategic behavioral
E) stimulus discrimination

Question 51

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,Jackson will engage in _____ consumer decision making.

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

Question 52

_____ is the amount of time and effort a buyer invests in the search,evaluation,and decision processes of consumer behavior.

A) Economic value
B) Involvement
C) Opportunity cost
D) Temporal cost
E) Perceived level of personal risk

Question 53

When Lee goes to the grocery store each week,he buys the same brands of bread,luncheon meat,breakfast bars,and orange juice.This type of buying behavior is called:

A) buyer's harmony
B) situational convenience
C) routine response behavior
D) limited decision making
E) extensive decision making

Question 54

All of the following factors directly influence consumers' level of involvement in the purchase process EXCEPT:

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

Question 55

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

A) marketing-controlled information sources
B) evoked set finalists
C) routine response behavior
D) attitudes of others
E) product attributes

Question 56

A marketing manager would expect his or her product to be a high-involvement product for most consumers if it:

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

Question 57

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,he is experiencing:

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

Question 58

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,he will engage in _____ decision making.

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

Question 59

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

A) involvement set
B) evaluative set
C) evolved set
D) evoked set
E) intuitive set

Question 60

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

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

Question 61

Which of the following statements about the social class system in the United States is true?

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

Question 62

A direct reference group is composed of:

A) face-to-face membership groups which touch people's lives directly
B) only friends,neighbors,and relatives
C) role models on television and in the movies
D) people the individual does not want to be associated with
E) people an individual aspires to be like

Question 63

Marketing managers often use in-store promotions to stimulate sales of:

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

Question 64

The fact mothers in Japan feed their babies freeze-dried sardines and rice and,most mothers in the United States would not eat freeze-dried sardines much less feed it to their babies,indicates how _____ influences the consumer decision-making process.

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

Question 65

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 like 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 a(n)_____ group for Elliott.

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

Question 66

Marc approaches the purchase decision of underwear with much lower level of human involvement than the purchase of a motorcycle due to:

A) the financial risk
B) the fear of cognitive dissonance
C) situational factors
D) the social visibility of the two products
E) none of the above

Question 67

Ralph played mediocre golf for twenty years.The he retired and vowed to improve his golf game by buying one of the new golf clubs that promise increased distance and have a $700 price tag.Which of the following factors have determined Ralph's level of involvement in the purchase of a new technologically-advanced golf club?

A) desire for positive consequences
B) interest and previous experience
C) self-concept and perception
D) self-concept and perceived risk of positive consequences
E) situation and self-concept

Question 68

As a marketing tool in the United States,social class:

A) is useful for lifestyle distinctions between groups
B) is just a simple measure of income level
C) offers few insights concerning consumer behavior
D) is not used because the United States is a classless society
E) has demonstrated that all classes of consumers shop in the same stores

Question 69

A(n)_____ 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 behavioral norms.

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

Question 70

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
E) lifestyle,reference groups,and family

Question 71

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

A) electrical engineers
B) Vietnamese Americans
C) college students
D) residents of the Mississippi delta
E) Quakers

Question 72

_____ is the set of values,norms,attitudes,and other meaningful symbols that shape human behavior and is transmitted from one generation to the next.

A) Socialization
B) Customerization
C) Consumerism
D) Lifestyle
E) Culture

Question 73

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

A) brand loyalty
B) situational factors
C) financial risk
D) cognitive dissonance
E) trial investment

Question 74

Which of the following terms accurately describe a culture?

A) functional
B) dynamic
C) learned
D) pervasive
E) all of the adjectives describe culture

Question 75

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

A) 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.
B) Some fear the proliferation of the Internet will increase cultural heterogeneity.
C) Language is an important aspect of culture.
D) Core values remain the same for all cultures.
E) All of the statements about culture as an influence on consumer buying behavior are true.

Question 76

Homogeneous groups within a culture that share elements of the overall culture as well as have elements that are unique to that group are called:

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

Question 77

A salsa manufacturer that wanted to reduce the likelihood customers would switch from its brand to a competitor's might:

A) create a feeling of postpurchase anxiety when purchasing its brand
B) offer incentives to get buyers to repeatedly purchase its brand until they do it out of habit
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
E) switch distribution to different outlets

Question 78

If you were developing a promotional campaign for vocational classes to appeal to the working class,which of the following alternatives might you employ?

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 look better to 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 away and exotic places
E) a campaign appealing to self-actualization needs

Question 79

Culture is the chief shaper and transmitter of:

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

Question 80

An enduring belief that a specific mode of conduct is personally or socially preferable to an alternative mode of conduct is called a(n):

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