Deck 5: Consumer Behavior: How and Why We Buy

Question 1

Consumers often rely on decision guidelines,or mental rules-of-thumb,when weighing the merits of competing brands.These rules are referred to as ________.

A)evaluative criteria
B)attitudes
C)affects
D)heuristics
E)cognitions

Answer 1

D

Question 2

Which of the following is the process individuals or groups go through to select,purchase,use,and dispose of goods,services,ideas,or experience to satisfy their needs and desires?

A)the consumer decision-making process
B)the family life cycle
C)cognitive dissonance
D)consumer behavior
E)extended problem solving

Answer 2

D

Question 3

A consumer purchase decision made with a great deal of consumer exertion is a type of ________.

A)habitual decision making
B)extended problem solving
C)independent heuristic rating
D)dependent heuristic rating
E)limited problem solving

Answer 3

B

Question 4

Marketers use ________ to identify which key words consumers use most in their searches and then edit their site's content to increase its relevance to those words.

A)shopbots
B)heuristics
C)search engine optimization
D)search engine marketing
E)sponsored search ads

Question 5

Using ________,a search engine company charges marketers to display sponsored search ads.

A)shopbots
B)heuristics
C)search engine optimization
D)search engine marketing
E)psychographics

Question 6

Consumers who feel that it's not worth the effort to consider any brands competing with their favorite brands are ________.

A)lacking any evaluative criteria
B)involved in extended problem solving
C)unlikely to have cognitive dissonance
D)brand loyal
E)brand indifferent

Question 7

A consumer identifies evaluative criteria during the ________ step of the consumer decision-making process.

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

Question 8

The greater the ________ of a purchase,the higher the consumer's level of involvement will be.

A)perceived risk
B)cognitive dissonance
C)psychographics
D)heuristics
E)targeting

Question 9

Consumer behavior is best described as a(n)________ process.

A)impersonal
B)subliminal
C)ongoing
D)affective
E)cognitive

Question 10

When using ________,a consumer exerts little effort in making a purchase decision.

A)habitual decision making
B)extended problem solving
C)independent heuristic rating
D)dependent heuristic rating
E)limited problem solving

Question 11

Which of the following is a strategy that presents individuals with advertisements based on their Internet use?

A)psychographic analysis
B)heuristic analysis
C)search engine optimization
D)search engine marketing
E)behavioral targeting

Question 12

________ are Web applications that can help online shoppers find what they are looking for at the lowest available price.

A)Shopbots
B)Heuristics
C)Search engine optimizers
D)Search engine marketers
E)Behavioral targeters

Question 13

Comparison shopping agents are also known as ________.

A)shopbots
B)heuristics
C)search engine optimizers
D)search engine marketers
E)behavioral targeters

Question 14

________ occurs whenever a consumer sees a significant difference between his current state of affairs and some desired or ideal state.

A)Perceived risk
B)Problem recognition
C)Problem solving
D)Learning
E)Lifestyle change

Question 15

________ is the step of the decision-making process in which the consumer checks her memory and surveys the environment to identify what options might solve her problem.

A)Product evaluation
B)Behavioral targeting
C)Problem recognition
D)Problem screening
E)Information search

Question 16

A consumer who is armed with information and is narrowing down his choices and comparing the pros and cons of each remaining option is in the ________ step of the consumer decision-making process.

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

Question 17

A consumer who is considering purchasing a house would probably use ________.

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

Question 18

A purchase decision made with significant but not extensive effort is classified as ________.

A)habitual decision making
B)extended problem solving
C)independent heuristic rating
D)dependent heuristic rating
E)limited problem solving

Question 19

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

A)need for customization
B)level of involvement
C)need for cognitive dissonance
D)ability to generalize stimuli
E)personal marketing mix

Question 20

How does habitual decision making differ from extended problem solving?

A)Extended problem solving uses behavioral learning,while habitual decision making relies upon cognitive learning.
B)Consumers engaged in extended problem solving perceive less risk than consumers involved in habitual decision making.
C)The level of involvement for habitual decision making is lower than it is for extended problem solving.
D)Habitual decision making involves significant cognitive dissonance,while extended problem solving rarely involves cognitive dissonance.
E)Consumers who are seeking to develop their loyalty to a brand would be more likely to make habitual decisions than use extended problem solving.

Question 21

When a consumer is determining her overall feelings or attitudes about a product after purchasing it,she is involved in the ________ step of the consumer decision-making process.

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

Question 22

Maslow's theory is that ________ can be arranged in a hierarchy.

A)stimuli
B)beliefs and attitudes
C)perceptions
D)human needs
E)decisions

Question 23

Behavioral learning theories assume that ________.

A)learning occurs when people watch the actions of others and note what happens to them as a result
B)learning takes place as the result of connections we form between events
C)the most important component of learning is affect
D)people are problem solvers who passively react to associations between stimuli
E)creativity and intuition play a primary role in the learning process

Question 24

Which of the following is the lowest level of needs on Maslow's hierarchy of needs?

A)social needs
B)ego needs
C)physiological needs
D)self-actualization needs
E)belongingness needs

Question 25

Country of origin is a ________ some consumers use to decide what brand to buy.

A)psychographic
B)demographic
C)postpurchase evaluation
D)heuristic
E)behavioral target

Question 26

Which of the following statements about perception is true?

A)Perception is a sociocultural influence on consumer purchase decisions.
B)Perception is unrelated to any sense other than sight.
C)If a marketer can reach a consumer with a message,then the marketer knows the consumer will interpret it correctly.
D)There is no perception without exposure.
E)Research shows that subliminal messages are just as likely to be perceived as any other type of message.

Question 27

Which of the following is the highest level of needs on Maslow's hierarchy of needs?

A)social needs
B)ego needs
C)physiological needs
D)self-actualization needs
E)belongingness needs

Question 28

Which of the following refers to the process of assigning meaning to a stimulus?

A)cognition
B)attention
C)affect
D)interpretation
E)exposure

Question 29

Which of the following refers to the extent to which a person's sensory receptors are capable of registering a stimulus?

A)cognition
B)attention
C)affect
D)interpretation
E)exposure

Question 30

Some consumers worry that they will be affected by marketing messages without even knowing it.They are concerned about ________ advertising.

A)alternative evaluation
B)subliminal
C)perceptual
D)innovative
E)comparative

Question 31

Brand loyalty in the product choice step of the consumer decision-making process is an example of a ________.

A)psychographic
B)consumer expectation
C)cognitive dissonance
D)heuristic
E)behavioral target

Question 32

The three main categories of influences that affect the consumer decision-making process are ________.

A)physical,emotional,and behavioral
B)internal,situational,and social
C)environmental,familial,and sociocultural
D)sociocultural,behavioral,and external
E)environmental,personal,and sociocultural

Question 33

Exposure,attention,and interpretation are the three components that affect an individual's process of ________.

A)psychographics
B)dissonance
C)affect
D)status
E)perception

Question 34

When a customer feels regret after purchasing a product,she is experiencing ________.

A)psychography
B)a heuristic
C)an operant reaction
D)cognitive dissonance
E)a conditioned response

Question 35

Which of the following refers to the extent to which a person devotes mental-processing activity to a particular stimulus?

A)cognition
B)attention
C)affect
D)interpretation
E)exposure

Question 36

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

A)Perception
B)Learning
C)Attention
D)Motivation
E)Cognition

Question 37

Learning is ________.

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

Question 38

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

A)Motivation
B)Interpretation
C)Learning
D)Affect
E)Conditioning

Question 39

Customer satisfaction with a purchase is based on which of the following?

A)how the perceived risk of purchasing the product compares to the actual risk
B)how the actual performance of the product compares to customer expectation of performance
C)how the product's brand personality aligns with the customer's personality
D)the service provided with the purchase
E)the total cost of the purchase

Question 40

Consumer satisfaction/dissatisfaction is part of the ________ step of the consumer decision-making process.

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

Question 41

Because consumers buy products that are extensions of their personalities,marketers try to create ________ that will appeal to different types of people.

A)brand personalities
B)psychographics
C)cognitive dissonance
D)opinion leaders
E)self-concepts

Question 42

The set of stages through which family members pass as they grow older is referred to as ________.

A)self-esteem
B)social class
C)the family life cycle
D)the self-concept
E)the psychographic cycle

Question 43

________ refers to how positive a person's ________ is.

A)Personality;psychography
B)Affect;attitude
C)Attitude;affect
D)Self-concept;self-esteem
E)Self-esteem;self concept

Question 44

________,the doing component of attitudes,involves a consumer's intention to do something,such as the intention to purchase or use a certain product.

A)Affect
B)Cognition
C)Behavior
D)Motivation
E)Personality

Question 45

An attitude is ________.

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

Question 46

AIO stands for ________.

A)activities,interests,and opinions
B)abilities,interests,and opinions
C)activities,interests,and organization memberships
D)abilities,income,and opinions
E)activities,income,and opinions

Question 47

Through ________,a person repeatedly perceives two stimuli at the same time and eventually transfers his response from one stimulus to the other.

A)classical conditioning
B)operant conditioning
C)cognitive conditioning
D)information searching
E)observational learning

Question 48

________ is the feeling component of attitudes.

A)Affect
B)Cognition
C)Behavior
D)Motivation
E)Personality

Question 49

________ theory views people as problem solvers and stresses the role of creativity and insight in the learning process.

A)Operant conditioning
B)Cognitive learning
C)Stimulus discrimination
D)Classical conditioning
E)Perceived risk

Question 50

Classical conditioning and operant conditioning are both examples of ________.

A)cognitive dissonance theories
B)heuristics
C)psychographics
D)behavioral learning
E)observational learning

Question 51

________ is the knowing component of attitudes.It is the beliefs or knowledge a person has about a product and its important characteristics.

A)Affect
B)Cognition
C)Behavior
D)Motivation
E)Personality

Question 52

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

A)reference groups
B)opinion leader groups
C)microcultures
D)social classes
E)psychographics

Question 53

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

A)Classical conditioning
B)Operant conditioning
C)Cognitive conditioning
D)Information searching
E)Observational learning

Question 54

Cognitive learning theories assume that ________.

A)learning occurs when people realize their actions result in rewards or punishments
B)learning takes place as the result of connections we form between events
C)the most important component of learning is directed by cognition
D)people are problem solvers who do more than passively react to associations between stimuli
E)the individual takes a passive role during the learning process

Question 55

________ occurs when people watch the actions of others,note what happens as a result of the behavior,and then later use that information to guide their own behavior.

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

Question 56

Singles of any age are more likely to spend money on expensive cars,entertainment,and recreation,while new parents spend money on baby furniture.These purchases reflect the different stages of the ________.

A)lifestyle spectrum
B)personality spectrum
C)family life cycle
D)social class hierarchy
E)self-concept cycle

Question 57

A person's attitude has three components.They are ________.

A)affect,cognition,and behavior
B)psychological,physiological,and situational
C)situation,emotion,and environment
D)cognitive,operant,and situational
E)ritual,cultural,and referential

Question 58

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

Question 59

A person's ________ is composed of a mixture of his beliefs about his abilities and observations of his own behavior and feelings (both positive and negative).

A)personality
B)self-concept
C)lifestyle
D)attitude
E)cognition

Question 60

Personality is ________.

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

Question 61

Which of the following is a social movement growing out of the increasing concern that our consumption behaviors are negatively affecting the physical environment?

A)behavioral targeting
B)green marketing
C)greenwashing
D)consumerism
E)environmentalism

Question 62

Which of the following refers to the hundreds of millions of global consumers who now have a level of purchasing power that allows them to afford high-quality products offered by multinational companies?

A)reference group
B)social class
C)mass-class
D)green market
E)microculture

Question 63

________ is made up of the values,beliefs,customs,and tastes produced or practiced by a group of people.

A)The family life cycle
B)Culture
C)Lifestyle
D)Psychographic data
E)Social class

Question 64

Robert has taken up bicycle riding as a hobby and as a way to maintain his physical stamina.He understands he will need to make sure he gets adequate water when he is bike riding.He wants to buy a hydration system.Having gathered a great deal of information,he has decided to compare three systems: Waterbags for Roadies,Supertanker Hydropacks,and Fast Water.Robert is in the ________ stage of his purchase decision.

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

Question 65

There are people who have similar income and education levels,and often share tastes in clothing,decorating styles,and leisure activities.These people also share many political and religious beliefs as well as ideas regarding valued activities and goals.These people could all be categorized as being in the same ________.

A)family life cycle
B)social class
C)regional group
D)operant conditioning set
E)microculture

Question 66

________ often influence others' attitudes or behaviors because others perceive them as possessing expertise about a product.

A)Opinion leaders
B)Status symbols
C)Heuristics
D)Reference groups
E)Social classes

Question 67

A group coexisting with other groups in a larger culture whose members share a distinctive set of beliefs or characteristics is a ________.

A)target market
B)market segment
C)social class
D)subculture
E)lifestyle

Question 68

When Tom wanted to buy a new gas grill,he searched for grills on the Internet.He was able to gather information on grills and learn what features were available.Tom used the Internet during the ________ stage of his purchase decision.

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

Question 69

The invitation to go skiing for the weekend forced Donna to look at her current wardrobe.She decided she needed a much warmer coat.Donna was in which stage of the purchase decision?

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

Question 70

Which of the following makes consumers responsive to marketing innovations that allow them to shop more efficiently?

A)reference grouping
B)consumerism
C)time poverty
D)subliminal motivation
E)affect

Question 71

Donna wants to buy a new coat.During the ________ stage of her purchase decision she will ask her friends to recommend a store and/or a style of coat.She will search the newspaper for coat sales,and she will visit nearby stores to see what is available in her price range.

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

Question 72

A company that makes unfounded claims about the environmental impact of its products is most likely to be accused of ________.

A)environmental stewardship
B)violating the Kyoto Protocol
C)greenwashing
D)consumerism
E)environmentalism

Question 73

People's moods and behaviors are strongly influenced by their physical surrounding.Two dimensions,________,determine whether a shopper will react positively or negatively to a store environment.

A)color and size
B)size and activity
C)arousal and pleasure
D)perceived risk and level of involvement
E)motivation and self-concept

Question 74

________ is the overall rank of people in a society.

A)The family life cycle
B)Mass-class
C)Subculture
D)Microculture
E)Social class

Question 75

________ serve as visible markers to flaunt membership in higher social classes.

A)Heuristics
B)Psychographics
C)Status symbols
D)Reference groups
E)Attitudes

Question 76

Some expectations regarding appropriate attitudes,behaviors,and appearances for men and women come from society's strong pressure to conform to ________.

A)social classes
B)gender roles
C)cognitive dissonance
D)microcultures
E)the family life cycle

Question 77

________ are deeply held beliefs about right and wrong ways to live.

A)Cultural values
B)Needs
C)Motivations
D)Rituals
E)Psychographics

Question 78

According to your text,a metrosexual is ________.

A)a member of the mass-class with greater purchasing power and more access to high quality goods
B)a man who does not adhere to his culture's evolving gender roles
C)a straight,urban man who is interested in fashion,home design,gourmet cooking,and personal care
D)an "average Joe" who is conscious of many everyday lifestyle decisions but isn't overly concerned with fitting into cultural trends
E)a straight,suburban man who adheres to his culture's traditional gender roles

Question 79

A ________ is a set of people a consumer wants to please or imitate.

A)culture group
B)family lifestyle group
C)perception group
D)reference group
E)social class group

Question 80

To determine the best price for a first edition copy of a Stephen King novel with a dust jacket in mint condition,Jason would most likely use a(n)________ to provide him with pricing information from all the bookstores that currently have the requested book in stock.

A)shopbot
B)behavioral targeter
C)search engine optimizer
D)sponsored search ad
E)search engine marketer