Deck 4: Understanding Consumer Behavior

Question 1

When the marketing student said,"It's really hard for me to get to class on time without a car," she was entering which stage of the consumer purchase decision process?

A)purchase decision
B)alternative evaluation
C)information search
D)problem recognition
E)postpurchase behavior

Answer 1

D

Question 2

Which of the following statements about how women buy cars today is most accurate?

A)Women are more concerned with features that would help survive an accident; men are more concerned with features that would help avoid an accident.
B)Women have definite likes or dislikes when buying a car,but they don't feel comfortable expressing their opinions.
C)When it comes to the actual purchase process,women are more adept negotiators than men.
D)Women care more about exterior styles and lines and men are more concerned with cargo space and gas mileage.
E)Women usually shop one dealership before making a decision and men usually shop three.

Answer 2

A

Question 3

Consumer behavior refers to

A)the aspects of a consumer's decision-making processes that cannot be measured.
B)the actions a person takes in purchasing and using products and services,including the mental and social processes that come before and after these actions.
C)the five stages a buyer passes through in making choices about which product and service to investigate,purchase,and consume.
D)the mental and social processes related to purchasing that are innate in a person from birth.
E)those purchasing behaviors that result from (1)repeated experience and (2)reasoning.

Answer 3

B

Question 4

Enlightened carmakers hired women designers,engineers,and marketing executives to better understand the way women decide to buy cars.They learned that

A)meeting the expectations of men during the car purchasing process was more difficult than meeting those of women.
B)men make the majority of car purchasing decisions.
C)women and men think differently about the car-buying experience.
D)women care more about quality than men.
E)men care more about price than women.

Question 5

Kristi goes shopping with a friend and notices her friend's new duct tape wallet.She thinks of her own worn wallet and realizes she needs a new one.In which stage of the consumer purchase decision process was Kristi when she had this realization?

A)information search
B)problem recognition
C)purchase behavior
D)alternative evaluation
E)pre-purchase cognition

Question 6

There are five stages in the consumer purchase decision process.The first stage is __________.

A)information search
B)purchase decision
C)alternative evaluation
D)opportunity identification
E)problem recognition

Question 7

During the consumer purchase decision process,an individual at the __________ stage will perceive differences between his or her ideal and actual situations big enough to trigger a decision.

A)problem recognition
B)alternative evaluation
C)cognitive dissonance
D)information search
E)postpurchase behavior

Question 8

The set of actions a person takes in purchasing and using products and services,including the mental and social processes that come before and after these actions,is referred to as

A)purchase decisions.
B)market research.
C)consumer behavior.
D)consumer conduct.
E)purchase protocols.

Question 9

When Aurelia looked in her closet and said,"I don't have anything to wear to the party this weekend," she seems to be in which stage of the consumer purchase decision process?

A)purchase decision
B)alternative evaluation
C)information search
D)problem recognition
E)postpurchase behavior

Question 10

Women influence what percentage of new car-buying decisions?

A)15 percent
B)20 percent
C)40 percent
D)60 percent
E)80 percent

Question 11

Consumer behavior includes the actions a person takes in purchasing services and using products and services,including

A)the physical effort spent on these actions.
B)the financial limitations one must overcome to accomplish these actions.
C)the mental and social processes that come before and after these actions.
D)the emotional processes that occur during these actions.
E)the cognitive and attitudinal processes that must be developed to complete these actions.

Question 12

Many automobile dealerships employ a non-negotiable or "no haggle" price strategy to sell their cars.A customer who wants to buy a new or used car would pay the posted price.These dealers probably adopted this pricing policy because

A)the industry was discussing the abandonment of self-regulation practices.
B)women have an intense dislike of price negotiation,yet still want to buy a car.
C)many recent immigrants into the United States were not accustomed to negotiation.
D)women distrust men in general and car salesmen in particular.
E)a sluggish economy guaranteed that negotiations would produce a less than adequate return on investment.

Question 13

Perceiving a difference between a person's ideal and actual situations that is big enough to trigger a decision is called

A)problem recognition.
B)alternative evaluation.
C)cognitive dissonance.
D)routine response behavior.
E)postpurchase behavior.

Question 14

There are five stages in the consumer purchase decision process.The second stage is __________.

A)information search
B)purchase decision
C)alternative evaluation
D)opportunity identification
E)problem recognition

Question 15

Women buy what percentage of new cars?

A)15 percent
B)30 percent
C)45 percent
D)60 percent
E)75 percent

Question 16

There are five stages in the consumer purchase decision process.The fourth stage is __________.

A)information search
B)purchase decision
C)alternative evaluation
D)option testing
E)problem recognition

Question 17

The five stages a buyer passes through in making choices about which product and service to buy is called the _________.

A)information decision process
B)purchase decision process
C)alternative evaluation process
D)postpurchase behavior process
E)problem recognition process

Question 18

There are five stages in the consumer purchase decision process.The fifth stage is __________.

A)information search
B)purchase decision
C)alternative evaluation
D)postpurchase behavior
E)problem recognition

Question 19

Which of the following statements about how women buy cars today is most accurate?

A)Women have definite likes or dislikes when buying a car,but they don't feel comfortable expressing their opinions.
B)Most women actually enjoy the price negotiation process.
C)The issue of "speed" is an important factor to men but not really important to women.
D)Women are more likely to make their car purchase selection as a result of information provided by a friend or a relative than from promotional information.
E)Women care more about exterior styles and lines and men are more concerned with cargo space and gas mileage.

Question 20

There are five stages in the consumer purchase decision process.The third stage is __________.

A)information search
B)purchase decision
C)alternative evaluation
D)opportunity testing
E)problem recognition

Question 21

Bob's best friend Mike turns 25 next week.Bob decided to purchase Mike a tablet device/e-book reader as a present.Because Bob has purchased three personal computers and other consumer electronic devices over the past five years,he scanned his memory for various brand options.This is an example of what part of the consumer purchase decision process?

A)memorization
B)external search
C)evaluative criteria
D)antecedent states
E)internal search

Question 22

Scanning your memory for previous experiences with products or brands is called

A)problem recognition.
B)alternative evaluation.
C)cognitive dissonance.
D)internal search.
E)external search.

Question 23

In which stage in the consumer purchase decision process would a consumer ask,"How much can I afford to spend on a new 3D LED HDTV?"

A)problem recognition
B)alternative evaluation
C)purchase decision
D)evaluation
E)information search

Question 24

__________ for information is needed when past experience or knowledge is insufficient,the risk of making a wrong purchase decision is high,and the cost of gathering information is low.

A)external search
B)cognitive search
C)alternative search
D)internal search
E)postpurchase search

Question 25

Scanning your memory for previous experiences with products or brands occurs during which stage of the consumer purchase decision process?

A)information search
B)purchase decision
C)alternative evaluation
D)postpurchase behavior
E)problem recognition

Question 26

An external search for product information is likely to occur when

A)the cost of gathering information is low.
B)review of past experience provides adequate information.
C)the risk of making a wrong purchase decision is low.
D)the item is frequently purchased.
E)the item is for personal use rather than for professional use.

Question 27

Amanda plans to go for a run after her classes are over.As she is lacing up her running shoes,she notices that one of the shoe's seams is unraveling and she thinks it is about time for a new pair.In which stage of the consumer purchase decision process is Amanda at that moment?

A)information search
B)problem recognition
C)purchase behavior
D)alternative evaluation
E)prepurchase cognition

Question 28

In marketing,advertisements or salespeople can activate a consumer's purchase decision process by

A)creating a sense of fear or guilt.
B)manipulating a customer's want into a need.
C)promising product attributes that exceed the actual product potential.
D)showing the shortcomings of competing (or currently owned)products.
E)shifting the consumer's focus from internal search to external search.

Question 29

Nico wants to buy a new camera for his semester studying abroad but he knows very little about cameras himself,having never owned one.As a result,he has begun asking for advice from friends and relatives.In addition,he has talked to several salespeople at a camera shop and Best Buy and has looked at some websites.Nico is engaging in

A)problem recognition.
B)an internal search.
C)an external search.
D)the purchase decision.
E)the creation of an antecedent state.

Question 30

Julie is an avid mystery reader and her babysitter Tina has been borrowing some of her books over the summer.When Tina's birthday approaches,Julie wants to buy her a good mystery.When Julie was trying to recall her favorite mystery authors,she was engaged in

A)problem recognition.
B)an internal search.
C)an external search.
D)a purchase task.
E)the creation of an antecedent state.

Question 31

Ducti is a small company that manufacturers duct-tape wallets.Ducti founder,David Pippenger,discovered there is a large demand for the wallets and watches that Ducti sells.In fact,its product line has expanded to include bags as well.Advertising by Ducti that shows the tattered and worn wallets some consumers carry would be best used to encourage them to

A)experience problem recognition.
B)consult a public source of information.
C)consult a personal source of information.
D)make a purchase decision.
E)experience cognitive dissonance.

Question 32

The question,"Which brand of smartphone does my roommate own?",would be asked during the __________ stage in the consumer purchase decision process.

A)problem recognition
B)alternative evaluation
C)information search
D)purchase decision
E)comparison

Question 33

Emily wants to purchase a new computer.She is unsure about what hardware and software she will need.As a result,she has begun asking for advice from friends and relatives.In addition,she has talked to several computer salespeople at Apple and Best Buy and has looked at some websites,such as HP and Dell.Emily is engaging in

A)problem recognition.
B)an internal search.
C)an external search.
D)a purchase task.
E)the creation of an antecedent state.

Question 34

When past experience is insufficient,the risk of making a wrong decision is high,and the cost of gathering information is low,a consumer is more likely to use an __________ for information.

A)internal search
B)informal search
C)expert directed search
D)external search
E)experiential search

Question 35

You have determined you want to buy an advanced hybrid vehicle,and a visit to Ford's website has revealed that the Ford Escape uses hybrid fuel technology with the latest in technology.You are currently in which stage of the consumer purchase decision process for an automobile?

A)problem recognition
B)needs analysis
C)purchase decision
D)information search
E)postpurchase evaluation

Question 36

Which stage in the consumer purchase decision process suggests criteria to use for the purchase,yields brand names that might meet the criteria,and develops consumer value perceptions?

A)problem recognition
B)information search
C)alternative evaluation
D)purchase decision
E)postpurchase evaluation

Question 37

When an elementary school teacher was returning to school in the fall,she wanted to buy markers and craft paper.She remembered the discount website she visited last year for her purchases.What term best describes the information search method used by the teacher?

A)personal external source
B)public external source
C)market-dominated external source
D)internal search
E)market-dominated internal source

Question 38

A mother of two toddlers would most likely use an internal search of her prior experiences with products and brands when purchasing

A)a gift for her babysitter.
B)an iPhone.
C)disposable diapers.
D)a swing set.
E)a weekend getaway.

Question 39

__________ in the consumer purchase decision process occurs when consumers scan their memories for previous experiences with products or brands.

A)problem recognition
B)internal search
C)external search
D)purchase task
E)antecedent state

Question 40

Casey's girlfriend will celebrate her birthday next week,so he needs to buy her a gift.He remembers the brand of watch that she wears and considers if she would like a new one by the same maker.This is an example of what part of the consumer purchase decision process?

A)memorization
B)external search
C)evaluative criteria
D)antecedent states
E)internal search

Question 41

The information search stage clarifies the problem for the consumer by: (1)__________; (2)yielding brand names that might meet the criteria; and (3)developing the consumer value perception that each alternative presents.

A)evaluating particular products
B)selecting the type of purchase outlet
C)suggesting criteria to use for the purchase
D)minimizing cognitive dissonance
E)establishing a purchase timeline

Question 42

An example of a public source of information consulted during an external search would include

A)advertising.
B)relatives.
C)salespeople.
D)product-rating organizations.
E)friends.

Question 43

The information search stage clarifies the problem for the consumer by: (1)suggesting criteria to use for the purchase; (2)__________; and (3)developing consumer value perceptions.

A)evaluating particular products
B)selecting the type of purchase outlet
C)establishing a purchase timeline
D)minimizing cognitive dissonance
E)yielding brand names that might meet the criteria

Question 44

The Ford Escape uses hybrid fuel technology to deliver more power,convenience,prestige,and fuel economy than non-hybrid cars.The attributes listed for the Ford Escape are those that consumers may consider when assessing the car.If they do,these attributes would be considered

A)hot buttons.
B)informational alternatives.
C)evaluative criteria.
D)buying-decision opportunities.
E)consumer attributes.

Question 45

Relatives and friends whom the consumer trusts are known as __________ of external information.

A)relational sources
B)marketer-dominated sources
C)personal sources
D)stakeholder sources
E)public sources

Question 46

Sources of external information that originate with the sellers of products and services and include advertising,company websites,salespeople,and point-of-purchase displays in stores are referred to as

A)relational sources.
B)public sources.
C)personal sources.
D)stakeholder sources.
E)marketer-dominated sources.

Question 47

A consideration set refers to

A)the group of brands that a consumer would consider acceptable from among all the brands of which he or she is aware in the product class.
B)the group of generic brands that a consumer would reluctantly consider acceptable.
C)the group of brands of which a consumer is aware.
D)all possible competitive product substitutes that may satisfy a consumer's needs regardless of the product class.
E)those product alternatives a consumer has considered,including those deemed unacceptable.

Question 48

An example of a marketer-dominated source of information consulted during an external search would include

A)personal experience.
B)Consumer Reports magazine.
C)advertising.
D)consumer programs on talk radio stations.
E)friends and relatives.

Question 49

Which of the following statements concerning evaluative criteria is most accurate?

A)If the alternatives in a consideration set do not meet the requirements of the evaluative criteria,the entire decision process is usually discontinued.
B)Consumers often have several criteria for evaluating a single product.
C)Evaluative criteria represent objective rather than subjective attributes.
D)Evaluative criteria represent subjective rather than objective attributes.
E)Ultimately,the most important
evaluative criterion is price.

Question 50

There are various nonprofit publications dedicated to assisting in consumer education and decision-making.Examples of these public sources of information for an external information search include Consumer Reports,__________,and TV "consumer programs."

A)advertisements
B)sales personnel
C)friends and relatives
D)government agencies
E)point of purchase displays

Question 51

The group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware,is referred to as

A)evaluative set.
B)evolved set.
C)consideration set.
D)alternative selection group.
E)aspiration group.

Question 52

Sanaa recently made partner at her law firm,and she is rewarding herself with the purchase of the new car.She was overheard telling a coworker,"The Volvo has nine airbags but the Cadillac drives so smoothly." Sanaa is currently in which stage of the purchase decision process?

A)problem recognition
B)information search
C)alternative evaluation
D)purchase decision
E)postpurchase evaluation

Question 53

The information search stage clarifies the problem for the consumer by: (1)suggesting criteria to use for the purchase; (2)yielding brand names that might meet the criteria; and (3)__________.

A)developing consumer value perceptions.
B)evaluating particular products
C)selecting the type of retail outlet.
D)establishing a purchase timeline.
E)creating a hierarchy of needs.

Question 54

Evaluative criteria refer to

A)the objective and subjective attributes of a brand consumers use to compare different products and brands.
B)those attributes of a brand that are based exclusively on objective criteria in order to make an unbiased purchase decision.
C)those attributes of a brand that are based exclusively on subjective criteria in order to avoid postpurchase anxiety.
D)the attributes of a product that a manufacturer wishes to promote to a specific target market.
E)a list of required product attributes from which a customer will not waver regardless of additional incentives.

Question 55

When purchasing a computer,factors a consumer considers prior to purchase are called __________,which represent both the objective attributes of a brand and the subjective ones used to compare different products and brands.

A)hot buttons
B)informational alternatives
C)buying-decision choices
D)evaluative criteria
E)consumer attributes

Question 56

Various product-rating organizations such as government agencies and TV "consumer programs" are called

A)relational sources.
B)marketer-dominated sources.
C)personal sources.
D)public sources.
E)stakeholder sources.

Question 57

An example of a marketer-dominated source of information consulted during an external search would include

A)personal experience.
B)salespeople.
C)consumer programs on talk radio stations.
D)friends and relatives.
E)Consumer Reports magazine.

Question 58

An example of a public source of information consulted during an external search would include

A)People magazine advertising.
B)Consumer Reports magazine.
C)a sales person at the Apple Store.
D)your brother-in-law.
E)a point of purchase display at Target.

Question 59

An example of a marketer-dominated source of information consulted during an external search would include

A)previous ownership of a product.
B)a Better Business Bureau rating.
C)a consumer program on talk radio.
D)your mother.
E)a product display in a retail store.

Question 60

The objective and subjective attributes of a brand that consumers use to compare different products and brands are referred to as

A)temporal states.
B)antecedent states.
C)information sources.
D)evaluative criteria.
E)the consideration set.

Question 61

Claire has just told her best friend,"I'm so glad I bought the Samsung Galaxy S III rather than those other smartphones I was considering.Look at this incredible display,and the battery stays charged forever." Which stage of the consumer purchase decision process is demonstrated by Claire's conversation?

A)problem recognition
B)information search
C)alternative evaluation
D)purchase decision
E)postpurchase behavior

Question 62

You have just purchased a Samsung Galaxy Tab 2 tablet device.As you head home from the store,you brood about whether your choice was right or whether you should have bought an Apple iPad after seeing an ad for it on TV.This is most likely an example of

A)indecisiveness.
B)cognitive dissonance.
C)postpurchase stress.
D)market anxiety.
E)extended problem solving.

Question 63

Sophisticated firms have learned the marketing lesson that

A)it is a lot easier to find new customers than to retain existing ones.
B)according to research,it is equally costly to acquire new customers as it is to retain existing ones.
C)existing customers do not spend as much as new customers since that latter like the old products rather than the new ones new customers like.
D)the buying experience,customer satisfaction,and retention can increase firm profits.
E)unless a marketing promotion to retain customer loyalty can increase market share by at least 5 percent,it is not worth the expenditure.

Question 64

At the __________ of the consumer purchase decision process,a consumer compares the product with his or her expectations and is either satisfied or dissatisfied.

A)problem recognition stage
B)information search stage
C)alternative evaluation stage
D)purchase decision stage
E)postpurchase stage

Question 65

High-involvement purchases typically have which of the following sets of characteristics?

A)The item is inexpensive,widely available,or simple to use.
B)The item is inexpensive,very safe to use,or purchased with great frequency.
C)The item is expensive,new to the market,or recommended by influential personal sources.
D)The item is expensive,can have serious personal consequences,or could reflect on one's social image.
E)The item is inexpensive,new to the market,or is used for over five years.

Question 66

For high-involvement purchases,consumers typically do all of the following EXCEPT:

A)spend considerable time searching.
B)participate in word-of-mouth communication.
C)evaluate a single product attribute,such as price.
D)consider many brands.
E)use both internal and external sources in information search.

Question 67

Firms such as General Electric (GE),Johnson & Johnson,Coca-Cola,and British Airways focus their attention on __________ to maximize customer satisfaction and retention in part by offering training to handle complaints,answer questions,and solve consumer problems.

A)value perception
B)postpurchase behavior
C)non-competitive pricing
D)comparison pricing
E)prepurchase behavior

Question 68

Cognitive dissonance refers to

A)feelings of guilt for purchasing a product or service that was not consistent with a consumer's moral or ethical beliefs.
B)feelings of discomfort associated with purchasing something purely for the sake of prestige.
C)the feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives.
D)feelings of discontent after a purchase has been made when the product fails to perform up to expectations.
E)feelings of discontent before a purchase has been made when the customer finds out that he or she paid more for the product than necessary.

Question 69

Rackspace U.S.Inc.is a web hosting company.That means that if you want to have a website,you could buy not only Internet space from it but also technical support and design services.When its ad tells you that its users consider Rackspace "the risk-free host because it offers dedicated and helpful support any time day or night," you know that Rackspace is most likely trying to do which of the following?

A)identify its core values
B)reduce new buyers' cognitive dissonance
C)increase new buyers' cognitive dissonance
D)produce a consideration set
E)evoke problem recognition

Question 70

Once a consumer has completed the alternative evaluation stage of the consumer purchase decision process,two choices remain,which are

A)which product to buy and how to pay for it.
B)whether to buy one or several if a deal is offered and how to pay for them.
C)from whom to buy and when to buy.
D)which product to buy and whether to reveal the purchase to others.
E)whether to buy in person or online and whether to reveal the purchase to others.

Question 71

NetJets is a company that offers 1/16 or more ownership in a jet plane for a price beginning at $325,000.It gives purchasers privacy,convenience,and flexibility as well as saves them time since the plane is available within four hours unless it's booked by one of the other shareholders.This is MOST LIKELY an example of

A)a medium-involvement purchase that involves limited problem solving.
B)a high-involvement purchase that involves routine problem solving.
C)a high-involvement purchase that involves extended problem solving.
D)a low-involvement purchase that involves limited problem solving.
E)a low-involvement purchase that involves extended problem solving.

Question 72

Customer satisfaction is an important focus for marketers because

A)marketing research is an expensive proposition; the fewer times it needs be done,the better.
B)the financial value of a satisfied,loyal customer over time can be significant.
C)consumers are unable to assess it by themselves.
D)attracting new customers is easier than keeping old ones.
E)a 50 percent improvement in customer retention can increase a company's profits by 5 percent.

Question 73

The feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives is referred to as

A)angst.
B)the temporal state.
C)the dissociative state.
D)selective perception.
E)cognitive dissonance.

Question 74

BMW StreetCarver is a skateboard that features BMW's technology in its wheel suspension,which stabilizes the board's sleek design and allows for greater control around sharp curves.BMW wants its skateboard to be within the consideration set of potential skateboard buyers.In this case,it most likely should focus on

A)reducing the postpurchase dissatisfaction that may result from purchasing its product.
B)making sure its representatives attend sporting events such as ESPN's X-Games to get new product ideas.
C)making appeals directed towards motivational ego needs.
D)explaining the stability and control aspects of the StreetCarver in advertising.
E)creating personality profiles for skateboarders.

Question 75

Involvement refers to

A)the external influences that affect a consumer's purchase.
B)the personal,social,and economic significance of the purchase to the consumer.
C)the level of difficulty involved in making a purchase.
D)the total number of people involved in the actual exchange process.
E)the time,energy,and personal investment that will be required to use a product.

Question 76

Stephan was happy with his newly purchased laptop.It had all the features he wanted,and was really fast with a great display for his gaming.In addition,the $1,200 price tag was reasonable.The same day he took it out of the box,he noticed a newspaper advertisement for a similar computer,on sale for only $1,000.Suddenly,Stephan began to doubt his purchase decision,and worry that maybe he hadn't gotten such a good deal.He was most likely experiencing

A)limited problem solving.
B)cognitive dissonance.
C)selective discord.
D)product conflict.
E)product uncertainty.

Question 77

How would consumers who purchased a new and innovative Nike LeBron X basketball shoe for $315 try to reduce any cognitive dissonance they feel?

A)limit their information search to an internal one
B)minimize problem solving involvement
C)read ads for the new basketball shoe even after the purchase has been made
D)conceal the product purchase from others
E)If the shoe is comfortable and gives the requisite support,there will be no cognitive dissonance.

Question 78

Jerald overheard one of his coworkers who was speaking on the phone say,"Thank you for taking my call so quickly.I'd like to order the 16-gigabyte iPad.I'll pick it up today at the Southdale Apple store.Can I use the easy pay plan?" The coworker was in which stage of the consumer purchase decision process?

A)problem recognition
B)alternative evaluation
C)information search
D)purchase decision
E)postpurchase evaluation

Question 79

The personal,social,and economic significance of the purchase to the consumer,which is known as the level of __________,may cause him or her to skip or minimize one or more stages in the consumer purchase decision process.

A)aspiration
B)cognitive dissonance
C)motivation
D)situational influences
E)involvement

Question 80

All of the following would impact your decision about when to buy an offering EXCEPT:

A)the manufacturer is currently offering a $25 rebate.
B)you don't have the money now and don't get paid until Friday.
C)the product is on sale.
D)the store is closing in 10 minutes.
E)the retailer's return policy is very relaxed.