Question 1

Jordana is a travel agent. Whenever she sells an expensive vacation package, she encourages the customer to buy travel insurance, which provides reimbursement in case of trip cancellation due to illness or another emergency. Jordana is trying to reduce her customers'__________ risk.

Accepted Answer

A)  psychological 
B)  financial 
C)  performance 
D)  social 
E)  physiological

Question 2

Americans often equate bigger with better, and prefer larger cars, TV screens, homes, even meals. Researchers suspect that in doing so, we are trying to reduce __________ risk in the consumer decision process.

Accepted Answer

A)  psychological 
B)  financial 
C)  performance 
D)  social 
E)  physiological

Question 3

Consumers consider universal, retrieval, and evoked sets during which stage of the consumer decision process?

Accepted Answer

A)  need recognition 
B)  postpurchase evaluation 
C)  information search 
D)  situational analysis 
E)  evaluation of alternatives

Question 4

Another name for physiological risk is safety risk.

Accepted Answer

A) True 
 B)False

Question 5

Natalie and her fiancée Dow are planning their wedding. She knows her mother wants her to have a traditional church wedding with a Roman Catholic priest officiating. Natalie would like to have an informal ceremony on the beach, since that type of wedding has become popular with her friends. Furthermore, Dow is from Thailand and would like to have a monk officiate. Natalie and Dow's wedding decisions are most influenced by

Accepted Answer

A)  impulse, habitual, and limited problem solving process. 
B)  functional and psychological profit. 
C)  universal, retrieval, and evoked sets. 
D)  cognitive, affective, and behavioral environment. 
E)  family, reference groups, and culture.

Question 6

Jonathan prefers shirts made with 100% cotton, but he will sometimes buy shirts with less cotton if they are less expensive. Jonathan uses __________ to decide which shirts to buy.

Accepted Answer

A)  a compensatory decision rule 
B)  a noncompensatory decision rule 
C)  habitual decision making 
D)  social factors 
E)  temporal factors

Question 7

Harley-Davidson knows that many of its customers today are professional people who want the pride of owning a Harley. Harley-Davidson also appeals to its more traditional market: cyclists who want a smooth, powerful ride. To be successful, Harley-Davidson needs to appeal to which type(s) of needs?

Accepted Answer

The answer of Harley-Davidson knows that many of its customers...

Question 8

Steve wasn't sure what kind of salsa he wanted to get for his upcoming Super Bowl party. It seemed like there were dozens of varieties to choose from. He noticed that he could sample a few at a station in the store. He tried four, rejected two, and bought several jars of the two he really liked. He also ended up buying a different-and more expensive-kind of tortilla chip after tasting it. Marketers identify this as a success story of

Accepted Answer

A)  learning. 
B)  decision rules. 
C)  social factors. 
D)  advertisements. 
E)  in-store demonstrations.

Question 9

By producing motorcycles that do more than get riders to their destinations and back, Harley-Davidson is addressing consumers'__________ needs.

Accepted Answer

A)  functional and social 
B)  postpurchase and prepurchase 
C)  safety and situational 
D)  psychological and physiological 
E)  functional and psychological

Question 10

Barak is considering buying a hybrid car, but he's not sure that he believes the gas mileage estimates. Barak is concerned about

Accepted Answer

A)  physiological risk. 
B)  social risk. 
C)  financial risk. 
D)  safety risk. 
E)  performance risk.

Question 11

As manager of a local donut shop, Arnie greets his regular customers by name and often begins making their order when he sees them drive into the parking lot. Arnie knows habitual purchasers with strong store loyalty are great customers.

Accepted Answer

A) True 
 B)False

Question 12

Thanh has to decide which college to attend. This is the most important, riskiest, and most expensive decision she has ever made. She will be engaged in

Accepted Answer

A)  low involvement decision making. 
B)  extended problem solving. 
C)  habitual decision making. 
D)  prepurchase dissonance. 
E)  limited problem solving.

Question 13

Rachael is visiting colleges before applying to schools. Rachael is likely to be involved in an impulse buying process.

Accepted Answer

A) True 
 B)False

Question 14

Marketers fear negative word of mouth because when consumers are dissatisfied, they

Accepted Answer

A)  are less likely to say something than when they are satisfied. 
B)  often want to complain to many people. 
C)  buy more of the product to prove they were correct in their criticism. 
D)  often file a lawsuit. 
E)  don't buy any of the company's other products.

Question 15

Learning refers to a change in a person's thought process or behavior that arises from

Accepted Answer

A)  attitudes. 
B)  experience. 
C)  risk analysis. 
D)  cultural norms. 
E)  postpurchase dissonance.

Question 16

Maslow's hierarchy of needs is an interesting concept for psychology, but it has little relevance for marketing.

Accepted Answer

A) True 
 B)False

Question 17

Before flying, Jaden researches the types of planes the airline uses, scans the plane for defects as it taxis up to the terminal, and follows the pilot and crew as they come through the airport. He has no experience as a pilot or airplane mechanic. Jaden probably has a misguided sense of his

Accepted Answer

A)  postpurchase dissonance. 
B)  locus of control. 
C)  reference group identification. 
D)  attribute sets. 
E)  social risk.

Question 18

At a convenience store, Brian bought a bag of chips he had never tried before. Driving down the road, Brian opened the bag, took a bite, and realized he had purchased pork rinds by mistake. Being a vegetarian, Brian tossed the chips away. Brian felt very little buyer's remorse and soon forgot about the experience. Why?

Accepted Answer

The answer of At a convenience store, Brian bought a...

Question 19

An online retailer needs to be able to measure how well its website converts purchase intentions into actual purchases. This is known as the

Accepted Answer

A)  conversion rate. 
B)  collection ratio. 
C)  consumer index. 
D)  customer total. 
E)  buyer quotient.

Question 20

A reference group may have direct or indirect influence on your attitude toward a particular clothing store.

Accepted Answer

A) True 
 B)False

Exam 6: Consumer Behavior

Jordana is a travel agent. Whenever she sells an expensive vacation package, she encourages the customer to buy travel insurance, which provides reimbursement in case of trip cancellation due to illness or another emergency. Jordana is trying to reduce her customers'__________ risk.

Americans often equate bigger with better, and prefer larger cars, TV screens, homes, even meals. Researchers suspect that in doing so, we are trying to reduce __________ risk in the consumer decision process.

Consumers consider universal, retrieval, and evoked sets during which stage of the consumer decision process?

Another name for physiological risk is safety risk.

Jonathan prefers shirts made with 100% cotton, but he will sometimes buy shirts with less cotton if they are less expensive. Jonathan uses __________ to decide which shirts to buy.

Harley-Davidson knows that many of its customers today are professional people who want the pride of owning a Harley. Harley-Davidson also appeals to its more traditional market: cyclists who want a smooth, powerful ride. To be successful, Harley-Davidson needs to appeal to which type(s) of needs?

By producing motorcycles that do more than get riders to their destinations and back, Harley-Davidson is addressing consumers'__________ needs.

Barak is considering buying a hybrid car, but he's not sure that he believes the gas mileage estimates. Barak is concerned about

As manager of a local donut shop, Arnie greets his regular customers by name and often begins making their order when he sees them drive into the parking lot. Arnie knows habitual purchasers with strong store loyalty are great customers.

Thanh has to decide which college to attend. This is the most important, riskiest, and most expensive decision she has ever made. She will be engaged in

Rachael is visiting colleges before applying to schools. Rachael is likely to be involved in an impulse buying process.

Marketers fear negative word of mouth because when consumers are dissatisfied, they

Learning refers to a change in a person's thought process or behavior that arises from

Maslow's hierarchy of needs is an interesting concept for psychology, but it has little relevance for marketing.

Before flying, Jaden researches the types of planes the airline uses, scans the plane for defects as it taxis up to the terminal, and follows the pilot and crew as they come through the airport. He has no experience as a pilot or airplane mechanic. Jaden probably has a misguided sense of his

An online retailer needs to be able to measure how well its website converts purchase intentions into actual purchases. This is known as the

A reference group may have direct or indirect influence on your attitude toward a particular clothing store.