Deck 5: Consumer Behavior: How and Why We Buy

Question 1

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

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

Answer 1

D

Question 2

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

Answer 2

E

Question 3

Several years ago,when the California raisin growers faced a surplus of raisins,they realized the problem resulted from consumers' evaluation of raisins as boring.To change consumers' raisins,the California Raisin Advisory Board created the dancing raisins.

A)personality profiles of
B)selective perception of
C)attitude toward
D)motivation for
E)self- concept of

Answer 3

C

Question 4

A marketer of hair care products targeted at African American women created an advertising message that told the women their hair could be worn any way they wanted as opposed to wearing it straight.The message suggested the women did not need to conform to the mainstream media definition of beauty.This ad was based on an understanding of _.

A)culture
B)reference group
C)adoption stage
D)natural environment
E)self- concept

Question 5

Jell- O brand gelatin introduced a line of vegetable flavored gelatins,such as tomato and celery.The product failed because consumers associated Jell- O gelatin with a sweet,fruit- based flavor.In this example,made consumers unwilling to accept the new product.

A)selective retention
B)cognition
C)self- actualization needs
D)interpretation
E)bias

Question 6

Pressure to conform may be particularly intense and may escalate as more group members begin to "cave in." This process is sometimes called _ .

A)the bandwagon effect
B)perceived risk
C)classic conditioning
D)operant conditioning
E)the hierarchy of needs

Question 7

Behavioral learning theorists .

A)view people as problem solvers who passively react to associations between stimuli
B)believe learning occurs when people watch the actions of others and note what happens to them as a result
C)stress the role of creativity and intuition during the learning process
D)assume learning takes place as the result of connections that form between events that we perceive
E)believe the most important component of learning is behavior that is directed by affect and cognition

Question 8

McDonald's placement of a small toy in each Happy Meal as a reward for coming to the fast- food restaurant and ordering its food is based on which form of behavioral learning?

A)observational learning
B)classical conditioning
C)operant conditioning
D)stimulus generalization
E)stimulus discrimination

Question 9

Which of the following statements about perception is true?

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

Question 10

Country of origin is a(n)some consumers use to decide what brand to buy.

A)core competency
B)buying plan
C)analogy
D)heuristic
E)synergistic criterion

Question 11

As a result of ,men are not supposed to like movies that are described as "chick flicks," and women are not supposed to like movies that emphasize violence and destruction.

A)gender roles
B)subcultures
C)reference groups
D)situational influences
E)social classes

Question 12

Consumers often rely on decision guidelines when weighing the claims companies make.These rules are referred to as .

A)analogies
B)heuristics
C)core competencies
D)synergistic criteria
E)buying plans

Question 13

When little effort is required for a consumer to make a purchase decision,this process would be classified as _ .

A)conformity
B)habitual decision making
C)limited problem solving
D)extended problem solving
E)culture

Question 14

refers to online communication and purchases that occur among individuals without directly involving the manufacturer or retailer.

A)C2B marketing
B)Business- to- business e- commerce
C)B2B e- tailing
D)B2C e- marketing
E)consumer- to- consumer e- commerce

Question 15

Mrs.White and Mrs.Arakian are both fifty- six years old and eligible for many senior- citizen discounts.Mrs.Arakian enjoys getting these discounts.Mrs.White thinks Mrs.Arakian's behavior is awful and would rather never get a discount if it meant she had to reveal how old she was.These contrasting behaviors are an example of how can influence consumer decisions.

A)lifestyle
B)cognitive dissonance
C)subculture
D)age
E)reference group

Question 16

is an internal state that drives consumers to satisfy needs.

A)Environmental stimulus
B)Interpretation
C)Motivation
D)Selective exposure
E)Selective perception

Question 17

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

A)Information searching
B)Self- concept development
C)Classical conditioning
D)Operant conditioning
E)Cognitive conditioning

Question 18

are often luxury goods that serve as visible markers to flaunt membership in higher social classes.

A)status symbols
B)reference groups
C)product life cycles
D)family lifestyle groups
E)culture groups

Question 19

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)problem recognition
C)information search
D)situational analysis
E)problem screening

Question 20

_ _ is one of consumers' most limited resources.

A)economics
B)motivation
C)psychographics
D)time
E)perception

Question 21

A purchase decision made with much exertion would be classified as .

A)habitual decision making
B)limited problem solving
C)extended problem solving
D)culture
E)conformity

Question 22

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

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

Question 23

A _ is an online group of consumers who share a set of social relationships based upon usage or interest in a product.The members typically don't live near each other.

A)reference group
B)brand community
C)shobmobbing community
D)coffee group
E)subculture

Question 24

If a product is expensive or complex and hard to understand,the consumer may experience .

A)reference groups
B)heuristics
C)lifestyle choice
D)perceived risk
E)social class awareness

Question 25

Which of the following would NOT have an effect upon the perception of a consumer?

A)interpretation
B)attention
C)exposure
D)heuristics
E)subliminal advertising

Question 26

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

A)nation
B)subculture
C)target market
D)market segment
E)lifestyle

Question 27

occurs when people watch the actions of others and note what happens to them as a result.

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

Question 28

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

Question 29

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)product screening
B)product choice
C)evaluation of alternatives
D)problem recognition
E)situational analysis

Question 30

are traditionally practiced by many universities each year and include activities such as the engineering students at the University of Missouri at Rolla parading through town with shillelaghs on St.Patrick's Day.

A)generational cohorts
B)Family life cycles
C)Evaluation criteria
D)Rituals
E)Psychographics

Question 31

After the first Harry Potter book was released,readers were eager for the next volume.By the time the last volume was published,the book was a guaranteed best seller because people expected to get as much enjoyment out of the new Harry Potter book as they had from previous Harry Potter books.This is an example of .

A)stimulus generalization
B)observational learning
C)classical conditioning
D)operant conditioning
E)stimulus discrimination

Question 32

Psychographics group consumers according to psychological and behavioral similarities referred to as AIOs.AIO stands for .

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

Question 33

A person who wears a pair of snow boots on a job interview may commit fashion suicide and jeopardize the job if the interviewer does not approve of this footwear.The choice to wear or not to wear the boots on the job interview may be a reaction to a _ .

A)self- concept
B)problem recognition
C)perceived risk
D)heuristic
E)social culture

Question 34

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

A)Evaluation criteria
B)Rituals
C)Personalities
D)Needs
E)Cultural values

Question 35

When two people watch the same television programming,one of them often will notice an ad for a specific product while the other will be oblivious to the ad.can be used to explain why this happens.

A)Segment selectivity
B)A behavioral influence
C)The hierarchy of needs
D)Subliminal advertising
E)Perceptual selection

Question 36

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

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

Question 37

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

A)psychographics
B)social classes
C)opinion leaders groups
D)reference groups
E)bandwagon groups

Question 38

is/are composed of a mixture of beliefs about one's abilities and observations of one's own behavior and feelings (both positive and negative)regarding one's personal attributes.

A)Brand personalities
B)Self- concept
C)Perceived risk
D)Conformity
E)Operant conditioning

Question 39

Consumers often change their behavior to gain acceptance into a particular reference group. is at work when a person changes as a reaction to real or imagined group pressure.

A)Behavioral learning
B)Perception
C)Brand loyalty
D)Conformity
E)Self- concept

Question 40

is the step of the decision- making process in which the consumer checks his/her memory and surveys the environment to identify what options are out there that might solve the problem.

A)Problem screening
B)Situational analysis
C)Problem recognition
D)Information search
E)Product evaluation

Question 41

Christie is leaving soon for a year of volunteer service work in Scotland.Many of her family members and friends want to know the details of her year abroad as they are happening.Christie could set up a(n)to keep everyone up- to- date.

A)blog
B)B2C site
C)reference group
D)C2C site
E)social group

Question 42

Personality is _.

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

Question 43

Learning is .

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

Question 44

In the consumer research (RED)conducted they found that teens' attitudes and behaviors were influenced by ,including celebrities and sports heroes .

A)operants
B)parents
C)products
D)peers
E)opinion leaders

Question 45

When he was a twenty- year- old bachelor,Hugh Atwater had different consumer needs than he did when he married at twenty- six,fathered twins at twenty- eight,and divorced at thirty- seven.These changes in Atwater's consumer needs are directly related to changes in his .

A)natural environment
B)culture
C)adoption stage
D)family life cycle
E)reference group

Question 46

Juana looked at her September issue of O magazine and did not see anything of interest.After her mother was diagnosed with bipolar disorder,she found the issue extremely interesting because it offered advice on how to help people who are suffering from this problem.The fact that the boring issue became quite interesting is due to .

A)sociocultural influences
B)perceptual selection
C)the hierarchy of needs
D)subliminal messaging
E)segment selectivity

Question 47

is/are when people buy from the same company over and over because they believe that the company makes superior products.

A)Buying plan evaluation
B)Core competency
C)Brand loyalty
D)Synergistic criteria evaluation
E)Analogy- based shopping

Question 48

How does habitual decision making differ from extended problem solving?

A)Consumers engaged in extended problem solving perceive less risk than consumers involved in habitual decision making.
B)Consumers who are seeking to develop their loyalty to a brand would be more likely to make habitual decisions as opposed to extended problem solving.
C)The level of involvement for habitual decision making is lower than for extended problem solving.
D)Consumers who are buying an anniversary cruise would most likely use habitual decision making because the level of involvement is higher than with extended problem solving.
E)Extended problem solving uses behavioral learning,and habitual decision making uses cognitive learning.

Question 49

Easy Spirit uses ads featuring a country music singer with the hope that her fans will see her wearing Easy Spirit shoes and want to wear the same shoes as she wears.Easy Spirit is hoping the singer's fans view her as a .

A)product diffuser
B)laggard
C)status symbol
D)reference group
E)cultural icon

Question 50

(RED)wanted to know consumers' thinking about the idea of combining capitalism with charity.Understanding attitudes is part of understanding .

A)Perceived risk
B)Consumer behavior
C)Cultural learning
D)Subliminal learning
E)Selective perception

Question 51

categorize(s)consumers according to similarities in their activities,interests,and opinions.

A)Psychographics
B)Maslow's theory
C)Sociocultural factors
D)Demographics
E)Cultural cohorts

Question 52

The sales sites provide opportunities for consumers to sell everything from collectible comic books to a vintage trombone.

A)consumer- to- consumer
B)B2C e- marketing
C)B2B e- tailing
D)C2B marketing
E)business- to- business

Question 53

Cognitive learning theorists .

A)view people as problem solvers who do more than passively react to associations between stimuli
B)stress the passive role of the individual during the learning process
C)assume learning takes place as the result of connections that form between events that we perceive
D)believe learning occurs when people realize their actions result in rewards or punishment
E)believe the most important component of learning is behavior that is directed by affect and cognition

Question 54

are software programs some websites use to find Internet retailers selling a particular product.

A)Opinion leaders
B)Heuristics
C)Shopbots
D)Reference groups
E)Information searchers

Question 55

let consumers express their opinions through the Internet.They are famous for blunt opinions on a wide variety of subjects.

A)generational cohorts
B)focus groups
C)C2B sites
D)B2B sites
E)Online chat rooms

Question 56

Leona purchased two bottles of wine from vineyards in Australia.When asked her opinion of the wine,she said the burgundy wine tasted like alcoholic grape juice,but the Chablis had a crisp taste that she really enjoyed.These statements would have been made during the stage of the purchase decision.

A)situational analysis
B)alternative evaluation
C)postpurchase evaluation
D)product choice
E)problem recognition

Question 57

is/are a society's personality with values,beliefs,customs,and tastes produced or practiced by a group of people.

A)Family life cycles
B)Evaluation criteria
C)Psychographics
D)Culture
E)Opinion leaders

Question 58

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

A)materialism identification
B)opinion- leading products
C)brand personalities
D)innovative products
E)social class products

Question 59

often influence others' attitudes or behaviors because others perceive him/her as possessing expertise about a product.

A)Reference groups
B)Opinion leaders
C)Heuristics
D)Social classes
E)Information searchers

Question 60

When a consumer is determining his/her overall feelings or attitudes about a product after purchasing it,they are experiencing the step of the consumer decision- making process.

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

Question 61

The bandwagon effect is an accurate description of .

A)how people move from one social class to another
B)how some consumers buy Tide brand or Cheer brand instead of generic laundry detergent
C)how synergistic shopping behavior occurs when there are no situational influences
D)the life cycle of status symbols
E)the conformity that often happens at home shopping parties

Question 62

Leah enjoys designing her own cards at kiosks at Hallmark card shops.Through the use of a computer program,she can select pictures that best communicate her message,and then she can type in her own message.Once her card is printed,she pays for it just as if she purchased it off the rack.In this case,Leah is reacting positively to which situational influence?

A)the physical environment
B)reference groups
C)opinion leaders
D)place utility
E)all of the above

Question 63

Jane's aunt wants a cashmere blanket to put over her legs when she watches television from her favorite chair.Jane can drive fifty miles and pay $90 for the blanket,or she can order one off the Internet for $168.Because Jane works fifty hours a week,cares for three children,and tries to help her aunt,she opted to buy the blanket on the Internet.This is an example of how influences the consumer decision- making process.

A)time pressures
B)perceptions
C)opinion leaders
D)reference groups
E)sociocultural trends

Question 64

When a consumer is armed with information and narrows down the choices by deciding which of all the possibilities is feasible and compares the pros and cons of each remaining option,this consumer is experiencing the step of the consumer decision- making process.

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

Question 65

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)size and displays
B)arousal and pleasure
C)familiar surrounds and color de´cor
D)color de´cor and size
E)motivation and self- concept

Question 66

Marketers know that the process of change continues throughout consumers' lives.Interestingly,the consumption of goods and services may depend more on a consumer's current position in the cycle than on chronological age.

A)personality
B)self- esteem
C)family life
D)self- concept
E)motivation

Question 67

is at work when a person changes as a reaction to real or imagined group pressure.

A)Empathy
B)Ambiguity
C)Conformity
D)Synergy
E)Entropy

Question 68

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

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

Question 69

Consumers respond to services such as ordering products online because they feel .

A)motivation
B)economics
C)perception
D)time poverty
E)psychographics

Question 70

A _ is a pattern of living that determines how people choose to spend their time,money,and energy and reflects their values,tastes,and preferences.

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

Question 71

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

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

Question 72

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

A)Perception
B)Motivation
C)Learning
D)Operant conditioning
E)Cognition

Question 73

Innovativeness,materialism,self- confidence,and sociability are _ .

A)aspects of perception
B)sources of bias
C)core competencies
D)personality traits relevant to marketing strategies
E)aspects of motivation

Question 74

The founder of the upscale shoe company called Harry's Shoes Ltd.persuaded actors to wear prototypes of his company's shoes to the Oscars.This shoe company believed that the actors would be for the company.

A)subcultures
B)opinion leaders
C)consumer- to- consumer representatives
D)information searchers
E)heuristics

Question 75

The Hispanics in the United States who share some distinctive beliefs such as strong family values and religious faith may be considered a .

A)nation
B)reference group
C)lifestyle
D)social class
E)subculture

Question 76

Marketers are working harder to woo consumers at young ages to accomplish the prized goal of from those consumers.

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

Question 77

There are people who work in similar occupations,have similar income levels,and usually 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)regional group
B)social class
C)operant conditioning set
D)family life cycle
E)behavior learning theory group

Question 78

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

A)evaluating buying plans
B)brand indifferent
C)examining core competencies
D)searching for synergistic criteria
E)brand loyal

Question 79

An attitude is _ .

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

Question 80

is the feeling component of attitudes.

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