Deck 6: Consumer Decision Making

Question 1

An attitude is a physiological difference among consumers.

Answer 1

False
An attitude is a learned tendency to respond consistently toward a given object.

Question 2

There are several tools marketing managers can use to increase cognitive dissonance,which enhances consumers' attitude toward their brand.

Answer 2

False
Cognitive dissonance is an inner tension that a consumer experiences after recognizing an inconsistency between behavior and value or opinions,so marketers attempt to reduce the effects of cognitive dissonance.

Question 3

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 generalization.

Answer 3

True

Question 4

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

Question 5

While lifestyle research is useful for describing individual consumers,it is not useful for segmenting consumer groups.

Question 6

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

Question 7

A newly hired employee at an 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 8

There are two types of learning: concrete and abstract.

Question 9

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 10

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 11

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

Question 12

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

Question 13

The purchase of products like soft drinks,cleaning products,and gasoline generally exemplify routine response behavior.

Question 14

Opinion leaders are often the first to try new products and services.

Question 15

Stimulus discrimination is a learned ability to differentiate among similar products.

Question 16

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

Question 17

Maslow's hierarchy of needs categorizes human needs into four levels: physiological needs,safety needs,social needs,and esteem needs.

Question 18

Noah 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.Hayley,however,does not perceive getting a tattoo as particularly risky behavior.As far as social risk is concerned,getting a tattoo will be a higher-involvement activity for Noah than for Hayley.

Question 19

Laurie would like to be perceived by her friends as fashionable and trendy.This would be considered her self-image.

Question 20

When Alan buys rock-climbing equipment,he will only buy Black Diamond,Petzl,Edelweiss,or Wild Country brands even though other brands exist.These listed brands make up Alan's awareness set.

Question 21

As a result of hearing the adventures of returning soldiers,Monroe decided to enlist in the U.S.Army.These stories he heard from the soldiers acted as:

A) affective states
B) external stimuli
C) internal stimuli
D) purchase outcomes
E) a dissonance creator

Question 22

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 his favorite TV show so he could buy it.Since recording companies pay to have their CDs promoted on television shows,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 23

All of the following are examples of marketing-controlled information sources EXCEPT:

A) a friend's recommendation on the brand of product to buy
B) brochures about kitchen products sold by the Home Depot
C) a coupon for $1.00 off of laundry detergent
D) recipe for oatmeal raisin cookies on a package of oatmeal
E) an advertisement in a magazine

Question 24

While looking at the DVDs at Wal-Mart,Tee tried to remember the name of the action movie starring Harrison Ford as an archeologist so he could buy the DVD.Which step of the consumer decision-making process is this?

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

Question 25

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 occurs during which part of the consumer decision-making process?

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

Question 26

Rod saw a television commercial for a Honda S2000 and wants to test drive one.The commercial is an example of a(n)_____ stimulus.

A) internal
B) external
C) primary
D) secondary
E) non-personal

Question 27

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

A) A doctor for recently detected illness
B) A new washer and dryer
C) A formal dance
D) Favorite restaurant you love to patronize regularly
E) Choose a movie to see at the theater

Question 28

Which of the following is any unit of input affecting one or more of the five senses: sight,smell,taste,touch,and hearing?

A) tactic
B) need
C) stimulus
D) want
E) desire

Question 29

Which of the following is an information source that is not associated with advertising or promotion?

A) external
B) nonmarketing-controlled
C) marketing-controlled
D) unbiased
E) primary

Question 30

A(n)_____ is a way a consumer goes about addressing a need.

A) want
B) evaluation
C) quest
D) cognition
E) attitude

Question 31

A product information source that originates with marketers promoting the product are referred to as a:

A) manipulative information source
B) primary information source
C) secondary information source
D) marketing-controlled information source
E) biased information source

Question 32

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

A) a friend comments on how shabby your coat looks
B) a radio station runs an ad for a new video game rental store
C) a headache
D) an invitation to a graduation for which you need a gift
E) a billboard promoting a new national Internet service provider

Question 33

Which step in the consumer decision-making process is a result of an imbalance between actual and desired states?

A) evaluation of alternatives
B) want recognition
C) purchase
D) need recognition
E) postpurchase behavior

Question 34

Sam was driving when someone ran a stop sign and totaled his car.His car cannot be repaired,so he realized he's going to have to get another one.What stage of the consumer decision-making process does this represent?

A) need recognition
B) purchase
C) evaluation of alternatives
D) postpurchase behavior
E) information search

Question 35

David is shopping for tires for his Audi.He looks in the yellow pages of the local phone book and calls Costco,Sam's club,Sears and a local car repair shop.In his decision-making process,David is using:

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

Question 36

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 evaluation

Question 37

Lisa has to have a Diet Coke for breakfast.At a breakfast meeting,she was offered coffee and refused.She only wanted a Diet Coke.This illustrates that Lisa needs Diet Coke to:

A) satisfy a want
B) satisfy a need
C) satisfy a belief
D) satisfy a physiological drive
E) satisfy a momentary stimulus

Question 38

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 39

The processes individuals use when making a purchase decision are called _____.

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

Question 40

An external information search is especially important when:

A) there is a great deal of past experience
B) there are high costs associated with 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 41

Arm & Hammer is a well-known and respected brand of baking soda.The company has put it's brand name on several products,such as laundry detergent,toothpaste,kitty litter,and many more products.These are examples of:

A) brand transfers
B) brand modifications
C) brand banks
D) brand hierarchies
E) brand extensions

Question 42

Warren loves to go to the beach on his vacation but hates to have to worry about the possibility of hurricanes.As Warren looked for where he should go on vacation this summer,he consulted a publication called Smart Money and learned the islands of Aruba,Bonaire and Curacao are not in the hurricane belt.Now he will only consider these island resorts as possible vacation destinations.This group of resort islands is called Warren's:

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

Question 43

The type of decision making that requires a moderate amount of time for gathering information and deliberating about an unfamiliar brand in a familiar product category is referred to as:

A) routine response behavior
B) limited decision making
C) extensive decision making
D) uninvolved decision making
E) affective decision making

Question 44

Another name for evoked set is:

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

Question 45

All of the following influence the extent to which an individual conducts an external search for information EXCEPT:

A) perceived risk
B) knowledge
C) prior experience
D) social class
E) level of interest

Question 46

Extending a well-known and respected brand name from one product category to another product category is referred to as:

A) brand stretching
B) brand extensions
C) brand bouncing
D) brand transfer
E) brand building

Question 47

A group of brands,resulting from an information search,from which a buyer can choose is referred to as the buyer's:

A) evoked set
B) primary set
C) inert set
D) complete set
E) justifiable set

Question 48

How can marketers reduce consumers' cognitive dissonance?

A) offer guarantees
B) offer sales promotions
C) avoid contradictory information
D) change the product
E) ignore it

Question 49

_____ 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 50

Andrea just purchased a trip to Jamaica as a present to her husband for their tenth wedding anniversary.Andrea is anxious about the trip,afraid Bill will not like her choice of location and worried she spent too much money.Andrea is experiencing:

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

Question 51

Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions is referred to as:

A) cognitive dissonance
B) psychological discomfort
C) affect referral
D) perceptual imbalance
E) dissatisfaction

Question 52

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 home 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) high-involvement response behavior
B) low-involvement decision making
C) extensive decision making
D) limited decision making
E) routine response behavior

Question 53

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

A) the purchase of a three-week vacation cruise
B) a homeowner's purchase of a new grill for $600
C) the first-time purchase of a copy machine for your home office
D) the purchase of toilet paper
E) the purchase of a infant car seat

Question 54

_____ 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 55

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 _____ decision making.

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

Question 56

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 also see if he can find one that is more weatherproof.He wants to make sure he buys the best transformer 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 57

All of the following are ways consumers can reduce cognitive dissonance EXCEPT:

A) justify decision
B) seek new information
C) send a letter to the marketer
D) avoid contradictory information
E) return product

Question 58

Miller has 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 it doesn't come with a set of pedals.Even though other brands of bicycles cost much less than the Allez A1,Miller tells himself 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 59

Each week Jess comes to the supermarket with a list of essential items; milk,bread,peanut butter,and chocolate.This is an example of:

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

Question 60

Melissa has been given a horse and needs to buy a new Western saddle.She has narrowed the brands of saddles she is considering down to Dale Chavez,Abetta,and Big Horn.These three brands of Western saddles represent Melissa's

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

Question 61

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 62

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 the 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 63

All of the following are characteristics of culture EXCEPT:

A) culture is pervasive
B) culture is learned
C) culture is functional
D) culture is an inherent trait
E) culture is dynamic

Question 64

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

A) is a product adaptation of a market leader
B) is a necessity
C) has not been purchased before
D) has low social visibility
E) requires substantial financial investment

Question 65

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 66

_____ 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 67

Kim places huge importance on what she wears to sing in front of her church and therefore takes her time to shop for the right clothes and shoes.This is due to the:

A) opportunity costs
B) fear of cognitive dissonance
C) situational factors
D) social visibility of the products
E) cost of the products

Question 68

Alanna is looking into purchasing a scooter as gas prices continue to rise.She needs a reasonably-priced,comfortable,and safe,scooter with room to store her books.She is not familiar with these products and this is a major purchase for her.Purchasing a scooter will probably involve:

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

Question 69

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 70

When Avril 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 $3.25)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 71

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

A) consumer's age
B) previous experience with the product
C) perceived risk of negative consequences
D) social visibility of the purchased item
E) perceived risk of negative consequences as a result of the purchase

Question 72

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 73

All of the following are examples of individual factors that affect the decision-making process for consumers EXCEPT:

A) gender
B) age
C) reference groups
D) lifestyles
E) personality

Question 74

A(n)_____ is a group of people in a society who are considered nearly equal in status or community esteem and tend to socialize among themselves and share behavioral norms.

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

Question 75

Physicians need to be aware of how _____ influences consumer behavior.For example with Chinese patients the doctor should remember the Chinese believe foods can assist in healing disease so he or she would need to inquire about food choices and preferences.When dealing with Muslim patients,a doctor may need to share a small bit of personal information about himself or herself to gain the patient's trust.When dealing with a Russian patient,bad news is given to accompanying friends and relatives,not the patient.

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

Question 76

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

Question 77

The fact that mothers in Japan feed their babies freeze-dried sardines and rice and most mothers in the United States would not eat a freeze-dried sardine,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 78

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 79

When a consumer is purchasing an unfamiliar or expensive product,the consumer often uses the _____ process.

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

Question 80

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

A) bank managers
B) Hispanics
C) college students
D) Southeasterners
E) Quakers