Deck 5: Consumer Behavior

Question 1

The buying process begins with a comparison of available alternatives.

Answer 1

False

Question 2

Frazier is out of milk and bread and needs to decide what is for dinner.He will be stopping at the grocery store on the way home.Frazier will likely engage in limited problem solving.

Answer 2

True

Question 3

Situational factors sometimes override psychological and social factors in the consumer decision process.

Answer 3

True

Question 4

The greater the difference between a consumer's unsatisfied need and the desired state,the greater the need recognition will be.

Question 5

One of the major benefits of having satisfied customers is they spread positive word of mouth.

Question 6

Generally,people buy one product or service instead of another because they perceive it to be a better value.

Question 7

Mary will not consider purchasing an "American" car brand based on negative comments made by her parents,therefore she has developed a negative attitude toward "American" brand cars.

Question 8

Customers are more likely to talk about service that exceeded their expectation than about service that did not meet their expectation.

Question 9

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

Question 10

Marketers often use principles and theories from sociology and psychology to better understand consumers' actions and:

A)to develop basic strategies for dealing with their behavior.
B)to contribute to the theoretical knowledge in those disciplines.
C)to avoid cultural reference group problems.
D)to maximize postpurchase cognitive dissonance.
E)to satisfy ritual consumption needs while avoiding overconsumption.

Question 11

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

Question 12

When making an important purchase,consumers often consult friends and family.This is considered an external search for information.

Question 13

Brenda wants a new car that will be dependable transportation and look good.She wants to satisfy both functional and psychological needs.

Question 14

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.

Question 15

When Glen is thirsty,he always buys a Coke.Like many consumers,Glen engages in considerable alternative evaluation when buying habitual products like his Coke.

Question 16

After purchasing an expensive pair of shoes,you may question whether or not the shoes are any better than the less expensive shoes you could have purchased instead.This is an example of postpurchase cognitive dissonance.

Question 17

Setting high customer satisfaction expectations is a good strategy that will help to avoid customer dissatisfaction in the long run.

Question 18

Marketers often use principles and theories from ______________ and _____________ to decipher many consumer actions and develop basic strategies for dealing with their behavior.

A)physics; chemistry
B)history; archeology
C)sociology; psychology
D)art; literature
E)English; mathematics

Question 19

Consumers involved in habitual decision making engage in little conscious decision making.

Question 20

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

Question 21

The consumer buying process begins when:

A)a consumer enters a store.
B)consumers' functional needs are greater than their psychological needs.
C)a consumer's performance risk is minimized.
D)a consumer recognizes an unsatisfied need.
E)learning follows perception.

Question 22

The consumer decision process model represents:

A)the concept of habitual decision making.
B)the retrieval of an evoked set based on physiological needs.
C)the steps that consumers go through before,during,and after making purchases.
D)the shift from an internal to an external locus of control.
E)the types of decisions all consumers must make.

Question 23

When Kelly began searching for a new car to replace her old,rusty one,she probably relied on _____________________ sources of information.

A)interpersonal and sensual
B)compensatory and noncompensatory
C)ritual and spiritual
D)specialty and ordinary
E)internal and external

Question 24

Peter wanted an unbiased source of information to help him decide what brand of appliances to buy for his new condominium.Peter would most likely search for information from:

A)the Sears catalog.
B)Consumer Reports.
C)the local Better Business Bureau.
D)the website for Best Buy (an electronics retail chain).
E)Psychology Today magazine.

Question 25

Which of the following is not one of the four factors affecting consumers search processes?

A)Perceived benefits versus perceived costs of search
B)Locus of control
C)Actual or perceived risk
D)Type of product or service
E)Functional versus psychological need

Question 26

Once consumers have recognized a need,they begin to search for ways to satisfy that need.The internal search is characterized by:

A)looking through the internal records of a firm,often found on the company website.
B)examining personal memories and knowledge.
C)using the Internet to find what other consumers feel about a specific product or service.
D)consulting close friends and families before expanding the search to a wider,external group.
E)All of these

Question 27

Upscale men's and women's clothing stores primarily appeal to consumers'______________ needs.

A)functional
B)postpurchase
C)safety
D)psychological
E)situational

Question 28

Generally,people buy one product or service instead of another because they:

A)get the lowest price possible.
B)perceive it to be the better value for them.
C)prefer to avoid doing extended problem solving.
D)have conducted a thorough internal search for information.
E)are unaware of key determinant attributes.

Question 29

The greater the discrepancy between a consumer's needy state and the desired state,the greater:

A)time needed to satisfy the need.
B)the effort consumers will invest in searching for alternatives.
C)the consumer's need recognition will be.
D)the size of the universal set will be.
E)the amount of external information search.

Question 30

Ryan believes he is responsible for his actions,and he will conduct extensive searches before making a purchase.Michael's favorite phrase,when confronted by the need to make a decision,is,"Whatever." In marketing terms,Ryan is said to have a(n)___________ and Michael,a(n)___________.

A)obsessive personality; laissez-fair approach
B)formal search function; casual search function
C)increased search anxiety; decreased search anxiety
D)internal locus of control; external locus of control
E)focused sense of information; unfocused sense of information

Question 31

When mountain climbers purchase clothing for scaling Mount Everest,their purchases are primarily addressing ________________ needs.

A)functional
B)prepurchase
C)social
D)psychological
E)functional and psychological

Question 32

When Karen realized her dog had fleas,Karen had:

A)a social-perceptual incongruence.
B)a psychological need.
C)a cognitive learning failure.
D)a universal shopping need.
E)an unsatisfied need.

Question 33

A key to successful marketing is determining how to meet the correct balance of ________________________ needs that best appeals to the firm's target markets.

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

Question 34

Kathy has naturally curly hair and has often been disappointed with the haircuts she has received.When she moved to a new town,she approached her new office mates and several strangers with curly hair and asked them where they had their hair cut.She chose to spend considerable effort finding a new hair stylist based on the ____________ associated with her purchase decision.

A)evoked set
B)reference group
C)physiological risk
D)performance risk
E)financial risk

Question 35

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

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

Question 36

In the consumer decision process,we decide how much time and effort to expend searching for information based partly on:

A)postpurchase dissonance.
B)the outcome of the alternative evaluation process.
C)the degree of perceived risk associated with the product or service being considered.
D)the results of habitual decision making.
E)all of these.

Question 37

The greater the discrepancy between a consumer's ______________,the greater the consumer's need recognition will be.

A)financial risk and performance risk
B)search for alternatives and alternatives found
C)needy state and desired state
D)universal set and evoked set
E)external and internal information search

Question 38

When Brandon decided he needed a new car,he immediately called his old college roommate who owns a BMW dealership to ask questions about options and financing.Brandon was searching for information from:

A)an external source.
B)an internal locus of control.
C)a decision heuristics establishment.
D)an internal source.
E)a situational factor group.

Question 39

When the floor rusted through on her old car,Kelly knew she had a problem.Logically,Kelly's next step in the consumer decision process would be to:

A)identify her need.
B)search for information.
C)evaluate alternatives.
D)purchase a new car.
E)assess her satisfaction with the car she purchased.

Question 40

Laura has a nearly-new economy car but wants a sports car.If she decides to purchase a sports car,she will be primarily fulfilling ______________ needs.

A)functional
B)postpurchase
C)safety
D)psychological
E)functional and psychological

Question 41

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

A)Need recognition
B)Postpurchase evaluation
C)Information search
D)Situational analysis
E)Evaluation of alternatives

Question 42

_________________ attributes are product or service features that are important to buyers and that are used to differentiate among choices.

A)Retrieval
B)Financial
C)Social
D)Determinant
E)Safety / performance

Question 43

Every year,before he puts his boat in the water,James has his mechanic put a new battery in the boat.James is probably concerned with ____________ risk.

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

Question 44

Jonathan prefers shirts made with a 50-50 cotton blend,but he will sometimes buy shirts with less cotton if they are less expensive.Jonathan uses _________________ to decide which shirts to buy.

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

Question 45

How much time consumers spend searching for information depends on:

A)the perceived benefits versus perceived costs of searching.
B)the locus of control.
C)actual or perceived risk.
D)the type of product or service.
E)all of these.

Question 46

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:

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

Question 47

Andrea and Karl got married a year ago and are ready to move out of their apartment and into a new home.After looking at several houses,they have developed a list of features that are important to them and that are different among the homes they have visited.The features on their list are called __________.

A)an evoked set
B)determinant attributes
C)short lists
D)perceived risk factors
E)trade-off elements

Question 48

Marketers particularly want their brands and products to be in consumers'__________ sets.

A)universal
B)retrieval
C)evoked
D)deterministic
E)behavioral

Question 49

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.

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

Question 50

Elena is in the process of buying a new car.There are many possible cars to choose from,but she is focused on a few she would actually consider buying.These make up her _____________ set.

A)universal
B)retrieval
C)immediate
D)evoked
E)focus

Question 51

André was afraid his condominium would look shabby to his future in-laws,so he had it painted just before their visit.André was addressing his __________ risk.

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

Question 52

Jubyung is buying a laptop computer to take on trips.Although he looks at several brands,he refuses to buy a computer that weighs more than five pounds.Jubyung is basing his decision on:

A)a compensatory decision rule.
B)a noncompensatory decision rule.
C)a decision heuristic.
D)social factors.
E)temporal factors.

Question 53

When John and Dorothy go out to dinner,they look for unusual wines on the wine list.Experience has taught them that unusual wines are often personal favorites of the restaurant owner and can offer a special experience.John and Dorothy have their own ________________ when choosing wines.

A)compensatory decision rule
B)noncompensatory decision rule
C)decision heuristic
D)social factors
E)temporal factors

Question 54

Brenda always buys Sears Kenmore appliances.She believes that the Kenmore brand offers good quality and value and does not consider alternatives.Brenda uses ______ to select appliances.

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

Question 55

Dawn flies regularly between Atlanta and Los Angeles.She almost always uses Delta Airlines and has lots of Delta Sky Miles credit (Delta's frequent flyer program).Still,she uses an online fare comparison website each time to see if a competitor has a better price or a more convenient schedule.Dawn uses __________________ to decide which airline to fly.

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

Question 56

When Maya decided to buy a new computer,she thought about all the brands she could recall seeing advertised,but she would only consider those brands she could buy at her local electronics store.This represents Maya's ________ set.

A)universal
B)retrieval
C)evoked
D)deterministic
E)behavioral

Question 57

The Wall Street Journal provides a set of guidelines each year for readers purchasing a laptop computer.The guidelines include recommendations for hard disk capacity,memory size,battery life,and several other attributes.The Wall Street Journal is providing consumers with:

A)an evoked set.
B)psychological needs.
C)social concerns.
D)evaluative criteria.
E)all of these.

Question 58

When Alisa decided to buy a new computer,she considered all the brands she could recall seeing advertised.This represents Alisa's _________ set.

A)universal
B)retrieval
C)evoked
D)deterministic
E)behavioral

Question 59

While on vacation,Martha had her camera stolen.Not wanting to waste vacation time,Martha went out and purchased another camera just like the one that was stolen.For Martha the _________________ was low.

A)perceived benefit versus perceived cost of searching
B)locus of control
C)determinant attribute
D)universal set
E)all of these.

Question 60

The way a product is presented can influence the decision-making process.Along with brand and price,this is known as:

A)a determinant attribute.
B)an evoked set.
C)a decision heuristic.
D)product leverage.
E)the demonstration effect.

Question 61

Darrell sells custom cabinets for upscale residential homes.Darrell hopes that satisfied customers will create word of mouth referrals for him.To make it more likely that his customers are satisfied,Darrell could do any of the following EXCEPT:

A)tell customers that he has the best quality cabinets available anywhere in the country.
B)carefully demonstrate how to maintain the finish on his cabinets.
C)provide a satisfaction guarantee policy.
D)visit customers after they have moved into their homes.
E)provide the proper cleaning fluid to use on the cabinets.

Question 62

Sometimes consumers have second thoughts after buying goods that are expensive,infrequently purchased,or associated with a high level of risk.This is an especially critical time for marketers,as their customers are dealing with:

A)criteria re-evaluation.
B)buyers' remorse.
C)competitive leverage.
D)purchase uncertainty.
E)consumer vulnerability.

Question 63

Marketers frequently design customer relationship management programs to:

A)retain loyal customers.
B)attract consumers who have safety needs.
C)reinforce postpurchase cognitive dissonance.
D)increase internal information search.
E)all of these.

Question 64

Jorge is running for Congress against a sharp,experienced politician,someone who is known for her debating skills and cunning wit.Jorge decides on a strategy of setting low expectations for his performance in the debate,telling reporters "Don't mis-underestimate me." Like marketers,political candidates who set expectations too low could:

A)tarnish the voters' image of the candidate.
B)create post-election confusion.
C)stimulate impulse voting.
D)increase financial risk.
E)redefine determinant attributes.

Question 65

Ralph,an accident and injury attorney,wants satisfied customers but does not want to create unrealistic expectations.To avoid this potential problem,Ralph will evaluate his:

A)advertising.
B)personal selling techniques.
C)promotional efforts.
D)promises and assurances to clients.
E)all of these

Question 66

Negative attitudes are typically difficult for marketers to change because:

A)most consumers' attitudes depend on prices.
B)consumers weigh performance risk against functional needs when assessing their attitudes.
C)attitudes are learned and long lasting.
D)attitudes shift consumers from limited to extended problem solving situations.
E)consumers' attitudes are derived from unchanging decision rules.

Question 67

Maslow's Hierarchy of Needs includes physiological needs at the lowest level and self-actualization at the top.The three levels in between are:

A)material goods,safety and love.
B)community,family and self.
C)safety,stability and striving.
D)health,wealth and happiness.
E)safety,love and esteem.

Question 68

Setting unrealistically high consumer expectation often leads to:

A)ritual reversion.
B)customer dissatisfaction.
C)postpurchase harmony.
D)financial risk.
E)perceptual learning.

Question 69

Reginald greets his regular customers by name every morning when they come in for coffee.He offers them a taste of anything special he is cooking that day.He has a database with their birthdays,and offers them free meals on their birthdays.Reginald hopes that this attention to his "regulars" will encourage them to:

A)assist him in meeting his functional needs.
B)always include his firm in their universal set.
C)extend problem solving beyond ritual consumption.
D)internalize impulse attitudes.
E)spread positive word of mouth.

Question 70

Most firms maintain customer complaint services online,in the store,or over the telephone.Firms attempt to respond quickly to complaints,hoping to:

A)get themselves into the universal set.
B)reduce the cost of postpurchase advertising.
C)minimize negative word of mouth and rumors.
D)extend decision heuristics to the customer complaint desk.
E)offset performance risk with financial risk.

Question 71

Postpurchase cognitive dissonance is especially likely for products that are:

A)cheap,poorly made,and made of plastic.
B)personally valuable,antique,or foreign-made.
C)simple,easily copied,and new.
D)psychologically soothing,purchased impulsively,and part of a consumer's evoked set.
E)expensive,infrequently purchased,and associated with high levels of risk.

Question 72

There are approximately 1 billion people living in India.Only about 200 million of these people earn more than the equivalent of $1000 per year.According to Maslow's Hierarchy,most of the other 800 million Indian consumers are primarily addressing their _____________ needs.

A)social
B)personal
C)psychological
D)esteem
E)physiological

Question 73

A ______________ is a need or want strong enough to cause the person to seek satisfaction.

A)locus of control
B)motive
C)attitude
D)perception
E)learning curve

Question 74

After Sharon graduated from college,she found a steady and good-paying job,got married and began to raise a family,and began to receive recognition at work and in the community.Eventually,she began to devote more time and effort to intellectual and aesthetic pursuits.Sharon is moving up:

A)the conventional morality life cycle.
B)the Lifestyle Achievement Matrix.
C)the Consumer Validation Model.
D)Maslow's Hierarchy of Needs.
E)from an internal to an external locus of control.

Question 75

Many teenagers,both male and female,have clothes they purchased in the past that they "would not be caught dead in" today.When they occasionally see those clothes hanging in the back of their closet,these teenagers probably feel:

A)cognitive bias.
B)postpurchase cognitive dissonance.
C)psychological risk.
D)need recognition.
E)decision heuristics.

Question 76

The consumer decision process can be influenced by:

A)a firm's marketing mix.
B)psychological factors.
C)social factors.
D)situational factors.
E)all of these

Question 77

Daniel sells specialty software designed to allow small insurance companies to manage customer data and claims.Daniel knows that satisfied customers are likely to come back for software updates.To ensure that customers are satisfied after purchasing his software,Daniel should:

A)create realistic expectations through his communication with customers.
B)carefully demonstrate the software to his customers' staff.
C)provide a satisfaction guarantee or return policy.
D)provide a hotline to answer customers' questions.
E)all of these.

Question 78

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

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)all of these.

Question 79

Marketers are particularly interested in postpurchase behavior because it:

A)involves both compensatory and noncompensatory consumers.
B)offers insights into information search methods.
C)avoids situational conflicts.
D)involves actual rather than potential customers.
E)all of these.

Question 80

Many consumers correlate price with quality,thinking that the higher the price,the better the quality.For these consumers,this is a:

A)compensatory decision rule.
B)noncompensatory decision rule.
C)decision heuristic.
D)social factor.
E)temporal factor.