Question 1

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

Accepted Answer

Maslow's hierarchy of needs has significant relevance for marketing as it helps to understand and analyze consumer behavior and motivations. It can be used to segment and target consumers based on their needs, preferences, and values. Marketers can appeal to the specific needs of consumers at different stages of the hierarchy to develop better marketing strategies that resonate with their target audience.

Question 2

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

Accepted Answer

Setting extremely high customer expectations can lead to unrealistic goals that may not be achievable or sustainable in the long run. This can then lead to disappointment and dissatisfaction when the expectations are not met. It is important to set reasonable and attainable expectations that can be consistently met to ensure customer satisfaction.

Question 3

Another name for physiological risk is safety risk.

Accepted Answer

Physiological risk refers to the risk to one's physical health or bodily harm, which is a type of safety risk.

Question 4

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

Accepted Answer

Rachael's college visits are a planned and deliberate process aimed at making an informed decision about which school to apply to, rather than an impulse buying process.

Question 5

One benefit of having satisfied customers is that they may spread positive word of mouth.

Accepted Answer

When customers are happy with a product or service, they are more likely to tell others about their positive experience. This can lead to new customers and increased sales for the business.

Question 6

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.

Accepted Answer

Mary's negative attitude towards American brand cars is based on the negative comments made by her parents, which means she has developed an attitude based on their opinions, rather than forming her own opinion based on her own experiences or research.

Question 7

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.

Accepted Answer

Limited problem solving is used when the decision-making situation is somewhat familiar, and a moderate amount of information is available. In this case, Frazier has a specific need (milk and bread) and will likely use limited problem solving to decide what to make for dinner while stopping at the grocery store.

Question 8

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

Accepted Answer

This statement is true. Need recognition occurs when a consumer perceives a difference between their current state (unsatisfied need) and their desired state (what they want or need). The greater the difference, the stronger the need recognition will be, making the consumer more motivated to search for a solution.

Question 9

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.

Accepted Answer

Habitual buying behavior involves minimal consumer effort and evaluation, as the purchase decision is often based on habit rather than extensive alternative evaluation.

Question 10

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

Accepted Answer

Situational factors such as time constraints, physical environment, and financial constraints can sometimes be the most influential factors in a consumer's decision-making process, even more so than psychological and social factors. For example, a consumer may have a strong desire to buy a certain brand of product but may opt for a cheaper alternative due to financial constraints.

Question 11

The consumer decision process begins with a comparison of available alternatives.

Accepted Answer

The consumer decision process actually begins with the recognition of a need or problem, before any comparison of available alternatives takes place.

Question 12

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

Accepted Answer

A reference group can influence your perception of a clothing store through direct or indirect means, such as through word-of-mouth recommendations or social media influence. These external factors can shape your attitude and behavior towards a particular brand or store.

Question 13

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

Accepted Answer

External search refers to seeking information from sources outside of oneself, such as friends, family, online reviews, or professional experts. In the case of an important purchase, consumers are likely to seek information from multiple external sources to make an informed decision.

Question 14

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

Accepted Answer

The statement indicates that Brenda wants a car that meets both her practical (dependable transportation) and emotional (looking good) needs.

Question 15

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

Arnie's behavior suggests that he values and recognizes the loyalty of his regular customers.

Question 16

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

Accepted Answer

Customers are more likely to share negative experiences than positive ones, as negative experiences tend to evoke stronger emotions and are perceived as more impactful or noteworthy.

Question 17

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.

Accepted Answer

Postpurchase cognitive dissonance is a psychological phenomenon where a person questions whether their purchase decision was the right one, especially when it involves a significant amount of money. In this case, purchasing an expensive pair of shoes may lead to the buyer questioning if they made the right decision and if the shoes were indeed better than a cheaper alternative they could have chosen.

Question 18

Pam didn't go see the movie Gravity because her friends all said she wouldn't be able to handle it.When she found out how good it was,she blamed her friends.Pam is demonstrating an internal locus of control.

Accepted Answer

Pam is exhibiting an external locus of control by blaming her friends instead of taking responsibility for her own decision not to see the movie.

Question 19

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

Accepted Answer

Consumers in habitual decision making tend to rely on automatic responses and do not actively engage in conscious decision making.

Question 20

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

Accepted Answer

Customers often make purchasing decisions based on their perception of value, which can include factors such as price, quality, convenience, and service. If a customer believes that one option offers more value than another, they are more likely to choose that option.

Quiz 6: Consumer Behavior