Question 1

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 a decision-making process that occurs when a consumer has some experience with a product or service category but still needs to gather additional information before making a decision. In this scenario, Frazier has some experience with grocery shopping and knows what he needs to buy, but he still needs to gather additional information (e.g. prices, availability, promotions) before making a decision on what to buy for dinner.

Question 2

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 can be relevant for marketing as it helps in understanding the consumer's motivation and needs. It can help in positioning the products or services to fulfill the needs of the target audience, and also to create effective advertising messages that resonate with the consumer's needs.

Question 3

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.

Accepted Answer

A

Question 4

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 toward "American" car brand is due to the negative comments made by her parents.

Question 5

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 refers to the mental discomfort that occurs after a purchase when a consumer questions whether or not they made the right decision. This can lead to the consumer seeking out information to support their decision and reduce the discomfort. A common example is feeling uncertain about whether expensive purchases were worth the money compared to less expensive alternatives.

Question 6

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.

Accepted Answer

People often choose a product or service based on their perceived value, which takes into account not only the price but also the benefits and features it offers compared to other options. This decision is influenced by factors such as personal preferences, past experiences, and product information available to them. While price is important, it is not the only factor that influences buying decisions.

Question 7

The buying process begins with a comparison of available alternatives.

Accepted Answer

The answer of The buying process begins with a comparison...

Question 8

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 understands that building relationships with regular customers through personalized service and demonstrating appreciation for their business can increase customer loyalty and ultimately benefit the business.

Question 9

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

Accepted Answer

Visiting colleges before applying is a planned and intentional process, not an impulsive one.

Question 10

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

Accepted Answer

Brenda wants a car that will be reliable and meet her transportation needs (functional need), but also wants a car that will make her feel good and look good (psychological need). Therefore, she is trying to satisfy both functional and psychological needs.

Question 11

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

The answer of When Glen is thirsty,he always buys a...

Question 12

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

Accepted Answer

When consumers consult friends and family for information before making an important purchase, it is considered a form of external search for information.

Question 13

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. The bigger the difference between what a consumer wants and what they currently have, the stronger the need recognition will be. This is because the bigger the gap, the more motivated the consumer will be to find a solution to satisfy their need.

Question 14

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

Accepted Answer

A reference group, which is composed of individuals who influence a person's beliefs and behaviors, can impact how someone feels about a clothing store. This could be due to the opinions or experiences of friends, family, peers, or even celebrities who have shopped at that store. The influence can be direct, such as through personal recommendations, or indirect, such as through social media or advertising.

Question 15

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

Accepted Answer

People make purchasing decisions based on the perceived value of a product or service. If they believe one option offers more value than another, they are more likely to choose that option.

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 their experiences when they are negative than when they are positive, as negative experiences tend to evoke stronger emotions and a desire to warn others or seek resolution.

Question 17

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

Accepted Answer

Habitual decision making is a type of decision making where the consumer engages in little conscious decision making because their behaviors are automatic and routine.

Question 18

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

Accepted Answer

Satisfied customers are more likely to recommend your business to their family, friends, and associates, which can lead to new customers and increased revenue.

Question 19

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

Accepted Answer

Situational factors such as time pressure, availability of options, and physical surroundings can sometimes have a stronger impact on consumer decision-making than psychological and social factors like values, beliefs, and social norms. For example, a consumer may choose to buy a cheaper product even if it goes against their personal values if they are in a time crunch and need the product immediately.

Question 20

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

Accepted Answer

Setting extremely high customer expectations can lead to a situation where customers are constantly disappointed with the product or service, leading to dissatisfaction and negative reviews. It is important to set realistic expectations and work towards meeting or exceeding them consistently.

Quiz 6: Consumer Behavior