Question 1

From the theory of _____________, we know that how we intend to behave is not always how we actually behave, because this is affected by our attitudes towards the behaviour in question, a subjective norm (how we think others perceive that behaviour), and our own perceptions of how we can control our behaviour.
A) planned behaviour
B) motivation
C) operant conditioning
D) cognitive dissonance

Accepted Answer

The theory of planned behaviour (TPB) is a well-established theory in psychology that explains the relationship between attitudes, subjective norms, perceived behavioural control, and behaviour. According to TPB, behaviour is not solely determined by intentions, but also by the perception of control over the behaviour.

Question 2

A female consumer decides that she needs to buy a new dress for a party, because she's grown tired of the old one, or because she thinks it's out of fashion, or to cheer herself up, or for a special occasion. This is an example of which stage in the consumer proposition acquisition process?
A) Information gathering.
B) Motive development.
C) Product selection.
D) Acquisition.

Accepted Answer

The consumer first develops a motive for purchasing a dress, which includes reasons such as being tired of the old dress, thinking it's out of fashion, or for a special occasion. This is followed by the information gathering stage to find suitable dresses, product selection stage to choose the dress, and finally, the acquisition stage to purchase the dress.

Question 3

To reduce cognitive dissonance post-purchase a consumer can act in a number of ways. These include:
A) Selectively forgetting information.
B) Minimizing the importance of an issue, decision, or act.
C) Reversing a purchase decision; for instance, by taking a product back or selling it.
D) All of the above options are correct.

Accepted Answer

All of the above options are correct. This is because reducing cognitive dissonance post-purchase is a subjective process and consumers may use any of the above tactics, or a combination of them, to alleviate the discomfort they feel after making a purchase decision. Selectively forgetting information and minimizing the importance of an issue are both cognitive strategies that help consumers reconcile the mismatch between their expectations and their actual purchase experience. Reversing a purchase decision is a behavioral strategy that involves undoing the original decision, and it can be used in cases where the purchase experience is particularly negative or the product is perceived as unsatisfactory.

Question 4

Jingles are often used in advertising. For example, GoCompare's annoying opera singer, Gio Compario. What learning theory is this example of?
A) Operant conditioning.
B) Classical conditioning.
C) Social learning.
D) Social conditioning.

Accepted Answer

This example is of classical conditioning, as the annoying jingle (opera singer) has been repeatedly paired with the GoCompare brand, creating a learned association in the minds of the audience.

Question 5

Organizational buyer behaviour (OBB) consists of a series of sequential activities through which organizations proceed when making purchasing decisions. This is referred to as:_________
A) buyclasses
B) buyphases
C) procurement
D) tender

Accepted Answer

Organizational buyer behaviour is a process consisting of a series of sequential activities that the organization proceeds with when making purchasing decisions. These activities are known as buyphases. Buyclasses refer to the various types of buying decisions that organizations can make, procurement is a broader term that includes various activities related to purchasing, and tender refers to a formal process of requesting bids or proposals from suppliers.

Question 6

In Maslow's Hierarchy of Needs theory our need to be valued and respected by ourselves and others is a/an:
A) esteem need.
B) higher-order physiological need.
C) low-order safety need.
D) low-order self-actualization need.

Accepted Answer

According to Maslow, esteem needs are the need for self-esteem, which includes feelings of self-respect, achievement, and confidence, and the need for esteem from others, which includes recognition, reputation, and respect from others. Therefore, our need to be valued and respected by ourselves and others falls under esteem needs in Maslow's Hierarchy of Needs theory.

Question 7

This is the manner in which the individual copes and deals with his/her psychological and physical environment on a day-to-day basis', and 'the manner in which people conduct their lives, including their activities, interests, and opinions' (AMA, 2016). This is referred to as:________. These are beliefs that underpin our attitudinal and behavioural systems. They are linked to our conscience, developed through the familial socialization process, through cultures and subcultures, our religious influences, and are frequently formed in early childhood:
A) Attitudes
B) Opinions
C) Lifestyles
D) Motives

Accepted Answer

The definition given in the question refers to lifestyles. Attitudes and opinions are related to an individual's beliefs and thoughts. Motives refer to the underlying reasons or goals for an individual's behavior. While all of these can be shaped by one's upbringing and cultural influences, lifestyles specifically refer to the patterns of behavior that an individual exhibits in their daily life.

Question 8

Which of the following is not one of the buyphases in organizational buyer behaviour (OBB)?
A) Product specification.
B) Evoke set development
C) Supplier and product search.
D) Evaluation of proposals.

Accepted Answer

The term "evoke set development" is not one of the established buyphases in organizational buyer behaviour. The other three options (product specification, supplier and product search, and evaluation of proposals) are all recognized as key stages in the OBB process.

Question 9

Paul's computer is five years old and he is becoming annoyed by how slowly it operates. This scenario is an example of motive development.

Accepted Answer

Paul's annoyance with his slow computer is a motivator for him to seek a new, faster computer, which is an example of motive development.

Question 10

New Task situation occurs when the organization is faced with a first-time buying situation. Risk is inevitably large at this point as there is little collective experience of the product/service or of the relevant suppliers.

Accepted Answer

New Task situation is indeed characterized by a high level of risk due to the lack of experience with the product/service or the suppliers involved.

Question 11

There are three main types of buying situations. Referred to by Robinson, Faris, and Wind (1967) as buyclasses these are: new task, modified rebuy, and straight rebuy.

Accepted Answer

This statement accurately describes the three main types of buying situations as classified by Robinson, Faris, and Wind (1967).

Question 12

The search for information during the data gathering stages of the production acquisition process involves just an internal search of information from our memory.

Accepted Answer

The search for information during the data gathering stages of the production acquisition process involves both an internal search of information from our memory and an external search for information from various sources such as books, articles, and experts in the field.

Question 13

An evoked set is a group of goods, brands, or services recalled during decision making from which a consumer makes their decision of which product, brand, or service to buy.

Accepted Answer

This is a correct definition of an evoked set.

Question 14

Cognitive dissonance is when we are not entirely happy with our purchase after buying it and we are motivated to re-evaluate our beliefs and opinions about the purchase.

Accepted Answer

Cognitive dissonance is caused when there is a discrepancy between our beliefs and actions, and it leads to a feeling of discomfort or unease. In the case of a purchase, if we are not entirely happy with it, it can cause cognitive dissonance, which motivates us to re-evaluate our beliefs and opinions about the purchase.

Question 15

Most market research agencies routinely measure attitudes and purchasing patterns based on life stage to determine differences among groups.

Accepted Answer

The answer of Most market research agencies routinely measure attitudes...

Question 16

Users very often help set the technical specifications for the proposed purchase and assist the evaluation of alternative offerings by potential suppliers.

Accepted Answer

The answer of Users very often help set the technical...

Question 17

There are various theories of personality. One popular approach categorizes people into different personality types or so-called ____________.
A) self-concept
B) traits
C) looking-glass self
D) habit

Accepted Answer

This question refers to the trait approach of personality, which categorizes individuals into different traits or characteristics. Therefore, the best choice is B, traits.

Question 18

In an organisation, this member of DMU selects suppliers and manages the process whereby the required products are procured. They are known as: _________.
A) deciders
B) gatekeepers
C) buyers
D) influencers

Accepted Answer

The role described in the question is that of a buyer, who is responsible for selecting suppliers and managing the procurement process. Deciders make the final decision on which product or service to purchase, gatekeepers control access to key decision-makers within the organization, and influencers provide information and recommendations to the decision-making team. While these roles may also be part of the DMU, they are not specifically responsible for the procurement function described in the question.

Question 19

What is the group of products called that we consider when making a consumer purchase decision?
A) Evoked set.
B) Customer options.
C) Desired set.
D) Awareness set.

Accepted Answer

The group of products that we consider when making a consumer purchase decision is called the "evoked set." This refers to the set of options that come to mind when a consumer is considering a purchase, based on their past experience, advertising exposure, or other factors.

Question 20

This feeling of dissonance may be particularly acute in a ____________ purchase, e. g. cars, houses, holidays, high-value investment products.
A) high-involvement
B) low-involvement.
C) routine
D) impulse

Accepted Answer

Dissonance is generally associated with high-involvement purchases which involve a significant amount of money, time and effort. These purchases are important to the buyer and their decision-making process is more complex as compared to low-involvement purchases, which are routine and require less effort.

Quiz 2: Understanding Customer Behaviour

A female consumer decides that she needs to buy a new dress for a party, because she's grown tired of the old one, or because she thinks it's out of fashion, or to cheer herself up, or for a special occasion. This is an example of which stage in the consumer proposition acquisition process?

To reduce cognitive dissonance post-purchase a consumer can act in a number of ways. These include:

Jingles are often used in advertising. For example, GoCompare's annoying opera singer, Gio Compario. What learning theory is this example of?

Organizational buyer behaviour (OBB) consists of a series of sequential activities through which organizations proceed when making purchasing decisions. This is referred to as:_________

In Maslow's Hierarchy of Needs theory our need to be valued and respected by ourselves and others is a/an:

Which of the following is not one of the buyphases in organizational buyer behaviour (OBB) ?

Paul's computer is five years old and he is becoming annoyed by how slowly it operates. This scenario is an example of motive development.

New Task situation occurs when the organization is faced with a first-time buying situation. Risk is inevitably large at this point as there is little collective experience of the product/service or of the relevant suppliers.

There are three main types of buying situations. Referred to by Robinson, Faris, and Wind (1967) as buyclasses these are: new task, modified rebuy, and straight rebuy.

The search for information during the data gathering stages of the production acquisition process involves just an internal search of information from our memory.

An evoked set is a group of goods, brands, or services recalled during decision making from which a consumer makes their decision of which product, brand, or service to buy.

Cognitive dissonance is when we are not entirely happy with our purchase after buying it and we are motivated to re-evaluate our beliefs and opinions about the purchase.

Most market research agencies routinely measure attitudes and purchasing patterns based on life stage to determine differences among groups.

Users very often help set the technical specifications for the proposed purchase and assist the evaluation of alternative offerings by potential suppliers.

There are various theories of personality. One popular approach categorizes people into different personality types or so-called ____________.

In an organisation, this member of DMU selects suppliers and manages the process whereby the required products are procured. They are known as: _________.

What is the group of products called that we consider when making a consumer purchase decision?

This feeling of dissonance may be particularly acute in a ____________ purchase, e. g. cars, houses, holidays, high-value investment products.