Basic Marketing A Strategic Marketing Planning Approach 19th Edition by Perreault - Test Bank

Basic Marketing A Strategic Marketing Planning Approach 19th Edition by Perreault – Test Bank

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Chapter 05

Final Consumers and Their Buying Behavior

True / False Questions

1.	The economic-buyer theory assumes that consumers know all the facts and logically compare choices. True False

2.	Most economists assume that consumers are “economic buyers” who logically evaluate choices to get the greatest satisfaction from spending their time and money. True False

3.	Economic needs include such things as self-respect, accomplishment, fun, freedom and relaxation. True False

4.	The “economic buyer” view of consumers says that individuals will only buy the cheapest goods and services available—regardless of quality. True False

5.	Economic needs are concerned only with getting the best quality at the lowest price. True False

6.	The median income of U.S. families in 2010 was about $49,445. True False

7.	In 2010, half of all American households earned more than $75,442. True False

8.	By 2010, after taking inflation into account, the median income in the U.S. declined by 7 percent in the previous decade. True False

9.	In 2010, 50 percent of U.S. families received less than $49,445 in income. True False

10.	Discretionary income is what is left after paying taxes. True False

11.	Discretionary income is the income from investments. True False

12.	Discretionary income is the income adjusted to take out the effects of inflation. True False

13.	Discretionary income is an elusive concept because the definition of necessities varies from family to family and over time. True False

14.	Most marketing managers think that the economic-buyer theory explains buyer behavior very well. True False

15.	According to the text, consumer buying decisions are influenced by economic needs, psychological variables, social influences, and the purchase situation. True False

16.	Motivation, perception, learning, attitudes, trust, and lifestyle are psychological variables which affect consumer buying. True False

17.	Family, social class, reference groups, and culture are the psychological variables that affect a consumer’s buying decisions. True False

18.	Wants are the basic forces that motivate a person to do something. True False

19.	Wants are needs which are learned during a person’s life. True False

20.	A drive is a strong stimulus that encourages action to reduce a need. True False

21.	Food, liquid, sex, and rest are examples of physiological needs. True False

22.	Examples of personal needs include self-esteem, accomplishment, fun, freedom, and relaxation. True False

23.	The “hierarchy of needs” model suggests that most products must fill more than one need at the same time. True False

24.	According to the Hierarchy of Needs, consumers are motivated to first satisfy their higher-order needs, then they will focus on their lower-level needs. True False

25.	Motivation theory suggests that a consumer would not try to satisfy physiological and safety needs until social and personal needs have been completely satisfied. True False

26.	Motivation theory suggests that only one need can be satisfied at a time. True False

27.	Consumers do not usually see or hear all the stimuli that come their way. True False

28.	In selective exposure we screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs. True False

29.	“Selective exposure” refers to a person’s ability to screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs. True False

30.	Learning is a change in a person’s thought processes caused by prior experience. True False

31.	According to learning theory, a cue is likely to result in a consumer response only if there is a drive to satisfy. True False

32.	Reinforcement of a response decreases the likelihood of the same response the next time the drive occurs. True False

33.	Reinforcement strengthens the relationship between the cue and the response. True False

34.	Adding lemon scent to Pledge furniture polish is an example of using a positive cue. True False

35.	A perfume ad that suggests that people who use the product have more appeal to the opposite sex is an example of a positive cue. True False

36.	That “new car” smell that includes an aroma of leather and wood is an example of using a positive cue. True False

37.	Many needs are culturally (or socially) learned. True False

38.	Americans’ preoccupation with deodorants is an example of a culturally learned need. True False

39.	An attitude is a person’s point of view about something, and usually involves liking or disliking. True False

40.	The main difference between attitudes and beliefs is that beliefs always involve liking or disliking, but attitudes don’t necessarily involve liking or disliking. True False

41.	Beliefs are not as action-oriented as attitudes. True False

42.	Beliefs are more action-oriented than attitudes. True False

43.	Beliefs may help shape a consumer’s attitudes but don’t necessarily involve any liking or disliking. True False

44.	A consumer’s belief about a product may have a positive or negative effect on his or her attitude about the product. True False

45.	Attitudes are very good predictors of intention to buy. True False

46.	It is easier for a marketer to work with existing attitudes than to try to change them. True False

47.	It is possible for marketing managers to change or create new attitudes about goods and services—but overcoming negative attitudes is a really tough job. True False

48.	An expectation is an outcome or event that a person anticipates or looks forward to. True False

49.	Consumers may evaluate a product not just on how well it performs but on how it performs relative to their expectations. True False

50.	In light of the relationships between consumer expectations and satisfaction, it’s usually best for promotion to slightly “over promise” what the firm can actually deliver. True False

51.	Trust is the confidence a person has in the promises or actions of another person, brand, or company. True False

52.	Highly trusted people, brands, and companies have many disadvantages in the marketplace. True False

53.	Activities, Interests and Opinions are the “AIO” variables used in lifestyle analysis. True False

54.	Attitudes, Income and Opinions are the “AIO” variables used in lifestyle analysis. True False

55.	Psychographics is the analysis of a person’s day-to-day pattern of living as expressed in that person’s Activities, Interests, and Opinions. True False

56.	The VALS approach to understanding consumer behavior considers values, attitudes, and lifestyles. True False

57.	Marital status, age, and the age of any children in a household are the three demographic dimensions that determine stage of family life cycle. True False

58.	In international marketing, it’s important to rely on intuition and to generalize the cultural influences on consumer behavior from one country to another. True False

59.	It’s hazardous to rely on intuition in generalizing about cultural influences on consumer behavior from one country to another. True False

60.	Stage of family life cycle is usually determined by two demographic dimensions—income and number of children. True False

61.	Singles and young couples seem less willing to try new products because they earn less. True False

62.	Younger families with no children are a good market for durable goods such as automobiles and furniture. True False

63.	Older people seem to be more open to new products and brands than younger people. True False

64.	Families with teenagers tend to spend more on durables than younger families. True False

65.	Teens play an increasingly minor role in shaping family purchases. True False

66.	“Empty nesters” are people whose children are grown and who are now able to spend their money in other ways. True False

67.	“Empty nesters” is a term that refers to young couples with no children. True False

68.	Consumer buying decisions are affected by social influences such as motivation, perception, learning, attitudes, and personality. True False

69.	Buying responsibility and purchase influence between husband and wife vary greatly—depending on the product and the specific family. True False

70.	Income by itself is usually a pretty good measure of social class. True False

71.	According to the text, the U.S. social class system is much more rigid than those in most countries. True False

72.	According to the text, the U.S. social class system is usually measured in terms of occupation, education, and housing arrangements. True False

73.	People who have the same amount of income—but who are in different social classes—tend to spend their income in the same way. True False

74.	Given the same income, consumers in different social classes will handle themselves and their money very differently. True False

75.	The group of people to whom an individual looks when forming attitudes about a particular topic is his reference group for that topic. True False

76.	A person normally has several reference groups. True False

77.	Reference group influence is likely to be greater for products which will not be seen by other individuals. True False

78.	Reference groups are more important when others will be able to “see” which product or brand we’re using. True False

79.	An opinion leader is usually wealthier and better educated than the people he or she influences. True False

80.	Opinion leaders for one subject or product are also usually opinion leaders for many other subjects or products. True False

81.	Word-of-mouth publicity from opinion leaders can be favorable or unfavorable. True False

82.	Marketers who want to aim at people within several different cultures usually will be able to use the same marketing mix for all of them. True False

83.	In the U.S., ethnic submarkets are growing at a faster rate than the overall population. True False

84.	Both the birthrate and the buying power of ethnic groups in the U.S. are increasing. True False

85.	In ethnic markets within the U.S., the median age is higher and the birthrate is lower than the overall population. True False

86.	Hispanic Americans are now the largest and fastest-growing ethnic group in the U.S. True False

87.	Asian Americans are the largest and fastest-growing ethnic group in the United States. True False

88.	Of all the major ethnic groups in the U.S., Asian Americans have the highest median family income. True False

89.	African Americans have the highest median family income of the major ethnic groups. True False

90.	The buying power of Hispanics and African Americans exceeds $1 trillion a year. True False

91.	Planning for cultural differences in international markets is easier than in domestic markets. True False

92.	The reaction of Italian women to Swiffer is an example of cultural influence. True False

93.	Needs, benefits sought, attitudes, motivation, and even how a consumer selects certain products all vary depending on the purchasing situation. True False

94.	Different purchase situations may require different marketing mixes, even though the same target market is involved. True False

95.	The consumer decision process begins when a consumer becomes aware of an unmet need. True False

96.	As part of the basic problem-solving steps, a consumer searches for information, identifies alternatives and what factors are important, and then evaluates one or more products before deciding how best to meet a need. True False

97.	How much effort is put into a buying decision depends on the economic needs, psychological variables, social influences, purchase situation, and the amount of risk involved. True False

98.	Consumers use extensive problem solving when they put SOME effort into deciding how to satisfy a need. True False

99.	Consumers use limited problem solving when they put MUCH effort into deciding how to satisfy a need. True False

100.	Limited problem solving is used by consumers when some effort is required in deciding the best way to satisfy a need. True False

101.	A consumer interested in making a low involvement purchase is most likely to use “limited problem solving”—rather than one of the other levels of problem solving. True False

102.	Limited problem solving is used when the consumer has a lot of experience in meeting a need and has no need for additional information. True False

103.	Routinized response behavior is typical for low-involvement purchases. True False

104.	Finding her favorite brand of shampoo temporarily out of stock, a supermarket shopper is more likely to take part in routinized response behavior than limited problem solving. True False

105.	The idea of a decision process implies that consumers always apply rational processes in their buying decisions. True False

106.	Dissonance takes place when an individual is NOT confident about the rightness of a decision. True False

107.	After making a purchase, buyers often wonder if they made the right choice. The resulting tension is called dissonance. True False

108.	The power of negative purchase experiences is greater than that of positive experiences. True False

109.	The adoption process refers to the steps individuals go through on the way to accepting or rejecting a new idea. True False

110.	The steps in the adoption process are awareness, interest, evaluation, trial, decision, and confirmation. True False

111.	In the evaluation stage of the adoption process, a consumer begins to give the product a mental trial, applying it to his or her personal situation. True False

112.	In the confirmation stage of the adoption process, the adopter continues to rethink the decision and searches for support for the decision. True False

113.	In the adoption process, the confirmation step usually precedes the decision step. True False

Multiple Choice Questions

114.

Which of the following would be most helpful for predicting why a final consumer selects one of several similar brands?

A.	population data

B.	consumer spending patterns

C.	behavioral science theories

D.	consumer income

E.	all would be equally helpful

115.

Which of the following is not a need that affects the buying behavior of “economic buyers”?

A.	Economy of purchase or use

B.	Convenience

C.	Dependability in use

D.	Motivation

E.	Efficiency in operation or use

116.

Discretionary income is the portion of a person’s income that pays for:

rent.

food.

luxuries.

taxes.

E.	insurance.

117.

The appeal that has the most relevance to an economic buyer is:

A.	“I’m lovin’ it” (McDonald’s).

B.	“Expect great things” (Kohl’s).

C.	“Live for now” (Pepsi).

D.	“Who doesn’t want 50% more cash?” (Capital One Rewards Card).

E.	“Relentlessly protecting your identity” (LifeLock).

118.

An economic buyer is a person who

A.	logically compares choices to get the greatest satisfaction from spending time and money.

B.	makes buying decisions based only on price.

C.	will not pay extra for convenience.

D.	always buys products at the lowest price possible.

E.	is averse to spending time and money.

119.

An “economic buyer” is a person who:

A.	Makes buying decisions based on behavioral needs rather than economic needs.

B.	Logically compares choices to get the greatest satisfaction from expenditures of time and money.

C.	Always buys the product that has the lowest price.

D.	Is not willing to pay extra for convenience.

E.	All of these are characteristics of an “economic buyer.”

120.

Economists’ economic-buyer theory assumes that:

A.	income data are very useful for predicting consumer behavior.

B.	buyers logically compare choices in order to maximize their satisfaction.

C.	consumers should purchase only low-priced products.

D.	buyers focus primarily on price.

E.	None of these is correct.

121.

_____ are concerned with making the best use of a consumer’s time and money—as the consumer judges it.

A.	Economic needs

B.	Psychological needs

C.	Social influences

D.	Behavioral influences

E.	Perceptual needs

122.

Which of the following is an “economic need”?

A.	Desire for self-satisfaction and convenience.

B.	Desire for efficiency in the use of the consumer’s money.

C.	Desire for efficiency in the use of the consumer’s time and money.

D.	Desire for prestige and paying a high price for the best quality.

E.	Desire for status and paying a high price for the best quality.

123.

Which of the following is NOT an economic need?

A.	Dependability in use

Hunger

C.	Economy of use

D.	Convenience

E.	Efficiency in use

124.

Which of the following is NOT an economic need of consumers?

A.	Convenience.

B.	Dependability in use.

C.	Economy of purchase.

D.	Efficiency.

Hunger.

125.

At Home Depot, a customer can purchase a gallon of one-coat paint that contains the ingredients for both a primer and a color. What is the primary economic need being satisfied by this type of paint?

A.	Dependability in use

B.	Economy of purchase

C.	Improvement of earnings

D.	Convenience

126.

A magazine ad for GEICO car insurance shows the GEICO gecko lying down while the copy reads, “Don’t take high car insurance rates lying down.” What primary economic need is being satisfied in this magazine ad?

A.	Convenience

B.	Improvement of earnings

C.	Dependability in use

D.	Economy of purchase

127.

An application for the iPhone that includes voice directions for a built-in GPS system can be helpful in finding a motel that is “off the beaten track”. What is the primary economic need being satisfied by this app?

A.	Economy of purchase

B.	Dependability in use

C.	Efficiency in use

D.	Convenience

128.

In a television commercial for Maytag appliances, the spokesperson “Old Lonely” acts bored because no one is calling him to schedule a repair of their appliances. What is the primary economic need being illustrated in this TV ad?

A.	Dependability in use

B.	Convenience

C.	Economy of purchase

D.	Improvement of earnings

129.

A busy mom stops at a 7-Eleven store on the way home from work to purchase some bread, milk, and ice cream. What primary economic need is being satisfied by the 7-Eleven?

A.	Dependability in use

B.	Economy of purchase

C.	Efficiency in operation

D.	Convenience

130.

The economists’ view of buyers

A.	puts a great deal of emphasis on differences in buying behavior related to individual differences among consumers.

B.	is based on the idea that consumers value time and select the first alternative they learn about.

C.	assumes that consumers always buy the lowest-price alternative.

D.	emphasizes psychological variables rather than social influences.

E.	None of these answers is correct.

131.

The percentage of U.S. families with incomes above $49,445 in 2010 was:

about 50.

about 75.

20.

10.

E.	less than 5.

132.

The median family income in the U.S. in 2010 was about:

$30,000.

$40,000.

$50,000.

$75,000.

$100,000.

133.

Discretionary income is defined as:

A.	total market value of goods and services produced.

B.	gross domestic product per capita.

C.	income available after taxes.

D.	income available before taxes.

E.	income available after taxes and necessities.

134.

“Discretionary income:”

A.	is a family’s income AFTER taxes.

B.	is a measure of a family’s total purchasing power.

C.	is the amount of income spent on durable goods.

D.	is a family’s income AFTER paying taxes and paying for necessities.

135.

The amount of income a family has left after paying taxes and paying for its necessities is called its ______________ income.

personal

B.	discretionary

marginal

family

modified

136.

What is left of income after paying for taxes and paying for necessities?

A.	Net income.

B.	Real income.

C.	Deductible income.

D.	Gross income.

E.	Discretionary income.

137.

Misty Hancock is a sales rep for a computer producer. Her salary last year was $30,000, and she earned another $5,000 in sales commissions. She paid $6,000 in taxes, and spent $8,000 on food, housing, a car, and other “necessities.” What is Misty’s discretionary income?

$21,000

$34,000

$15,000

$24,000

$8,000

138.

A young working couple earned $55,000 last year. They paid $16,000 in taxes and $20,000 in rent, food, insurance and other necessities. What was their discretionary income for the year?

$39,000.

$55,000.

$30,000.

$35,000.

$19,000.

139.

A young working couple earned $35,000 last year, and paid $10,000 in taxes. They spent $13,000 on rent, food, insurance, and other “necessities.” What is their discretionary income?

$12,000

$35,000

$22,000

$25,000

140.

Keith McPherson earned $20,000 last year as a carpenter. He paid $6,000 for food, rent, medical expenses and other “necessities.” There was little construction work in February, so he took a trip to the Caribbean and spent $4,000. What was Keith’s discretionary income last year?

$4,000

$20,000

$10,000

$12,000

E.	There is not enough information to determine Keith’s discretionary income.

141.

As the owner of a women’s clothing store, Caroline Lipscomb has an income of $75,000. She pays $30,000 per year in taxes and another $17,000 per year in grocery bills, house mortgage, and car payment. Last year she went to Italy and spent an additional $4,000. What was Caroline’s discretionary income last year?

$45,000.

$75,000.

$26,000.

$28,000.

$24,000.

142.

A young working couple earned $50,000 last year. Of that, they paid $16,000 in taxes and $15,000 in rent, food, insurance and other necessities. Their discretionary income for the year was:

$35,000.

$50,000.

$19,000.

$34,000.

$15,000.

143.

Ginny Paulson was just promoted to marketing manager for her company. She also gets a big raise with the promotion. Because Ginny’s discretionary income will increase, which of the following products is MOST likely to benefit?

A.	Furnace repairs.

B.	Automobile insurance.

C.	A CD stereo system.

D.	Medical services.

E.	Grocery staples.

144.

As the owner of a Bluetooth specialties store, Alicia Fountainbleau has an income of $72,000. She pays $30,000 per year in taxes and another $22,000 per year in grocery bills, house mortgage, and car payment. Last year she spent an additional $4,000 on a two-week vacation at a Club Med in Rio de Janeiro. What was Alicia’s discretionary income last year?

$20,000.

$4,000.

$42,000.

$26,000.

$50,000.

145.

Bart Thunderheart has an annual income of $75,000 a year. He pays $25,000 in taxes, and spends another $15,000 on his home, car, food, and other “necessities.” Last year, he decided to really enjoy his annual vacation, so he spent $5,000 to go skiing in Austria. What was Bart’s discretionary income last year?

$20,000

$5,000

$35,000

$30,000

$50,000

146.

Manuel Acala is a marketing analyst, but made only $28,000 last year because he was employed only part of the year. He paid $5,000 in taxes, and spent another $10,000 for food, housing, a car, and other “necessities.” Manuel’s discretionary income was:

$28,000

$13,000

$23,000

$18,000

E.	There is not enough information to tell.

147.

Kira Johannson’s salary as a sales rep was reduced to $32,000 last year, but she earned an additional $10,000 in sales commissions. Her tax bill was $14,000 and bills covering other necessities such as food, housing, and transportation amounted to $11,000. Kira’s discretionary income last year was:

$17,000.

$11,000.

$32,000.

$28,000.

$42,000.

148.

Alberto Romez earned $100,000 last year as a Mercedes sales rep. He paid $10,000 in taxes, and another $25,000 on food, housing and other necessities. Alberto’s discretionary income was _________________.

$75,000

$65,000

$55,000

$45,000

$35,000

149.

According to the text, the economic-buyer theory

A.	says that most consumers do not know the economic value of products they purchase.

B.	explains why people behave the way they do.

C.	includes psychological variables and social influences.

D.	is too simplistic to explain consumer behavior.

E.	assumes that consumers always buy the lowest price alternative.

150.

The “economic-buyer” model:

A.	is seen as too simplistic by most marketing managers.

B.	assumes that consumers are affected by psychological variables and social influences.

C.	suggests that men and women behave differently as buyers.

D.	assumes that buyers don’t have enough information to make logical choices—and as a result buy products that are not a good value.

E.	None of these is true of the economic-buyer model.

151.

ADT commercials that advertise the value of having a home burglar alarm system appeals to consumers’:

A.	personal needs.

B.	economic needs.

C.	social needs.

D.	safety needs.

E.	physiological needs.

152.

Firms most likely to attract consumers by making an appeal to social needs are:

A.	tire companies.

B.	online dating sites.

C.	tax preparation services.

banks.

E.	electric companies.

153.

Many consumers mentally block out marketing messages that do not interest them. This phenomenon is part of a person’s _____.

A.	motivation

needs

C.	perception

attitudes

learning

154.

Marketers cannot assume that a product that meets consumer needs in one country will do so in another. This is because:

A.	some people do not have physiological or safety needs.

B.	many needs are culturally learned.

C.	economic needs do not influence purchases in many regions of the world

D.	the purchase situations may be different.

E.	family life cycles may be different.

155.

____ is one of the psychological variables that affects a person’s buying behavior.

A.	Perception

Family

C.	Social class

D.	Reference groups

E.	Convenience

156.

Which of the following is NOT a psychological variable?

Culture.

B.	Personality.

Learning.

D.	Perception.

E.	Attitudes.

157.

Which of the following is NOT a psychological variable?

Attitudes

B.	Social class

C.	Motivation

Learning

E.	Perception

158.

Regarding consumer motivation, the text states that:

A.	wants are the basic forces which motivate people to do something.

B.	all needs and wants are caused by drives.

C.	wants are learned needs.

D.	the terms “needs” and “wants” mean the same thing.

E.	None of these alternatives is correct.

159.

What are the basic forces that motivate a person to do something?

Desires.

Drives.

Actions.

D.	Aspirations.

Needs.

160.

Wants

A.	are an effort to satisfy a drive.

B.	are more basic than needs.

C.	are strong stimuli that encourage action to reduce a need.

D.	are needs that are learned during a person’s life.

E.	remain the same during a person’s life.

161.

Marci Bello is status-oriented. When she buys clothing she only considers items with well-known “labels” that her friends will notice. This behavior illustrates

A.	satisfying a need.

B.	satisfying a want.

C.	satisfying a belief.

D.	the “economic buyer” model of buyer behavior.

E.	All of these are equally good answers.

162.

A _____ is a strong stimulus that encourages action to reduce or satisfy a need.

want

B.	motivation

drive

desire

deed

163.

When a consumer actually purchases a particular product it is the direct result of a

need.

want.

drive.

D.	desire for physical well-being.

E.	None of these is more true than the others.

164.

Good marketing managers know that

A.	marketing strategies can’t influence consumer “wants.”

B.	marketers can’t create internal drives in consumers.

C.	it is not that difficult to develop a marketing strategy that gets consumers to do what they don’t want to do.

D.	None of these alternatives is correct.

165.

After working for 18 hours, Katrina arrived home exhausted and wanted to go straight to sleep. Katrina’s need to sleep is a ______________ need.

A.	psychological

social

C.	physiological

D.	behavioral

emotional

166.

Frustrated by a lack of freedom to make decisions at her work, Betty quit her job to find one with greater independence. What type of need motivated Betty’s actions?

A.	Psychological

Social

C.	Physiological

Economic

Cultural

167.

The text discusses a four-level hierarchy of needs. Which of the following is NOT included in that model?

A.	Social needs.

B.	Psychological needs.

C.	Safety needs.

D.	Physiological needs.

E.	Personal needs.

168.

Ranked from lowest level to highest level, the “hierarchy of needs” model includes:

A.	personal, social, safety, and physiological needs.

B.	physiological, safety, social, and personal needs.

C.	safety, personal, social, and physiological needs.

D.	social, personal, safety, and physiological needs.

E.	physiological, safety, personal, and social needs.

169.

According to the “hierarchy of needs” model, the first needs most people try to satisfy are their ______________ needs.

safety

personal

C.	physiological

social

E.	any of these are correct.

170.

Physiological needs are concerned with

A.	protection and physical well-being.

B.	love, friendship, status, and esteem.

C.	an individual’s need for personal satisfaction.

D.	biological needs.

E.	responsibility and independence.

171.

______ needs are concerned with things that involve a person’s interaction with others.

A.	Physiological

Safety

C.	Biological

Personal

Social

172.

Needs such as accomplishment and relaxation, which are unrelated to what others think or do, are known as:

A.	physiological needs.

B.	safety needs.

C.	social needs.

D.	personal needs.

E.	biological needs.

173.

Which of the following are examples of “personal needs”?

A.	Needs for food, liquid, and rest.

B.	Needs for accomplishment, fun, and freedom.

C.	Needs for solutions, protection, and physical well-being.

D.	Needs for love and friendship.

E.	Needs for status and connecting with others.

174.

L’Oreal advertises its hair color with the popular tagline, “So it costs a bit more. But I’m worth it!” Here, L’Oreal’s marketing effort focuses on satisfying what level in the hierarchy of needs?

A.	Social needs

B.	Safety needs

C.	Physiological needs

D.	Personal needs

175.

Newman’s Own (a salad dressing brand) donates 100 percent of its after-tax profits to progressive causes. Newman’s Own is focusing on satisfying what level in the hierarchy of needs?

A.	Social needs

B.	Personal needs

C.	Safety needs

D.	Physiological needs

176.

Hallmark advertises its gift items with the popular tagline, “When you care enough to send the very best.” Here, Hallmark’s marketing effort focuses on satisfying what level in the hierarchy of needs?

Social

Safety

C.	Physiological

Personal

177.

Harley Owners Group connects motorcycle riders to one another. This group is focusing on satisfying what level in the hierarchy of needs?

Safety

B.	Physiological

Social

Personal

178.

Allstate Insurance promotes its auto and home insurance by telling consumers, “You’re in good hands with Allstate.” Which of the following types of needs is Allstate trying to satisfy?

A.	Personal needs.

B.	Social needs.

C.	Physiological needs.

D.	Safety needs.

E.	Behavioral needs.

179.

The American Heart Association promotes its awareness campaign with the popular tagline, “Learn and Live.” Here, The American Heart Association’s marketing effort focuses on satisfying what level in the hierarchy of needs?

Social

Safety

C.	Physiological

Personal

180.

At its website, Tylenol identifies the top headache triggers and offers solutions to headache sufferers. Tylenol is focusing on satisfying what level in the hierarchy of needs?

A.	Physiological needs.

B.	Behavioral needs.

C.	Personal needs.

D.	Safety needs.

E.	Social needs.

181.

In the PSSP Hierarchy of Needs model, which level is illustrated by a Fidelity campaign on TV that proclaims its IRA is a sound investment for the future?

A.	Personal needs

B.	Physiological needs

C.	Social needs

D.	Safety needs

182.

The Cleveland Water Department promotes its safe water with a catchy tagline, “The label says Fiji because it’s not bottled in Cleveland.” Here, the Cleveland Water Department’s marketing effort focuses on satisfying what level in the hierarchy of needs?

A.	Physiological

Social

Safety

Personal

183.

The California Dairy Association promotes its milk campaign with the popular tagline, “Got milk?” Here, the California Dairy Association’s marketing effort focuses on satisfying what level in the hierarchy of needs?

Social

Safety

C.	Physiological

Personal

184.

In the PSSP Hierarchy of Needs model, which level is illustrated by a “Got Milk?” magazine campaign that encourages customers to drink more milk?

A.	Physiological needs

B.	Safety needs

C.	Social needs

D.	Personal needs

185.

A marketing manager who wants to apply the “hierarchy of needs” model should keep in mind that:

A.	most consumers are already satisfied and promotion will be needed to “create a need.”

B.	the same marketing mix might satisfy two or more levels of need.

C.	not enough attention is focused on physiological needs.

D.	“social needs” focus on the psychological variables in consumer behavior.

E.	None of these alternatives is correct.

186.

Motivation theory

A.	suggests that most products must fill more than one need at a time.

B.	suggests that we are obsessed with lower-level needs.

C.	explains why marketing efforts targeted at affluent consumers should always focus on lower-level needs.

D.	suggests that individuals choose a specific response depending on cues.

E.	emphasizes that, for greatest satisfaction, higher level needs should not be our focus.

187.

Which of the following statements about “needs” is true?

A.	A higher level need may develop before lower level needs are all satisfied.

B.	If lower level needs are reasonably satisfied, those at higher levels become more dominant.

C.	A particular product may satisfy more than one need at the same time.

D.	All of these statements about “needs” are true.

188.

Which of the following statements about “hierarchy of needs” is FALSE?

A.	As soon as lower level needs are reasonably satisfied, those at higher levels become more dominant.

B.	A higher level need may develop before lower level needs are completely satisfied.

C.	The order in which needs are satisfied follows a definite pattern—with lower level needs being completely satisfied first.

D.	A particular product may satisfy more than one need at a time.

E.	None of these statements about “hierarchy of needs” is FALSE.

189.

When studying consumer needs, a marketer should:

A.	know that a product may be a want or a need depending on what the consumer has learned during his/her life.

B.	try to understand how the marketing mix can satisfy a set of needs, rather than only one.

C.	realize that he or she cannot create needs, merely identify them.

D.	All of these alternatives are correct.

190.

_____ refers to how we gather and interpret information from the world around us.

Retention

B.	Perception

Attitude

Learning

E.	Lifestyle analysis

191.

Which of the following is not a selective process used in gathering and interpreting information from the world around us?

A.	Selective exposure

B.	Selective perception

C.	Selective retention

D.	Selective attention

192.

Which of the following is NOT one of the selective processes?

A.	Selective perception.

B.	Selective distribution.

C.	Selective exposure.

D.	Selective retention.

E.	All of these are selective processes.

193.

The fact that our eyes and minds seek out and notice only information that interests us is called:

A.	conscious cognition.

B.	selective exposure.

C.	selective retention.

D.	preconscious perception.

E.	selective perception.

194.

______ refers to processes that screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs.

A.	Selective exposure

B.	Selective learning

C.	Selective retention

D.	Selective attention

E.	Selective perception

195.

When consumers screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs, this is called:

A.	cognitive perception.

B.	selective perception.

C.	selective retention.

D.	conscious perception.

E.	selective exposure.

196.

Consumers remembering only what they want to remember is called:

A.	conscious response.

B.	selective retention.

C.	selective exposure.

D.	cognitive learning.

E.	selective perception.

197.

While planning a vacation, Betty Jo visited the website of a package tour provider and closed a pop-up ad without even noticing what it was for. This is an example of

A.	selective retention.

B.	selective exposure.

C.	selective perception.

D.	selective learning.

E.	selective action.

198.

When listening to music on the radio, many consumers automatically switch stations when commercials begin to run, and they search until they find another station that is playing music. This tendency is an example of:

A.	Selective exposure.

B.	Selective perception.

C.	Selective retention.

D.	Selective learning.

E.	Selective reception.

199.

Tammi Soloft has itchy eyes and a stuffy nose, and suddenly becomes aware of many TV ads for allergy products that she never noticed before. This illustrates:

A.	selective exposure.

B.	selective perception.

C.	selective retention.

D.	reinforced cognition.

E.	None of these alternatives is correct.

200.

Carmela Sanchez is planning to buy a pair of running shoes. Recently, she has been noticing more Adidas advertising in magazines. This is an example of:

A.	a physiological need.

B.	dissonance.

C.	need satisfaction.

D.	selective exposure.

E.	a consumer expectation.

201.

On his way to a GM dealership to pick up a new truck he has purchased, Ian Mann hears a Ford ad that says that Ford trucks have more power than Chevy trucks. Ian thought that the ad said that the Chevys had more power. This illustrates

A.	selective perception.

learning.

C.	selective retention.

D.	reinforcement.

E.	selective exposure.

202.

After his Political Science class, Andre only remembered the parts of his professor’s lecture that he agreed with. This is an example of:

A.	selective retention.

B.	selective exposure.

C.	selective information.

D.	selective attention.

E.	selective action.

203.

_____ is a change in a person’s thought processes caused by prior experience.

A.	Selective retention

B.	Processing

Wanting

Learning

E.	Perception

204.

Which of the following is NOT a major step in the learning process?

A.	Dissonance

Drive

Response

Cues

E.	Reinforcement

205.

The order of the steps in the learning process is:

A.	drive, cue, response, reinforcement.

B.	cue, response, drive, reinforcement.

C.	cue, response, reinforcement, drive.

D.	drive, response, reinforcement, cue.

E.	reinforcement, drive, cue, response.

206.

Which of the following statements about the learning process is TRUE?

A.	A cue is a strong stimulus which drives an individual.

B.	Learning occurs only when a drive is satisfied.

C.	Cues are the causes of drives.

D.	Reinforcement strengthens the relationship between a cue and a response.

E.	All of these statements about the learning process are TRUE.

207.

Which of the following statements about learning is NOT correct?

A.	Satisfaction with a product purchase is reinforcement.

B.	Repeated reinforcement is likely to lead to routine buying.

C.	A marketing manager can use a package as a “cue.”

D.	Reinforcement in the learning process weakens the relationship between a cue and a response.

E.	Almost all consumer behavior is learned.

208.

Which of the following statements concerning reinforcement is FALSE?

A.	Reinforcement of the learning process occurs when the response is followed by satisfaction.

B.	Reinforcement strengthens the relationship between the cue and the response.

C.	Reinforcement leads to satisfaction and an increase in the drive.

D.	Repeated reinforcement leads to development of a habit.

E.	If an experience is satisfactory, positive reinforcement occurs.

209.

Which of the following observations about learning is NOT true?

A.	Learning is rarely based on direct experience.

B.	Consumer learning may result from things that marketers do.

C.	Learning can be based on indirect experience or associations.

D.	Consumer learning may result from stimuli that have nothing to do with marketing.

E.	Almost all consumer behavior is learned.

210.

A movie theater runs a film clip that shows pictures of candy, popcorn and soft drinks prior to running the featured movie. The intent is to get theater patrons to make purchases at the concession stand in the theater lobby. This process is an example of which of the following behavioral influences on buying behavior?

A.	Attitudes.

Beliefs.

C.	Selective processes.

Learning.

E.	None of these choices is correct.

211.

In the learning process, _____ can be in the form of products, signs, ads, and other stimuli in the environment.

A.	reinforcement

responses

signals

retention

cues

212.

Which of the following is an example of using a cue to attract consumers?

A.	Using a label with red, white, and blue colors to stir patriotic feelings.

B.	Adding lemon scent to a soap.

C.	Using a package that looks like the one for a popular brand.

D.	Adding pine scent to a cleansing fluid.

E.	All of these are examples of using a cue.

213.

When Taco Bell shows a large close-up of a chicken taco in a television ad, it is:

A.	encouraging selective retention.

B.	hoping to encourage extensive problem solving by the audience.

C.	appealing to the social needs of the audience.

D.	appealing to the economic needs of the audience.

E.	using a cue to encourage a particular response to the hunger drive.

214.

A divorced dad commuting to work on a major highway notices a billboard for McDonald’s any-size $1 soft drink. This billboard is an example of a(n):

A.	reinforcement.

response.

drive.

cue.

attitude.

215.

A grocery store sprays an aerosol scent that smells like fresh baked bread near its packaged bakery items. This is

A.	a case of a manager developing a need.

B.	likely to have no effect because selective retention will eliminate any effect of the smell.

C.	a case of linking a response with a drive.

D.	an example of trying to link a cue with a marketing mix.

E.	a violation of the selective processes.

216.

An attitude is:

A.	the same as an “intention to buy.”

B.	a person’s point of view about something.

C.	easy to change.

D.	the same as a belief.

E.	All of these alternatives are correct.

217.

_____ is a person’s point of view towards a product, an advertisement, a salesperson, a firm, or an idea.

A.	An attitude

A belief

C.	A preference

D.	An impression

A cue

218.

Attitudes are:

A.	things we believe strongly enough to be willing to take some action.

B.	more action-oriented than beliefs.

C.	reasonably enduring points of view about something.

D.	usually thought of as involving liking or disliking.

E.	All of these alternatives are correct.

219.

Regarding consumer buying behavior,

A.	attitudes affect the selective processes, learning, and buying decisions.

B.	many consumers with a favorable attitude toward a product may have no intention to buy it.

C.	beliefs are less action-oriented than attitudes.

D.	All of these alternatives are true.

220.

Some marketers stretch the meaning of “attitude” to include:

A.	intention to buy.

needs.

beliefs.

D.	psychographics.

E.	actual purchasing behavior.

221.

Consumers’ attitudes can be learned from:

A.	exposure to the attitudes of others.

B.	promotion which is directed toward them.

C.	previous experiences.

D.	family and friends.

E.	All of these could be true.

222.

Which of the following observations concerning beliefs is FALSE?

A.	Beliefs don’t necessarily involve any liking or disliking.

B.	A belief is a person’s opinion about something.

C.	Beliefs may help shape a consumer’s attitudes.

D.	Beliefs are more action-oriented than attitudes.

E.	None of these observations is FALSE.

223.

The statement, “I like Southwest Air,” is an example of a(n):

belief.

B.	intention.

attitude.

drive.

E.	None of these alternatives is correct.

224.

The statement, “Almond Joy is made with real almonds” is an example of:

a belief.

B.	an intention.

C.	an attitude.

a cue.

E.	None of these alternatives is correct.

225.

The statement, “I plan to see the new Tom Hanks movie,” is an example of:

a drive.

B.	reinforcement.

C.	an attitude.

a belief.

E.	an intention.

226.

Which of the following would be the most difficult task facing a marketing manager?

A.	Discover the attitudes of the firm’s target market.

B.	Change existing negative attitudes.

C.	Create new attitudes toward his or her brand.

D.	Promote existing attitudes.

E.	Strengthen existing positive attitudes.

227.

When dealing with consumer attitudes, marketers should know that:

A.	it is usually easier to change a negative attitude about a product than to reinforce a positive attitude.

B.	consumer attitudes tend to be enduring.

C.	attitudes are very good predictors of how people will behave.

D.	consumer attitudes are less action-oriented than consumer beliefs.

E.	None of these alternatives is correct.

228.

_____ is an outcome or event that a person anticipates or looks forward to.

A.	A response

A need

A desire

D.	An expectation

E.	An attitude

229.

An expectation is

A.	an event that a person likes to remember.

B.	a positive cue.

C.	an unfulfilled need.

D.	an outcome that a person looks forward to.

E.	None of these alternatives is correct.

230.

Trust is the confidence a person has in the promises or actions of

A.	another person.

a brand.

C.	a company.

D.	a recommender.

E.	All of these choices are correct.

231.

Psychographics may also be called

A.	personality analytics.

B.	social group dynamics.

C.	lifestyle analysis.

D.	opinion insight.

E.	attitude measures.

232.

The AIO items used in life-style analysis include:

A.	activities, intentions, and opinions.

B.	attitudes, intentions, and opinions.

C.	attitudes, income, and opinions.

D.	activities, interests, and opinions.

E.	attitudes, interests, and opinions.

233.

Psychographics or life-style analysis analyzes an individual’s:

opinions.

B.	demographics.

C.	activities.

D.	interests.

E.	All of these alternatives are correct.

234.

Psychographics is the analysis of a person’s day-to-day pattern of living as expressed in that person’s

A.	safety, social, and personal needs.

B.	actions, interests, and occupation.

C.	activities, interests, and opinions.

D.	culture, beliefs, and attitudes.

E.	psychological and physiological needs.

235.

Studying a consumer’s psychographic characteristics will help marketers understand the target audience’s hobbies, politics, and ______________________________.

A.	geographic area

B.	age bracket

C.	family size

D.	income level

E.	recreational interests

236.

In psychographics AIO analysis, all of the following are examples of “activities” EXCEPT:

age.

B.	entertainment.

C.	club membership.

shopping.

hobbies.

237.

VALS and GeoVALS are examples of services offered by research firms to assist in:

A.	Learning analysis.

B.	Lifestyle analysis.

C.	Reinforcement analysis.

D.	Belief analysis.

E.	Expectation analysis.

238.

Consumer buying behavior is affected by:

A.	opinion leaders.

B.	social class.

C.	physiological, safety, social, and personal needs.

D.	reference groups.

E.	All of these affect consumer buying behavior.

239.

In developing marketing mixes for consumers in international markets, marketing managers should:

A.	generalize from one culture to another.

B.	use their intuition.

C.	know about the specific social and intrapersonal variables.

D.	follow their beliefs.

E.	All of these are correct.

240.

When planning strategies for international markets, a good manager will keep in mind that:

A.	Relying on intuition may be misleading.

B.	Understanding local cultural differences is of no real value.

C.	Consumers in a foreign culture all tend to be the same.

D.	International markets are very similar to local markets.

E.	None of these is correct.

241.

Which of the following observations concerning planning strategies for international markets is FALSE?

A.	A marketing manager should know that relying on intuition or personal experience may be misleading.

B.	A marketing manager should know that understanding local cultural differences is of no real value.

C.	A marketing manager should know that consumers in a foreign culture are probably bound by some similar cultural forces.

D.	A marketing manager should involve locals who have a better chance of understanding the interests of customers.

E.	A marketing manager should understand that many specific influences do not generalize from one culture to another.

242.

When planning strategies for international markets, keep in mind that:

A.	a marketing manager must rely primarily on intuition because there is usually little available information about the social and cultural influences on buying behavior.

B.	the effects of cultural influences on consumers are usually obvious, if you just take the time to think about the buying situation.

C.	cultural changes may make outdated stereotypes even more misleading.

D.	local cultural differences are seldom of any real value.

E.	All of these should be kept in mind when planning strategies for international markets.

243.

Which of the following social influences will likely have the greatest impact on a teenager’s purchase of a skateboard?

family

B.	reference group

culture

D.	ethnic group

E.	social class

244.

Parents who spent years limiting purchases to home necessities and kids’ entertainment often embrace more luxury-oriented buying patterns later in life. This phenomenon is related to:

A.	changes in purchase situation.

B.	selective retention.

C.	reinforcement.

D.	changed physiological needs.

E.	empty nester behavior.

245.

The inclusion of multiple language options in automated bank teller machines illustrates how some marketers are responding to:

A.	the growing singles market.

B.	emerging reference groups.

C.	situational buying.

D.	growing ethnic groups.

E.	social class fragmentation.

246.

Marketers increasingly hire celebrities and even full-time bloggers to engage consumers in social media discussions about new products. A person who is able to influence followers to try products is:

A.	a channel captain.

B.	a consumer advocate.

C.	a marketer.

D.	a figurehead.

E.	an opinion leader.

247.

_____ is a social influence that affects a person’s buying behavior.

A.	Perception

Family

C.	Motivation

Learning

Attitude

248.

Which of the following is NOT a social influence in consumer buying?

A.	Social class

Beliefs

Family

D.	Reference groups

Culture

249.

Which of the following dimensions affect family spending?

income

B.	age of children

age

D.	marital status

E.	All of these dimensions affect family spending.

250.

Which of the following is NOT a stage in the TRADITIONAL flow of the family life cycle?

A.	Young single

B.	Young married without children

C.	Young divorced with children

D.	Middle-aged married without dependent children

E.	Young married with children

251.

The traditional family flow, according to the family life cycle, does not include people who are

A.	middle-aged divorced without dependent children.

B.	young married with children.

C.	middle-aged married with children.

D.	middle-aged married without dependent children.

E.	young married without children.

252.

Which of the following statements is True?

A.	Divorced families usually have more discretionary income than traditional families.

B.	Singles and young couples are less willing to try new products than are older couples.

C.	Empty nesters are frequently big spenders.

D.	Buying responsibility and influence vary little from one family to another.

E.	None of these statements is True.

253.

Of the following, which are the most receptive to new products and new brands?

A.	Families with small children.

B.	Older people with no children.

C.	Families with teenagers.

D.	Families whose children are grown.

E.	Younger people with no children.

254.

Of the following, which are the most receptive to new products and new brands?

A.	Young people

B.	Senior citizens

C.	Empty-nesters

D.	Middle-aged people

E.	All are equally receptive to new products and new brands.

255.

Regarding the family life cycle, singles and younger couples without children

A.	are more willing to try new products and brands.

B.	tend to be carefree shoppers who are not very price-conscious.

C.	often wait to buy basic durable goods until they have children.

D.	feel more financially squeezed than couples with young children.

E.	All of these are correct for singles and younger couples without children.

256.

Ted and Amy Balderas were married last year, at age 24. They have no children and both are currently working hard to build their careers. Couples like Ted and Amy:

A.	are likely to be a poor target for firms that are trying to market a new brand or new product concept.

B.	usually focus on buying durables—such as furniture and appliances.

C.	usually don’t spend money on discretionary purchases.

D.	are unlikely to be careful, price-conscious shoppers.

E.	None of these is a good answer for couples like Ted and Amy.

257.

Identify the INCORRECT statement about the effect of marital status, age, and the age of any children in the family, on how people spend their income.

A.	Singles and young couples are more willing than older married people to try new products and brands.

B.	Younger people usually earn more than older consumers, but spend less on discretionary items.

C.	Only as children arrive and grow does family spending shift to soft goods and services.

D.	All of these statements are CORRECT.

258.

Teenagers:

A.	Have no influence on the buying behavior of their parents.

B.	Are not an attractive market because they do not spend much money.

C.	Have become a target for many firms.

D.	Have essentially the same buying habits as they had before reaching their teen years.

E.	None of these alternatives is correct.

259.

American teenagers

A.	are not interested in expensive clothes.

B.	are not involved in shopping.

C.	currently spend $200 billion a year.

D.	develop recreation and education needs that are easy on the family budget.

E.	do not influence family purchases.

260.

U.S. teenagers spend about ______ billion per year.

$100

$150

$200

$250

$300

261.

“Empty nesters”:

A.	are senior citizens.

B.	are people over 65 who live alone.

C.	often have high incomes and fewer required expenses.

D.	are singles and couples without children—who have much discretionary income.

E.	None of these alternatives is correct.

262.

Empty nesters

A.	are usually in the 30-44 age group.

B.	are not an attractive market for any items.

C.	spend a larger percent of their income on housing, child care, and other necessities.

D.	are people whose children are grown and who are now able to spend their money in other ways.

E.	disrupt the family life-cycle pattern.

263.

HomeFront Construction Company built large, single-family homes for 25 years. Then there was a shift toward more demand for small luxury condominiums—and HomeFront changed its focus. The change in demand could be explained by:

A.	the increasing number of senior citizens who are “empty-nesters.”

B.	the fact that consumers in urban areas generally have higher incomes.

C.	the increasing number of 45-64 year olds whose children are grown.

D.	All of these explanations could be relevant.

264.

Current consumer research suggests that the family’s purchasing agent is now:

A.	the husband.

B.	the children.

the wife.

D.	it varies, depending on the product and the family.

265.

Peter Janca noticed during a weekly grocery shopping that 7-Up was on sale. Even though he could have saved money with the 7-Up, Peter bought Mountain Dew because that’s the brand his children prefer. Peter was responding to:

A.	selective exposure.

B.	dissonance.

C.	marketing influence.

D.	social influence.

a drive.

266.

According to the text, your social class level does NOT depend directly on your:

A.	type and location of housing.

B.	income level.

C.	occupation.

D.	education.

E.	any of these.

267.

The social class system in the U.S.

A.	does not affect how people spend, but does affect how they save.

B.	may put people with the same income level in different social classes.

C.	is based on a person’s educational level.

D.	is much more rigid than in Europe and Asia.

E.	does not affect people’s attitudes.

268.

According to the text, social class in the U.S. is usually measured in terms of:

income.

B.	occupation, education, and housing arrangements.

C.	income, occupation, and education.

D.	race, religion, and occupation.

E.	income, occupation, and religion.

269.

“Social class” in the U.S. is usually measured in terms of:

A.	race, religion, and occupation.

B.	occupation, education, and type and location of housing.

income.

D.	income, occupation, and education.

E.	income, occupation, and religion.

270.

In the US, social class groupings are typically based on all of the following EXCEPT:

A.	type of housing.

B.	education.

C.	community participation.

D.	occupation.

E.	location of housing.

271.

Which of the following statements about social class is false?

A.	The various classes tend to have different attitudes.

B.	The various classes tend to save money in different ways.

C.	Income by itself can be a pretty good measure of social class.

D.	The various classes tend to have different beliefs.

E.	The various classes tend to borrow money in different ways.

272.

Which of the following statements concerning social class is FALSE?

A.	Income by itself is usually a good measure of social class.

B.	In most countries, social class is closely related to a person’s occupation.

C.	In most countries, there is a general relationship between income level and social class.

D.	Almost every society has some social class structure.

E.	The U.S. class system is far less rigid than those in most countries.

273.

Which of the following statements about social class is False?

A.	People in different social classes tend to have different beliefs and feelings.

B.	People with the same income level are always in the same social class.

C.	Variables such as occupation, education, and type of housing form the basis of simple approaches for measuring social class.

D.	The U.S. class system is far less rigid than those in most other countries.

E.	None of these statements about social class is False.

274.

______ refers to the people to whom an individual looks when forming attitudes about a particular topic.

Family

B.	A social class

C.	An ethnic group

D.	A focus group

E.	A reference group

275.

Reference group

A.	influence is so strong that a person normally has only one reference group.

B.	influence is greatest for older people.

C.	influence is equally strong for all products and brands.

D.	members may not even know the people who influence their values and attitudes.

E.	None of these alternatives is correct.

276.

A good marketing manager knows that

A.	a consumer’s reference group may consist of people with whom the consumer has no face-to-face contact.

B.	most consumers have only one reference group.

C.	a consumer’s family is not a reference group.

D.	reference groups usually have the most influence on purchases of products which are not easily seen by others.

E.	None of these alternatives is true.

277.

Which of the following observations about reference groups is FALSE?

A.	Reference groups are people to whom an individual looks when forming attitudes about a particular topic.

B.	An individual usually has a single reference group for all topics.

C.	An individual may make buying decisions based on what the group thinks.

D.	Reference group influence is stronger for products that others “see.”

E.	Reference group influence is stronger for products that relate to status in the group.

278.

Reference-group influence would be WEAKEST for determining which particular ______________ a person buys.

watch

cosmetics

clothing

D.	laundry soap

car

279.

Reference group influence is likely to have the strongest effect on the particular BRAND of ______________ purchased.

A.	dishwasher detergent

B.	frozen peas

batteries

watch

E.	Reference group influence would be about the same for each of these products.

280.

Natasha Talbott was interested in a new set of golf clubs. She discussed the various types with some knowledgeable friends and relied on their advice. Natasha’s friends were acting as:

A.	an economic influence.

B.	routinized decision-makers.

C.	a social class.

D.	a lifestyle group.

E.	a reference group.

281.

In the Jockey underwear ads using young people on the beach and the slogan, “Let ’em know you’re Jockey”, the company is hoping to use __________ groups to influence consumer behavior.

cultural

family

opinion

reference

social

282.

When Ariat gave boots away to popular rodeo riders, other riders began asking for the Ariat brand and Western stores were eager to sell the boots. Ariat used _____________ groups to influence consumer behavior.

social

family

reference

cultural

opinion

283.

Opinion leaders:

A.	are usually better educated.

B.	are usually wealthier.

C.	are people who influence others.

D.	are rarely actually involved in product-related discussions with the people who “follow” them.

E.	All of these alternatives are true.

284.

Opinion leaders

A.	for one subject are also usually opinion leaders for other subjects too.

B.	are usually wealthier than their followers.

C.	can really help a marketing mix by providing favorable word-of-mouth publicity.

D.	are usually better educated than their followers.

E.	None of these alternatives is correct.

285.

Which of the following statements about opinion leaders is true?

A.	Opinion leaders are usually wealthier and better educated than others.

B.	Opinion leaders on one subject aren’t necessarily opinion leaders on another.

C.	Firms always aim their marketing mixes at general consumers, not opinion leaders.

D.	Favorable publicity from opinion leaders rarely helps a marketing mix.

E.	Opinion leaders are the same as reference groups.

286.

The whole set of beliefs, attitudes, and ways of doing things of a reasonably homogeneous group of people is a(n):

culture.

family.

C.	evoked set.

D.	social class.

E.	reference group.

287.

The whole set of beliefs, attitudes, and ways of doing things of a reasonably homogeneous set of people is a(n):

A.	tradition.

class.

society.

culture.

E.	ethnicity.

288.

The whole set of beliefs, attitudes, and ways of doing things of a reasonably homogeneous set of people is called a(n):

A.	personal environment.

culture.

C.	motivation.

D.	learned set.

E.	opinion set.

289.

With respect to culture and consumer behavior,

A.	culture is the whole set of beliefs, attitudes, and ways of doing things of a reasonably homogeneous set of people.

B.	culture may exert many subtle influences on other aspects of consumer behavior.

C.	different cultural subgroups are likely to require different marketing mixes.

D.	All of these alternatives are correct.

290.

People from different ethnic groups

A.	create challenges and not opportunities for marketers.

B.	do not play an important role in the American marketplace.

C.	may be influenced by very different cultural variables.

D.	have common needs.

E.	have similar ways of thinking.

291.

Which of the following observations regarding ethnic shifts in the American market is FALSE?

A.	Estimates indicate that Hispanics spend nearly $1 trillion a year.

B.	Estimates indicate that African Americans spend nearly $1 trillion a year.

C.	Estimates indicate that Asian Americans spend over $500 billion a year.

D.	The buying power of ethnic submarkets is increasing rapidly.

E.	None of these observations about ethnic shifts is FALSE.

292.

Which of the following statements about ethnic dimensions of the U. S. market is True?

A.	Ethnic groups buy differently and have different needs.

B.	Many firms make the mistake of treating all consumers in an ethnic group as homogeneous.

C.	The number of ethnic consumers is growing at a faster rate than the overall society.

D.	The buying power of ethnic submarkets is increasing rapidly.

E.	All of these statements about ethnic dimensions are True.

293.

Ethnic markets are becoming more important to marketers because

A.	the buying power of ethnic submarkets is decreasing.

B.	the median age of Asian Americans, African Americans, and Hispanics is much higher than that of whites.

C.	the number of ethnic consumers is growing at a much faster rate than the overall society.

D.	they make a clear segment with similar backgrounds and common language, religion, and culture.

E.	the birthrate of Asian Americans, African Americans, and Hispanics is lower than that of whites.

294.

Which of the following statements by marketing managers is NOT logical and true?

A.	“We are planning to appeal more to Hispanic consumers, since this group has surged and is now over 15 percent of the population.”

B.	“We’re building supermarkets that will appeal to Hispanic consumers; it’s a big investment, but the Hispanic population in the U.S. spends nearly $1 trillion a year.”

C.	“We are adapting our diaper promotion to target African American and Hispanic parents, since the birthrate in those groups is higher than for whites.”

D.	“We will target Asian Americans in California, New York, and Texas since over half of their population in the U.S. is concentrated in those three states.”

E.	“We are going to appeal to the African American group because it is a large, homogeneous target market.”

295.

Which of the following statements pertaining to the Hispanic Americans is FALSE?

A.	Hispanic Americans are the largest and fastest-growing ethnic group.

B.	In 2010, the Hispanic population made up 16 percent of the total population.

C.	The Hispanic population tends to be older than the U.S. population as a whole.

D.	In 2010, the Hispanic population in the U.S. spent nearly $1 trillion.

E.	Recently the Hispanic American population has increased at a rate of about 1 million per year.

296.

The largest and fastest growing ethnic minority group in the United States is composed of:

A.	African Americans.

B.	Asian Americans.

C.	Native Americans.

D.	Polish Americans.

E.	Hispanics.

297.

Compared to U.S. averages, the median age of Hispanic Americans is:

A.	slightly higher.

B.	much higher.

C.	much lower.

D.	about the same.

298.

with regards to the Hispanic population, which of the following is not true?

A.	About 23% of all children under 18 are Hispanic.

B.	About 20% of the U.S. population is Hispanic.

C.	In 2010, the Hispanic population of the U.S. was about 50.5 million.

D.	Hispanics are the largest ethnic group in the U.S.

E.	Hispanics are the fastest growing ethnic group in the U.S.

299.

Identify the INCORRECT observation about Asian Americans.

A.	Asian Americans are the largest and fastest-growing ethnic group in the United States.

B.	The number of Asian Americans has more than tripled since 1980.

C.	Asian Americans have the highest median family income of the major ethnic groups.

D.	In 2010 they spent over $500 billion.

E.	Because of their income, a lot of companies are targeting these consumers.

300.

A college student on her way to take an exam remembers that she doesn’t have a pencil with an eraser—which the instructor asked everyone to bring. The store where she stops doesn’t have regular pencils—but it does sell Scripto mechanical pencils priced at $2.95. That is what she buys. This case illustrates the effect of:

A.	personal environment.

culture.

C.	purchase situation.

D.	learned set.

E.	dissonance.

301.

A person who purchases flowers will select different floral arrangements for a retirement party, a funeral, and a Valentine’s Day date. This illustrates the impact of _____ on purchase decisions.

A.	economic needs

B.	psychological variables

C.	social influences

D.	the purchase situation

E.	extensive problem solving

302.

Which of the following illustrates that time and surroundings are factors of the purchase situation that can greatly stimulate buying behavior?

A.	Routine trip to grocery store

B.	Using mass transit to and from work

C.	Black Friday shopping

D.	Buying online

E.	Paying monthly cell phone bill

303.

A salesperson driving to visit a client located two hours away has a tire blow out on the highway. He walks about a mile to the next exit where he finds a service station. The owner of the station says he can replace the blown tire, but it will cost twice as much as it would to purchase a tire in the salesperson’s home city. The salesperson, not wanting to be late for his appointment, agrees to pay the higher price in order to get back on the road. This case illustrates the effect of ______________________ on buying behavior.

A.	cultural background

B.	social groups

C.	purchase situation

D.	learning situation

E.	reference groups

304.

An on-site auction may stimulate a different response than an online auction. This is an example of ___________ affecting the purchase decision.

A.	demographics

time

C.	surroundings

task

culture

305.

The consumer decision process begins with

A.	a routinized response.

B.	need awareness.

C.	information search.

D.	problem solving.

E.	alternative evaluation.

306.

For a home-based purchase of a furnace, the consumer decision process typically begins:

A.	when home heating commercials create product awareness.

B.	when a furnace sale is advertised in coupon mailings.

C.	when the first cold day of winter sets in.

D.	when a malfunction occurs in an older furnace.

E.	every ten years.

307.

Which of the following would have the least influence on a consumer purchase of a 5-gallon waterproof sealant for wood decks and fences?

A.	The purchase situation

B.	Social influences

C.	Economic needs

D.	Psychological variables

E.	Opinion leader

308.

A consumer who seeks to purchase an HDTV for the first time for a home entertainment theater is:

A.	likely to use routinized response behavior.

B.	likely to engage is limited problem solving.

C.	likely to engage in extensive problem solving.

D.	about to make a low-involvement purchase.

E.	likely to seek the brand with the lowest prices.

309.

A consumer who purchases a new computer but encounters frustration with set up and technical support may experience: _____.

A.	limited problem solving

B.	extensive problem solving

C.	dissonance

D.	evaluation

E.	an information search

310.

A consumer who is interested in making the switch from a desktop computer to a tablet computer may require a prolonged learning and trial process known as:

A.	the consumer decision process.

B.	limited problem solving.

C.	the adoption process.

D.	selective exposure.

E.	lifestyle analysis.

311.

When developing marketing mixes for international markets, it is detrimental for managers to predict consumer behavior based on:

A.	economic needs.

culture.

C.	personal intuition.

D.	physiological needs.

E.	input from locals in overseas markets.

312.

Which of the following is not relevant for international marketers who seek to understand consumer behavior?

A.	The pitfalls of stereotyping

Culture

Ethnicity

D.	Social classes

E.	Domestic trends

313.

Which of the following is NOT an important problem-solving step for a consumer trying to satisfy a need?

A.	search for information

B.	identify alternatives

C.	set criteria

D.	evaluate alternatives

E.	None of these (i.e., all are important steps).

314.

When consumers use a problem-solving process to make purchase decisions, what is the next step after they become aware of a problem?

A.	Evaluating alternative solutions.

B.	Gathering information about possible solutions.

C.	Deciding on the appropriate solution.

D.	Evaluating the decision.

E.	Making the commitment to purchase a particular product or service.

315.

Which of the following is NOT one of the levels of consumer problem solving discussed in the text?

A.	Dissonance problem solving

B.	Routinized response behavior

C.	Extensive problem solving

D.	Limited problem solving

E.	None of these, i.e. all four are discussed.

316.

When a consumer puts much effort into deciding how to satisfy a need, he engages in

A.	extensive problem solving.

B.	critical problem solving.

C.	routinized response behavior.

D.	limited problem solving.

E.	intensive problem solving.

317.

What is the likely level of involvement in a purchase decision for a new couch?

A.	Extensive.

Limited.

Low.

Moderate.

Routine.

318.

Extensive problem solving probably would be required by a recent college graduate in the purchase of:

A.	living room furniture.

B.	a color TV set.

C.	a new home.

D.	a sports car.

E.	All of these are correct.

319.

Extensive problem solving probably would NOT be required by young newly-marrieds in the purchase of:

A.	a stereo system.

B.	soft drinks.

a home.

D.	a DVD player.

a car.

320.

Lars Sorenson is a college student who needs to purchase a suit for job interviews. In the past his father has helped him buy suits. This time, he is the sole decision maker and is paying for the $450 suit with money he earned at his part-time job. Lars is concerned about good fit and good value so he visits several stores before making his purchase. For Lars, this situation seems to be one of:

A.	Routinized response behavior.

B.	Low involvement purchasing.

C.	Extensive problem solving.

D.	Limited problem solving.

E.	Adoption purchasing.

321.

Chelsea is buying her first flat panel television. She wants to make the right decision, so she consults several websites for product reviews, talks to friends and salespeople at electronics stores, determines several key criteria, and evaluates six different sets. For her flat panel purchase, Chelsea used

A.	extensive problem solving.

B.	focused information search.

C.	routinized response behavior.

D.	limited problem solving.

E.	low involvement buying.

322.

Limited problem solving is used

A.	when consumers put much effort into deciding how to satisfy a need.

B.	for purchases that have little importance or relevance for the customer.

C.	by consumers when some effort is required in deciding the best way to satisfy a need.

D.	when consumers regularly select a particular way of satisfying a need when it occurs.

E.	mostly for impulse purchases.

323.

Monica does not find her regular brand of shampoo at the store. She looks at the bottles of three brands before deciding on the Shine-On brand. Monica has engaged in

A.	limited problem solving.

B.	intensive problem solving.

C.	routinized response behavior.

D.	extensive problem solving.

E.	analytical problem solving.

324.

What is the level of involvement in a purchase decision for a small kitchen appliance?

A.	Extensive.

Limited.

Low.

Moderate.

Routine.

325.

Limited problem-solving probably would NOT be required in the purchase of:

A.	running shoes.

B.	an encyclopedia.

new suit.

D.	coffee maker.

E.	fast-food restaurant meal.

326.

Limited problem solving probably would be required by “empty-nesters” in the purchase of:

A.	sports clothes.

B.	restaurant’s services.

C.	plumbing repair service.

D.	a replacement garbage disposer.

E.	All of these are correct.

327.

Eddie Falco went to a grocery store to buy his favorite brand of ice cream. However, the store was temporarily out of that brand, so he looked over the other familiar brands and decided to try a well advertised brand. This case illustrates:

A.	Routinized response behavior.

B.	Intensive problem solving.

C.	Limited problem solving.

D.	Extensive problem solving.

328.

This type of problem solving is typical for a low-involvement purchase.

A.	Extensive problem solving.

B.	Critical problem solving.

C.	Limited problem solving.

D.	Intensive problem solving.

E.	Routinized response behavior.

329.

Routinized response behavior

A.	is most likely when past purchases of similar products have not satisfied the consumer’s needs.

B.	is more likely when previous behavior has not yet been reinforced.

C.	is most common for purchases where the consumer has much experience in how to meet a need.

D.	increases the time required to make a purchase decision.

E.	is likely in a new purchase situation.

330.

More than 600,000 loyal customers signed up in advance to purchase the iPhone4 in an Apple store the first day it was available for sale in the U.S. What type of response behavior were these Apple followers demonstrating?

A.	Low-involvement buying

B.	Limited problem solving

C.	Extensive problem solving

D.	Routinized response

E.	Dissonance response

331.

When Corey runs out of shampoo he buys whatever brand is on sale at his local CVS drugstore. What is his level of involvement in the purchase decision for shampoo?

A.	Extensive.

Limited.

Moderate.

Modest.

Routine.

332.

Which of the following is LEAST likely to be an example of routinized response behavior?

A.	Buying a Coke.

B.	Purchasing a new pair of shoes.

C.	Buying soap at a convenient supercenter.

D.	Buying a burrito at Taco Bell.

E.	Filling the car with gasoline.

333.

Routinized response behavior probably would be used by many consumers in the purchase of:

soap.

B.	canned fruit.

salt.

milk.

E.	All of these are correct.

334.

Which of the following products probably would result in the lowest involvement purchase for most consumers?

A.	Paper towels

B.	Summer vacation

CD player

Sweater

E.	Cough syrup

335.

Dissonance is a:

A.	tension caused by uncertainty about the rightness of a decision.

B.	conflict between opinion leaders.

C.	confirmation in the learning process.

D.	kind of belief.

E.	form of social influence.

336.

Dissonance

A.	discourages a consumer from considering further information once a purchase has been made.

B.	is likely to result in a consumer buying the same product next time.

C.	is more likely to occur with low involvement products.

D.	is less likely to occur when a consumer has repeatedly purchased the same product.

E.	occurs in the adoption process after a consumer becomes interested in a product.

337.

Laurie Michaels just bought a cell telephone for her car after spending several weeks considering all the possibilities. She likes the new phone, but is still wondering if another brand at a slightly higher price would have been better. This is an example of:

A.	the relationship between drives, cues, and reinforcement.

B.	dissonance.

C.	reference group influence.

D.	stimulus-response reaction.

E.	routinized response behavior.

338.

After buying an expensive new mobile phone, Kevin experiences ____ when he has second thoughts and wonders if he made the right choice.

A.	attitude adjustment

variance

conflict

D.	dissonance

E.	evaluation

339.

Billy Longstreet had just bought a new car and was a bit uncertain about whether or not he had done the right thing in buying it. Two days after he purchased it, he decided to take it back to the dealer so that the dealer could install some additional optional equipment. When Billy went to the dealership to pick up the car after the installation, the salesman who sold Billy the car said, “You know, in the last two hours three different customers told me how much they liked the looks of your new car. One of them even wanted to know if it was for sale!” This attempt by the salesman to confirm the wisdom of Billy’s purchase decision seems to be aimed at reducing:

A.	post-purchase regret.

B.	reference group influence.

C.	adoption jitters.

D.	stimulus-response reaction.

E.	dissonance.

340.

For a long time Jessica felt disappointment over a new pair of jeans that never fit quite right. Jessica experienced

A.	high involvement purchase.

B.	dissonance.

C.	post-purchase regret.

D.	confirmation.

E.	selective feedback.

341.

The steps individuals go through in accepting or rejecting a new idea is known as

A.	the adoption process.

B.	the dissonance process.

C.	belief formation.

D.	information search.

E.	extensive problem solving.

342.

Which of the following is NOT one of the steps of the “adoption process?”

A.	Involvement

Awareness

Interest

D.	Evaluation

Trial

343.

Which of the following gives the correct ORDERING of the steps in the “adoption process?”

A.	Interest, awareness, trial, decision, evaluation, dissonance

B.	Awareness, interest, evaluation, trial, decision, confirmation

C.	Awareness, interest, trial, evaluation, decision, dissonance

D.	Awareness, interest, trial, decision, evaluation, confirmation

E.	Awareness, interest, evaluation, decision, trial, confirmation

344.

Consumers go through six steps when deciding to accept or reject a new idea. In this adoption process:

A.	the confirmation step follows the decision step.

B.	the evaluation step follows the trial step.

C.	the awareness step follows the interest step.

D.	the trial step follows the awareness step.

E.	None of these is correct for the steps in the adoption process.

345.

With regard to the adoption process,

A.	interest is the first step.

B.	decision is the final step.

C.	awareness follows interest.

D.	evaluation precedes trial.

E.	decision follows confirmation.

346.

Regarding the adoption process:

A.	“Interest” is the first stage in the process.

B.	“Confirmation” is the last stage in the process.

C.	“Trial” precedes “evaluation” in the process.

D.	“Evaluation” precedes “interest” in the process.

E.	None of these is correct.

347.

The “adoption process” suggests that:

A.	confirmation must come before the decision to adopt or reject.

B.	evaluation usually comes before trial and decision.

C.	the decision to reject may follow confirmation.

D.	confirmation comes from a satisfactory evaluation.

E.	decision usually follows trial and confirmation.

348.

A marketing manager for a new brand of bar soap decides to mail free samples to consumers. The logic for using this approach is best explained by

A.	the “economic buyer” model.

B.	the stimulus-response model.

C.	the typical consumer’s adoption process.

D.	the need to reduce dissonance.

E.	the high level of problem solving required with such a product.

349.

In the _____ step of the adoption process, a consumer begins to give the product a mental trial by applying it to his or her personal situation.

interest

B.	confirmation

trial

decision

E.	evaluation

350.

Ken Prescott has noticed several television commercials for BestYet—a new brand of shampoo. While washing his hair, he thinks about what would happen if he replaced his current shampoo with BestYet. What stage in the adoption process has Ken reached?

A.	evaluation

feedback

decision

interest

awareness

351.

In the ____ stage of the adoption process, the consumer may buy the product to experiment with it in use.

interest

awareness

C.	evaluation

trial

decision

352.

A potential customer for a new Audi A4 sedan takes the car for a two-hour test drive to see how it responds on the open road. This customer is at the ___________ stage of the adoption process.

awareness

interest

decision

D.	confirmation

trial

353.

In this step of the adoption process, the adopter continues to rethink the decision and searches for support for the decision.

Interest

B.	Evaluation

Trial

D.	Confirmation

Awareness

Chapter 05 Final Consumers and Their Buying Behavior Answer Key

True / False Questions

The economic-buyer theory assumes that consumers know all the facts and logically compare choices.

TRUE

The economic-buyer theory assumes that consumers are economic buyers-people who know all the facts and logically compare choices to get the greatest satisfaction from spending their time and money.

AACSB: Reflective Thinking
Blooms: Remember
Learning Objective: 05-01 Describe how economic needs influence the buyer decision process.
Level of Difficulty: 1 Easy
Topic: Economic Needs Affect Most Buying Decisions

Most economists assume that consumers are “economic buyers” who logically evaluate choices to get the greatest satisfaction from spending their time and money.

TRUE

Most economists assume that consumers are economic buyers-people who know all the facts and logically compare choices to get the greatest satisfaction from spending their time and money.

3.	Economic needs include such things as self-respect, accomplishment, fun, freedom and relaxation. FALSE Some economic needs are-economy of purchase or use, efficiency in operation or use, dependability in use, improvement of earnings, and convenience.

AACSB: Analytic
Blooms: Remember
Learning Objective: 05-01 Describe how economic needs influence the buyer decision process.
Level of Difficulty: 1 Easy
Topic: Economic Needs Affect Most Buying Decisions

The “economic buyer” view of consumers says that individuals will only buy the cheapest goods and services available—regardless of quality.

FALSE

Economic buyers are people who know all the facts and logically compare choices to get the greatest satisfaction from spending their time and money. Some consumers look for the lowest price. But others will pay extra for convenience, etc. Some consumers may weigh price and quality for the best value.

Economic needs are concerned only with getting the best quality at the lowest price.

FALSE

Economic needs are concerned with making the best use of a consumer’s time and money, as the consumer judges it. Some economic needs are-economy of purchase or use, efficiency in operation or use, dependability in use, improvement of earnings, and convenience.

6.	The median income of U.S. families in 2010 was about $49,445. TRUE In 2010, 20 percent of households had income of less than $20,000 and the median income—where half the households earned more and half earned less—was $49,445.

AACSB: Reflective Thinking
Blooms: Remember
Learning Objective: 05-01 Describe how economic needs influence the buyer decision process.
Level of Difficulty: 2 Medium
Topic: Economic Needs Affect Most Buying Decisions

7.	In 2010, half of all American households earned more than $75,442. FALSE In 2010, 20 percent of households had income of less than $20,000, and the median income—where half the households earned more and half earned less—was $49,445.

AACSB: Analytic
Blooms: Remember
Learning Objective: 05-01 Describe how economic needs influence the buyer decision process.
Level of Difficulty: 2 Medium
Topic: Economic Needs Affect Most Buying Decisions

By 2010, after taking inflation into account, the median income in the U.S. declined by 7 percent in the previous decade.

TRUE

In 2010, 20 percent of households had income of less than $20,000, and the median income—where half the households earned more and half earned less—was $49,445. By 2010, after taking inflation into account, the median income in the U.S. declined by 7 percent in the previous decade.

9.	In 2010, 50 percent of U.S. families received less than $49,445 in income. TRUE In 2010, 20 percent of households had income of less than $20,000, and the median income—where half the households earned more and half earned less—was $49,445.

10.	Discretionary income is what is left after paying taxes. FALSE Discretionary income is what is left of income after paying taxes and paying for necessities.

11.	Discretionary income is the income from investments. FALSE Discretionary income is what is left of income after paying taxes and paying for necessities.

12.	Discretionary income is the income adjusted to take out the effects of inflation. FALSE Discretionary income is what is left of income after paying taxes and paying for necessities.

13.

Discretionary income is an elusive concept because the definition of necessities varies from family to family and over time.

TRUE

Discretionary income is an elusive concept because the definition of necessities varies from family to family and over time. It depends on what they think is necessary for their lifestyle.

14.	Most marketing managers think that the economic-buyer theory explains buyer behavior very well. FALSE Most marketing managers think that buyer behavior is not as simple as the economic buyer model suggests.

15.	According to the text, consumer buying decisions are influenced by economic needs, psychological variables, social influences, and the purchase situation. TRUE Consumer buying decisions are influenced by economic needs, psychological variables, social influences, and the purchase situation.

AACSB: Analytic
Blooms: Remember
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Topic: Economic Needs Affect Most Buying Decisions

16.	Motivation, perception, learning, attitudes, trust, and lifestyle are psychological variables which affect consumer buying. TRUE Motivation, perception, learning, attitude, trust, and lifestyle are some of the psychological variables which affect consumer buying.

17.	Family, social class, reference groups, and culture are the psychological variables that affect a consumer’s buying decisions. FALSE Motivation, perception, learning, attitude, trust, and lifestyle are some of the psychological variables which affect consumer buying.

18.	Wants are the basic forces that motivate a person to do something. FALSE Needs are the basic forces that motivate a person to do something. Wants are “needs” that are learned during a person’s life.

19.	Wants are needs which are learned during a person’s life. TRUE Wants are “needs” that are learned during a person’s life. Needs are the basic forces that motivate a person to do something.

20.	A drive is a strong stimulus that encourages action to reduce a need. TRUE A drive is a strong stimulus that encourages action to reduce a need. In marketing, a product purchase results from a drive to satisfy some need.

AACSB: Analytic
Blooms: Understand
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Topic: Psychological Influences within an Individual

21.	Food, liquid, sex, and rest are examples of physiological needs. TRUE Physiological needs are concerned with biological needs such as food, liquid, rest, and sex.

AACSB: Reflective Thinking
Blooms: Understand
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 2 Medium
Topic: Psychological Influences within an Individual

22.

Examples of personal needs include self-esteem, accomplishment, fun, freedom, and relaxation.

TRUE

Personal needs are concerned with an individual’s need for personal satisfaction, unrelated to what others think or do. Examples include accomplishment, fun, freedom, and relaxation, as well as a desire to make the world a better place.

AACSB: Reflective Thinking
Blooms: Understand
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Topic: Psychological Influences within an Individual

23.

The “hierarchy of needs” model suggests that most products must fill more than one need at the same time.

TRUE

A four-level “hierarchy of needs” model suggests that most products must fill more than one need at the same time. The lowest-level needs are physiological. Then come safety, social, and personal needs.

24.

According to the Hierarchy of Needs, consumers are motivated to first satisfy their higher-order needs, then they will focus on their lower-level needs.

FALSE

A four-level “hierarchy of needs” shows that the lowest-level needs (physiological) comes first and then come safety, social, and personal needs.

25.

Motivation theory suggests that a consumer would not try to satisfy physiological and safety needs until social and personal needs have been completely satisfied.

FALSE

A four-level “hierarchy of needs” shows that the lowest-level needs (physiological) comes first and then come safety, social, and personal needs. A person can be motivated by more than one need at the same time. And more than one need can be satisfied at a time.

26.	Motivation theory suggests that only one need can be satisfied at a time. FALSE Motivation theory (four-level “hierarchy of needs”) suggests that more than one need can be satisfied at a time.

AACSB: Analytic
Blooms: Understand
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 2 Medium
Topic: Psychological Influences within an Individual

27.	Consumers do not usually see or hear all the stimuli that come their way. TRUE We are constantly bombarded by stimuli, like ads, products, stores, yet we may not hear or see anything.

28.	In selective exposure we screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs. FALSE In selective exposure our eyes and minds seek out and notice only information that interests us.

AACSB: Analytic
Blooms: Remember
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 2 Medium
Topic: Psychological Influences within an Individual

29.

“Selective exposure” refers to a person’s ability to screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs.

FALSE

In selective exposure our eyes and minds seek out and notice only information that interests us. In selective perception we screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs.

30.	Learning is a change in a person’s thought processes caused by prior experience. TRUE Learning is a change in a person’s thought processes caused by prior experience. Learning is often based on direct experience.

31.	According to learning theory, a cue is likely to result in a consumer response only if there is a drive to satisfy. TRUE Depending on the cues (products, signs, ads, and other stimuli in the environment) an individual chooses some specific response. A response is an effort to satisfy a drive.

32.	Reinforcement of a response decreases the likelihood of the same response the next time the drive occurs. FALSE Reinforcement occurs when the response is followed by satisfaction, that is, reduction in the drive. It may lead to a similar response the next time the drive occurs.

33.	Reinforcement strengthens the relationship between the cue and the response. TRUE Reinforcement of the learning process occurs when the response is followed by satisfaction, that is, reduction in the drive. Reinforcement strengthens the relationship between the cue and the response.

34.

Adding lemon scent to Pledge furniture polish is an example of using a positive cue.

TRUE

Sometimes marketers try to identify cues that have positive associations from some other situation and relate them to their marketing mix. Companies often add lemon scent to household cleaning products (Clorox bleach and Pledge furniture polish) because it has these associations.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Topic: Psychological Influences within an Individual

35.

A perfume ad that suggests that people who use the product have more appeal to the opposite sex is an example of a positive cue.

TRUE

Sometimes marketers try to identify cues that have positive associations from some other situation and relate them to their marketing mix. Firms like Calvin Klein use ads suggesting that people who use their products have more appeal to the opposite sex.

36.

That “new car” smell that includes an aroma of leather and wood is an example of using a positive cue.

TRUE

Luxury-car makers try for a “new car smell” with an aroma of leather and wood, even though the car would really smell more like metal and adhesives as it comes off the production line in a factory. Marketers often use cues with positive associations in their marketing mix.

37.	Many needs are culturally (or socially) learned. TRUE Many needs are culturally (or socially) learned.

38.	Americans’ preoccupation with deodorants is an example of a culturally learned need. TRUE Many needs are culturally (or socially) learned. Germans are less concerned about perspiration, and many don’t buy or use antiperspirants. Yet Americans spend millions of dollars on such products.

39.	An attitude is a person’s point of view about something, and usually involves liking or disliking. TRUE An attitude is a person’s point of view toward something. Because attitudes are usually thought of as involving liking or disliking, they have some action implications.

40.

The main difference between attitudes and beliefs is that beliefs always involve liking or disliking, but attitudes don’t necessarily involve liking or disliking.

FALSE

Attitudes are usually thought of as involving liking or disliking. Beliefs may help shape a consumer’s attitudes but don’t necessarily involve any liking or disliking.

AACSB: Reflective Thinking
Blooms: Create
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Topic: Psychological Influences within an Individual

41.	Beliefs are not as action-oriented as attitudes. TRUE Because attitudes are usually thought of as involving liking or disliking, they have some action implications. Beliefs are not so action-oriented.

42.	Beliefs are more action-oriented than attitudes. FALSE Because attitudes are usually thought of as involving liking or disliking, they have some action implications. Beliefs are not so action-oriented.

43.	Beliefs may help shape a consumer’s attitudes but don’t necessarily involve any liking or disliking. TRUE Beliefs may help shape a consumer’s attitudes but don’t necessarily involve any liking or disliking.

44.	A consumer’s belief about a product may have a positive or negative effect on his or her attitude about the product. TRUE Beliefs about a product may have a positive or negative effect in shaping consumers’ attitudes.

AACSB: Reflective Thinking
Blooms: Understand
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Topic: Psychological Influences within an Individual

45.

Attitudes are very good predictors of intention to buy.

FALSE

Managers who must forecast how much of their brand customers will buy are particularly interested in the intention to buy. Forecasts would be easier if attitudes were good predictors of intentions to buy, but unfortunately it’s not that simple.

46.	It is easier for a marketer to work with existing attitudes than to try to change them. TRUE Because consumer attitudes tend to be enduring, it’s usually more economical for marketers to work with them than try to change them.

AACSB: Reflective Thinking
Blooms: Understand
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Topic: Psychological Influences within an Individual

47.

It is possible for marketing managers to change or create new attitudes about goods and services—but overcoming negative attitudes is a really tough job.

TRUE

Because consumer attitudes tend to be enduring, it’s usually more economical for marketers to work with them than try to change them. Changing negative attitudes is probably the most difficult job marketers face.

48.	An expectation is an outcome or event that a person anticipates or looks forward to. TRUE An expectation is an outcome or event that a person anticipates or looks forward to.

49.	Consumers may evaluate a product not just on how well it performs but on how it performs relative to their expectations. TRUE Consumer expectations often focus on the benefits or value that the consumer expects from a firm’s marketing mix.

50.

In light of the relationships between consumer expectations and satisfaction, it’s usually best for promotion to slightly “over promise” what the firm can actually deliver.

FALSE

A consumer is likely to be dissatisfied if his or her expectations are not met. Promotion that overpromises can create this problem.

AACSB: Reflective Thinking
Blooms: Understand
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Topic: Psychological Influences within an Individual

51.	Trust is the confidence a person has in the promises or actions of another person, brand, or company. TRUE Trust is the confidence a person has in the promises or actions of another person, brand, or company.

52.	Highly trusted people, brands, and companies have many disadvantages in the marketplace. FALSE Highly trusted people, brands, and companies have many advantages in the marketplace. Consumers prefer to buy from and are more loyal to brands they trust.

53.	Activities, Interests and Opinions are the “AIO” variables used in lifestyle analysis. TRUE Psychographics or lifestyle analysis is the analysis of a person’s day-to-day pattern of living as expressed in that person’s Activities, Interests, and Opinions, sometimes referred to as AIOs.

54.	Attitudes, Income and Opinions are the “AIO” variables used in lifestyle analysis. FALSE Psychographics or lifestyle analysis is the analysis of a person’s day-to-day pattern of living as expressed in that person’s Activities, Interests, and Opinions, sometimes referred to as AIOs.

AACSB: Reflective Thinking
Blooms: Remember
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Topic: Psychological Influences within an Individual

55.

Psychographics is the analysis of a person’s day-to-day pattern of living as expressed in that person’s Activities, Interests, and Opinions.

TRUE

Psychographics or lifestyle analysis is the analysis of a person’s day-to-day pattern of living as expressed in that person’s Activities, Interests, and Opinions, sometimes referred to as AIOs.

56.

The VALS approach to understanding consumer behavior considers values, attitudes, and lifestyles.

TRUE

Research firms offer services like geoVALS (VALS is an abbreviation for values, attitudes, and lifestyles). GeoVALS uses psychographics to show where customers live and why they behave as they do.

57.

Marital status, age, and the age of any children in a household are the three demographic dimensions that determine stage of family life cycle.

TRUE

Marital status, age, and the age of any children in the family have an especially important effect on how people spend their income. Put together, these dimensions tell us about the life-cycle stage of a family.

AACSB: Analytic
Blooms: Remember
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Topic: Social Influences Affect Consumer Behavior

58.

In international marketing, it’s important to rely on intuition and to generalize the cultural influences on consumer behavior from one country to another.

FALSE

Relying on intuition or personal experience will be misleading when very less is known about the specific social and intrapersonal variables that shape the behavior of target customers. Many specific influences do not generalize from one culture to another.

AACSB: Analytic
Blooms: Apply
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Topic: Consumer Behavior in International Markets

59.

It’s hazardous to rely on intuition in generalizing about cultural influences on consumer behavior from one country to another.

TRUE

AACSB: Diversity
Blooms: Understand
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Topic: Consumer Behavior in International Markets

60.

Stage of family life cycle is usually determined by two demographic dimensions—income and number of children.

FALSE

61.	Singles and young couples seem less willing to try new products because they earn less. FALSE Singles and young couples seem to be more willing to try new products and brands and they are careful, price-conscious shoppers.

AACSB: Diversity
Blooms: Remember
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Topic: Social Influences Affect Consumer Behavior

62.	Younger families with no children are a good market for durable goods such as automobiles and furniture. TRUE Younger families, especially those with no children, accumulate durable goods, such as automobiles and home furnishings.

63.	Older people seem to be more open to new products and brands than younger people. FALSE Singles and young couples seem to be more willing to try new products and brands and they are careful, price-conscious shoppers.

64.

Families with teenagers tend to spend more on durables than younger families.

FALSE

Younger families, especially those with no children, accumulate durable goods, such as automobiles and home furnishings. Only as children arrive and grow does family spending shift to soft goods and services, such as education, medical, and personal care.

65.	Teens play an increasingly minor role in shaping family purchases. FALSE Teenagers eat more, want to wear expensive clothes, like music, and develop recreation and education needs that are hard on the family budget.

66.	“Empty nesters” are people whose children are grown and who are now able to spend their money in other ways. TRUE Empty nesters are people whose children are grown and who are now able to spend their money in other ways.

67.	“Empty nesters” is a term that refers to young couples with no children. FALSE Empty nesters are people whose children are grown and who are now able to spend their money in other ways.

68.	Consumer buying decisions are affected by social influences such as motivation, perception, learning, attitudes, and personality. FALSE Consumer’s family, social class, reference groups, culture, and ethnic groups are some social variables that influence the consumer decision process.

69.	Buying responsibility and purchase influence between husband and wife vary greatly—depending on the product and the specific family. TRUE Buying responsibility and influence vary greatly depending on the product and the family.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Topic: Social Influences Affect Consumer Behavior

70.	Income by itself is usually a pretty good measure of social class. FALSE People with the same income level may be in different social classes. So income by itself is usually not a good measure of social class.

AACSB: Reflective Thinking
Blooms: Remember
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Topic: Social Influences Affect Consumer Behavior

71.	According to the text, the U.S. social class system is much more rigid than those in most countries. FALSE The U.S. class system is far less rigid than those in most countries.

72.

According to the text, the U.S. social class system is usually measured in terms of occupation, education, and housing arrangements.

TRUE

In the United States, simple approaches for measuring social class groupings are based on a person’s occupation, education, and type and location of housing.

73.	People who have the same amount of income—but who are in different social classes—tend to spend their income in the same way. FALSE Various classes have different attitudes toward spending and saving, even when they have the same income level.

AACSB: Reflective Thinking
Blooms: Understand
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Topic: Social Influences Affect Consumer Behavior

74.	Given the same income, consumers in different social classes will handle themselves and their money very differently. TRUE Various classes have different attitudes toward spending and saving, even when they have the same income level.

75.	The group of people to whom an individual looks when forming attitudes about a particular topic is his reference group for that topic. TRUE A reference group refers to the people to whom an individual looks when forming attitudes about a particular topic.

76.	A person normally has several reference groups. TRUE People normally have several reference groups for different topics.

77.	Reference group influence is likely to be greater for products which will not be seen by other individuals. FALSE Reference influence is stronger for products that others “see” and which relate to status in the group.

78.	Reference groups are more important when others will be able to “see” which product or brand we’re using. TRUE Reference influence is stronger for products that others “see” and which relate to status in the group.

79.	An opinion leader is usually wealthier and better educated than the people he or she influences. FALSE An opinion leader is a person who influences others. Opinion leaders aren’t necessarily wealthier or better educated.

80.	Opinion leaders for one subject or product are also usually opinion leaders for many other subjects or products. FALSE An opinion leader is a person who influences others. Opinion leaders on one subject aren’t necessarily opinion leaders on another.

81.	Word-of-mouth publicity from opinion leaders can be favorable or unfavorable. TRUE Some marketing mixes aim especially at opinion leaders, since their opinions affect others and can provide favorable or unfavorable word-of-mouth publicity.

AACSB: Communication
Blooms: Remember
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Topic: Social Influences Affect Consumer Behavior

82.

Marketers who want to aim at people within several different cultures usually will be able to use the same marketing mix for all of them.

FALSE

It is often useful to think of subcultures within cultural groupings. Failure to consider cultural differences, even subtle ones, can result in problems.

83.	In the U.S., ethnic submarkets are growing at a faster rate than the overall population. TRUE In the U.S. the number of ethnic consumers is growing at a much faster rate than the overall society.

84.	Both the birthrate and the buying power of ethnic groups in the U.S. are increasing. TRUE The birthrate of ethnic groups is higher than that of whites. The buying power of ethnic submarkets is also increasing rapidly.

85.	In ethnic markets within the U.S., the median age is higher and the birthrate is lower than the overall population. FALSE The median age of Asian Americans, African Americans, and Hispanics is much lower than that of whites and the birthrate is higher.

86.	Hispanic Americans are now the largest and fastest-growing ethnic group in the U.S. TRUE Hispanic Americans are now the largest and fastest growing ethnic group in the United States. Recently, their numbers have increased at the rate of about 1 million per year.

87.	Asian Americans are the largest and fastest-growing ethnic group in the United States. FALSE Hispanic Americans are now the largest and fastest growing ethnic group in the United States. Recently, their numbers have increased at the rate of about 1 million per year.

AACSB: Diversity
Blooms: Remember
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 2 Medium
Topic: Social Influences Affect Consumer Behavior

88.	Of all the major ethnic groups in the U.S., Asian Americans have the highest median family income. TRUE Asian Americans have the highest median family income ($64,308) of the major ethnic groups.

89.	African Americans have the highest median family income of the major ethnic groups. FALSE Asian Americans have the highest median family income ($64,308) of the major ethnic groups.

90.	The buying power of Hispanics and African Americans exceeds $1 trillion a year. TRUE The buying power of ethnic submarkets is also increasing rapidly. Estimates indicate that Hispanics and African Americans each spend more than $1 trillion a year and Asian Americans over $500 billion a year.

91.	Planning for cultural differences in international markets is easier than in domestic markets. FALSE Planning strategies that consider cultural differences in international markets can be hard and such cultures usually vary more.

92.

The reaction of Italian women to Swiffer is an example of cultural influence.

TRUE

Products that make cleaning easier is a popular appeal in the US, but many Italian women doubt that something that works easily will meet their standards for cleanliness. So for the Italian market Swiffer was modified and beeswax was added.

AACSB: Diversity
Blooms: Apply
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Topic: Social Influences Affect Consumer Behavior

93.	Needs, benefits sought, attitudes, motivation, and even how a consumer selects certain products all vary depending on the purchasing situation. TRUE Needs, benefits sought, attitudes, motivation, and even how a consumer selects certain products all vary depending on the purchase situation.

AACSB: Analytic
Blooms: Remember
Learning Objective: 05-04 Explain how characteristics of the purchase situation influence consumer behavior.
Level of Difficulty: 1 Easy
Topic: Individuals are Affected by the Purchase Situation

94.	Different purchase situations may require different marketing mixes, even though the same target market is involved. TRUE Different purchase situations may require different marketing mixes, even when the same target market is involved.

AACSB: Reflective Thinking
Blooms: Understand
Learning Objective: 05-04 Explain how characteristics of the purchase situation influence consumer behavior.
Level of Difficulty: 1 Easy
Topic: Individuals are Affected by the Purchase Situation

95.	The consumer decision process begins when a consumer becomes aware of an unmet need. TRUE The consumer decision process begins when a consumer becomes aware of an unmet need. The consumer’s problem-solving process then focuses on how best to meet that need.

AACSB: Analytic
Blooms: Understand
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 1 Easy
Topic: The Consumer Decision Process

96.

As part of the basic problem-solving steps, a consumer searches for information, identifies alternatives and what factors are important, and then evaluates one or more products before deciding how best to meet a need.

TRUE

A consumer may search for information, identify alternatives, decide what factors (criteria) are important, and then evaluate one or more alternative products that might meet the need.

AACSB: Reflective Thinking
Blooms: Understand
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 1 Easy
Topic: The Consumer Decision Process

97.

How much effort is put into a buying decision depends on the economic needs, psychological variables, social influences, purchase situation, and the amount of risk involved.

TRUE

How much effort is put into a buying decision depends in part on the economic needs, psychological variables, social influences, and purchase situation factors. It’s also tied to the amount of risk a buyer sees in making a wrong choice.

98.

Consumers use extensive problem solving when they put SOME effort into deciding how to satisfy a need.

FALSE

Consumers use extensive problem solving when they put much effort into deciding how to satisfy a need. Limited problem solving is used by consumers when some effort is required in deciding the best way to satisfy a need.

AACSB: Analytic
Blooms: Remember
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 1 Easy
Topic: The Consumer Decision Process

99.

Consumers use limited problem solving when they put MUCH effort into deciding how to satisfy a need.

FALSE

AACSB: Analytic
Blooms: Remember
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 1 Easy
Topic: The Consumer Decision Process

100.

Limited problem solving is used by consumers when some effort is required in deciding the best way to satisfy a need.

TRUE

Limited problem solving is used by consumers when some effort is required in deciding the best way to satisfy a need. This is typical when the consumer has some previous experience with a product but isn’t quite sure which choice to make at the moment.

AACSB: Analytic
Blooms: Remember
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 1 Easy
Topic: The Consumer Decision Process

101.

A consumer interested in making a low involvement purchase is most likely to use “limited problem solving”—rather than one of the other levels of problem solving.

FALSE

Routinized response behavior is typical for low-involvement purchases, purchases that have little importance or relevance for the customer, where less effort is required from the consumer.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 1 Easy
Topic: The Consumer Decision Process

102.

Limited problem solving is used when the consumer has a lot of experience in meeting a need and has no need for additional information.

FALSE

Limited problem solving is typical when the consumer has some previous experience with a product but isn’t quite sure which choice to make at the moment.

AACSB: Analytic
AACSB: Diversity
Blooms: Remember
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 1 Easy
Topic: The Consumer Decision Process

103.	Routinized response behavior is typical for low-involvement purchases. TRUE Routinized response behavior is typical for low-involvement purchases, purchases that have little importance or relevance for the customer.

AACSB: Analytic
Blooms: Remember
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 2 Medium
Topic: The Consumer Decision Process

104.

Finding her favorite brand of shampoo temporarily out of stock, a supermarket shopper is more likely to take part in routinized response behavior than limited problem solving.

FALSE

Routinized response is typical when a consumer has considerable experience in how to meet a specific need and requires no new information. Here, the shopper needs to find a supermarket which has her favorite brand of shampoo in stock or she needs to choose another brand. Therefore, she will take part in limited problem solving.

105.	The idea of a decision process implies that consumers always apply rational processes in their buying decisions. FALSE The idea of a decision process does not imply that consumers always apply rational processes in their buying decisions.

AACSB: Analytic
Blooms: Create
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 2 Medium
Topic: The Consumer Decision Process

106.	Dissonance takes place when an individual is NOT confident about the rightness of a decision. TRUE Dissonance is a feeling of uncertainty about whether the correct decision was made.

AACSB: Analytic
Blooms: Remember
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 1 Easy
Topic: The Consumer Decision Process

107.	After making a purchase, buyers often wonder if they made the right choice. The resulting tension is called dissonance. TRUE After making a purchase, buyers often have second thoughts and wonder if they made the right choice. The resulting tension is called dissonance.

AACSB: Reflective Thinking
Blooms: Remember
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 2 Medium
Topic: The Consumer Decision Process

108.	The power of negative purchase experiences is greater than that of positive experiences. TRUE When a post-purchase experience fails to live up to expectations, a customer will be disappointed. And consumers are more likely to share stories about being dissatisfied than satisfied.

AACSB: Reflective Thinking
Blooms: Create
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 1 Easy
Topic: The Consumer Decision Process

109.	The adoption process refers to the steps individuals go through on the way to accepting or rejecting a new idea. TRUE Adoption process is the steps individuals go through on the way to accepting or rejecting a new idea.

AACSB: Reflective Thinking
Blooms: Remember
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 1 Easy
Topic: The Consumer Decision Process

110.	The steps in the adoption process are awareness, interest, evaluation, trial, decision, and confirmation. TRUE In the adoption process, an individual moves through some fairly definite steps: awareness, interest, evaluation, trial, decision, and confirmation.

111.	In the evaluation stage of the adoption process, a consumer begins to give the product a mental trial, applying it to his or her personal situation. TRUE In the evaluation step, a consumer begins to give the product a mental trial, applying it to his or her personal situation.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 2 Medium
Topic: The Consumer Decision Process

112.	In the confirmation stage of the adoption process, the adopter continues to rethink the decision and searches for support for the decision. TRUE In the confirmation step, the adopter continues to rethink the decision and searches for support for the decision, that is, further reinforcement.

AACSB: Analytic
Blooms: Understand
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 2 Medium
Topic: The Consumer Decision Process

113.	In the adoption process, the confirmation step usually precedes the decision step. FALSE In the adoption process, an individual moves through some fairly definite steps: awareness, interest, evaluation, trial, decision, and confirmation respectively.

AACSB: Analytic
Blooms: Remember
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 1 Easy
Topic: The Consumer Decision Process

Multiple Choice Questions

114.

Which of the following would be most helpful for predicting why a final consumer selects one of several similar brands?

A.	population data

B.	consumer spending patterns

C.	behavioral science theories

D.	consumer income

E.	all would be equally helpful

There are general behavioral principles, frameworks, that marketing managers can apply to better understand their specific target markets.

AACSB: Analytic
Blooms: Understand
Learning Objective: 05-01 Describe how economic needs influence the buyer decision process.
Level of Difficulty: 1 Easy
Topic: Consumer Behavior: Why do They Buy What They Buy?

115.

Which of the following is not a need that affects the buying behavior of “economic buyers”?

A.	Economy of purchase or use

B.	Convenience

C.	Dependability in use

D.	Motivation

E.	Efficiency in operation or use

Motivation is not an economic variable but is a psychological variable.

116.

Discretionary income is the portion of a person’s income that pays for:

rent.

food.

luxuries.

taxes.

E.	insurance.

A family’s purchase of luxuries comes from discretionary income—what is left of income after paying taxes and paying for necessities.

117.

The appeal that has the most relevance to an economic buyer is:

A.	“I’m lovin’ it” (McDonald’s).

B.	“Expect great things” (Kohl’s).

C.	“Live for now” (Pepsi).

D.	“Who doesn’t want 50% more cash?” (Capital One Rewards Card).

E.	“Relentlessly protecting your identity” (LifeLock).

Since economic buyers seek a good value for the money they spend, the Capital One Cash Rewards Card appeal has the most relevance.

118.

An economic buyer is a person who

A.	logically compares choices to get the greatest satisfaction from spending time and money.

B.	makes buying decisions based only on price.

C.	will not pay extra for convenience.

D.	always buys products at the lowest price possible.

E.	is averse to spending time and money.

Economic buyers are those people who know all the facts and logically compare choices to get the greatest satisfaction from spending their time and money.

119.

An “economic buyer” is a person who:

A.	Makes buying decisions based on behavioral needs rather than economic needs.

B.	Logically compares choices to get the greatest satisfaction from expenditures of time and money.

C.	Always buys the product that has the lowest price.

D.	Is not willing to pay extra for convenience.

E.	All of these are characteristics of an “economic buyer.”

Economic buyers are those people who know all the facts and logically compare choices to get the greatest satisfaction from spending their time and money.

120.

Economists’ economic-buyer theory assumes that:

A.	income data are very useful for predicting consumer behavior.

B.	buyers logically compare choices in order to maximize their satisfaction.

C.	consumers should purchase only low-priced products.

D.	buyers focus primarily on price.

E.	None of these is correct.

Economists’ economic-buyer theory assumes that consumers are economic buyers are people who know all the facts and logically compare choices to get the greatest satisfaction from spending their time and money.

AACSB: Reflective Thinking
Blooms: Understand
Learning Objective: 05-01 Describe how economic needs influence the buyer decision process.
Level of Difficulty: 2 Medium
Topic: Economic Needs Affect Most Buying Decisions

121.

_____ are concerned with making the best use of a consumer’s time and money—as the consumer judges it.

A.	Economic needs

B.	Psychological needs

C.	Social influences

D.	Behavioral influences

E.	Perceptual needs

Economic needs are concerned with making the best use of a consumer’s time and money—as the consumer judges it.

122.

Which of the following is an “economic need”?

A.	Desire for self-satisfaction and convenience.

B.	Desire for efficiency in the use of the consumer’s money.

C.	Desire for efficiency in the use of the consumer’s time and money.

D.	Desire for prestige and paying a high price for the best quality.

E.	Desire for status and paying a high price for the best quality.

Economic needs are concerned with making the best use of a consumer’s time and money—as the consumer judges it.

AACSB: Analytic
Blooms: Understand
Learning Objective: 05-01 Describe how economic needs influence the buyer decision process.
Level of Difficulty: 1 Easy
Topic: Economic Needs Affect Most Buying Decisions

123.

Which of the following is NOT an economic need?

A.	Dependability in use

Hunger

C.	Economy of use

D.	Convenience

E.	Efficiency in use

Some economic needs are: economy of purchase or use, efficiency in operation or use, dependability in use, improvement of earnings, and convenience. Hunger is not an economic need.

AACSB: Analytic
Blooms: Apply
Learning Objective: 05-01 Describe how economic needs influence the buyer decision process.
Level of Difficulty: 1 Easy
Topic: Economic Needs Affect Most Buying Decisions

124.

Which of the following is NOT an economic need of consumers?

A.	Convenience.

B.	Dependability in use.

C.	Economy of purchase.

D.	Efficiency.

Hunger.

Some economic needs are: economy of purchase or use, efficiency in operation or use, dependability in use, improvement of earnings, and convenience. Hunger is not an economic need.

125.

At Home Depot, a customer can purchase a gallon of one-coat paint that contains the ingredients for both a primer and a color. What is the primary economic need being satisfied by this type of paint?

A.	Dependability in use

B.	Economy of purchase

C.	Improvement of earnings

D.	Convenience

Economic needs are concerned with making the best use of a consumer’s time and money, as the consumer judges it. Here the paint is satisfying economy of purchase or use.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-01 Describe how economic needs influence the buyer decision process.
Level of Difficulty: 3 Hard
Topic: Economic Needs Affect Most Buying Decisions

126.

A.	Convenience

B.	Improvement of earnings

C.	Dependability in use

D.	Economy of purchase

Economic needs are concerned with making the best use of a consumer’s time and money, as the consumer judges it. Here the magazine ad is satisfying economy of purchase.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-01 Describe how economic needs influence the buyer decision process.
Level of Difficulty: 2 Medium
Topic: Economic Needs Affect Most Buying Decisions

127.

A.	Economy of purchase

B.	Dependability in use

C.	Efficiency in use

D.	Convenience

Most consumers appreciate firms that offer products that are designed to work better, require less service, or last longer. Here the iPhone app is satisfying efficiency in operation or use.

128.

A.	Dependability in use

B.	Convenience

C.	Economy of purchase

D.	Improvement of earnings

Most consumers appreciate firms that offer them improved economic value for the money they spend. Products can be designed to work better, require less service, or last longer. This TV ad is illustrating dependability in use.

129.

A busy mom stops at a 7-Eleven store on the way home from work to purchase some bread, milk, and ice cream. What primary economic need is being satisfied by the 7-Eleven?

A.	Dependability in use

B.	Economy of purchase

C.	Efficiency in operation

D.	Convenience

Many firms adjust their marketing mixes for target markets that place a high value on convenience. The example illustrates the economic need of convenience.

130.

The economists’ view of buyers

A.	puts a great deal of emphasis on differences in buying behavior related to individual differences among consumers.

B.	is based on the idea that consumers value time and select the first alternative they learn about.

C.	assumes that consumers always buy the lowest-price alternative.

D.	emphasizes psychological variables rather than social influences.

E.	None of these answers is correct.

Most economists assume that consumers are economic buyers—people who know all the facts and logically compare choices to get the greatest satisfaction from spending their time and money. Hence none of the above answers is correct.

131.

The percentage of U.S. families with incomes above $49,445 in 2010 was:

about 50.

about 75.

20.

10.

E.	less than 5.

In 2010, 20 percent of households had income of less than $20,000, and the median income—where half the households earned more and half earned less—was $49,445.

AACSB: Analytic
Blooms: Remember
Learning Objective: 05-01 Describe how economic needs influence the buyer decision process.
Level of Difficulty: 3 Hard
Topic: Economic Needs Affect Most Buying Decisions

132.

The median family income in the U.S. in 2010 was about:

$30,000.

$40,000.

$50,000.

$75,000.

$100,000.

Feedback: In 2010, 20 percent of households had income of less than $20,000, and the median income—where half the households earned more and half earned less—was $49,445.

133.

Discretionary income is defined as:

A.	total market value of goods and services produced.

B.	gross domestic product per capita.

C.	income available after taxes.

D.	income available before taxes.

E.	income available after taxes and necessities.

Discretionary income is what is left of income after paying taxes and paying for necessities.

134.

“Discretionary income:”

A.	is a family’s income AFTER taxes.

B.	is a measure of a family’s total purchasing power.

C.	is the amount of income spent on durable goods.

D.	is a family’s income AFTER paying taxes and paying for necessities.

Discretionary income is what is left of income after paying taxes and paying for necessities.

AACSB: Reflective Thinking
Blooms: Remember
Learning Objective: 05-01 Describe how economic needs influence the buyer decision process.
Level of Difficulty: 1 Easy
Other: Self-Test
Topic: Economic Needs Affect Most Buying Decisions

135.

The amount of income a family has left after paying taxes and paying for its necessities is called its ______________ income.

personal

B.	discretionary

marginal

family

modified

Discretionary income is what is left of income after paying taxes and paying for necessities.

136.

What is left of income after paying for taxes and paying for necessities?

A.	Net income.

B.	Real income.

C.	Deductible income.

D.	Gross income.

E.	Discretionary income.

Discretionary income is what is left of income after paying taxes and paying for necessities.

137.

$21,000

$34,000

$15,000

$24,000

$8,000

Discretionary income is what is left of income after paying taxes and paying for necessities.

AACSB: Analytic
Blooms: Apply
Learning Objective: 05-01 Describe how economic needs influence the buyer decision process.
Level of Difficulty: 2 Medium
Topic: Economic Needs Affect Most Buying Decisions

138.

A young working couple earned $55,000 last year. They paid $16,000 in taxes and $20,000 in rent, food, insurance and other necessities. What was their discretionary income for the year?

$39,000.

$55,000.

$30,000.

$35,000.

$19,000.

Discretionary income is what is left of income after paying taxes and paying for necessities.

139.

A young working couple earned $35,000 last year, and paid $10,000 in taxes. They spent $13,000 on rent, food, insurance, and other “necessities.” What is their discretionary income?

$12,000

$35,000

$22,000

$25,000

Discretionary income is what is left of income after paying taxes and paying for necessities.

140.

$4,000

$20,000

$10,000

$12,000

E.	There is not enough information to determine Keith’s discretionary income.

Discretionary income is what is left of income after paying taxes and paying for necessities. Information on Keith McPherson’s tax is not present.

141.

$45,000.

$75,000.

$26,000.

$28,000.

$24,000.

Discretionary income is what is left of income after paying taxes and paying for necessities.

142.

A young working couple earned $50,000 last year. Of that, they paid $16,000 in taxes and $15,000 in rent, food, insurance and other necessities. Their discretionary income for the year was:

$35,000.

$50,000.

$19,000.

$34,000.

$15,000.

Discretionary income is what is left of income after paying taxes and paying for necessities.

143.

A.	Furnace repairs.

B.	Automobile insurance.

C.	A CD stereo system.

D.	Medical services.

E.	Grocery staples.

A family’s purchase of “luxuries” comes from discretionary income-what is left of income after paying taxes and paying for necessities. A CD stereo system is a luxury.

144.

$20,000.

$4,000.

$42,000.

$26,000.

$50,000.

Discretionary income is what is left of income after paying taxes and paying for necessities.

145.

$20,000

$5,000

$35,000

$30,000

$50,000

Discretionary income is what is left of income after paying taxes and paying for necessities.

146.

$28,000

$13,000

$23,000

$18,000

E.	There is not enough information to tell.

Discretionary income is what is left of income after paying taxes and paying for necessities.

147.

$17,000.

$11,000.

$32,000.

$28,000.

$42,000.

Discretionary income is what is left of income after paying taxes and paying for necessities.

148.

$75,000

$65,000

$55,000

$45,000

$35,000

Discretionary income is what is left of income after paying taxes and paying for necessities.

149.

According to the text, the economic-buyer theory

A.	says that most consumers do not know the economic value of products they purchase.

B.	explains why people behave the way they do.

C.	includes psychological variables and social influences.

D.	is too simplistic to explain consumer behavior.

E.	assumes that consumers always buy the lowest price alternative.

Most marketing managers think that buyer behavior is not as simple as the economic-buyer model suggests.

AACSB: Analytic
Blooms: Apply
Learning Objective: 05-01 Describe how economic needs influence the buyer decision process.
Level of Difficulty: 1 Easy
Other: Self-Test
Topic: Economic Needs Affect Most Buying Decisions

150.

The “economic-buyer” model:

A.	is seen as too simplistic by most marketing managers.

B.	assumes that consumers are affected by psychological variables and social influences.

C.	suggests that men and women behave differently as buyers.

D.	assumes that buyers don’t have enough information to make logical choices—and as a result buy products that are not a good value.

E.	None of these is true of the economic-buyer model.

Most marketing managers think that buyer behavior is not as simple as the economic-buyer model suggests.

AACSB: Analytic
Blooms: Understand
Learning Objective: 05-01 Describe how economic needs influence the buyer decision process.
Level of Difficulty: 2 Medium
Topic: Economic Needs Affect Most Buying Decisions

151.

ADT commercials that advertise the value of having a home burglar alarm system appeals to consumers’:

A.	personal needs.

B.	economic needs.

C.	social needs.

D.	safety needs.

E.	physiological needs.

Home alarms that protect people from burglaries appeal to consumers’ safety needs. These needs are concerned with protection and well-being.

152.

Firms most likely to attract consumers by making an appeal to social needs are:

A.	tire companies.

B.	online dating sites.

C.	tax preparation services.

banks.

E.	electric companies.

Online dating sites are the ones that are most likely to attempt to attract customers by making an appeal to social needs.

153.

Many consumers mentally block out marketing messages that do not interest them. This phenomenon is part of a person’s _____.

A.	motivation

needs

C.	perception

attitudes

learning

Consumers select varying ways to meet their needs sometimes because of differences in perception—how we gather and interpret information from the world around us. Perception includes the filtering process of selective exposure, selective perception, and selective retention.

154.

Marketers cannot assume that a product that meets consumer needs in one country will do so in another. This is because:

A.	some people do not have physiological or safety needs.

B.	many needs are culturally learned.

C.	economic needs do not influence purchases in many regions of the world

D.	the purchase situations may be different.

E.	family life cycles may be different.

Many needs are culturally (or socially) learned. The need for food, for instance, may lead to many specific food wants. Many Japanese enjoy sushi (raw fish), and their children learn to like it. Fewer Americans, however, have learned to enjoy it.

155.

____ is one of the psychological variables that affects a person’s buying behavior.

A.	Perception

Family

C.	Social class

D.	Reference groups

E.	Convenience

Motivation, perception, learning, attitude, trust, and lifestyle are some of the psychological variables which affect consumer buying.

156.

Which of the following is NOT a psychological variable?

Culture.

B.	Personality.

Learning.

D.	Perception.

E.	Attitudes.

Motivation, perception, learning, attitude, trust, and lifestyle are some of the psychological variables which affect consumer buying. Culture is not a psychological variable; it is a social influence.

157.

Which of the following is NOT a psychological variable?

Attitudes

B.	Social class

C.	Motivation

Learning

E.	Perception

Motivation, perception, learning, attitude, trust, and lifestyle are some of the psychological variables which affect consumer buying. Social class is not a psychological variable; it is a social influence.

158.

Regarding consumer motivation, the text states that:

A.	wants are the basic forces which motivate people to do something.

B.	all needs and wants are caused by drives.

C.	wants are learned needs.

D.	the terms “needs” and “wants” mean the same thing.

E.	None of these alternatives is correct.

Wants are “needs” that are learned during a person’s life.

AACSB: Reflective Thinking
Blooms: Understand
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Other: Self-Test
Topic: Psychological Influences within an Individual

159.

What are the basic forces that motivate a person to do something?

Desires.

Drives.

Actions.

D.	Aspirations.

Needs.

Needs are the basic forces that motivate a person to do something.

160.

Wants

A.	are an effort to satisfy a drive.

B.	are more basic than needs.

C.	are strong stimuli that encourage action to reduce a need.

D.	are needs that are learned during a person’s life.

E.	remain the same during a person’s life.

Wants are “needs” that are learned during a person’s life.

161.

Marci Bello is status-oriented. When she buys clothing she only considers items with well-known “labels” that her friends will notice. This behavior illustrates

A.	satisfying a need.

B.	satisfying a want.

C.	satisfying a belief.

D.	the “economic buyer” model of buyer behavior.

E.	All of these are equally good answers.

Needs are more basic than wants. Wants are “needs” that are learned during a person’s life. Marci Bello learned to buy well-known “labeled” items.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 2 Medium
Topic: Psychological Influences within an Individual

162.

A _____ is a strong stimulus that encourages action to reduce or satisfy a need.

want

B.	motivation

drive

desire

deed

A drive is a strong stimulus that encourages action to reduce a need.

163.

When a consumer actually purchases a particular product it is the direct result of a

need.

want.

drive.

D.	desire for physical well-being.

E.	None of these is more true than the others.

In marketing, a product purchase results from a drive to satisfy some need.

AACSB: Analytic
Blooms: Remember
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 3 Hard
Topic: Psychological Influences within an Individual

164.

Good marketing managers know that

A.	marketing strategies can’t influence consumer “wants.”

B.	marketers can’t create internal drives in consumers.

C.	it is not that difficult to develop a marketing strategy that gets consumers to do what they don’t want to do.

D.	None of these alternatives is correct.

Drives are internal to the individual, that is, they are the reasons behind certain behavior patterns. Marketing managers cannot create internal drives in consumers.

165.

After working for 18 hours, Katrina arrived home exhausted and wanted to go straight to sleep. Katrina’s need to sleep is a ______________ need.

A.	psychological

social

C.	physiological

D.	behavioral

emotional

Physiological needs are concerned with biological needs like food, liquid, rest, and sex.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 3 Hard
Topic: Psychological Influences within an Individual

166.

Frustrated by a lack of freedom to make decisions at her work, Betty quit her job to find one with greater independence. What type of need motivated Betty’s actions?

A.	Psychological

Social

C.	Physiological

Economic

Cultural

Psychological needs are concerned with nurturing, curiosity, independence, and love.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 3 Hard
Topic: Psychological Influences within an Individual

167.

The text discusses a four-level hierarchy of needs. Which of the following is NOT included in that model?

A.	Social needs.

B.	Psychological needs.

C.	Safety needs.

D.	Physiological needs.

E.	Personal needs.

A four-level “hierarchy of needs” model includes physiological needs, safety needs, social needs, and personal needs.

168.

Ranked from lowest level to highest level, the “hierarchy of needs” model includes:

A.	personal, social, safety, and physiological needs.

B.	physiological, safety, social, and personal needs.

C.	safety, personal, social, and physiological needs.

D.	social, personal, safety, and physiological needs.

E.	physiological, safety, personal, and social needs.

The lowest-level needs are physiological. Then come safety, social, and personal needs.

169.

According to the “hierarchy of needs” model, the first needs most people try to satisfy are their ______________ needs.

safety

personal

C.	physiological

social

E.	any of these are correct.

A four-level “hierarchy of needs” shows that the lowest-level needs (physiological) comes first and then come safety, social, and personal needs.

170.

Physiological needs are concerned with

A.	protection and physical well-being.

B.	love, friendship, status, and esteem.

C.	an individual’s need for personal satisfaction.

D.	biological needs.

E.	responsibility and independence.

Physiological needs are concerned with biological needs like food, liquid, rest, and sex.

171.

______ needs are concerned with things that involve a person’s interaction with others.

A.	Physiological

Safety

C.	Biological

Personal

Social

Social needs are concerned with love, friendship, status, and esteem-things that involve a person’s interaction with others.

172.

Needs such as accomplishment and relaxation, which are unrelated to what others think or do, are known as:

A.	physiological needs.

B.	safety needs.

C.	social needs.

D.	personal needs.

E.	biological needs.

Personal needs are concerned with an individual’s need for personal satisfaction and are unrelated to what others think or do. Examples include accomplishment, fun, freedom, and relaxation.

173.

Which of the following are examples of “personal needs”?

A.	Needs for food, liquid, and rest.

B.	Needs for accomplishment, fun, and freedom.

C.	Needs for solutions, protection, and physical well-being.

D.	Needs for love and friendship.

E.	Needs for status and connecting with others.

Personal needs are concerned with an individual’s need for personal satisfaction and are unrelated to what others think or do. Examples include accomplishment, fun, freedom, and relaxation.

AACSB: Reflective Thinking
Blooms: Understand
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Topic: Psychological Influences within an Individual

174.

A.	Social needs

B.	Safety needs

C.	Physiological needs

D.	Personal needs

Personal needs are concerned with an individual’s need for personal satisfaction and are unrelated to what others think or do. L’Oreal is aiming at personal satisfaction.

175.

Newman’s Own (a salad dressing brand) donates 100 percent of its after-tax profits to progressive causes. Newman’s Own is focusing on satisfying what level in the hierarchy of needs?

A.	Social needs

B.	Personal needs

C.	Safety needs

D.	Physiological needs

Personal needs are concerned with an individual’s need for personal satisfaction and are unrelated to what others think or do. A desire to make the world a better place is an example.

176.

Social

Safety

C.	Physiological

Personal

Social needs are concerned with love, friendship, status, and esteem, things that involve a person’s interaction with others.

177.

Harley Owners Group connects motorcycle riders to one another. This group is focusing on satisfying what level in the hierarchy of needs?

Safety

B.	Physiological

Social

Personal

Social needs are concerned with love, friendship, status, and esteem, things that involve a person’s interaction with others.

178.

Allstate Insurance promotes its auto and home insurance by telling consumers, “You’re in good hands with Allstate.” Which of the following types of needs is Allstate trying to satisfy?

A.	Personal needs.

B.	Social needs.

C.	Physiological needs.

D.	Safety needs.

E.	Behavioral needs.

Safety needs are concerned with protection and physical well-being (perhaps involving health, financial security, medicine, and exercise).

179.

Social

Safety

C.	Physiological

Personal

Safety needs are concerned with protection and physical well-being (perhaps involving health, financial security, medicine, and exercise).

180.

At its website, Tylenol identifies the top headache triggers and offers solutions to headache sufferers. Tylenol is focusing on satisfying what level in the hierarchy of needs?

A.	Physiological needs.

B.	Behavioral needs.

C.	Personal needs.

D.	Safety needs.

E.	Social needs.

Safety needs are concerned with protection and physical well-being (perhaps involving health, financial security, medicine, and exercise).

181.

In the PSSP Hierarchy of Needs model, which level is illustrated by a Fidelity campaign on TV that proclaims its IRA is a sound investment for the future?

A.	Personal needs

B.	Physiological needs

C.	Social needs

D.	Safety needs

Safety needs are concerned with protection and physical well-being, such as financial security.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 2 Medium
Topic: Psychological Influences within an Individual

182.

A.	Physiological

Social

Safety

Personal

Physiological needs are concerned with biological needs like food, liquid, rest, and sex.

183.

Social

Safety

C.	Physiological

Personal

Physiological needs are concerned with biological needs like food, liquid, rest, and sex.

184.

In the PSSP Hierarchy of Needs model, which level is illustrated by a “Got Milk?” magazine campaign that encourages customers to drink more milk?

A.	Physiological needs

B.	Safety needs

C.	Social needs

D.	Personal needs

Physiological needs are concerned with biological needs like food, liquid, rest, and sex.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 2 Medium
Topic: Psychological Influences within an Individual

185.

A marketing manager who wants to apply the “hierarchy of needs” model should keep in mind that:

A.	most consumers are already satisfied and promotion will be needed to “create a need.”

B.	the same marketing mix might satisfy two or more levels of need.

C.	not enough attention is focused on physiological needs.

D.	“social needs” focus on the psychological variables in consumer behavior.

E.	None of these alternatives is correct.

Most products must fill more than one need at the same time. Often marketing managers are able to address multiple needs.

186.

Motivation theory

A.	suggests that most products must fill more than one need at a time.

B.	suggests that we are obsessed with lower-level needs.

C.	explains why marketing efforts targeted at affluent consumers should always focus on lower-level needs.

D.	suggests that individuals choose a specific response depending on cues.

E.	emphasizes that, for greatest satisfaction, higher level needs should not be our focus.

Most products must fill more than one need at the same time.

187.

Which of the following statements about “needs” is true?

A.	A higher level need may develop before lower level needs are all satisfied.

B.	If lower level needs are reasonably satisfied, those at higher levels become more dominant.

C.	A particular product may satisfy more than one need at the same time.

D.	All of these statements about “needs” are true.

188.

Which of the following statements about “hierarchy of needs” is FALSE?

A.	As soon as lower level needs are reasonably satisfied, those at higher levels become more dominant.

B.	A higher level need may develop before lower level needs are completely satisfied.

C.	The order in which needs are satisfied follows a definite pattern—with lower level needs being completely satisfied first.

D.	A particular product may satisfy more than one need at a time.

E.	None of these statements about “hierarchy of needs” is FALSE.

AACSB: Reflective Thinking
Blooms: Understand
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 3 Hard
Topic: Psychological Influences within an Individual

189.

When studying consumer needs, a marketer should:

A.	know that a product may be a want or a need depending on what the consumer has learned during his/her life.

B.	try to understand how the marketing mix can satisfy a set of needs, rather than only one.

C.	realize that he or she cannot create needs, merely identify them.

D.	All of these alternatives are correct.

Needs are the basic forces that motivate a person to do something. Wants are “needs” that are learned during a person’s life. A good marketing manager studies what consumer drives, needs, and wants already exist and how they can be satisfied better. Marketers should try to develop marketing mixes that address multiple needs.

190.

_____ refers to how we gather and interpret information from the world around us.

Retention

B.	Perception

Attitude

Learning

E.	Lifestyle analysis

Perception refers to how we gather and interpret information from the world around us.

191.

Which of the following is not a selective process used in gathering and interpreting information from the world around us?

A.	Selective exposure

B.	Selective perception

C.	Selective retention

D.	Selective attention

Selective exposure, selective perception, and selective retention are included in the selective processes. Selective attention is not.

192.

Which of the following is NOT one of the selective processes?

A.	Selective perception.

B.	Selective distribution.

C.	Selective exposure.

D.	Selective retention.

E.	All of these are selective processes.

Selective exposure, selective perception, and selective retention are included in the selective processes. Selective distribution is not.

193.

The fact that our eyes and minds seek out and notice only information that interests us is called:

A.	conscious cognition.

B.	selective exposure.

C.	selective retention.

D.	preconscious perception.

E.	selective perception.

Selective exposure is when our eyes and minds seek out and notice only information that interests us.

194.

______ refers to processes that screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs.

A.	Selective exposure

B.	Selective learning

C.	Selective retention

D.	Selective attention

E.	Selective perception

Selective perception is when we screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs.

195.

When consumers screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs, this is called:

A.	cognitive perception.

B.	selective perception.

C.	selective retention.

D.	conscious perception.

E.	selective exposure.

Selective perception is when we screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs.

196.

Consumers remembering only what they want to remember is called:

A.	conscious response.

B.	selective retention.

C.	selective exposure.

D.	cognitive learning.

E.	selective perception.

Selective retention is a process where we remember only what we want to remember.

197.

While planning a vacation, Betty Jo visited the website of a package tour provider and closed a pop-up ad without even noticing what it was for. This is an example of

A.	selective retention.

B.	selective exposure.

C.	selective perception.

D.	selective learning.

E.	selective action.

Selective exposure is when our eyes and minds seek out and notice only information that interests us.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 3 Hard
Topic: Psychological Influences within an Individual

198.

A.	Selective exposure.

B.	Selective perception.

C.	Selective retention.

D.	Selective learning.

E.	Selective reception.

Selective exposure is when our eyes and minds seek out and notice only information that interests us.

199.

Tammi Soloft has itchy eyes and a stuffy nose, and suddenly becomes aware of many TV ads for allergy products that she never noticed before. This illustrates:

A.	selective exposure.

B.	selective perception.

C.	selective retention.

D.	reinforced cognition.

E.	None of these alternatives is correct.

Selective exposure is when our eyes and minds seek out and notice only information that interests us.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 2 Medium
Topic: Psychological Influences within an Individual

200.

Carmela Sanchez is planning to buy a pair of running shoes. Recently, she has been noticing more Adidas advertising in magazines. This is an example of:

A.	a physiological need.

B.	dissonance.

C.	need satisfaction.

D.	selective exposure.

E.	a consumer expectation.

Selective exposure is when our eyes and minds seek out and notice only information that interests us.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Other: Self-Test
Topic: Psychological Influences within an Individual

201.

A.	selective perception.

learning.

C.	selective retention.

D.	reinforcement.

E.	selective exposure.

Selective perception is when we screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 2 Medium
Topic: Psychological Influences within an Individual

202.

After his Political Science class, Andre only remembered the parts of his professor’s lecture that he agreed with. This is an example of:

A.	selective retention.

B.	selective exposure.

C.	selective information.

D.	selective attention.

E.	selective action.

Selective retention is a process where we remember only what we want to remember.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 3 Hard
Topic: Psychological Influences within an Individual

203.

_____ is a change in a person’s thought processes caused by prior experience.

A.	Selective retention

B.	Processing

Wanting

Learning

E.	Perception

Learning is a change in a person’s thought processes caused by prior experience.

204.

Which of the following is NOT a major step in the learning process?

A.	Dissonance

Drive

Response

Cues

E.	Reinforcement

Learning process involves drive, cues, response, and reinforcement.

205.

The order of the steps in the learning process is:

A.	drive, cue, response, reinforcement.

B.	cue, response, drive, reinforcement.

C.	cue, response, reinforcement, drive.

D.	drive, response, reinforcement, cue.

E.	reinforcement, drive, cue, response.

Learning process involves drive, cues, response, and reinforcement.

206.

Which of the following statements about the learning process is TRUE?

A.	A cue is a strong stimulus which drives an individual.

B.	Learning occurs only when a drive is satisfied.

C.	Cues are the causes of drives.

D.	Reinforcement strengthens the relationship between a cue and a response.

E.	All of these statements about the learning process are TRUE.

Reinforcement strengthens the relationship between the cue and the response and it may lead to a similar response the next time the drive occurs.

AACSB: Analytic
Blooms: Understand
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 3 Hard
Topic: Psychological Influences within an Individual

207.

Which of the following statements about learning is NOT correct?

A.	Satisfaction with a product purchase is reinforcement.

B.	Repeated reinforcement is likely to lead to routine buying.

C.	A marketing manager can use a package as a “cue.”

D.	Reinforcement in the learning process weakens the relationship between a cue and a response.

E.	Almost all consumer behavior is learned.

Reinforcement strengthens the relationship between the cue and the response.

208.

Which of the following statements concerning reinforcement is FALSE?

A.	Reinforcement of the learning process occurs when the response is followed by satisfaction.

B.	Reinforcement strengthens the relationship between the cue and the response.

C.	Reinforcement leads to satisfaction and an increase in the drive.

D.	Repeated reinforcement leads to development of a habit.

E.	If an experience is satisfactory, positive reinforcement occurs.

Reinforcement of the learning process occurs when the response is followed by satisfaction, that is, reduction in the drive.

AACSB: Reflective Thinking
Blooms: Understand
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 3 Hard
Topic: Psychological Influences within an Individual

209.

Which of the following observations about learning is NOT true?

A.	Learning is rarely based on direct experience.

B.	Consumer learning may result from things that marketers do.

C.	Learning can be based on indirect experience or associations.

D.	Consumer learning may result from stimuli that have nothing to do with marketing.

E.	Almost all consumer behavior is learned.

Learning is often based on direct experience.

210.

A.	Attitudes.

Beliefs.

C.	Selective processes.

Learning.

E.	None of these choices is correct.

Consumer learning may result from things that marketers do. Depending on the cues (products, signs, ads, and other stimuli in the environment) an individual chooses some specific response to satisfy a drive.

211.

In the learning process, _____ can be in the form of products, signs, ads, and other stimuli in the environment.

A.	reinforcement

responses

signals

retention

cues

Cues can be in the form of products, signs, ads, and other stimuli in the environment.

212.

Which of the following is an example of using a cue to attract consumers?

A.	Using a label with red, white, and blue colors to stir patriotic feelings.

B.	Adding lemon scent to a soap.

C.	Using a package that looks like the one for a popular brand.

D.	Adding pine scent to a cleansing fluid.

E.	All of these are examples of using a cue.

Cues can be in the form of products, signs, ads, and other stimuli in the environment. Hence, all of the choices given are examples for cues.

AACSB: Reflective Thinking
Blooms: Understand
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Topic: Psychological Influences within an Individual

213.

When Taco Bell shows a large close-up of a chicken taco in a television ad, it is:

A.	encouraging selective retention.

B.	hoping to encourage extensive problem solving by the audience.

C.	appealing to the social needs of the audience.

D.	appealing to the economic needs of the audience.

E.	using a cue to encourage a particular response to the hunger drive.

Depending on the cues (products, signs, ads, and other stimuli in the environment) an individual chooses some specific response to satisfy a drive.

214.

A divorced dad commuting to work on a major highway notices a billboard for McDonald’s any-size $1 soft drink. This billboard is an example of a(n):

A.	reinforcement.

response.

drive.

cue.

attitude.

Cues can be in the form of products, signs, ads, and other stimuli in the environment.

AACSB: Analytic
Blooms: Apply
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Topic: Psychological Influences within an Individual

215.

A grocery store sprays an aerosol scent that smells like fresh baked bread near its packaged bakery items. This is

A.	a case of a manager developing a need.

B.	likely to have no effect because selective retention will eliminate any effect of the smell.

C.	a case of linking a response with a drive.

D.	an example of trying to link a cue with a marketing mix.

E.	a violation of the selective processes.

Sometimes marketers use cues or images that have positive associations from some other situation and relate them to their marketing mix.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 2 Medium
Topic: Psychological Influences within an Individual

216.

An attitude is:

A.	the same as an “intention to buy.”

B.	a person’s point of view about something.

C.	easy to change.

D.	the same as a belief.

E.	All of these alternatives are correct.

An attitude is a person’s point of view toward something.

217.

_____ is a person’s point of view towards a product, an advertisement, a salesperson, a firm, or an idea.

A.	An attitude

A belief

C.	A preference

D.	An impression

A cue

An attitude is a person’s point of view toward something. The “something” may be a product, an advertisement, a salesperson, a firm, or an idea.

218.

Attitudes are:

A.	things we believe strongly enough to be willing to take some action.

B.	more action-oriented than beliefs.

C.	reasonably enduring points of view about something.

D.	usually thought of as involving liking or disliking.

E.	All of these alternatives are correct.

An attitude is a person’s point of view toward something. Because attitudes are usually thought of as involving liking or disliking, they have some action implications. Consumer attitudes tend to be enduring.

219.

Regarding consumer buying behavior,

A.	attitudes affect the selective processes, learning, and buying decisions.

B.	many consumers with a favorable attitude toward a product may have no intention to buy it.

C.	beliefs are less action-oriented than attitudes.

D.	All of these alternatives are true.

Attitudes affect the selective processes, learning, and the buying decisions. Beliefs are not as action-oriented as attitudes. Forecasts for sales would be easier if attitudes were good predictors of intentions to buy, but it’s not that simple.

220.

Some marketers stretch the meaning of “attitude” to include:

A.	intention to buy.

needs.

beliefs.

D.	psychographics.

E.	actual purchasing behavior.

In an attempt to relate attitude more closely to purchase behavior, some marketers stretch the attitude concept to include consumer “preferences” or “intention to buy.”

221.

Consumers’ attitudes can be learned from:

A.	exposure to the attitudes of others.

B.	promotion which is directed toward them.

C.	previous experiences.

D.	family and friends.

E.	All of these could be true.

An attitude is a person’s point of view toward a product, an advertisement, a salesperson, a firm, or an idea. Consumers’ attitudes can be learned from attitudes of others, promotion directed toward them, and previous experiences.

222.

Which of the following observations concerning beliefs is FALSE?

A.	Beliefs don’t necessarily involve any liking or disliking.

B.	A belief is a person’s opinion about something.

C.	Beliefs may help shape a consumer’s attitudes.

D.	Beliefs are more action-oriented than attitudes.

E.	None of these observations is FALSE.

Beliefs are not as action-oriented as attitudes.

223.

The statement, “I like Southwest Air,” is an example of a(n):

belief.

B.	intention.

attitude.

drive.

E.	None of these alternatives is correct.

An attitude is a person’s point of view toward something. Attitudes are usually thought of as involving liking or disliking.

224.

The statement, “Almond Joy is made with real almonds” is an example of:

a belief.

B.	an intention.

C.	an attitude.

a cue.

E.	None of these alternatives is correct.

A belief is a person’s opinion about something, but it does not necessarily involve any liking or disliking.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 2 Medium
Topic: Psychological Influences within an Individual

225.

The statement, “I plan to see the new Tom Hanks movie,” is an example of:

a drive.

B.	reinforcement.

C.	an attitude.

a belief.

E.	an intention.

Plans and intentions are usually interchangeable and mean the same thing.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 2 Medium
Topic: Psychological Influences within an Individual

226.

Which of the following would be the most difficult task facing a marketing manager?

A.	Discover the attitudes of the firm’s target market.

B.	Change existing negative attitudes.

C.	Create new attitudes toward his or her brand.

D.	Promote existing attitudes.

E.	Strengthen existing positive attitudes.

Changing negative attitudes is probably the most difficult job marketers face.

227.

When dealing with consumer attitudes, marketers should know that:

A.	it is usually easier to change a negative attitude about a product than to reinforce a positive attitude.

B.	consumer attitudes tend to be enduring.

C.	attitudes are very good predictors of how people will behave.

D.	consumer attitudes are less action-oriented than consumer beliefs.

E.	None of these alternatives is correct.

Because consumer attitudes tend to be enduring, it’s usually more economical for marketers to work with them than try to change them.

228.

_____ is an outcome or event that a person anticipates or looks forward to.

A.	A response

A need

A desire

D.	An expectation

E.	An attitude

An expectation is an outcome or event that a person anticipates or looks forward to.

229.

An expectation is

A.	an event that a person likes to remember.

B.	a positive cue.

C.	an unfulfilled need.

D.	an outcome that a person looks forward to.

E.	None of these alternatives is correct.

An expectation is an outcome or event that a person anticipates or looks forward to.

230.

Trust is the confidence a person has in the promises or actions of

A.	another person.

a brand.

C.	a company.

D.	a recommender.

E.	All of these choices are correct.

Trust is the confidence a person has in the promises or actions of another person, brand, or company.

231.

Psychographics may also be called

A.	personality analytics.

B.	social group dynamics.

C.	lifestyle analysis.

D.	opinion insight.

E.	attitude measures.

Psychographics are also called lifestyle analysis.

AACSB: Diversity
Blooms: Remember
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Topic: Psychological Influences within an Individual

232.

The AIO items used in life-style analysis include:

A.	activities, intentions, and opinions.

B.	attitudes, intentions, and opinions.

C.	attitudes, income, and opinions.

D.	activities, interests, and opinions.

E.	attitudes, interests, and opinions.

Psychographics is the analysis of a person’s day-to-day pattern of living as expressed in that person’s Activities, Interests, and Opinions, sometimes referred to as AIOs.

233.

Psychographics or life-style analysis analyzes an individual’s:

opinions.

B.	demographics.

C.	activities.

D.	interests.

E.	All of these alternatives are correct.

AIO (activities, interests, and opinions) dimensions along with some demographics can be used to add detail to the lifestyle profile of a target market.

234.

Psychographics is the analysis of a person’s day-to-day pattern of living as expressed in that person’s

A.	safety, social, and personal needs.

B.	actions, interests, and occupation.

C.	activities, interests, and opinions.

D.	culture, beliefs, and attitudes.

E.	psychological and physiological needs.

Psychographics or lifestyle analysis is the analysis of a person’s day-to-day pattern of living as expressed in that person’s Activities, Interests, and Opinions.

235.

Studying a consumer’s psychographic characteristics will help marketers understand the target audience’s hobbies, politics, and ______________________________.

A.	geographic area

B.	age bracket

C.	family size

D.	income level

E.	recreational interests

Psychographics or lifestyle analysis is the analysis of a person’s day-to-day pattern of living as expressed in that person’s Activities, Interests, and Opinions. Recreation is an example of interests. The other alternatives listed above are demographic dimensions, not psychographic dimensions. See Exhibit 5-6.

236.

In psychographics AIO analysis, all of the following are examples of “activities” EXCEPT:

age.

B.	entertainment.

C.	club membership.

shopping.

hobbies.

Examples of activities include work, vacation, surfing, web, hobbies, entertainment, shopping, social events, club membership, and sports. Age is a demographic dimension.

237.

VALS and GeoVALS are examples of services offered by research firms to assist in:

A.	Learning analysis.

B.	Lifestyle analysis.

C.	Reinforcement analysis.

D.	Belief analysis.

E.	Expectation analysis.

Research firm offers service like geoVALS (VALS is an abbreviation for values, attitudes, and lifestyles) which uses psychographics to show where customers live and why they behave as they do.

AACSB: Ethics
Blooms: Understand
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Topic: Psychological Influences within an Individual

238.

Consumer buying behavior is affected by:

A.	opinion leaders.

B.	social class.

C.	physiological, safety, social, and personal needs.

D.	reference groups.

E.	All of these affect consumer buying behavior.

Psychological variables like needs (physiological, safety, social, and personal) and social influences like consumer’s family, social class, reference groups, opinion leaders, culture, and ethnic groups influence the consumer decision process.

AACSB: Analytic
Blooms: Remember
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Topic: Psychological Influences within an Individual
Topic: Social Influences Affect Consumer Behavior

239.

In developing marketing mixes for consumers in international markets, marketing managers should:

A.	generalize from one culture to another.

B.	use their intuition.

C.	know about the specific social and intrapersonal variables.

D.	follow their beliefs.

E.	All of these are correct.

When developing marketing mixes for consumers in international markets, a marketing manager should know about the specific social and intrapersonal variables that shape the behavior of target customers.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-02 Understand how psychological variables affect an individual’s buying behavior.
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Other: Self-Test
Topic: Consumer Behavior in International Markets

240.

When planning strategies for international markets, a good manager will keep in mind that:

A.	Relying on intuition may be misleading.

B.	Understanding local cultural differences is of no real value.

C.	Consumers in a foreign culture all tend to be the same.

D.	International markets are very similar to local markets.

E.	None of these is correct.

When developing marketing mixes for consumers in international markets, a marketing manager should know that relying on intuition or personal experience will be misleading.

AACSB: Analytic
Blooms: Understand
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Topic: Consumer Behavior in International Markets

241.

Which of the following observations concerning planning strategies for international markets is FALSE?

A.	A marketing manager should know that relying on intuition or personal experience may be misleading.

B.	A marketing manager should know that understanding local cultural differences is of no real value.

C.	A marketing manager should know that consumers in a foreign culture are probably bound by some similar cultural forces.

D.	A marketing manager should involve locals who have a better chance of understanding the interests of customers.

E.	A marketing manager should understand that many specific influences do not generalize from one culture to another.

Sometimes an understanding of local cultural influences points to new ways to blend the four Ps.

AACSB: Analytic
Blooms: Create
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 2 Medium
Topic: Consumer Behavior in International Markets

242.

When planning strategies for international markets, keep in mind that:

A.	a marketing manager must rely primarily on intuition because there is usually little available information about the social and cultural influences on buying behavior.

B.	the effects of cultural influences on consumers are usually obvious, if you just take the time to think about the buying situation.

C.	cultural changes may make outdated stereotypes even more misleading.

D.	local cultural differences are seldom of any real value.

E.	All of these should be kept in mind when planning strategies for international markets.

It’s important to watch out for oversimplifying stereotypes. Changes in the underlying social forces may make outdated views irrelevant.

243.

Which of the following social influences will likely have the greatest impact on a teenager’s purchase of a skateboard?

family

B.	reference group

culture

D.	ethnic group

E.	social class

A reference group is the people to whom an individual looks when forming attitudes about a particular topic. Reference influence is stronger for products that others “see” and which relate to status in the group. Teen purchases are heavily influenced by reference groups.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 2 Medium
Topic: Social Influences Affect Consumer Behavior

244.

Parents who spent years limiting purchases to home necessities and kids’ entertainment often embrace more luxury-oriented buying patterns later in life. This phenomenon is related to:

A.	changes in purchase situation.

B.	selective retention.

C.	reinforcement.

D.	changed physiological needs.

E.	empty nester behavior.

People whose children are grown are able to spend their money in other ways. This “empty nester” period tends to be a high-income period in which adults spend more on travel and other things they couldn’t afford earlier in life.

245.

The inclusion of multiple language options in automated bank teller machines illustrates how some marketers are responding to:

A.	the growing singles market.

B.	emerging reference groups.

C.	situational buying.

D.	growing ethnic groups.

E.	social class fragmentation.

More marketers pay attention to ethnic groups now because the number of ethnic consumers is growing at a much faster rate than the overall society. Much of this growth results from immigration.

246.

Marketers increasingly hire celebrities and even full-time bloggers to engage consumers in social media discussions about new products. A person who is able to influence followers to try products is:

A.	a channel captain.

B.	a consumer advocate.

C.	a marketer.

D.	a figurehead.

E.	an opinion leader.

An opinion leader is a person who influences others. Some marketing mixes aim especially at opinion leaders, since their opinions affect others and they have many product-related discussions with “followers.” The Internet has helped some opinion leaders get more followers and therefore more influence.

247.

_____ is a social influence that affects a person’s buying behavior.

A.	Perception

Family

C.	Motivation

Learning

Attitude

Social influences like consumer’s family, social class, reference groups, culture, and ethnic groups influence the consumer decision process.

AACSB: Ethics
Blooms: Understand
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 2 Medium
Topic: Social Influences Affect Consumer Behavior

248.

Which of the following is NOT a social influence in consumer buying?

A.	Social class

Beliefs

Family

D.	Reference groups

Culture

Social influences like consumer’s family, social class, reference groups, culture, and ethnic groups influence the consumer decision process. Beliefs are not a social influence.

AACSB: Analytic
Blooms: Remember
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 2 Medium
Topic: Social Influences Affect Consumer Behavior

249.

Which of the following dimensions affect family spending?

income

B.	age of children

age

D.	marital status

E.	All of these dimensions affect family spending.

Marital status, age, and the age of any children in the family have an especially important effect on how families spend their income.

250.

Which of the following is NOT a stage in the TRADITIONAL flow of the family life cycle?

A.	Young single

B.	Young married without children

C.	Young divorced with children

D.	Middle-aged married without dependent children

E.	Young married with children

Stages in the traditional flow of the family life cycle are young single, young married without children, young married with children, middle-aged married with children, middle-aged married without dependent children, older married, and older unmarried.

251.

The traditional family flow, according to the family life cycle, does not include people who are

A.	middle-aged divorced without dependent children.

B.	young married with children.

C.	middle-aged married with children.

D.	middle-aged married without dependent children.

E.	young married without children.

252.

Which of the following statements is True?

A.	Divorced families usually have more discretionary income than traditional families.

B.	Singles and young couples are less willing to try new products than are older couples.

C.	Empty nesters are frequently big spenders.

D.	Buying responsibility and influence vary little from one family to another.

E.	None of these statements is True.

Empty nesters are people whose children are grown and who are now able to spend their money in other ways.

253.

Of the following, which are the most receptive to new products and new brands?

A.	Families with small children.

B.	Older people with no children.

C.	Families with teenagers.

D.	Families whose children are grown.

E.	Younger people with no children.

Singles and young couples seem to be more willing to try new products and brands.

254.

Of the following, which are the most receptive to new products and new brands?

A.	Young people

B.	Senior citizens

C.	Empty-nesters

D.	Middle-aged people

E.	All are equally receptive to new products and new brands.

Singles and young couples seem to be more willing to try new products and brands.

255.

Regarding the family life cycle, singles and younger couples without children

A.	are more willing to try new products and brands.

B.	tend to be carefree shoppers who are not very price-conscious.

C.	often wait to buy basic durable goods until they have children.

D.	feel more financially squeezed than couples with young children.

E.	All of these are correct for singles and younger couples without children.

Singles and young couples seem to be more willing to try new products and brands and are careful, price-conscious shoppers.

256.

Ted and Amy Balderas were married last year, at age 24. They have no children and both are currently working hard to build their careers. Couples like Ted and Amy:

A.	are likely to be a poor target for firms that are trying to market a new brand or new product concept.

B.	usually focus on buying durables—such as furniture and appliances.

C.	usually don’t spend money on discretionary purchases.

D.	are unlikely to be careful, price-conscious shoppers.

E.	None of these is a good answer for couples like Ted and Amy.

The younger families, especially those with no children, are still accumulating durable goods, such as automobiles and home furnishings.

AACSB: Analytic
Blooms: Understand
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 2 Medium
Topic: Social Influences Affect Consumer Behavior

257.

Identify the INCORRECT statement about the effect of marital status, age, and the age of any children in the family, on how people spend their income.

A.	Singles and young couples are more willing than older married people to try new products and brands.

B.	Younger people usually earn more than older consumers, but spend less on discretionary items.

C.	Only as children arrive and grow does family spending shift to soft goods and services.

D.	All of these statements are CORRECT.

Younger families, especially those with no children, are still accumulating durable goods, such as automobiles, and home furnishings, and therefore spend more (not less) on discretionary items.

258.

Teenagers:

A.	Have no influence on the buying behavior of their parents.

B.	Are not an attractive market because they do not spend much money.

C.	Have become a target for many firms.

D.	Have essentially the same buying habits as they had before reaching their teen years.

E.	None of these alternatives is correct.

Teenagers eat more, want to wear expensive clothes, like music, and develop recreation and education needs. They are a target for many firms.

259.

American teenagers

A.	are not interested in expensive clothes.

B.	are not involved in shopping.

C.	currently spend $200 billion a year.

D.	develop recreation and education needs that are easy on the family budget.

E.	do not influence family purchases.

Teenagers eat more, want to wear expensive clothes, like music, and develop recreation and education needs that are hard on the family budget. American teens currently spend almost $200 billion a year.

260.

U.S. teenagers spend about ______ billion per year.

$100

$150

$200

$250

$300

American teens currently spend almost $200 billion a year.

AACSB: Reflective Thinking
Blooms: Understand
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 3 Hard
Topic: Social Influences Affect Consumer Behavior

261.

“Empty nesters”:

A.	are senior citizens.

B.	are people over 65 who live alone.

C.	often have high incomes and fewer required expenses.

D.	are singles and couples without children—who have much discretionary income.

E.	None of these alternatives is correct.

Empty nesters are people whose children are grown and who are now able to spend their money in other ways. This tends to be a high-income period.

AACSB: Diversity
Blooms: Understand
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 2 Medium
Topic: Social Influences Affect Consumer Behavior

262.

Empty nesters

A.	are usually in the 30-44 age group.

B.	are not an attractive market for any items.

C.	spend a larger percent of their income on housing, child care, and other necessities.

D.	are people whose children are grown and who are now able to spend their money in other ways.

E.	disrupt the family life-cycle pattern.

Empty nesters are people whose children are grown and who are now able to spend their money in other ways.

263.

A.	the increasing number of senior citizens who are “empty-nesters.”

B.	the fact that consumers in urban areas generally have higher incomes.

C.	the increasing number of 45-64 year olds whose children are grown.

D.	All of these explanations could be relevant.

Empty nesters are people whose children are grown and who are now able to spend their money in other ways. This tends to be a high-income period, especially for white-collar workers. Hence, all explanations could be relevant.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 3 Hard
Topic: Social Influences Affect Consumer Behavior

264.

Current consumer research suggests that the family’s purchasing agent is now:

A.	the husband.

B.	the children.

the wife.

D.	it varies, depending on the product and the family.

Buying responsibility and influence vary greatly depending on the product and the family.

265.

A.	selective exposure.

B.	dissonance.

C.	marketing influence.

D.	social influence.

a drive.

Although often only one family member goes to the store for a specific purchase, other family members may influence the decision or really decide what to buy. This is an example of social influence.

266.

According to the text, your social class level does NOT depend directly on your:

A.	type and location of housing.

B.	income level.

C.	occupation.

D.	education.

E.	any of these.

In the United States, simple approaches for measuring social class groupings are based on a person’s occupation, education, and type and location of housing. It does not depend on income.

267.

The social class system in the U.S.

A.	does not affect how people spend, but does affect how they save.

B.	may put people with the same income level in different social classes.

C.	is based on a person’s educational level.

D.	is much more rigid than in Europe and Asia.

E.	does not affect people’s attitudes.

In the United States, people with the same income level may be in different social classes.

268.

According to the text, social class in the U.S. is usually measured in terms of:

income.

B.	occupation, education, and housing arrangements.

C.	income, occupation, and education.

D.	race, religion, and occupation.

E.	income, occupation, and religion.

In the United States, simple approaches for measuring social class groupings are based on a person’s occupation, education, and type and location of housing.

269.

“Social class” in the U.S. is usually measured in terms of:

A.	race, religion, and occupation.

B.	occupation, education, and type and location of housing.

income.

D.	income, occupation, and education.

E.	income, occupation, and religion.

In the United States, simple approaches for measuring social class groupings are based on a person’s occupation, education, and type and location of housing.

270.

In the US, social class groupings are typically based on all of the following EXCEPT:

A.	type of housing.

B.	education.

C.	community participation.

D.	occupation.

E.	location of housing.

In the United States, simple approaches for measuring social class groupings are based on a person’s occupation, education, and type and location of housing.

271.

Which of the following statements about social class is false?

A.	The various classes tend to have different attitudes.

B.	The various classes tend to save money in different ways.

C.	Income by itself can be a pretty good measure of social class.

D.	The various classes tend to have different beliefs.

E.	The various classes tend to borrow money in different ways.

In the United States, people with the same income level may be in different social classes. So income by itself is usually not a good measure of social class.

272.

Which of the following statements concerning social class is FALSE?

A.	Income by itself is usually a good measure of social class.

B.	In most countries, social class is closely related to a person’s occupation.

C.	In most countries, there is a general relationship between income level and social class.

D.	Almost every society has some social class structure.

E.	The U.S. class system is far less rigid than those in most countries.

In the United States, people with the same income level may be in different social classes. So income by itself is usually not a good measure of social class.

273.

Which of the following statements about social class is False?

A.	People in different social classes tend to have different beliefs and feelings.

B.	People with the same income level are always in the same social class.

C.	Variables such as occupation, education, and type of housing form the basis of simple approaches for measuring social class.

D.	The U.S. class system is far less rigid than those in most other countries.

E.	None of these statements about social class is False.

In the United States, people with the same income level may be in different social classes.

274.

______ refers to the people to whom an individual looks when forming attitudes about a particular topic.

Family

B.	A social class

C.	An ethnic group

D.	A focus group

E.	A reference group

A reference group refers to the people to whom an individual looks when forming attitudes about a particular topic.

275.

Reference group

A.	influence is so strong that a person normally has only one reference group.

B.	influence is greatest for older people.

C.	influence is equally strong for all products and brands.

D.	members may not even know the people who influence their values and attitudes.

E.	None of these alternatives is correct.

People normally have several reference groups for different topics. Some they meet face-to-face; others they just wish to imitate, for example, performers or athletes.

AACSB: Analytic
Blooms: Understand
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 3 Hard
Topic: Social Influences Affect Consumer Behavior

276.

A good marketing manager knows that

A.	a consumer’s reference group may consist of people with whom the consumer has no face-to-face contact.

B.	most consumers have only one reference group.

C.	a consumer’s family is not a reference group.

D.	reference groups usually have the most influence on purchases of products which are not easily seen by others.

E.	None of these alternatives is true.

People normally have several reference groups for different topics. Some they meet face-to-face; others they just wish to imitate, for example, performers or athletes.

AACSB: Reflective Thinking
Blooms: Understand
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 2 Medium
Topic: Social Influences Affect Consumer Behavior

277.

Which of the following observations about reference groups is FALSE?

A.	Reference groups are people to whom an individual looks when forming attitudes about a particular topic.

B.	An individual usually has a single reference group for all topics.

C.	An individual may make buying decisions based on what the group thinks.

D.	Reference group influence is stronger for products that others “see.”

E.	Reference group influence is stronger for products that relate to status in the group.

People normally have several reference groups for different topics.

278.

Reference-group influence would be WEAKEST for determining which particular ______________ a person buys.

watch

cosmetics

clothing

D.	laundry soap

car

Reference influence is stronger for products that others “see” and which relate to status in the group.

279.

Reference group influence is likely to have the strongest effect on the particular BRAND of ______________ purchased.

A.	dishwasher detergent

B.	frozen peas

batteries

watch

E.	Reference group influence would be about the same for each of these products.

Reference influence is stronger for products that others “see” and which relate to status in the group.

280.

Natasha Talbott was interested in a new set of golf clubs. She discussed the various types with some knowledgeable friends and relied on their advice. Natasha’s friends were acting as:

A.	an economic influence.

B.	routinized decision-makers.

C.	a social class.

D.	a lifestyle group.

E.	a reference group.

A reference group refers to the people to whom an individual looks when forming attitudes about a particular topic.

AACSB: Reflective Thinking
Blooms: Understand
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 2 Medium
Topic: Social Influences Affect Consumer Behavior

281.

In the Jockey underwear ads using young people on the beach and the slogan, “Let ’em know you’re Jockey”, the company is hoping to use __________ groups to influence consumer behavior.

cultural

family

opinion

reference

social

A reference group refers to the people to whom an individual looks when forming attitudes about a particular topic.

282.

social

family

reference

cultural

opinion

A reference group refers to the people to whom an individual looks when forming attitudes about a particular topic. Reference influence is stronger for products that others “see” and which relate to status in the group.

283.

Opinion leaders:

A.	are usually better educated.

B.	are usually wealthier.

C.	are people who influence others.

D.	are rarely actually involved in product-related discussions with the people who “follow” them.

E.	All of these alternatives are true.

An opinion leader is a person who influences others.

284.

Opinion leaders

A.	for one subject are also usually opinion leaders for other subjects too.

B.	are usually wealthier than their followers.

C.	can really help a marketing mix by providing favorable word-of-mouth publicity.

D.	are usually better educated than their followers.

E.	None of these alternatives is correct.

Some marketing mixes aim especially at opinion leaders, since their opinions affect others and can provide favorable word-of-mouth publicity.

285.

Which of the following statements about opinion leaders is true?

A.	Opinion leaders are usually wealthier and better educated than others.

B.	Opinion leaders on one subject aren’t necessarily opinion leaders on another.

C.	Firms always aim their marketing mixes at general consumers, not opinion leaders.

D.	Favorable publicity from opinion leaders rarely helps a marketing mix.

E.	Opinion leaders are the same as reference groups.

Opinion leaders on one subject aren’t necessarily opinion leaders on another.

286.

The whole set of beliefs, attitudes, and ways of doing things of a reasonably homogeneous group of people is a(n):

culture.

family.

C.	evoked set.

D.	social class.

E.	reference group.

Culture is the whole set of beliefs, attitudes, and ways of doing things of a reasonably homogeneous set of people.

287.

The whole set of beliefs, attitudes, and ways of doing things of a reasonably homogeneous set of people is a(n):

A.	tradition.

class.

society.

culture.

E.	ethnicity.

Culture is the whole set of beliefs, attitudes, and ways of doing things of a reasonably homogeneous set of people.

288.

The whole set of beliefs, attitudes, and ways of doing things of a reasonably homogeneous set of people is called a(n):

A.	personal environment.

culture.

C.	motivation.

D.	learned set.

E.	opinion set.

Culture is the whole set of beliefs, attitudes, and ways of doing things of a reasonably homogeneous set of people.

289.

With respect to culture and consumer behavior,

A.	culture is the whole set of beliefs, attitudes, and ways of doing things of a reasonably homogeneous set of people.

B.	culture may exert many subtle influences on other aspects of consumer behavior.

C.	different cultural subgroups are likely to require different marketing mixes.

D.	All of these alternatives are correct.

Culture is the whole set of beliefs, attitudes, and ways of doing things of a reasonably homogeneous set of people. It is useful to think of subcultures within cultures as they influence consumer behavior and therefore require different marketing mixes.

AACSB: Technology
Blooms: Understand
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 1 Easy
Other: Self-Test
Topic: Social Influences Affect Consumer Behavior

290.

People from different ethnic groups

A.	create challenges and not opportunities for marketers.

B.	do not play an important role in the American marketplace.

C.	may be influenced by very different cultural variables.

D.	have common needs.

E.	have similar ways of thinking.

People from different ethnic groups may be influenced by very different cultural variables.

291.

Which of the following observations regarding ethnic shifts in the American market is FALSE?

A.	Estimates indicate that Hispanics spend nearly $1 trillion a year.

B.	Estimates indicate that African Americans spend nearly $1 trillion a year.

C.	Estimates indicate that Asian Americans spend over $500 billion a year.

D.	The buying power of ethnic submarkets is increasing rapidly.

E.	None of these observations about ethnic shifts is FALSE.

The buying power of ethnic submarkets is also increasing rapidly. Estimates indicate that Hispanics and African Americans each spend nearly $1 trillion a year and Asian Americans over $500 billion a year.

292.

Which of the following statements about ethnic dimensions of the U. S. market is True?

A.	Ethnic groups buy differently and have different needs.

B.	Many firms make the mistake of treating all consumers in an ethnic group as homogeneous.

C.	The number of ethnic consumers is growing at a faster rate than the overall society.

D.	The buying power of ethnic submarkets is increasing rapidly.

E.	All of these statements about ethnic dimensions are True.

Ethnic groups buy differently and have different needs. Many firms make the mistake of treating all consumers in an ethnic group as homogeneous. The number of ethnic consumers is growing at a faster rate than the overall society. The buying power of ethnic submarkets is increasing rapidly. Hence all the statements are true.

293.

Ethnic markets are becoming more important to marketers because

A.	the buying power of ethnic submarkets is decreasing.

B.	the median age of Asian Americans, African Americans, and Hispanics is much higher than that of whites.

C.	the number of ethnic consumers is growing at a much faster rate than the overall society.

D.	they make a clear segment with similar backgrounds and common language, religion, and culture.

E.	the birthrate of Asian Americans, African Americans, and Hispanics is lower than that of whites.

More marketers pay attention to ethnic groups now because the number of ethnic consumers is growing at a much faster rate than the overall society.

AACSB: Diversity
Blooms: Understand
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 3 Hard
Topic: Social Influences Affect Consumer Behavior

294.

Which of the following statements by marketing managers is NOT logical and true?

A.	“We are planning to appeal more to Hispanic consumers, since this group has surged and is now over 15 percent of the population.”

B.	“We’re building supermarkets that will appeal to Hispanic consumers; it’s a big investment, but the Hispanic population in the U.S. spends nearly $1 trillion a year.”

C.	“We are adapting our diaper promotion to target African American and Hispanic parents, since the birthrate in those groups is higher than for whites.”

D.	“We will target Asian Americans in California, New York, and Texas since over half of their population in the U.S. is concentrated in those three states.”

E.	“We are going to appeal to the African American group because it is a large, homogeneous target market.”

Many firms make the mistake of treating all consumers in a particular ethnic group as homogeneous.

295.

Which of the following statements pertaining to the Hispanic Americans is FALSE?

A.	Hispanic Americans are the largest and fastest-growing ethnic group.

B.	In 2010, the Hispanic population made up 16 percent of the total population.

C.	The Hispanic population tends to be older than the U.S. population as a whole.

D.	In 2010, the Hispanic population in the U.S. spent nearly $1 trillion.

E.	Recently the Hispanic American population has increased at a rate of about 1 million per year.

The median age of Asian Americans, African Americans, and Hispanics is much lower than that of whites.

296.

The largest and fastest growing ethnic minority group in the United States is composed of:

A.	African Americans.

B.	Asian Americans.

C.	Native Americans.

D.	Polish Americans.

E.	Hispanics.

Hispanic Americans are the largest and fastest growing ethnic group in the United States.

297.

Compared to U.S. averages, the median age of Hispanic Americans is:

A.	slightly higher.

B.	much higher.

C.	much lower.

D.	about the same.

The median age of Asian Americans, African Americans, and Hispanics is much lower than that of whites.

298.

with regards to the Hispanic population, which of the following is not true?

A.	About 23% of all children under 18 are Hispanic.

B.	About 20% of the U.S. population is Hispanic.

C.	In 2010, the Hispanic population of the U.S. was about 50.5 million.

D.	Hispanics are the largest ethnic group in the U.S.

E.	Hispanics are the fastest growing ethnic group in the U.S.

Let’s take a closer look at Hispanic Americans. Hispanics are the largest and fastest growing ethnic group in the United States. In 2010, the Hispanic population was about 50.5 million and made up 16.3 percent of the total U.S. population—up from 35.3 million and 12.5 percent in 2000. We can expect more growth because in 2010, 23.1 percent of all children under age 18 were Hispanic.

299.

Identify the INCORRECT observation about Asian Americans.

A.	Asian Americans are the largest and fastest-growing ethnic group in the United States.

B.	The number of Asian Americans has more than tripled since 1980.

C.	Asian Americans have the highest median family income of the major ethnic groups.

D.	In 2010 they spent over $500 billion.

E.	Because of their income, a lot of companies are targeting these consumers.

While there are fewer Asian Americans (about 14.4 million in 2010 and 4.6 percent of the population), the number has more than tripled since 1980. Asian Americans have the highest median family income ($64,308) of the major ethnic groups. Because of this growth and income, companies as varied as Kraft, Walmart, and Allstate are targeting these consumers, especially in California, New York, and Texas, where half the Asian American population is concentrated.

AACSB: Diversity
Blooms: Remember
Learning Objective: 05-03 Understand how social influences affect an individual’s buying behavior.
Level of Difficulty: 3 Hard
Topic: Social Influences Affect Consumer Behavior

300.

A.	personal environment.

culture.

C.	purchase situation.

D.	learned set.

E.	dissonance.

Consumer behavior varies in different situations. The urgency of the need is a time-related factor that influences their buying behavior. Therefore this is an example of purchase situation.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-04 Explain how characteristics of the purchase situation influence consumer behavior.
Level of Difficulty: 1 Easy
Topic: Individuals are Affected by the Purchase Situation

301.

A person who purchases flowers will select different floral arrangements for a retirement party, a funeral, and a Valentine’s Day date. This illustrates the impact of _____ on purchase decisions.

A.	economic needs

B.	psychological variables

C.	social influences

D.	the purchase situation

E.	extensive problem solving

Why and how a consumer selects certain products may vary greatly depending on the purchase situation. Different purchase situations may even require different marketing mixes-even when the same target market is involved.

302.

Which of the following illustrates that time and surroundings are factors of the purchase situation that can greatly stimulate buying behavior?

A.	Routine trip to grocery store

B.	Using mass transit to and from work

C.	Black Friday shopping

D.	Buying online

E.	Paying monthly cell phone bill

Black Friday (day after Thanksgiving) is a unique once-a-year shopping event in which retailer discounts and mass selling displays stimulate frenzied buying.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-04 Explain how characteristics of the purchase situation influence consumer behavior.
Level of Difficulty: 2 Medium
Topic: Individuals are Affected by the Purchase Situation

303.

A.	cultural background

B.	social groups

C.	purchase situation

D.	learning situation

E.	reference groups

Consumer behavior varies in different situations. The urgency of the need is a time-related factor that influences their buying behavior. Therefore this is an example of purchase situation.

304.

An on-site auction may stimulate a different response than an online auction. This is an example of ___________ affecting the purchase decision.

A.	demographics

time

C.	surroundings

task

culture

Surroundings can affect buying behavior. The excitement at an on-site auction may stimulate impulse buying. Checking out an auction online might lead to a different response.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-04 Explain how characteristics of the purchase situation influence consumer behavior.
Level of Difficulty: 3 Hard
Topic: Individuals are Affected by the Purchase Situation

305.

The consumer decision process begins with

A.	a routinized response.

B.	need awareness.

C.	information search.

D.	problem solving.

E.	alternative evaluation.

The consumer decision process begins when a consumer becomes aware of an unmet need.

AACSB: Analytic
Blooms: Understand
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 1 Easy
Topic: The Consumer Decision Process

306.

For a home-based purchase of a furnace, the consumer decision process typically begins:

A.	when home heating commercials create product awareness.

B.	when a furnace sale is advertised in coupon mailings.

C.	when the first cold day of winter sets in.

D.	when a malfunction occurs in an older furnace.

E.	every ten years.

The consumer decision process begins when a consumer becomes aware of an unmet need. In the case of buying a home furnace, most consumers recognize they have a need when the present furnace begins to malfunction.

307.

Which of the following would have the least influence on a consumer purchase of a 5-gallon waterproof sealant for wood decks and fences?

A.	The purchase situation

B.	Social influences

C.	Economic needs

D.	Psychological variables

E.	Opinion leader

Many hardware and home-improvement purchases are utility-oriented and based in necessity. As a result, such items are influenced least by social influences like culture, reference groups, or social class.

AACSB: Reflective Thinking
Blooms: Understand
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 2 Medium
Topic: The Consumer Decision Process

308.

A consumer who seeks to purchase an HDTV for the first time for a home entertainment theater is:

A.	likely to use routinized response behavior.

B.	likely to engage is limited problem solving.

C.	likely to engage in extensive problem solving.

D.	about to make a low-involvement purchase.

E.	likely to seek the brand with the lowest prices.

Consumers use extensive problem solving when they put much effort into deciding how to satisfy a need-as is likely for a completely new purchase, or to satisfy a need for the right equipment to place in a home entertainment theater.

309.

A consumer who purchases a new computer but encounters frustration with set up and technical support may experience: _____.

A.	limited problem solving

B.	extensive problem solving

C.	dissonance

D.	evaluation

E.	an information search

After making a purchase, buyers often have second thoughts and wonder if they made the right choice. The resulting tension is called dissonance-a feeling of uncertainty about whether the correct decision was made. All the other options take place prior to a purchase.

310.

A consumer who is interested in making the switch from a desktop computer to a tablet computer may require a prolonged learning and trial process known as:

A.	the consumer decision process.

B.	limited problem solving.

C.	the adoption process.

D.	selective exposure.

E.	lifestyle analysis.

When consumers face a really new concept, their previous experience may not be relevant. These situations involve the adoption process-the steps individuals go through on the way to accepting or rejecting a new idea. Although the adoption process is similar to the decision-making process, learning plays a clearer role and promotion’s contribution to a marketing mix is more visible.

311.

When developing marketing mixes for international markets, it is detrimental for managers to predict consumer behavior based on:

A.	economic needs.

culture.

C.	personal intuition.

D.	physiological needs.

E.	input from locals in overseas markets.

Since many specific influences do not generalize from one culture to another, it is a trap for global managers to gauge consumer patterns based on their own personal intuition and experiences in domestic markets. The less a marketing manager knows about the specific social and intrapersonal variables that shape the behavior of target customers, the more likely it is that relying on intuition or personal experience will be misleading.

312.

Which of the following is not relevant for international marketers who seek to understand consumer behavior?

A.	The pitfalls of stereotyping

Culture

Ethnicity

D.	Social classes

E.	Domestic trends

International marketers who must create marketing mixes oversees must have a thorough understanding of the impact of social class, culture, ethnicity, and stereotyping. They should not, however, look to domestic trends to predict consumer behavior in other regions

313.

Which of the following is NOT an important problem-solving step for a consumer trying to satisfy a need?

A.	search for information

B.	identify alternatives

C.	set criteria

D.	evaluate alternatives

E.	None of these (i.e., all are important steps).

Problem-solving involves the following steps: information search, identifying alternatives, setting criteria, and evaluating alternatives respectively.

AACSB: Analytic
Blooms: Understand
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 2 Medium
Topic: The Consumer Decision Process

314.

When consumers use a problem-solving process to make purchase decisions, what is the next step after they become aware of a problem?

A.	Evaluating alternative solutions.

B.	Gathering information about possible solutions.

C.	Deciding on the appropriate solution.

D.	Evaluating the decision.

E.	Making the commitment to purchase a particular product or service.

Problem-solving involves the following steps: information search, identifying alternatives, setting criteria, and evaluating alternatives respectively.

AACSB: Analytic
Blooms: Understand
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 1 Easy
Topic: The Consumer Decision Process

315.

Which of the following is NOT one of the levels of consumer problem solving discussed in the text?

A.	Dissonance problem solving

B.	Routinized response behavior

C.	Extensive problem solving

D.	Limited problem solving

E.	None of these, i.e. all four are discussed.

There are three levels of problem solving that relate to the amount of effort the buyer puts into the decision: extensive problem solving, limited problem solving, and routinized response behavior.

316.

When a consumer puts much effort into deciding how to satisfy a need, he engages in

A.	extensive problem solving.

B.	critical problem solving.

C.	routinized response behavior.

D.	limited problem solving.

E.	intensive problem solving.

Extensive problem solving is when the consumers put much effort into deciding how to satisfy a need.

AACSB: Analytic
Blooms: Remember
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 1 Easy
Topic: The Consumer Decision Process

317.

What is the likely level of involvement in a purchase decision for a new couch?

A.	Extensive.

Limited.

Low.

Moderate.

Routine.

Extensive problem solving is when a consumer puts much effort into deciding how to satisfy a need, as is likely for a completely new purchase or to satisfy an important need.

318.

Extensive problem solving probably would be required by a recent college graduate in the purchase of:

A.	living room furniture.

B.	a color TV set.

C.	a new home.

D.	a sports car.

E.	All of these are correct.

Consumers use extensive problem solving when they put much effort into deciding how to satisfy a need, as is likely for a completely new purchase or to satisfy an important need.

319.

Extensive problem solving probably would NOT be required by young newly-marrieds in the purchase of:

A.	a stereo system.

B.	soft drinks.

a home.

D.	a DVD player.

a car.

Consumers use extensive problem solving when they put much effort into deciding how to satisfy a need, as is likely for a completely new purchase or to satisfy an important need.

320.

A.	Routinized response behavior.

B.	Low involvement purchasing.

C.	Extensive problem solving.

D.	Limited problem solving.

E.	Adoption purchasing.

Consumers use extensive problem solving when they put much effort into deciding how to satisfy a need, as is likely for a completely new purchase or to satisfy an important need.

321.

A.	extensive problem solving.

B.	focused information search.

C.	routinized response behavior.

D.	limited problem solving.

E.	low involvement buying.

Consumers use extensive problem solving when they put much effort into deciding how to satisfy a need, as is likely for a completely new purchase or to satisfy an important need.

AACSB: Analytic
Blooms: Apply
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 1 Easy
Topic: The Consumer Decision Process

322.

Limited problem solving is used

A.	when consumers put much effort into deciding how to satisfy a need.

B.	for purchases that have little importance or relevance for the customer.

C.	by consumers when some effort is required in deciding the best way to satisfy a need.

D.	when consumers regularly select a particular way of satisfying a need when it occurs.

E.	mostly for impulse purchases.

Limited problem solving is used by consumers when some effort is required in deciding the best way to satisfy a need.

AACSB: Analytic
Blooms: Understand
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 2 Medium
Topic: The Consumer Decision Process

323.

Monica does not find her regular brand of shampoo at the store. She looks at the bottles of three brands before deciding on the Shine-On brand. Monica has engaged in

A.	limited problem solving.

B.	intensive problem solving.

C.	routinized response behavior.

D.	extensive problem solving.

E.	analytical problem solving.

Limited problem solving is typical when the consumer has some previous experience with a product but isn’t quite sure which choice to make at the moment.

AACSB: Reflective Thinking
Blooms: Apply
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 3 Hard
Topic: The Consumer Decision Process

324.

What is the level of involvement in a purchase decision for a small kitchen appliance?

A.	Extensive.

Limited.

Low.

Moderate.

Routine.

325.

Limited problem-solving probably would NOT be required in the purchase of:

A.	running shoes.

B.	an encyclopedia.

new suit.

D.	coffee maker.

E.	fast-food restaurant meal.

Routinized response is typical when a consumer has considerable experience in how to meet a specific need and requires no new information. For example, purchase of a fast-food restaurant meal.

326.

Limited problem solving probably would be required by “empty-nesters” in the purchase of:

A.	sports clothes.

B.	restaurant’s services.

C.	plumbing repair service.

D.	a replacement garbage disposer.

E.	All of these are correct.

Limited problem solving is typical when the consumer has some previous experience with a product but isn’t quite sure which choice to make at the moment. Empty-nesters would apply limited problem solving for all of the options available.

327.

A.	Routinized response behavior.

B.	Intensive problem solving.

C.	Limited problem solving.

D.	Extensive problem solving.

Limited problem solving is typical when the consumer has some previous experience with a product but isn’t quite sure which choice to make at the moment.

328.

This type of problem solving is typical for a low-involvement purchase.

A.	Extensive problem solving.

B.	Critical problem solving.

C.	Limited problem solving.

D.	Intensive problem solving.

E.	Routinized response behavior.

Routinized response behavior is typical for low-involvement purchases, that is, purchases that have little importance or relevance for the customer.

AACSB: Analytic
Blooms: Remember
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 2 Medium
Topic: The Consumer Decision Process

329.

Routinized response behavior

A.	is most likely when past purchases of similar products have not satisfied the consumer’s needs.

B.	is more likely when previous behavior has not yet been reinforced.

C.	is most common for purchases where the consumer has much experience in how to meet a need.

D.	increases the time required to make a purchase decision.

E.	is likely in a new purchase situation.

Routinized response is typical when a consumer has considerable experience in how to meet a specific need and requires no new information.

AACSB: Analytic
Blooms: Understand
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 2 Medium
Topic: The Consumer Decision Process

330.

A.	Low-involvement buying

B.	Limited problem solving

C.	Extensive problem solving

D.	Routinized response

E.	Dissonance response

Routinized response also may occur when a buyer trusts a company, brand, or a friend’s recommendation. Because trust lowers the risk of making the wrong choice, less effort is required from the buyer.

AACSB: Analytic
Blooms: Apply
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 2 Medium
Topic: The Consumer Decision Process

331.

When Corey runs out of shampoo he buys whatever brand is on sale at his local CVS drugstore. What is his level of involvement in the purchase decision for shampoo?

A.	Extensive.

Limited.

Moderate.

Modest.

Routine.

Routinized response behavior is typical for low-involvement purchases, that is, purchases that have little importance or relevance for the customer.

332.

Which of the following is LEAST likely to be an example of routinized response behavior?

A.	Buying a Coke.

B.	Purchasing a new pair of shoes.

C.	Buying soap at a convenient supercenter.

D.	Buying a burrito at Taco Bell.

E.	Filling the car with gasoline.

A consumer uses routinized response behavior when he or she regularly selects a particular way of satisfying a need when it occurs. Purchasing a new pair of shoes is not an example of routinized response behavior.

333.

Routinized response behavior probably would be used by many consumers in the purchase of:

soap.

B.	canned fruit.

salt.

milk.

E.	All of these are correct.

Routinized response behavior is typical for low-involvement purchases, that is, purchases that have little importance or relevance for the customer. Soap, canned fruit, salt, and milk are low-involvement purchases.

334.

Which of the following products probably would result in the lowest involvement purchase for most consumers?

A.	Paper towels

B.	Summer vacation

CD player

Sweater

E.	Cough syrup

Routinized response behavior is typical for low-involvement purchases, that is, purchases that have little importance or relevance for the customer.

335.

Dissonance is a:

A.	tension caused by uncertainty about the rightness of a decision.

B.	conflict between opinion leaders.

C.	confirmation in the learning process.

D.	kind of belief.

E.	form of social influence.

Dissonance is a feeling of uncertainty about whether the correct decision was made.

AACSB: Analytic
Blooms: Remember
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 1 Easy
Topic: The Consumer Decision Process

336.

Dissonance

A.	discourages a consumer from considering further information once a purchase has been made.

B.	is likely to result in a consumer buying the same product next time.

C.	is more likely to occur with low involvement products.

D.	is less likely to occur when a consumer has repeatedly purchased the same product.

E.	occurs in the adoption process after a consumer becomes interested in a product.

Dissonance is a feeling of uncertainty about whether the correct decision was made. Dissonance does not generally occur for frequently purchased items as they are low-involvement purchases.

AACSB: Analytic
Blooms: Understand
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 2 Medium
Topic: The Consumer Decision Process

337.

A.	the relationship between drives, cues, and reinforcement.

B.	dissonance.

C.	reference group influence.

D.	stimulus-response reaction.

E.	routinized response behavior.

After making a purchase, buyers often have second thoughts and wonder if they made the right choice. The resulting tension is called dissonance.

338.

After buying an expensive new mobile phone, Kevin experiences ____ when he has second thoughts and wonders if he made the right choice.

A.	attitude adjustment

variance

conflict

D.	dissonance

E.	evaluation

After making a purchase, buyers often have second thoughts and wonder if they made the right choice. The resulting tension is called dissonance.

AACSB: Analytic
Blooms: Remember
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 2 Medium
Topic: The Consumer Decision Process

339.

A.	post-purchase regret.

B.	reference group influence.

C.	adoption jitters.

D.	stimulus-response reaction.

E.	dissonance.

Dissonance is a feeling of uncertainty about whether the correct decision was made. This may lead a customer to seek additional information to confirm the wisdom of the purchase.

AACSB: Diversity
Blooms: Apply
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 1 Easy
Topic: The Consumer Decision Process

340.

For a long time Jessica felt disappointment over a new pair of jeans that never fit quite right. Jessica experienced

A.	high involvement purchase.

B.	dissonance.

C.	post-purchase regret.

D.	confirmation.

E.	selective feedback.

When a post-purchase experience fails to live up to expectations, a customer will be disappointed.

AACSB: Analytic
Blooms: Apply
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 3 Hard
Topic: The Consumer Decision Process

341.

The steps individuals go through in accepting or rejecting a new idea is known as

A.	the adoption process.

B.	the dissonance process.

C.	belief formation.

D.	information search.

E.	extensive problem solving.

Adoption process refers to the steps individuals go through on the way to accepting or rejecting a new idea.

AACSB: Analytic
Blooms: Remember
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 2 Medium
Topic: The Consumer Decision Process

342.

Which of the following is NOT one of the steps of the “adoption process?”

A.	Involvement

Awareness

Interest

D.	Evaluation

Trial

In the adoption process, an individual moves through some fairly definite steps: awareness, interest, evaluation, trial, decision, and confirmation.

AACSB: Analytic
Blooms: Remember
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 1 Easy
Topic: The Consumer Decision Process

343.

Which of the following gives the correct ORDERING of the steps in the “adoption process?”

A.	Interest, awareness, trial, decision, evaluation, dissonance

B.	Awareness, interest, evaluation, trial, decision, confirmation

C.	Awareness, interest, trial, evaluation, decision, dissonance

D.	Awareness, interest, trial, decision, evaluation, confirmation

E.	Awareness, interest, evaluation, decision, trial, confirmation

In the adoption process, an individual moves through some fairly definite steps: awareness, interest, evaluation, trial, decision, and confirmation.

AACSB: Analytic
Blooms: Remember
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 3 Hard
Topic: The Consumer Decision Process

344.

Consumers go through six steps when deciding to accept or reject a new idea. In this adoption process:

A.	the confirmation step follows the decision step.

B.	the evaluation step follows the trial step.

C.	the awareness step follows the interest step.

D.	the trial step follows the awareness step.

E.	None of these is correct for the steps in the adoption process.

In the adoption process, an individual moves through some fairly definite steps: awareness, interest, evaluation, trial, decision, and confirmation.

AACSB: Analytic
Blooms: Understand
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 2 Medium
Other: Self-Test
Topic: The Consumer Decision Process

345.

With regard to the adoption process,

A.	interest is the first step.

B.	decision is the final step.

C.	awareness follows interest.

D.	evaluation precedes trial.

E.	decision follows confirmation.

In the adoption process, an individual moves through some fairly definite steps: awareness, interest, evaluation, trial, decision, and confirmation.

AACSB: Analytic
Blooms: Understand
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 2 Medium
Topic: The Consumer Decision Process

346.

Regarding the adoption process:

A.	“Interest” is the first stage in the process.

B.	“Confirmation” is the last stage in the process.

C.	“Trial” precedes “evaluation” in the process.

D.	“Evaluation” precedes “interest” in the process.

E.	None of these is correct.

In the adoption process, an individual moves through some fairly definite steps: awareness, interest, evaluation, trial, decision, and confirmation.

AACSB: Analytic
Blooms: Remember
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 1 Easy
Topic: The Consumer Decision Process

347.

The “adoption process” suggests that:

A.	confirmation must come before the decision to adopt or reject.

B.	evaluation usually comes before trial and decision.

C.	the decision to reject may follow confirmation.

D.	confirmation comes from a satisfactory evaluation.

E.	decision usually follows trial and confirmation.

In the adoption process, an individual moves through some fairly definite steps: awareness, interest, evaluation, trial, decision, and confirmation.

AACSB: Analytic
Blooms: Understand
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 3 Hard
Topic: The Consumer Decision Process

348.

A marketing manager for a new brand of bar soap decides to mail free samples to consumers. The logic for using this approach is best explained by

A.	the “economic buyer” model.

B.	the stimulus-response model.

C.	the typical consumer’s adoption process.

D.	the need to reduce dissonance.

E.	the high level of problem solving required with such a product.

Adoption process refers to the steps individuals go through on the way to accepting or rejecting a new idea. Sampling (or Trial) is one of these steps.

AACSB: Diversity
Blooms: Apply
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 2 Medium
Topic: The Consumer Decision Process

349.

In the _____ step of the adoption process, a consumer begins to give the product a mental trial by applying it to his or her personal situation.

interest

B.	confirmation

trial

decision

E.	evaluation

In the evaluation step of the adoption process, a consumer begins to give the product a mental trial, applying it to his or her personal situation.

AACSB: Analytic
Blooms: Understand
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 2 Medium
Topic: The Consumer Decision Process

350.

A.	evaluation

feedback

decision

interest

awareness

In the evaluation step of the adoption process, a consumer begins to give the product a mental trial, applying it to his or her personal situation.

351.

In the ____ stage of the adoption process, the consumer may buy the product to experiment with it in use.

interest

awareness

C.	evaluation

trial

decision

In the trial step of the adoption process, the consumer may buy the product to experiment with it in use.

AACSB: Analytic
Blooms: Understand
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 1 Easy
Topic: The Consumer Decision Process

352.

A potential customer for a new Audi A4 sedan takes the car for a two-hour test drive to see how it responds on the open road. This customer is at the ___________ stage of the adoption process.

awareness

interest

decision

D.	confirmation

trial

In the trial step of the adoption process the consumer may buy the product to experiment with it in use. In this case the customer took the car for a test drive.

AACSB: Analytic
Blooms: Apply
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 2 Medium
Topic: The Consumer Decision Process

353.

In this step of the adoption process, the adopter continues to rethink the decision and searches for support for the decision.

Interest

B.	Evaluation

Trial

D.	Confirmation

Awareness

In the confirmation step of the adoption process, the adopter continues to rethink the decision and searches for support for the decision, that is, further reinforcement.

AACSB: Analytic
Blooms: Understand
Learning Objective: 05-05 Explain the process by which consumers make buying decisions.
Level of Difficulty: 2 Medium
Topic: The Consumer Decision Process

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