Marketing 14Th Edition By Roger - Test Bank Instant Download - Complete Test Bank With Answers Sample Questions Are Posted Below Marketing, 14e (Kerin) Chapter 5: Understanding Consumer Behavior 1) Women make what percentage of new-car buying decisions? A) 15 percent B) 30 percent C) 45 percent D) 60 percent …
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Marketing 14Th Edition By Roger – Test Bank
Instant Download – Complete Test Bank With Answers
Sample Questions Are Posted Below
Marketing, 14e (Kerin)
Chapter 5: Understanding Consumer Behavior
1) Women make what percentage of new-car buying decisions?
Answer: D
Explanation: Women make 60 percent and influence 84 percent of new-car buying decisions.
Difficulty: 1 Easy
Topic: Consumer Behavior
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
2) Women influence what percentage of new-car buying decisions?
Answer: E
Explanation: Women make 60 percent and influence 84 percent of new-car buying decisions.
Difficulty: 1 Easy
Topic: Consumer Behavior
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
3) Enlightened carmakers have hired women designers, engineers, and marketing executives to better understand the way women decide to buy new cars. They have learned that
Answer: C
Explanation: While car price, reliability, and technology are important, women and men think and feel differently about car features and key elements of the new-car buying decision process and experience.
Difficulty: 2 Medium
Topic: Consumer Behavior
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
4) Which of the following statements about how women buy new cars today is most accurate?
Answer: D
Explanation: Women actively seek information and postpone a purchase decision until all options have been evaluated. Women frequently visit auto-buying websites, read car-comparison articles, and scan car advertisements. Recommendations of friends and relatives matter most for the final decision.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
5) Which of the following statements about how women buy cars today is most accurate?
Answer: A
Explanation: For women, safety is about features that help to survive an accident, including passenger airbags and reinforced side panels.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
6) Some automobile dealerships employ a nonnegotiable or no-haggle price strategy to sell their cars. A customer who wants to buy a new or used car would pay the posted price. These dealers probably adopted this pricing policy because
Answer: B
Explanation: Women in particular dread price negotiations that are often involved in buying a new car. As a result, a nonnegotiable or no-haggle price strategy may appeal to women car buyers.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
7) The actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions, are referred to as
Answer: C
Explanation: Key term definition—consumer behavior.
Difficulty: 1 Easy
Topic: Consumer Behavior
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
8) Consumer behavior refers to
Answer: B
Explanation: Key term definition—consumer behavior.
Difficulty: 1 Easy
Topic: Consumer Behavior
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
9) Consumer behavior includes the actions a person takes in purchasing services and using products and services, including
Answer: C
Explanation: Consumer behavior refers to the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions.
Difficulty: 2 Medium
Topic: Consumer Behavior
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Figure 5-1
10) The five stages a buyer passes through in making choices about which products and services to buy is called the
Answer: B
Explanation: Key term definition—purchase decision process. See Figure 5-1.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Remember
AACSB: Analytical Thinking
11) The initial stage in the consumer purchase decision process involves perceiving a difference between a person’s ideal and actual situations big enough to trigger a decision. What is this stage called?
Answer: D
Explanation: Problem recognition is the initial stage in the consumer purchase decision process, which involves perceiving a difference between a person’s ideal and actual situations big enough to trigger a decision. See Figure 5-1.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Remember
AACSB: Analytical Thinking
12) There are five stages in the consumer purchase decision process. The first stage is
Answer: E
Explanation: Problem recognition is the initial stage in the consumer purchase decision process, which involves perceiving a difference between a person’s ideal and actual situations big enough to trigger a decision. See Figure 5-1.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
13) The second stage in the consumer purchase decision process involves gathering facts about possible choices, and may include internal and external sources. What is this stage called?
Answer: E
Explanation: Information search is the second stage in the consumer purchase decision process, which involves searching for information, which may include an internal search and/or an external search. See Figure 5-1.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Remember
AACSB: Analytical Thinking
14) There are five stages in the consumer purchase decision process. The second stage is
Answer: A
Explanation: After recognizing a problem, a consumer begins to search for information, which may include an internal search and/or an external search. See Figure 5-1.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
15) Scanning memory for previous experiences and also exploring the external environment represent which stage of the consumer purchase decision process?
Answer: A
Explanation: After recognizing a problem, a consumer begins to search for information, which may include an internal search and/or an external search. See Figure 5-1.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
16) The third stage in the consumer purchase decision process involves appraising brands in the consideration set based on the important criteria (both objective and subjective) identified during the information search step for the ultimate decision. What is this stage called?
Answer: B
Explanation: Alternative evaluation is the third stage in the consumer purchase decision process, which involves evaluating brands in the consideration set based on evaluative criteria (both objective and subjective) identified during the information search step for the ultimate decision. See Figure 5-1.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Remember
AACSB: Analytical Thinking
17) There are five stages in the consumer purchase decision process. Immediately following the information search stage is
Answer: C
Explanation: In the process of collecting information a consumer also accrues alternative products from which to choose. At this stage, the consumer develops evaluative criteria (both objective and subjective) for the ultimate decision. See Figure 5-1.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
18) The fourth stage in the consumer purchase decision process includes deciding from whom to buy and when to buy. What is this stage called?
Answer: C
Explanation: Purchase decision is the fourth stage in the consumer purchase decision process, which involves deciding from whom to buy and when to buy so that the purchase decision can be made. See Figure 5-1.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Remember
AACSB: Analytical Thinking
19) The fifth stage in the consumer purchase decision process involves comparing the product or service purchased with one’s expectations to determine the degree of satisfaction or dissatisfaction. What is this stage called?
Answer: A
Explanation: Postpurchase behavior is the fifth stage in the consumer purchase decision process, which involves comparing the product or service purchased by buyers with their expectations to determine whether they are either satisfied or dissatisfied. See Figure 5-1.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Remember
AACSB: Analytical Thinking
20) There are five stages in the consumer purchase decision process. The last stage is
Answer: D
Explanation: After buying a product, the consumer compares it with his or her expectations and is either satisfied or dissatisfied, which is postpurchase behavior. See Figure 5-1.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
21) In Figure 5-1 above, A represents which stage of the consumer purchase decision process?
Answer: C
Explanation: The first stage of the consumer purchase decision process is problem recognition. See Figure 5-1.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
22) In Figure 5-1 above, B represents which stage of the consumer purchase decision process?
Answer: B
Explanation: The second stage of the consumer purchase decision process is information search. See Figure 5-1.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
23) In Figure 5-1 above, C represents which stage of the consumer purchase decision process?
Answer: D
Explanation: The third stage of the consumer purchase decision process is alternative evaluation. See Figure 5-1.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
24) In Figure 5-1 above, D represents which stage of the consumer purchase decision process?
Answer: A
Explanation: The fourth stage of the consumer purchase decision process is the actual purchase decision. See Figure 5-1.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
25) In Figure 5-1 above, E represents which stage of the consumer purchase decision process?
Answer: E
Explanation: The fifth stage of the consumer purchase decision process is postpurchase behavior. See Figure 5-1.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
26) The point at which you would exchange money for a sandwich of corned beef on rye is in the ________ stage.
Answer: A
Explanation: The actual purchase follows three previous stages: problem recognition, information search, and alternative evaluation. See Figure 5-1.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
27) During the consumer purchase decision process, an individual at the ________ stage will perceive differences between his or her ideal and actual situations big enough to trigger a decision.
Answer: A
Explanation: Problem recognition, the initial step in the consumer purchase decision process, involves perceiving a difference between a person’s ideal and actual situations big enough to trigger a decision.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
28) When you leave the library, walk back to your car, and notice that it has a flat tire, you are in which stage of the purchase decision process?
Answer: A
Explanation: Problem recognition, the initial step in the consumer purchase decision process, involves perceiving a difference between a person’s ideal and actual situations big enough to trigger a decision. You must solve the problem of the flat tire.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
29) When Jeremy said, “It’s really hard for me to get to class on time without a car,” he was entering which stage of the consumer purchase decision process?
Answer: D
Explanation: Problem recognition, the initial step in the consumer purchase decision process, involves perceiving a difference between a person’s ideal and actual situations big enough to trigger a decision. Jeremy’s problem is that he hasn’t been able to get to class on time without a car.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
30) Jill goes shopping with a friend and notices her friend’s fashionable winter boots. She thinks about the recent cool weather and realizes she needs to buy a pair. In which stage of the consumer purchase decision process was Jill when she had this realization?
Answer: B
Explanation: Problem recognition, the initial step in the consumer purchase decision process, involves perceiving a difference between a person’s ideal and actual situations big enough to trigger a decision. Jill realized she needed winter boots.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
31) Glow Pets, from the makers of Pillow Pets, are a light-up pillow product designed for young children. The pillows are colorful animals that produce a soft light for 20 minutes at a time and were produced for children with a fear of the dark. The company aired ads on various TV programs showing children being comforted and sleeping restfully with a Glow Pet, making parents and kids alike desire such a situation. The content of the advertising’s message most likely focuses on which stage of the consumer purchase decision process?
Answer: A
Explanation: The content of the advertising’s message would most likely focus on the problem recognition stage of the consumer purchase decision process to get consumers to realize that they may need a Glow Pet to get to sleep better—a difference between their ideal and actual situations that is big enough to trigger a decision to buy the product.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
32) Amanda plans to go for a run after her classes are over. As she is lacing up her running shoes, she notices that one of the shoe’s seams is unraveling, and she thinks it is about time for a new pair. In which stage of the consumer purchase decision process is Amanda at that moment?
Answer: B
Explanation: Problem recognition, the initial step in the consumer purchase decision process, involves perceiving a difference between a person’s ideal and actual situations big enough to trigger a decision. Amanda realized she needed a new pair of running shoes because one of the shoe’s seams was unraveling.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
33) In marketing, advertisements or salespeople can activate a consumer’s purchase decision process by
Answer: D
Explanation: In marketing, advertisements or salespeople can activate a consumer’s decision process by showing the shortcomings of competing (or currently owned) products or brands.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
34) Scanning your memory for previous experiences with products or brands occurs during which stage of the consumer purchase decision process?
Answer: A
Explanation: After recognizing a problem, a consumer begins to search for information, first by scanning one’s memory for previous experiences with products or brands.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
35) “Which brand of smartphone does my roommate own?” would be a question asked during the ________ stage in the consumer purchase decision process.
Answer: C
Explanation: After recognizing a problem, a consumer begins to search for information, first by scanning one’s memory for previous experiences with products or brands.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
36) In which stage in the consumer purchase decision process would a consumer ask, “How much can I afford to spend on a new TV for my apartment?”
Answer: E
Explanation: After recognizing a problem, a consumer begins to search for information, first by scanning one’s memory for previous experiences with products or brands.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
37) You have determined you want to buy an advanced hybrid vehicle, and a visit to Ford’s website has revealed that the Ford Fusion Hybrid SE uses hybrid fuel technology with the latest in lithium-ion battery technology. You are currently in which stage of the consumer purchase decision process for this type of automobile?
Answer: D
Explanation: After a consumer has recognized a problem, the next step in the decision-making process is to search for information. In this case, you have undertaken an external search for information. This is needed when past experience or knowledge is insufficient, the perceived risk of making a wrong purchase decision is high, and the cost of gathering information is low.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
38) Scanning your memory for previous experiences with products or brands is called
Answer: D
Explanation: Key term definition—internal search.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
39) A(n) ________ in the consumer purchase decision process occurs when consumers scan their memories for previous experiences with products or brands.
Answer: B
Explanation: Key term definition—internal search.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
40) When an elementary school teacher was returning to school in the fall, she wanted to buy markers and craft paper. She remembered the discount website she visited last year for her purchases, so she started there to see if the website still carried the items previously purchased. What term best describes the information search method used by the teacher?
Answer: D
Explanation: When the teacher scanned her memory for previous experiences with products or brands, she was engaged in an internal search for information.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
41) Casey’s girlfriend will celebrate her birthday next week, so he needs to buy her a gift. He remembers the brand of watch that she wears and considers if she would like a new one by the same maker. This is an example of which part of the consumer purchase decision process?
Answer: E
Explanation: The stage in the consumer purchase decision process when consumers scan their memories for previous experiences with products or brands is referred to as internal search.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
42) A mother of two toddlers would primarily use an internal search during the purchase decision process when purchasing
Answer: C
Explanation: A consumer would typically use an internal search of her prior experiences with frequently purchased products such as disposable diapers.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
43) Julie is an avid mystery reader and her babysitter Tina has been borrowing some of her books over the summer. When Tina’s birthday approaches, Julie wants to buy her a good mystery. When Julie was trying to recall her favorite mystery authors, she was engaged in
Answer: B
Explanation: The stage in the consumer purchase decision process when consumers scan their memories for previous experiences with products or brands is called internal search.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
44) A(n) ________ for information is needed when past experience or knowledge is insufficient, the risk of making a wrong purchase decision is high, and the cost of gathering information is low.
Answer: A
Explanation: Text term definition—external search.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
45) An external search for product information is likely to occur when
Answer: A
Explanation: An external search for information is especially needed when past experience is insufficient, the risk of making a wrong decision is high, and the cost of gathering information is low.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
46) When past experience is insufficient, the risk of making a wrong decision is high, and the cost of gathering information is low, a consumer is more likely to use an ________ for information.
Answer: D
Explanation: When past experience is insufficient, the risk of making a wrong decision is high, and the cost of gathering information is low, a consumer is more likely to use an external search for information.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
47) Emily wants to purchase a tablet device. She is unsure about what hardware and apps she will need. As a result, she has begun asking for advice from her friends and relatives. In addition, she has talked to several salespeople at Apple and Best Buy and has looked at some websites, such as HP and Dell. Emily is engaging in
Answer: C
Explanation: Emily is searching for information about tablet devices from external sources including friends, relatives, salespeople, and websites. An external search is especially important when the cost of gathering information is low, when past experience is insufficient, and when the risk of making a wrong decision is high.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
48) Nico wants to buy a new digital camera for his semester studying abroad, but he knows very little about cameras, having never owned one. As a result, he has begun asking for advice from friends and relatives. In addition, he has talked to salespeople at a Wolf camera shop and Best Buy and he has looked at some websites. Nico is engaging in
Answer: D
Explanation: Nico is searching for information about cameras from external sources including friends, relatives, salespeople, and websites. An external search is especially important when the cost of gathering information is low, when past experience is insufficient, and when the risk of making a wrong decision is high.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
49) Relatives and friends whom the consumer trusts are known as ________ sources of external information.
Answer: C
Explanation: Key term definition—personal sources.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
50) When conducting an information search, various product-rating organizations, such as government agencies and TV consumer programs, are known as
Answer: D
Explanation: Key term definition—public sources.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
51) ________ is an example of a public source of information consulted during an external search as part of the purchase decision process.
Answer: B
Explanation: Public sources of external search information include various product-rating organizations such as Consumer Reports, government agencies, and TV consumer programs.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
52) There are various nonprofit publications dedicated to assisting in consumer education and decision making. Public sources of information for an external information search include which of these?
Answer: D
Explanation: Public sources of external search information include various product-rating organizations such as Consumer Reports, government agencies, and TV consumer programs.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
53) Sources of external information that originate with the sellers of products and services and include advertising, company websites, salespeople, and point-of-purchase displays in stores are referred to as
Answer: E
Explanation: Key term definition—marketer-dominated sources.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
54) An example of a marketer-dominated source of information consulted during an external search is
Answer: C
Explanation: Marketer-dominated sources of information originate with the sellers of products and services, and include advertising, company websites, salespeople, and point-of-purchase displays in stores.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
55) An example of a marketer-dominated source of information consulted during an external search is
Answer: B
Explanation: Marketer-dominated sources of information originate with the sellers of products and services, and include advertising, company websites, salespeople, and point-of-purchase displays in stores.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
56) All of the following are examples of marketer-dominated sources of information consulted during an external search except which?
Answer: C
Explanation: Marketer-dominated sources of information originate with the sellers of products and services, and include advertising, company websites, salespeople, and point-of-purchase displays in stores. Kelly Blue Book is a public source.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
57) Which stage in the consumer purchase decision process suggests criteria to use for the purchase, yields brand names that might meet the criteria, and develops consumer value perceptions?
Answer: C
Explanation: The alternative evaluation stage clarifies the information gathered by the consumer by (1) suggesting criteria to use for the purchase, (2) yielding brand names that might meet the criteria, and (3) developing consumer value perceptions.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
58) The alternative evaluation stage clarifies the problem for the consumer in part by
Answer: C
Explanation: The alternative evaluation stage clarifies the problem for the consumer by (1) suggesting criteria to use for the purchase, (2) yielding brand names that might meet the criteria, and (3) developing consumer value perceptions.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
59) Sanaa recently made partner at her law firm, and she is rewarding herself with the purchase of a new car. She told a co-worker, “The Volvo has nine airbags but the Cadillac drives so smoothly.” Sanaa is currently in which stage of the purchase decision process?
Answer: C
Explanation: The alternative evaluation stage produces evaluative criteria (she is considering the safety and the feel of the drive) to make a purchase decision from a consideration set (the brands Volvo and Cadillac).
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
60) The objective and subjective attributes of a brand that consumers use to compare different products and brands are referred to as
Answer: D
Explanation: Key term definition—evaluative criteria.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
61) Evaluative criteria refer to
Answer: A
Explanation: Key term definition—evaluative criteria.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
62) Which of the following statements concerning evaluative criteria is most accurate?
Answer: B
Explanation: Consumers often have several criteria for evaluating brands. Knowing this, companies seek to identify the most important evaluative criteria that consumers use when judging brands.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
63) When purchasing a tablet device, factors like brand image, price, and battery life that a consumer considers prior to purchase are called
Answer: D
Explanation: Evaluative criteria represent both the objective attributes of a brand and the subjective ones used to compare different products and brands.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
64) The Ford Fusion Hybrid SE uses hybrid fuel technology with the latest in lithium-ion battery technology to deliver more power, convenience, prestige, and fuel economy than non-hybrid cars. If a consumer used these attributes in evaluating this vehicle against others, the attributes would be considered
Answer: C
Explanation: Evaluative criteria are factors that represent both the objective (power, fuel economy) attributes of a brand and the subjective (prestige, convenience) ones a consumer would use to compare different products and brands.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
65) The group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware is referred to as the
Answer: C
Explanation: Key term definition—consideration set.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
66) A consideration set refers to
Answer: A
Explanation: Key term definition—consideration set.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
67) The BMW StreetCarver is a $495 skateboard that features BMW’s technology in its wheel suspension, which stabilizes the board’s sleek design and allows for greater control around sharp curves. BMW wants its skateboard to be within the consideration set of potential skateboard buyers. In this case, it will most likely focus on
Answer: D
Explanation: The key influence in determining the products in the consideration set is to have important attributes that match the evaluative criteria employed by consumers. The most important evaluative criteria establish the brands in consumers’ consideration sets.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
Figure 5-2
68) Figure 5-2 above shows the recent ratings from independent rating agencies for selected smartphone brands and models. A number of factors are listed, such as price, display, audio quality, and text messaging. These factors are the typical ________ for smartphones.
Answer: B
Explanation: The factors listed are the typical evaluative criteria for smartphones. Evaluative criteria are both the objective attributes of a brand and the subjective ones used to compare different products and brands. See Figure 5-2.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
69) Figure 5-2 above shows the recent ratings from independent rating agencies for selected smartphone brands and models. The columns each show a brand like Apple, HTC, LG, Motorola, and Samsung. These brands are referred to as the ________ when consumers use these smartphone ratings to evaluate the products.
Answer: A
Explanation: Evaluative criteria establish the brands in a consumer’s consideration set, which is the group of brands that a consumer would consider acceptable from among all the brands of which he or she is aware in the product class.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
70) Figure 5-2 above shows the recent ratings from independent rating agencies for selected smartphone brands and models. Which smartphone should be chosen if you want a model that costs less than $700 and has above average or better camera quality?
Answer: D
Explanation: Apple, Motorola, and Samsung are first eliminated because of price. Of the remaining brands, only the LG has the required camera quality.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
71) Once a consumer has completed the alternative evaluation stage of the consumer purchase decision process, the two remaining choices are
Answer: C
Explanation: The purchase decision requires two additional choices: (1) from whom to buy and (2) when to buy.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
72) All of the following would impact your decision about when to buy an offering except which?
Answer: E
Explanation: Deciding when to buy is determined by a number of factors. For instance, you might buy sooner if one of your preferred brands is on sale or its manufacturer offers a rebate. Other factors such as the store atmosphere, pleasantness or ease of the shopping experience, salesperson assistance, time pressure, and financial circumstances could also affect whether a purchase decision is made now or postponed. A retailer’s return policy determines from whom to buy, not when to buy.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
73) Charlie was standing outside his classroom talking on the phone when a friend heard him say, “Thank you for taking my call so quickly. I’d like to order the 32-gigabyte 9.7-inch iPad Pro. I’ll pick it up today at the Southdale Apple Store. Can I use the easy pay plan?” Charlie was in which stage of the consumer purchase decision process?
Answer: D
Explanation: Having examined the alternatives of the consideration set, the consumer makes a purchase decision. Charlie has decided from whom and when to buy, which occurs during the purchase decision stage of the consumer purchase decision process.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
74) At the ________ of the consumer purchase decision process, a consumer compares the product with his or her expectations and is either satisfied or dissatisfied.
Answer: E
Explanation: After buying a product, a consumer compares it with his or her expectations and is either satisfied or dissatisfied. This occurs during the postpurchase stage of the consumer purchase decision process.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
75) Sensitivity to consumers’ consumption or use experience, whether they are satisfied or dissatisfied, is extremely important in their
Answer: D
Explanation: Sensitivity to consumers’ consumption or use experience, whether they are satisfied or dissatisfied, is extremely important in their value perception.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
76) Firms such as General Electric, Johnson & Johnson, Coca-Cola, and British Airways focus their attention on ________ to maximize customer satisfaction and retention in part by offering training to handle complaints, answer questions, and solve consumer problems.
Answer: B
Explanation: After buying a product, a consumer compares it with his or her expectations and is either satisfied or dissatisfied. This occurs at the postpurchase stage of the consumer purchase decision process. Firms such as General Electric, Johnson & Johnson, Coca-Cola, and British Airways focus attention on postpurchase behavior to maximize customer satisfaction and retention.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
77) Claire has just told her best friend, “I’m so glad I bought the Samsung Galaxy S8 rather than those other smartphones I was considering. Look at this incredible display, and the battery stays charged forever.” Which stage of the consumer purchase decision process does Claire’s conversation identify?
Answer: E
Explanation: After buying a product, a consumer compares it with his or her expectations and is either satisfied or dissatisfied. Claire’s comments regarding the Samsung Galaxy S8’s display and battery life indicate that she was in the postpurchase behavior stage of the consumer purchase decision process.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
78) Customer satisfaction is an important focus for marketers because
Answer: B
Explanation: Over time, the financial value of a satisfied, loyal customer can be significant, as shown by the customer lifetime value figures in the text for Frito-Lay, Exxon, Kimberly-Clark, and Ford. Research shows that a 5 percent improvement in customer retention can increase a company’s profits by 70 to 80 percent. See Marketing Matters in the text.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
79) Firms such as Ford and Frito-Lay have learned which of the following marketing lessons?
Answer: D
Explanation: The financial value of a satisfied customer over time has focused marketer attention on the buying experience, customer satisfaction, and retention. Ford executives say that each additional percentage point of customer retention is worth $100 million in profits. See Marketing Matters in the text.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
80) The feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives is referred to as
Answer: E
Explanation: Key term definition—cognitive dissonance.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
81) Cognitive dissonance refers to
Answer: C
Explanation: Key term definition—cognitive dissonance.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
82) Rackspace U.S. Inc. is a web hosting company. If you want to have a website, you can buy Internet space as well as technical support and design services from the company. When its ad tells you that its users consider Rackspace “the risk-free host because it offers dedicated and helpful support any time day or night,” you know that Rackspace is most likely trying to do which of the following?
Answer: B
Explanation: Firms often use ads at the postpurchase stage to reduce cognitive dissonance by convincing customers that they made the correct purchase decision.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
83) You have just purchased an iPad Mini 4 tablet device. After you get home from the store, you brood about whether your choice was right or whether you should have bought a Galaxy Tab S3 when you see an ad for it on TV. This is most likely an example of
Answer: B
Explanation: The feeling of postpurchase psychological tension or anxiety is called cognitive dissonance. The debate in your head is an example of cognitive dissonance.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
84) How would consumers who purchased a new and innovative Nike LeBron 15 basketball shoe for $185 try to reduce any cognitive dissonance they feel?
Answer: C
Explanation: To alleviate cognitive dissonance, consumers attempt to applaud themselves for making the right choice. One way is to seek information to confirm the right choice was made by reading ads about the product they purchased.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
85) Stephan was excited about his newly purchased laptop. It had all the features he wanted and was very fast with a great display for his gaming. In addition, the $1,200 price tag was reasonable. The same day he took it out of the box, he saw an online special for a similar computer, on sale for only $1,000. Suddenly he began to doubt his purchase decision and worried that maybe he hadn’t gotten such a good deal. Stephan was most likely experiencing
Answer: B
Explanation: Stephan’s doubt, the psychological tension or anxiety about his decision, is an example of cognitive dissonance.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
86) The personal, social, and economic significance of the purchase to the consumer, which is known as the level of ________, may cause him or her to skip or minimize one or more stages in the purchase decision process.
Answer: E
Explanation: Key term definition—involvement.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
87) Involvement refers to
Answer: B
Explanation: Key term definition—involvement.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
88) High-involvement purchases typically have which of the following characteristics?
Answer: D
Explanation: High-involvement purchase occasions typically have at least one of three characteristics: The item to be purchased (1) is expensive, (2) can have serious personal consequences, or (3) could reflect on one’s social image.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Figure 5-3
89) For high-involvement purchases, consumers typically do all of the following except which?
Answer: C
Explanation: For high-involvement purchase occasions, consumers engage in extensive information search, consider many product attributes and brands, form attitudes, and participate in word-of-mouth communication. See Figure 5-3.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Understand
AACSB: Analytical Thinking
90) NetJets is a company that offers one-sixteenth or more ownership in a jet plane for a price beginning at $325,000. It gives purchasers privacy, convenience, and flexibility as well as saves them time since the plane is available within four hours unless it’s booked by one of the other shareholders. This is most likely an example of
Answer: C
Explanation: NetJets is an example of a high-involvement purchase that involves extended problem solving. High-involvement purchases typically have at least one of three characteristics: (1) the item is expensive (the one-sixteenth share costs $325,000); (2) the item can have serious personal consequences; or (3) the item could reflect on one’s social image. Though there are only a few brands to consider, there are many product attributes to evaluate, many sources of external information sources are used, and the time spent deciding is probably significant. See Figure 5-3.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Apply
AACSB: Knowledge Application
91) Which of the following products and services is an example of a low-involvement purchase?
Answer: E
Explanation: High-involvement purchases typically have at least one of three characteristics: (1) the item is expensive, (2) the item can have serious personal consequences, or (3) the item could reflect on one’s social image. Paper towels are a low-involvement purchase that typically involves routine problem solving since they are a low-priced, frequently purchased product.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Understand
AACSB: Analytical Thinking
92) Lexi wants to find the perfect gift for her older sister’s college graduation. She started looking for the gift last month and expects to spend another couple of weeks finding a gift her sister will use and like. Lexi is engaging in
Answer: C
Explanation: Extended problem solving makes use of each stage of the consumer purchase decision process including considerable time and effort on external information search and in identifying and evaluating alternatives. See Figure 5-3.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Apply
AACSB: Knowledge Application
93) In ________, consumers typically seek only a few information sources about several sellers and their brands, and they may identify and evaluate a moderate number of attributes for each brand that eventually will comprise the consideration set.
Answer: A
Explanation: For limited problem solving, consumers typically seek some information or rely on a friend to help them evaluate alternatives. See Figure 5-3.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Understand
AACSB: Analytical Thinking
94) Which problem solving variation would likely be used for winter coats, sheets, movie rentals, or electric can openers?
Answer: B
Explanation: In limited problem solving, consumers typically seek some information or rely on a friend to help them evaluate alternatives. There is little time or effort used in these situations. In general, several brands might be evaluated using a moderate number of different attributes. Limited problem solving might be used in choosing winter coats, sheets, movie rentals, or electric can openers. See Figure 5-3.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Apply
AACSB: Knowledge Application
95) Which problem solving variation would typically be used for blenders, a restaurant for lunch, or professional ball game tickets?
Answer: E
Explanation: In limited problem solving, consumers typically seek some information or rely on a friend to help them evaluate alternatives. There is little time or effort used in these situations. In general, several brands might be evaluated using a moderate number of different attributes. See Figure 5-3.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Apply
AACSB: Knowledge Application
96) Elizabeth has decided to purchase a new electric juicer and plans to call several friends for the latest information about alternative brands. She is not concerned about where she buys it as long as she receives a very liberal return policy should anything go wrong. In making her decision, Elizabeth will engage in which of the following problem-solving variations?
Answer: A
Explanation: In limited problem solving, consumers typically seek some information but there is little time or effort spent. Several brands might be evaluated using a moderate number of attributes. Here, Elizabeth seeks some information from friends but has little interest in spending much effort in finding the right place to purchase the item, characteristic of limited problem solving. See Figure 5-3.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Apply
AACSB: Knowledge Application
97) Danilo has decided to purchase a new video game console, not having owned one before. He calls his gamer friends for recommendations about alternative brands and options. He has few concerns about the purchase but wants a quick rundown of the most important aspects to consider. In making his decision, Danilo seems likely to engage in which of the following problem-solving variations?
Answer: A
Explanation: In limited problem solving, consumers typically seek some information or rely on a friend to help them evaluate alternatives. There is little time or effort used in these situations. In general, several brands might be evaluated using a moderate number of different attributes. See Figure 5-3.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Apply
AACSB: Knowledge Application
98) Consumers spend little time and effort evaluating alternatives in the purchase of flour and soap. The consumer purchase decision process for such staples involves ________, which is virtually a habit and typifies low-involvement decision making.
Answer: E
Explanation: The purchase decision process for items such as flour and soap is called routine problem solving, is virtually a habit, and typifies low-involvement decision making. See Figure 5-3.
Difficulty: 1 Easy
Topic: Routine Decisions
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Remember
AACSB: Analytical Thinking
99) Which problem-solving variation would normally be used to purchase items such as crackers or laundry detergent?
Answer: C
Explanation: For these types of products, consumers recognize a problem, make a decision, and spend little effort seeking external information and evaluating alternatives. These behaviors are characteristics of routine problem solving. See Figure 5-3.
Difficulty: 2 Medium
Topic: Routine Decisions
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Understand
AACSB: Analytical Thinking
100) Jenn manages a three-story apartment building near campus. When a tenant recently moved out, she changed the locks and had another set of keys made at Home Depot as she does every time a tenant moves. This is an example of
Answer: D
Explanation: The purchase process here is virtually a habit and typifies low-involvement decision making. See Figure 5-3.
Difficulty: 3 Hard
Topic: Routine Decisions
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Apply
AACSB: Knowledge Application
101) Between classes, many college students stop at conveniently located vending machines for their favorite candy bars and soft drinks. Their choices are generally made quickly and with little or no effort to consider alternative product offerings. These college students are most likely involved in ________ problem solving purchase situations.
Answer: B
Explanation: Routine purchase decisions involve low-priced, frequently purchased products. Consumers typically spend very little effort or time seeking or evaluating alternatives. Purchase decisions resemble habitual responses and are typical of low-involvement decisions. See Figure 5-3.
Difficulty: 3 Hard
Topic: Routine Decisions
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Apply
AACSB: Knowledge Application
102) In Figure 5-3 above, column A represents which of the following in terms of consumer involvement and product knowledge?
Answer: D
Explanation: Extended problem solving makes use of each of the five stages of the consumer purchase decision process. Considerable time and effort are devoted to the search for external information and the identification and evaluation of alternatives. Several brands are in the consideration set and are evaluated on many attributes. See Figure 5-3.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Understand
AACSB: Analytical Thinking
103) In Figure 5-3 above, column B represents which of the following in terms of consumer involvement and product knowledge?
Answer: C
Explanation: Limited problem solving makes use of each of the five stages of the consumer purchase decision process. Consumers typically seek some information or rely on a friend to help them evaluate alternatives. Several sellers and their brands might be evaluated using a moderate number of attributes. See Figure 5-3.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Understand
AACSB: Analytical Thinking
104) In Figure 5-3 above, column C represents which of the following in terms of consumer involvement and product knowledge?
Answer: A
Explanation: Consumers recognize a problem, make a decision, and spend little effort seeking external information and evaluating alternatives. The purchase process for such items is virtually a habit and typifies low-involvement decision making. See Figure 5-3.
Difficulty: 2 Medium
Topic: Routine Decisions
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Understand
AACSB: Analytical Thinking
105) Which of the following is a strategy for a market leader (rather than a market challenger) when marketing a low-involvement product?
Answer: E
Explanation: If a company markets a low-involvement product and its brand is a market leader, attention is placed on (l) maintaining product quality, (2) avoiding stockout situations so that buyers don’t substitute a competing brand, and (3) repetitive advertising messages that reinforce a consumer’s knowledge or assure buyers they made the right choice.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
106) The purchase of bottled sparkling water is a low-involvement purchase. How can a market leader such as Perrier keep people buying its brand instead of one of the numerous other brands displayed on retailers’ shelves?
Answer: A
Explanation: When a market leader sells a low-involvement product, its marketing attention must be placed on (1) maintaining product quality, (2) avoiding stockout situations, and (3) developing advertising messages that reinforce consumers’ knowledge about the brand or assure them that they made the right choice. Here, Perrier is defined as a market leader, so avoiding stockouts on retailers’ shelves is crucial.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
107) All of the following are strategies used by marketers of high-involvement offerings except which?
Answer: C
Explanation: Avoiding stockout situations is a marketing strategy used by a market leader for a low-involvement product. Market leaders of high-involvement products offer product information through advertising and personal selling and use social media to create online experiences. Market challengers use comparative advertising that focuses on existing product attributes and often introduce novel evaluative criteria for judging competing brands. Challengers also benefit from Internet search engines such as Google that assist buyers of high-involvement products.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Understand
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
Figure 5-5
108) Purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states can have an impact on a consumer’s purchase decision process. These are referred to as
Answer: B
Explanation: Key term definition—situational influences. See Figure 5-5.
Difficulty: 1 Easy
Topic: Situational Influences
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Remember
AACSB: Analytical Thinking
109) Situational influences refer to
Answer: A
Explanation: Key term definition—situational influences. See Figure 5-5.
Difficulty: 1 Easy
Topic: Situational Influences
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Remember
AACSB: Analytical Thinking
110) All of the following are situational influences that can have an impact on a consumer’s purchase decision process except which?
Answer: D
Explanation: Five situational influences have an impact on a consumer’s purchase decision process: purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states.
Difficulty: 2 Medium
Topic: Situational Influences
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
111) Five situational influences have an impact on a consumer’s purchase decision process. One of these is
Answer: E
Explanation: Five situational influences have an impact on a consumer’s purchase decision process: purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states.
Difficulty: 1 Easy
Topic: Situational Influences
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
112) When a man picks up a bottle of wine and tells the salesclerk, “I’m taking this to a dinner party tonight,” which situational influence is being demonstrated?
Answer: A
Explanation: The factor prompting the purchase in this case is the man’s need for a dinner party gift. This reason for engaging in the decision process is called the purchase task.
Difficulty: 3 Hard
Topic: Situational Influences
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
113) Consumers accompanied by children
Answer: B
Explanation: Social surroundings include the other people present when a purchase decision is made. Consumers accompanied by children buy about 40 percent more items than those shopping by themselves.
Difficulty: 2 Medium
Topic: Situational Influences
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
114) Three teenage girls spent an hour at a store trying on various outfits, looking at possible combinations, and asking each other, “How do you think this looks on me?” This situation is most closely related to which of the following situational influences?
Answer: B
Explanation: Social surroundings include the other people present when a purchase decision is made.
Difficulty: 3 Hard
Topic: Situational Influences
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
115) All of the following are part of the physical surroundings of a retail store that can influence how purchase decisions except which?
Answer: E
Explanation: Physical surroundings such as decor, music, and crowding in retail stores may alter how purchase decisions are made. Temporal effects such as time of day or the amount of time available will influence when a purchase may be made.
Difficulty: 2 Medium
Topic: Situational Influences
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
116) The crowded aisles in retail stores at holiday time may cause some shoppers to lose patience and decide on their purchases with far less thought than they otherwise would due to being harried or overwhelmed. This situation is most closely related to which of the following situational influences?
Answer: C
Explanation: Physical surroundings such as decor, music, and crowding in retail stores may alter how purchase decisions are made.
Difficulty: 3 Hard
Topic: Situational Influences
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
117) Temporal effects include
Answer: C
Explanation: Temporal effects include the time of day or the amount of time available for the purchase.
Difficulty: 1 Easy
Topic: Situational Influences
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
118) Tracy stopped by a vending machine at 10:00 a.m. Even though she wanted to get a soda, she thought it was too early for that and chose a bottled juice instead. This purchase is an example of which situational influence?
Answer: D
Explanation: Temporal effects include the time of day when a purchase is made, such as buying something from a vending machine at 10:00 a.m.
Difficulty: 3 Hard
Topic: Situational Influences
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
119) Andres only has 30 minutes for lunch, so he typically goes somewhere within a block or two of his building and is careful about what he orders. This is an example of which situational influence in the purchase decision process?
Answer: D
Explanation: Temporal effects include the time of day when a purchase is made and the time available for a purchase, the second of which is most important here.
Difficulty: 3 Hard
Topic: Situational Influences
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
120) Consumers with credit cards
Answer: C
Explanation: Antecedent states include the consumer’s mood or amount of cash on hand, which can influence purchase behavior and choice. Consumers with credit cards purchase more than those with cash or debit cards.
Difficulty: 2 Medium
Topic: Situational Influences
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
121) The American Floral Council used an ad that showed three flower arrangements varying in size from a single rose to a very large elaborate arrangement. The caption simply read, “Just how mad is she?” This ad relies on which of the following situational influences for its effectiveness?
Answer: E
Explanation: Antecedent states include the consumer’s mood or amount of cash on hand, which can influence purchase behavior and choice. Here, flowers are assumed to improve one’s mood.
Difficulty: 3 Hard
Topic: Situational Influences
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
122) Consumer ________ are a marketer’s product, service, or brand contacts with a consumer from start-to-finish in the purchase decision process.
Answer: C
Explanation: Key term definition—consumer touchpoints.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
123) Consumer touchpoints are
Answer: C
Explanation: Key term definition—consumer touchpoints.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
124) A consumer journey map is a visual representation of
Answer: E
Explanation: Key term definition—consumer journey map.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Figure 5-5
125) In Figure 5-5 above, A represents the ________ influences that can affect the consumer purchase decision process.
Answer: C
Explanation: Psychological influences, which include motivation and personality, perception, learning, values, beliefs, attitudes, and lifestyle, affect the consumer purchase decision process. See Figure 5-5.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
126) In Figure 5-5 above, B represents the ________ influences that can affect the consumer purchase decision process.
Answer: D
Explanation: The marketing mix (the four Ps: product, price, promotion, and place) influences impact the consumer purchase decision process (E). See Figure 5-5.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
127) In Figure 5-5 above, C represents the ________ influences that can affect the consumer purchase decision process.
Answer: A
Explanation: Sociocultural influences, which evolve from a consumer’s formal and informal relationships with other people, also exert a significant impact on the consumer purchase decision process. These involve personal influence, reference groups, family influence, social class, culture, and subculture. See Figure 5-5.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
128) In Figure 5-5 above, D represents the ________ influences that can affect the consumer purchase decision process.
Answer: B
Explanation: Often the purchase situation will affect the purchase decision process. Five situational influences have an impact on the purchase decision process: (1) the purchase task, (2) social surroundings, (3) physical surroundings, (4) temporal effects, and (5) antecedent states. See Figure 5-5.
Difficulty: 2 Medium
Topic: Situational Influences
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
129) In Figure 5-5 above, E represents the
Answer: A
Explanation: In Figure 5-5, E identifies the five stages of the consumer purchase decision process. The process is influenced by situational, psychological, sociocultural, and marketing mix influences. See Figure 5-4.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
130) The ________ is influenced by situational, psychological, sociocultural, and marketing mix influences.
Answer: A
Explanation: These are the broad categories that influence the consumer purchase decision process. See Figure 5-5.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
131) Sociocultural influences that affect the consumer purchase decision process include all of the following except which?
Answer: E
Explanation: Values, beliefs, and attitudes are psychological influences on the consumer purchase decision process. See Figure 5-5.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
132) The energizing force that stimulates behavior to satisfy a need is referred to as a(n)
Answer: C
Explanation: Key term definition—motivation.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
133) Motivation refers to
Answer: B
Explanation: Key term definition—motivation.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Figure 5-6
134) Which list below presents the Maslow hierarchy of needs in its correct order, beginning with the lowest level need and moving up to the highest level need?
Answer: B
Explanation: The Maslow hierarchy of needs, from the lowest level need to the highest, are physiological, followed by safety, social, personal, and self-actualization. See Figure 5-6.
Difficulty: 2 Medium
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
135) In the Maslow hierarchy of needs, those needs that are basic to survival and must be satisfied first are referred to as
Answer: A
Explanation: Key term definition—physiological needs.
Difficulty: 1 Easy
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
136) In the Maslow hierarchy of needs, water, food, shelter, and oxygen would be considered ________ needs.
Answer: E
Explanation: People possess physiological needs for basics such as water, food, shelter, and oxygen, which are basic to survival and must be satisfied first. See Figure 5-6.
Difficulty: 2 Medium
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
137) In the Maslow hierarchy of needs, ________ needs involve self-preservation as well as physical and financial well-being.
Answer: D
Explanation: Key term definition—safety needs.
Difficulty: 1 Easy
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
138) In the Maslow hierarchy of needs, a health insurance policy would satisfy a ________ need.
Answer: B
Explanation: In the Maslow hierarchy of needs, safety needs involve self-preservation and physical and financial well-being. See Figure 5-6.
Difficulty: 3 Hard
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Analytical Thinking
139) An ad for Brink’s Home Security shows a woman using her treadmill, unaware that would-be robbers are just outside. They break down the front door, are startled by a loud alarm, and then run away. The woman answers an immediate call from the security company, and a representative reassures her that help is on the way. The ad is intended to appeal to which level of Maslow’s hierarchy of needs?
Answer: B
Explanation: In the Maslow hierarchy of needs, safety needs involve self-preservation as well as physical and financial well-being. See Figure 5-6.
Difficulty: 3 Hard
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Analytical Thinking
140) In the Maslow hierarchy of needs, those needs that are concerned with love and friendship are referred to as ________ needs.
Answer: C
Explanation: Key term definition—social needs. See Figure 5-6.
Difficulty: 1 Easy
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
141) eHarmony claims to be the world’s most trusted online dating website. Its appeal is to satisfy consumers’ ________ needs in the Maslow hierarchy of needs.
Answer: D
Explanation: In the Maslow hierarchy of needs, social needs are those that are concerned with love and friendship. See Figure 5-6.
Difficulty: 3 Hard
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
142) In the Maslow hierarchy of needs, those needs that are represented by the need for achievement, status, prestige, and self-respect are referred to as ________ needs.
Answer: C
Explanation: Key term definition—personal needs. See Figure 5-6.
Difficulty: 1 Easy
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
143) Carrying and using a high-end credit card like an American Express Centurion Card would satisfy needs at what level in the Maslow hierarchy of needs?
Answer: B
Explanation: In the Maslow hierarchy of needs, personal needs include the need for achievement, status, prestige, and self-respect. See Figure 5-6.
Difficulty: 2 Medium
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Knowledge Application
144) In the Maslow hierarchy of needs, those needs involving personal fulfillment are called
Answer: E
Explanation: Key term definition—self-actualization needs. See Figure 5-6.
Difficulty: 1 Easy
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
145) In the Maslow hierarchy of needs, the most basic needs are physiological, followed by safety, social, and personal. What category of needs is at the highest level?
Answer: C
Explanation: In terms of the Maslow hierarchy of needs, self-actualization needs are at the top. See Figure 5-6.
Difficulty: 2 Medium
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
146) An Acura automobile ad is headlined by a quote from Henry David Thoreau, “Go in the Direction of Your Dreams.” This ad is most likely to appeal to consumers’ ________ needs in the Maslow hierarchy of needs.
Answer: E
Explanation: In the Maslow hierarchy of needs, self-actualization needs involve personal fulfillment, such as the message in the Acura ad, “Go in the Direction of Your Dreams.” See Figure 5-6.
Difficulty: 3 Hard
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
147) The long-running U.S. Army recruiting advertisement that invited enlistees to “Be All You Can Be” appeals to which level of Maslow’s hierarchy of needs?
Answer: B
Explanation: In the Maslow hierarchy of needs, self-actualization needs involve personal fulfillment—what the Army recruiting ads suggest enlistees will realize. See Figure 5-6.
Difficulty: 3 Hard
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
148) Figure 5-6 above depicts the Maslow
Answer: C
Explanation: Figure 5-6 shows the Maslow hierarchy of needs.
Difficulty: 2 Medium
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
149) According to Figure 5-6 above, A defines what level in the Maslow hierarchy of needs?
Answer: A
Explanation: Level A in the Maslow hierarchy of needs represents the need for self-actualization. See Figure 5-5.
Difficulty: 2 Medium
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
150) According to Figure 5-6 above, B defines what level in the Maslow hierarchy of needs?
Answer: D
Explanation: Personal needs in the Maslow hierarchy of needs include status, respect, and prestige (level B). See Figure 5-6.
Difficulty: 2 Medium
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
151) According to Figure 5-6 above, C defines what level in the Maslow hierarchy of needs?
Answer: C
Explanation: Social needs are concerned with love and friendship (level C). See Figure 5-6.
Difficulty: 2 Medium
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
152) According to Figure 5-6 above, D defines what level in the Maslow hierarchy of needs?
Answer: B
Explanation: In the Maslow hierarchy of needs, safety needs involve self-preservation as well as physical and financial well-being. See Figure 5-6.
Difficulty: 2 Medium
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
153) According to Figure 5-6 above, E defines what level in the Maslow hierarchy of needs?
Answer: B
Explanation: Level E in the Maslow hierarchy of needs represents the need for food, water, shelter, and oxygen, which are physiological needs. See Figure 5-6.
Difficulty: 2 Medium
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
154) Self-fulfillment in the Maslow hierarchy of needs is an example of the highest-order needs referred to as
Answer: E
Explanation: Self-actualization needs involve personal fulfillment in the Maslow hierarchy of needs. See Figure 5-6.
Difficulty: 2 Medium
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
155) Status in the Maslow hierarchy of needs is an example of a ________ need.
Answer: B
Explanation: Status, respect, and prestige are examples of personal needs in the Maslow hierarchy of needs. See Figure 5-6.
Difficulty: 2 Medium
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
156) Friendship in the Maslow hierarchy of needs is an example of a ________ need.
Answer: C
Explanation: Friendship, belonging, and love are examples of social needs in the Maslow hierarchy of needs. See Figure 5-6.
Difficulty: 2 Medium
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
157) Shelter in the Maslow hierarchy of needs is an example of a ________ need.
Answer: E
Explanation: Shelter is an example of physiological needs in the Maslow hierarchy of needs. See Figure 5-6.
Difficulty: 2 Medium
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
158) Food in the Maslow hierarchy of needs is an example of a ________ need.
Answer: E
Explanation: Food is an example of physiological needs in the Maslow hierarchy of needs. See Figure 5-6.
Difficulty: 2 Medium
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
159) The Maslow ________ is based on the idea that motivation comes from a need.
Answer: C
Explanation: The Maslow hierarchy of needs is based on the idea that motivation comes from a need. If a need is met, it’s no longer a motivator, so a higher-level need becomes the motivator. Figure 5-6 shows the Maslow hierarchy of needs.
Difficulty: 2 Medium
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
160) A college education would satisfy needs at what level of the Maslow hierarchy?
Answer: B
Explanation: A college education involves self-actualization or self-fulfillment in the Maslow hierarchy of needs. See Figure 5-6.
Difficulty: 3 Hard
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
161) Staying at a luxury hotel would satisfy needs at what two levels of the Maslow hierarchy?
Answer: C
Explanation: In the Maslow hierarchy of needs, hotel accommodations satisfy the need for shelter, which is a physiological need. Personal needs include the need for achievement, status, prestige, and self-respect, which can be satisfied by choosing a hotel of the luxury variety. See Figure 5-6.
Difficulty: 3 Hard
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
162) Chanel No. 5 fragrances would satisfy needs at what level of the Maslow hierarchy?
Answer: E
Explanation: Chanel No. 5 fragrances represent social needs of friendship, belonging, and love in the Maslow hierarchy of needs. See Figure 5-6.
Difficulty: 3 Hard
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
163) State Farm insurance products would satisfy needs at what level of the Maslow hierarchy?
Answer: D
Explanation: State Farm insurance products represent safety needs of freedom from harm and financial security, in the Maslow hierarchy of needs. See Figure 5-6.
Difficulty: 3 Hard
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
164) An apartment would satisfy needs at what level of the Maslow hierarchy?
Answer: A
Explanation: An apartment represents the physiological need for shelter in the Maslow hierarchy of needs. See Figure 5-6.
Difficulty: 3 Hard
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
165) A person’s consistent behaviors or responses to recurring situations is referred to as
Answer: E
Explanation: Key term definition—personality.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
166) Personality refers to
Answer: D
Explanation: Key term definition—personality.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
167) Which of the following statements about personality is most accurate?
Answer: B
Explanation: Although many personality theories exist, most identify key traits—enduring characteristics within a person or in his or her relationship with others. These traits are inherited or formed at an early age and change little over the years.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
168) An enduring characteristic within a person or in his or her relationship with others is referred to as a(n)
Answer: A
Explanation: Text term definition—key traits.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
169) Compliance and aggression are ________ that have implications for a consumer’s purchasing behavior.
Answer: A
Explanation: Personality traits are enduring characteristics within a person or in his or her relationships with others. Such traits include assertiveness, extroversion, compliance, dominance, and aggression, among others.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
170) The way people see themselves and the way they believe others see them is referred to as
Answer: B
Explanation: Key term definition—self-concept.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
171) Self-concept refers to
Answer: C
Explanation: Key term definition—self-concept.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
172) Marketers recognize that people have an actual self-concept and a(n)
Answer: D
Explanation: Marketers recognize that people have an actual self-concept and an ideal self-concept. An actual self-concept refers to how people actually see themselves. An ideal self-concept describes how people would like to see themselves.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
173) When the state of Virginia touts the slogan “Virginia is for Lovers,” it is trying to appeal to people’s ________ in order to attract them as potential residents, part of its workforce, or vacationers.
Answer: A
Explanation: Self-concept is the way people see themselves and the way they believe others see them. When Virginia uses the slogan “Virginia is for Lovers,” it is trying to appeal to people’s self-concept (being “lovers”) in order to attract them as residents, workers, or vacationers, and linking that concept to Virginia as a state where “lovers” are welcome.
Difficulty: 3 Hard
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
174) The process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world is referred to as
Answer: D
Explanation: Key term definition—perception.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
175) Perception refers to
Answer: C
Explanation: Key term definition—perception.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
176) A filtering of exposure, comprehension, and retention is called
Answer: B
Explanation: Key term definition—selective perception.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
177) Because the average consumer operates in a complex environment, the human brain attempts to organize and interpret information with a process referred to as
Answer: D
Explanation: Because the average consumer operates in a complex environment, the human brain attempts to organize and interpret information with a process called selective perception, a filtering of exposure, comprehension, and retention.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
178) A palindrome is a word or phrase that reads the same whether read from the right or from the left (e.g., madam). Originally, Marshall had never recalled hearing the term. However, when he read about palindromes for his English class, he saw three examples of the term within a matter of days. This is most likely the result of
Answer: E
Explanation: Because the average consumer operates in a complex environment, the human brain attempts to organize and interpret information with a process called selective perception, a filtering of exposure, comprehension, and retention.
Difficulty: 3 Hard
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
179) The tendency to pay attention to messages consistent with one’s attitudes and beliefs and to ignore messages that are inconsistent with them is referred to as
Answer: C
Explanation: Key term definition—selective exposure.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
180) ________ often occurs in the postpurchase stage of the consumer decision process, when consumers notice and read advertisements for the brand they just bought as evidence to support their decision.
Answer: C
Explanation: Selective exposure occurs when people pay attention to messages that are consistent with their attitudes and beliefs and ignore those that are inconsistent. It often occurs in the postpurchase stage of the decision process when consumers read advertisements for the brand they just bought.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
181) Because Marla was so strongly committed to a fat-free diet, she did not bother to read a recent report by the New England Journal of Medicine suggesting that some fat in our diet is healthy. The report was in a newspaper that Marla reads daily, but the headline did not appeal to her as the result of
Answer: C
Explanation: Selective exposure is the tendency to pay attention to messages consistent with one’s attitudes and beliefs, and to ignore messages that are inconsistent with them.
Difficulty: 3 Hard
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
182) Interpreting information so that it is consistent with one’s attitudes and beliefs is referred to as
Answer: B
Explanation: Key term definition—selective comprehension.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
183) Prexa was offended by the brand name of a new product for women. She believed the name of the product was demeaning and that it reflected a negative attitude of the manufacturer toward women in general. Although this may simply be the result of ________ because Prexa is a women’s rights advocate, if other women interpreted the name choice the same way, it is likely this product would fail.
Answer: B
Explanation: A consumer using selective comprehension interprets information so that it is consistent with his or her attitudes and beliefs.
Difficulty: 3 Hard
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
184) As a result of ________, consumers do not remember all the information they see, read, or hear, even minutes after exposure to it.
Answer: A
Explanation: Key term definition—selective retention.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
185) Selective retention negatively impacts which stage of the consumer purchase decision process?
Answer: A
Explanation: Selective retention means that consumers do not remember all the information they see, read, or hear, even minutes after exposure to it. Selective retention often occurs in the information search stage of the consumer decision process when consumers engage in both internal and external search activities.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
186) Retailers can reduce problems associated with selective retention by
Answer: C
Explanation: Selective retention means consumers do not remember all they see, hear, or read, even minutes after exposure to it. Some retailers give consumers product brochures to take home after they leave their stores to help them remember a product.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
187) If you read the chapters from your marketing text the night before this test and still could not remember several of the definitions for marketing terms, you may be experiencing
Answer: A
Explanation: Selective retention means consumers do not remember all they see, hear, or read, even minutes after exposure to it.
Difficulty: 3 Hard
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
188) The process of seeing or hearing messages without being aware of them is referred to as
Answer: B
Explanation: Key term definition—subliminal perception.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
189) Subliminal perception refers to
Answer: A
Explanation: Key term definition—subliminal perception.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
190) A movie theater owner embedded brief messages during trailers before showing the feature film. The messages, which flashed on the screen for such a short time that moviegoers were not consciously aware of them, urged consumers to “Drink Coke” and to “Eat Popcorn,” encouraging them to visit the snack lobby. Research has shown what about such messages?
Answer: C
Explanation: Subliminal perception occurs when consumers view or hear messages without being aware of them. Its effect on behavior is a hotly debated issue, with more popular appeal than scientific support. Indeed, evidence suggests that such messages have limited effects on behavior.
Difficulty: 3 Hard
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Ethics
Accessibility: Keyboard Navigation
191) Which of the following statements about subliminal perception is most accurate?
Answer: D
Explanation: Subliminal perception refers to seeing or hearing messages without being aware of them. About two-thirds of U.S. consumers think subliminal messages are present in commercial communications; about half are convinced that this can cause them to buy things they don’t want. See Making Responsible Decisions in the text.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Ethics
Accessibility: Keyboard Navigation
192) The book The Secret Sales Pitch: An Overview of Subliminal Advertising is about subliminal messages, which reflect what kind of potential influence on the consumer decision-making process?
Answer: C
Explanation: About half of U.S. consumers think subliminal messages are present in commercial communications that can cause them to buy things they don’t want. This could be a psychological influence on consumer purchase behavior. See Making Responsible Decisions in the text.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Ethics
Accessibility: Keyboard Navigation
193) The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences is referred to as
Answer: B
Explanation: Key term definition—perceived risk.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
194) Perceived risk is
Answer: E
Explanation: Key term definition—perceived risk.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
195) The fear of physical harm, a large financial outlay required to buy the product, fear of poor product performance, and fear of disapproval from friends can all contribute to
Answer: D
Explanation: Perceived risk is the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences. Examples of negative consequences include the size of the financial outlay required to buy the product, the risk of physical harm, the performance of the product, and the psychosocial risk that friends won’t approve of the purchase.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
196) All of the following are marketing strategies designed to reduce consumers’ perceived risk and encourage purchases except which?
Answer: E
Explanation: Perceived risk is the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences. Companies develop strategies to reduce consumers’ perceived risk and encourage purchases, which can include obtaining seals of approval, securing endorsements from influential people, providing free trials of the product, giving extensive usage instructions, and providing warranties and guarantees.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
197) When Clorox uses the Good Housekeeping Seal for its Fresh Step cat litter, its strategy is to reduce a consumer’s ________ and encourage purchases.
Answer: C
Explanation: Perceived risk is the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences. Firms develop marketing strategies and tactics to reduce consumers’ perceived risk and encourage purchases, including obtaining seals of approval from reputable organizations. The Good Housekeeping Research Institute tests and approves household products; those that are acceptable earn the Good Housekeeping Seal.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
198) When Kia Motors offered a 10-year, 100,000-mile warranty for its Kia Soul automobile, its strategy was to reduce consumers’ ________ and encourage purchases.
Answer: D
Explanation: When Kia Motors offered a 10-year, 100,000-mile warranty for the Kia Soul automobile, its strategy was to reduce consumers’ perceived risk and encourage purchases.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
199) Kendall was excited to begin her new job after she graduated from college. Which of the following purchases would most likely have the greatest perceived risk for her the day before she begins the job?
Answer: B
Explanation: Perceived risk is the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences. Examples of negative consequences include the size of the financial outlay required, the risk of physical harm, the performance of the product, and the psychosocial risk that friends won’t approve the purchase. Here, Kendall’s new co-workers may think she is not dressed appropriately for the job based on the cultural norms of her new workplace.
Difficulty: 3 Hard
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
200) Those behaviors that result from repeated experience and reasoning are referred to as
Answer: E
Explanation: Key term definition—learning.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
201) Learning refers to
Answer: B
Explanation: Key term definition—learning.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
202) The process of developing automatic responses to a situation built up through repeated exposure to it is referred to as
Answer: E
Explanation: Text term definition—behavioral learning.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
203) All of the following variables are central to how consumers learn from repeated experience except which?
Answer: A
Explanation: Four variables are central to how consumers learn from repeated experience: drive, cue, response, and reinforcement.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
204) You are sleepy before your 8 a.m. class and you notice the Starbucks on the walk to school. You stop for a drink and purchase something new that you really enjoy. The next day you do the same, and soon this has become a habit. This process is an example of
Answer: C
Explanation: Behavioral learning is the process of developing automatic responses to a situation built up through repeated exposure to it.
Difficulty: 3 Hard
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
205) In behavioral learning, a need that moves an individual to action is a(n)
Answer: A
Explanation: Key term definition—drive.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
206) One evening while watching TV, your stomach growls. You see an ad for Subway. You walk to the Subway shop and buy a sandwich, which tastes great. In terms of behavioral learning, your hunger is a
Answer: E
Explanation: Four variables are central to how consumers learn from repeated experience: drive, cue, response, and reinforcement. Hunger is a need that motivates or drives a person to take an action.
Difficulty: 3 Hard
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
207) In behavioral learning, a(n) ________ is a stimulus or symbol perceived by consumers.
Answer: B
Explanation: Key term definition—cue.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
208) You need to buy a gift for a young cousin’s birthday. You go to the mall and see a girl wearing a Hello Kitty T-shirt. You remember there is a store in the mall with a lot of Hello Kitty merchandise so you go there and buy a little backpack. When you give it to your cousin, she is very excited. In terms of behavioral learning, seeing the girl with the Hello Kitty shirt was a
Answer: C
Explanation: Four variables are central to how consumers learn from repeated experience: drive, cue, response, and reinforcement. Seeing the girl with the Hello Kitty T-shirt was a cue or stimulus a consumer experiences through the five senses.
Difficulty: 3 Hard
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
209) In behavioral learning, a ________ is the action taken by a consumer to satisfy a drive.
Answer: D
Explanation: Key term definition—response.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
210) While posting photos on Instagram, your stomach growls. You see an ad for Jimmy John’s. You walk to Jimmy John’s and buy a sandwich, which tastes great. In terms of behavioral learning, walking to the sandwich shop and buying a sandwich is a
Answer: B
Explanation: Four variables are central to how consumers learn from repeated experience: drive, cue, response, and reinforcement. Walking to Jimmy John’s and buying a sandwich is the response.
Difficulty: 3 Hard
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
211) You need to buy a gift for a young cousin’s birthday. At the mall you see a girl wearing a Hello Kitty T-shirt. You remember there is a store nearby with a lot of Hello Kitty merchandise so you go there and buy a little backpack. When you give it to your cousin, she is very excited. In terms of behavioral learning, your purchase at the Hello Kitty store was a
Answer: B
Explanation: Four variables are central to how consumers learn from repeated experience: drive, cue, response, and reinforcement. The purchase was the action taken by the consumer to satisfy the drive, known as a response.
Difficulty: 3 Hard
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
212) In behavioral learning, a ________ is the reward that is given to a consumer.
Answer: E
Explanation: Key term definition—reinforcement.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
213) If a consumer tries a new coffee drink at Starbucks and hates it, which variable of behavioral learning has been ineffective?
Answer: A
Explanation: Four variables are central to how consumers learn from repeated experience: drive, cue, response, and reinforcement. The drink did not provide the anticipated reward needed for reinforcement.
Difficulty: 3 Hard
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
214) ________ occurs when a response elicited by one stimulus (cue) is generalized to another stimulus. Using the same brand name for different products is an application of this concept.
Answer: C
Explanation: Key term definition—stimulus generalization.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
215) If McNeil Consumer Healthcare uses the same brand name for different products such as Tylenol Cold & Flu and Tylenol P.M. based on behavioral learning theory, this strategy is an example of
Answer: A
Explanation: Stimulus generalization exists when a response elicited by one stimulus (cue) is generalized to another stimulus. Using the same brand name for different products, such as Tylenol Cold & Flu and Tylenol P.M., is an application of this concept.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
216) Which of the following is a concept from behavioral learning theory that marketers use?
Answer: C
Explanation: Marketers use several concepts from behavioral learning theory, including stimulus generalization, which exists when a response elicited by one stimulus (cue) is generalized to another stimulus.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
217) A person’s ability to perceive differences in stimuli is referred to as
Answer: D
Explanation: Key term definition—stimulus discrimination.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
218) Consumers’ ability to perceive taste differences in chocolate bars is an example of
Answer: B
Explanation: Stimulus discrimination refers to a person’s ability to perceive differences in stimuli. Consumers’ ability to perceive taste differences in chocolate bars is an example.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
219) Elsa contends that she can taste the difference between fat-free cheeses and those with regular fat content. Elsa is exhibiting
Answer: C
Explanation: Stimulus discrimination refers to a person’s ability to perceive differences in stimuli—in this case, different types of cheese.
Difficulty: 3 Hard
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
220) Edison noticed that prices at a new video game rental website were lower than those at most of the other gaming websites or retail stores such as Game Stop. He is exhibiting
Answer: D
Explanation: Stimulus discrimination refers to a person’s ability to perceive differences in stimuli—in this case, different prices for video game rentals.
Difficulty: 3 Hard
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
221) Comparative advertising, in which one brand is compared to another, is intended to cause consumers to perceive differences between the products featured in the advertising. Marketers who employ comparative advertising are trying to use ________ to make consumers believe that their products are better than competitors’ offerings.
Answer: E
Explanation: Stimulus discrimination refers to a person’s ability to perceive differences in stimuli—in this case, two different brands.
Difficulty: 3 Hard
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
222) Consumers can learn through thinking, reasoning, and mental problem solving without direct experience, which is called
Answer: B
Explanation: Consumers also learn through thinking, reasoning, and mental problem solving without direct experience. This type of learning, called cognitive learning, involves making connections between two or more ideas or simply observing the outcomes of others’ behaviors and adjusting your own accordingly.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
223) Making connections between two or more ideas or simply observing the outcomes of others’ behaviors and adjusting one’s own behavior accordingly is known as what type of learning?
Answer: B
Explanation: Key term definition—cognitive learning.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
224) When General Mills repeatedly advertises that a cake baked from a Betty Crocker mix tastes just like homemade, it is influencing which type of learning?
Answer: C
Explanation: Cognitive learning involves making the connections between two or more ideas or simply observing the outcomes of others’ behavior and adjusting your own accordingly. In this case, Betty Crocker ads link its cake mixes to baking cakes from scratch.
Difficulty: 3 Hard
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
225) Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can cause heart attack and stroke. This is an example of
Answer: A
Explanation: Cognitive learning requires thinking, reasoning, and mental problem solving without direct experience. This type of learning involves making connections between two or more ideas or simply observing the outcomes of others’ behaviors and adjusting your own accordingly. The consumer is encouraged to learn about the benefits of the drug.
Difficulty: 3 Hard
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
226) The back of a box of Hinode Harvest Blend rice mix suggests cooking with chicken broth for added flavor. This is an example of
Answer: D
Explanation: Cognitive learning requires thinking, reasoning, and mental problem solving without direct experience. This type of learning involves making connections between two or more ideas or simply observing the outcomes of others’ behaviors and adjusting your own accordingly. The proposed new method of rice preparation can be linked to the product in advertising messages, highlighted on packages, or observed among current users.
Difficulty: 3 Hard
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
227) Research has found that for many products, including soft drinks, coffee, and cosmetics, consumers are unable to distinguish among brands in blind tests (i.e., taste or other use of the products without labels). Nonetheless, even when prices are similar, consumers have strong preferences for specific brands. They may buy out of habit, which is the basis of
Answer: C
Explanation: Habit formation is the basis of routine problem solving, and there is a close link between habits and brand loyalty.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
228) A favorable attitude toward and consistent purchase of a single brand over time is referred to as
Answer: C
Explanation: Key term definition—brand loyalty.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
229) Brand loyalty refers to
Answer: B
Explanation: Key term definition—brand loyalty.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
230) Which of the following statements about brand loyalty is most accurate?
Answer: D
Explanation: Brand loyalty is a favorable attitude toward and consistent purchase of a single brand over time. The incidence of brand loyalty appears to be declining in North America, Western Europe, and Japan.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
231) A learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way is referred to as a(n)
Answer: A
Explanation: Key term definition—attitude.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
232) An attitude refers to
Answer: E
Explanation: Key term definition—attitude.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
233) If you hold a personal value of thriftiness, then you probably will have a favorable ________ toward automobiles with good fuel economy.
Answer: C
Explanation: Personal values affect attitudes by influencing the importance assigned to specific product attributes. Suppose thriftiness is a personal value. When you evaluate cars, fuel economy (a product attribute) becomes important. If you believe a specific car brand has this attribute, you are likely to have a favorable attitude toward it.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
234) Which of the following statements about attitudes is false?
Answer: A
Explanation: An attitude is a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way. Attitudes are shaped by our values and beliefs, which are learned. Values vary by level of specificity. Marketers are concerned with both American core values and personal values but focus mostly on personal values, which affect attitudes by influencing the importance assigned to specific product attributes.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
235) A consumer’s subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people are referred to as
Answer: C
Explanation: Key term definition—beliefs.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
236) Beliefs refer to
Answer: D
Explanation: Key term definition—beliefs.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
237) Marketers use three approaches to try to change consumer attitudes toward products and brands. One of these is
Answer: D
Explanation: Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) changing beliefs about the extent to which a brand has certain attributes, (2) changing the perceived importance of attributes, and (3) adding new attributes to the product.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
238) What attitude change approach did Colgate marketers use to encourage consumers to purchase its product when it began to include the antibacterial agent triclosan in its product?
Answer: C
Explanation: Colgate-Palmolive included a new antibacterial ingredient, triclosan, in its Colgate Total toothpaste and spent $100 million marketing the brand to encourage customers to consider this germ-fighting property as a new attribute.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
239) Most people already know that Tums, a popular antacid, contains calcium. Today, ads for Tums stress both the fact that it can be used as a calcium supplement and the health benefits of calcium. The new promotion involves changing consumers’ attitudes toward Tums by
Answer: B
Explanation: Tums is trying to change the perceived importance of consuming calcium. By focusing on this attribute, it is hoped consumers will have a more favorable attitude toward Tums. Since consumers already know Tums contains calcium, a new attribute has not been added.
Difficulty: 3 Hard
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
240) Toyota was the first auto manufacturer to introduce a self-parking feature that it called Intelligent Parking Assist. Originally it was available as an option on the Toyota Prius in the Japanese market. Toyota was trying to change consumer attitudes about the vehicle by
Answer: C
Explanation: Changing consumer attitudes toward products and brands includes (1) changing beliefs about the extent to which a brand has certain attributes, (2) changing the perceived importance of attributes, and (3) adding new attributes to the product. Adding a new attribute—here, the Intelligent Parking Assist feature—may help to change attitudes about the advanced technology of the Prius.
Difficulty: 3 Hard
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
241) Pepsi-Cola made “freshness” an important product attribute when it stamped freshness dates on its cans. Prior to doing so, few consumers considered freshness a relevant issue for soft drinks. Pepsi-Cola tried to change consumers’ attitudes toward its soft drinks by
Answer: B
Explanation: Pepsi-Cola changed the importance of the attribute of “freshness” for soft drinks by using “freshness” dates that are stamped on its cans and then promoting this feature. Prior to this, few consumers thought about freshness as an attribute of canned soda. As a result of the $25 million campaign, 61 percent of soft drink consumers believed that freshness dating was an important attribute.
Difficulty: 3 Hard
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
242) A mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them is referred to as
Answer: D
Explanation: Key term definition—lifestyle.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
243) Lifestyle refers to
Answer: E
Explanation: Key term definition—lifestyle.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
244) The analysis of consumer lifestyles is known as
Answer: B
Explanation: Key term definition—psychographics.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
245) Which of the following statements about psychographics is most accurate?
Answer: D
Explanation: Psychographics is a catchall label used to describe a variety of segmentations such as those based on behaviors, attitudes, activities, interests, opinions, and social values.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
246) The VALS framework
Answer: C
Explanation: The practice of combining psychology, lifestyle, and demographics can be used to uncover consumer motivations for buying and using products and services. The VALS framework developed by Strategic Business Insights (SBI) implements this practice.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
247) The VALS framework segments consumers based on
Answer: A
Explanation: VALS measures the enduring differences between people that explain and predict lifestyles meaningfully. Eight primary segments are identified on the basis of motivations and resources (see Figure 5-7).
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
248) Which of the following statements about the VALS framework is false?
Answer: E
Explanation: VALS examines the intersection of psychology, demographics, and lifestyles. VALS measures the enduring differences between people that explain and predict lifestyles meaningfully. Eight primary segments are identified on the basis of motivations and resources. According to this model, consumers are motivated to buy products and services and seek life experiences that give shape, substance, and satisfaction to their lives. Consumers are driven by one of three motivations—ideals, achievement, and self-expression—that give meaning to their self and the world and govern their activities. The different levels of resources enhance or constrain a person’s expression of his or her primary motivation.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
249) In the VALS framework, a person’s resources include all of the following except which?
Answer: C
Explanation: The VALS resource dimension includes measures of key demographics, in addition to psychological, emotional, and material capacities such as self-confidence, curiosity, information seeking, and risk-taking. Primary motivation is the other main dimension used in VALS.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
250) VALS groups of consumers motivated by ________ are those who are guided by knowledge and principle.
Answer: A
Explanation: Ideals-motivated VALS groups are those who are guided by knowledge and principle. Ideal-motivated groups consist of Thinkers and Believers.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
251) In the VALS framework, consumers motivated by ideals are guided by knowledge and principles. One segment of the two ideals-motivated groups, known as ________, have higher resources and use “ought” and “should” benchmarks for social conduct.
Answer: C
Explanation: High-resource Thinkers are the old guard. They have “ought” and “should” benchmarks for social conduct.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
252) In the VALS framework, consumers motivated by ideals are guided by knowledge and principles. One segment of the two Ideals-motivated groups, known as ________, have fewer resources and are not looking to change society. They believe in right/wrong for a good life.
Answer: B
Explanation: Low-resource Believers are not looking to change society. They believe in right/wrong for a good life.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
253) VALS groups of consumers motivated by ________ are those who look for products and services that demonstrate success to their peers or to a peer group they aspire to.
Answer: B
Explanation: Achievement-motivated VALS groups are those who look for products and services that demonstrate success to their peers or to a peer group they aspire to. Achievement-motivated groups consist of Achievers and Strivers.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
254) In the VALS framework, consumers motivated by achievement look for products and services that demonstrate success to their peers or to a peer group they aspire to. One segment of the two achievement-motivated groups, known as ________, have high resources and a me-first, my family-first attitude. They are anchors of the status quo.
Answer: D
Explanation: High-resource Achievers have a me-first, my family-first attitude. They are anchors of the status quo.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
255) In the VALS framework, consumers motivated by achievement look for products and services that demonstrate success to their peers or to a peer group they aspire to. A segment of the achievement-motivated groups, known as ________, have low resources and live in the moment. Although they would like to better their lives, they have difficulty doing so.
Answer: A
Explanation: Low-resource Strivers live in the moment. Although they would like to better their lives, they have difficulty doing so.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
256) In the VALS framework, achievement-motivated consumers who have lower levels of education and household income than Achievers are called
Answer: C
Explanation: Consumers motivated by achievement look for products and services that demonstrate success to their peers or to a group they aspire to. They include Achievers and Strivers, the latter of which have low resources.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
257) VALS groups of consumers who are motivated by ________ are those who want to make an impact on their world.
Answer: D
Explanation: Self-expression-motivated VALS groups are those who want to make an impact on their world. Self-expression-motivated groups consist of Experiencers and Makers.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
258) In the VALS framework, consumers motivated by self-expression desire social or physical activity, variety, and risk. One segment of the two self-expression-motivated groups, known as ________, have high resources and are social and spontaneous. They are first in, first out of trend adoption.
Answer: A
Explanation: High-resource Experiencers are social and spontaneous. They are first in, first out of trend adoption.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
259) In the VALS framework, consumers motivated by self-expression desire social or physical activity, variety, and risk. One segment of the two self-expression-motivated groups, known as ________, have low resources and protect what they think they own. They may appear to be anti-intellectual.
Answer: D
Explanation: Low-resource Makers protect what they think they own. They may appear to be anti-intellectual.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
260) In the VALS framework, two segments stand apart based on their abundance or lack of psychological, physical, and material
Answer: E
Explanation: In the VALS system, two segments stand apart based on their abundance or lack of resources (psychological, physical, and material). Consumers with an abundance of resources are known as Innovators while those with minimal resources are known as Survivors.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
261) In the VALS framework, the segment with the most abundant resources, known as ________, are future oriented. They are confident enough to experiment—to try, fail, and try again.
Answer: B
Explanation: High-resource Innovators are future oriented. They are confident enough to experiment—to try, fail, and try again.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
262) In the VALS framework, consumers can have abundant or minimal psychological, physical, and material resources. One segment with minimal resources, known as ________, are the quiet rank and file focused on meeting basic needs. They are analog not digital.
Answer: D
Explanation: Low-resource Survivors are the quiet rank and file focused on meeting basic needs. They are analog not digital.
Difficulty: 1 Easy
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
263) Two VALS segments stand apart. One segment represents the group with the highest resources and innovation and the other segment represents the group with the lowest resources and innovation. These two groups are the ________ and the ________.
Answer: D
Explanation: Two segments stand apart from primary motivation. High-resource Innovators are future oriented. They are confident enough to experiment—to try, fail, and try again. Low-resource Survivors are the quiet rank and file focused on meeting basic needs. They are analog not digital.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
264) In the VALS framework, each consumer segment exhibits unique media preferences. Which segment would be the most likely to visit Facebook?
Answer: A
Explanation: Each segment exhibits unique media preferences. For example, Experiencers are the most likely to visit Facebook and to read magazines. Makers and Achievers drive the most miles each week; therefore, they are the most likely segment to view outdoor advertising. Innovators and Thinkers are the most likely to read national newspapers. Survivors watch the most television in an average week.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
265) In the VALS framework, each consumer segment exhibits unique media preferences. Which segment would be the most likely to read national newspapers?
Answer: B
Explanation: Each segment exhibits unique media preferences. For example, Experiencers are the most likely to visit Facebook and to read magazines. Makers and Achievers drive the most miles each week; therefore, they are the most likely to view outdoor advertising. Innovators and Thinkers are the most likely to read national newspapers. Survivors watch the most television in an average week.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
266) In the VALS framework, each consumer segment exhibits unique media preferences. Which segment is most likely to view outdoor advertising?
Answer: E
Explanation: Each segment exhibits unique media preferences. For example, Experiencers are the most likely to visit Facebook and to read magazines. Makers and Achievers drive the most miles each week; therefore, they are the most likely to view outdoor advertising. Innovators and Thinkers are the most likely to read national newspapers. Survivors watch the most television in an average week.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
267) A consumer’s purchases are often influenced by the views, opinions, or behavior of others. Two important aspects of personal influence to marketing are
Answer: C
Explanation: A consumer’s purchases are often influenced by the views, opinions, or behavior of others. Two important aspects of personal influence to marketing are opinion leadership and word-of-mouth activity. Opinion leaders exert direct or indirect influence over others and word-of-mouth activity influences others through conversation.
Difficulty: 2 Medium
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
268) A consumer’s purchases are often influenced by the views, opinions, or behaviors of others. Which of the following is an aspect of this personal influence?
Answer: C
Explanation: A consumer’s purchases are often influenced by the views, opinions, or behaviors of others. Two aspects of personal influence are very important to marketing: opinion leadership and word-of-mouth activity.
Difficulty: 2 Medium
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
269) Individuals who exert direct or indirect social influence over others are referred to as
Answer: E
Explanation: Key term definition—opinion leaders.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
270) An opinion leader is an individual
Answer: D
Explanation: Key term definition—opinion leaders.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
271) A study by Popular Mechanics magazine identified 18 million ________ who influence the purchases of some 85 million consumers for do-it-yourself products.
Answer: D
Explanation: Opinion leaders are considered to be knowledgeable about or users of particular products and services, so their opinions influence others’ choices. A study by Popular Mechanics magazine identified 18 million opinion leaders who influence the purchases of some 85 million consumers for do-it-yourself products.
Difficulty: 2 Medium
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
272) Your company is introducing a new line of activewear for teenagers and invites the members of the high school track team to a private showing of the line. This group consists of ________ for activewear clothing.
Answer: D
Explanation: Opinion leaders are individuals who exert direct or indirect social influence over others. Opinion leaders, such as high school athletes, are considered to be knowledgeable about or users of particular products, so their opinions influence the choices of others, such as teenagers in general.
Difficulty: 3 Hard
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
273) What percentage of adults is considered to be opinion leaders?
Answer: C
Explanation: About 10 percent of U.S. adults are opinion leaders. Identifying, reaching, and influencing opinion leaders is a major challenge for companies.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
274) When Citizen, a watch company, uses a spokesperson such as singer Kelly Clarkson to promote its watches, it believes she is a(n) ________ who can influence the purchase decision of its target market.
Answer: A
Explanation: Some firms use sports figures or celebrities as spokespersons (a form of opinion leadership) to represent their products, such as singer Kelly Clarkson for Citizen watches.
Difficulty: 3 Hard
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
275) The influencing of people during conversations is referred to as
Answer: D
Explanation: Key term definition—word of mouth.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
276) Word of mouth refers to
Answer: C
Explanation: Key term definition—word of mouth.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
277) What percentage of all consumer conversations about brands happen face-to-face?
Answer: D
Explanation: About 75 percent of all consumer conversations about brands happen face-to-face.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
278) What percentage of U.S. consumer product sales is directly based on word-of-mouth activity among friends, family, and colleagues?
Answer: E
Explanation: About 67 percent of U.S. consumer product sales are directly based on word-of-mouth activity among friends, family, and colleagues.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
279) All of the following are marketing activities designed to stimulate conversations that promote positive or retard negative word of mouth except which?
Answer: D
Explanation: Marketing activities to promote positive word of mouth include: (1) running “teaser” advertising campaigns that are run in advance of new-product introductions; (2) using slogans, music, and humor in advertising; and (3) recruiting and deploying people to produce buzz. Activities to retard negative word of mouth include: (1) supplying factual information, (2) providing toll-free numbers for consumers to call the company, and (3) giving appropriate product demonstrations.
Difficulty: 2 Medium
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
280) Febreze is an odor-controlling spray that is manufactured by Procter & Gamble. When Febreze was introduced, a few people in an Internet chat room stated that the product was harmful to house pets. Though untrue, the rumor spread. This is an example of
Answer: A
Explanation: This was a rumor that resulted in negative word of mouth, which was not based on fact.
Difficulty: 3 Hard
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
281) Popularity created by consumer word of mouth is called
Answer: B
Explanation: Key term definition—buzz.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
282) BzzAgent is a firm that specializes in a marketing strategy known as
Answer: D
Explanation: BzzAgent recruits and deploys people to produce buzz, which is popularity created by consumer-to-consumer word-of-mouth activity. See Marketing Matters.
Difficulty: 1 Easy
Topic: Consumer Purchase Decision Process
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
283) BzzAgent
Answer: B
Explanation: BzzAgent harnesses the power of word of mouth to capture honest word of mouth and build a network that turns passionate customers into brand evangelists. See Marketing Matters.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
284) People to whom an individual looks as a basis for self-appraisal or as a source of personal standards are referred to as
Answer: E
Explanation: Key term definition—reference groups.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
285) Reference groups refer to
Answer: C
Explanation: Key term definition—reference groups.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
286) A reference group to which a person actually belongs is referred to as a(n) ________ group.
Answer: B
Explanation: Key term definition—associative group.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
287) College students who wear clothing displaying the Greek letters for fraternities or sororities to which they belong are demonstrating pride in a(n) ________ group.
Answer: C
Explanation: An associative group is one to which a person actually belongs, including fraternities and sororities, social clubs, and the family.
Difficulty: 3 Hard
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
288) The specialized group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand, and the product in use is referred to as a(n)
Answer: A
Explanation: Key term definition—brand community.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
289) A brand community refers to
Answer: B
Explanation: Key term definition—brand community.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
290) A brand community is a specialized form of the ________ reference group.
Answer: C
Explanation: A brand community is a specialized group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand, and the product in use.
Difficulty: 2 Medium
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
291) Many University of Florida students, fans, and others view themselves as part of “Gator Nation,” the name of the ________ given to supporters of the University of Florida’s educational and athletic programs.
Answer: D
Explanation: A brand community is a specialized form of an associative reference group. It consists of consumers with structured relationships involving a particular brand, fellow customers of that brand, and the product in use. Members of Gator Nation identify with the University of Florida brand name (Gators), the product category (athletic and educational programs), and other customers who use the brand (fans who buy tickets to Gator athletic events or Gator merchandise, such as jerseys, hats, etc.).
Difficulty: 3 Hard
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
292) A reference group that a person wishes to be a member of or wishes to be identified with is referred to as a(n) ________ group.
Answer: C
Explanation: Key term definition—aspiration group.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
293) An aspiration group is one
Answer: B
Explanation: Key term definition—aspiration group.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
294) A local country club has a great golf course, swimming pool, tennis courts, and even a stable for horses. It also has numerous high-profile businesspeople, doctors, and local politicians as members. To attract new members, the club’s board of directors should focus its marketing efforts on people who view its current members as a(n) ________ group.
Answer: B
Explanation: Potential new members should view the country club members as an aspiration group, one with whom they want to be identified.
Difficulty: 3 Hard
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
295) An American Express advertising claim that “membership has its privileges” creates which type of reference group?
Answer: A
Explanation: An aspiration group is one that a person wishes to be a member of or wishes to be identified with.
Difficulty: 3 Hard
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
296) A reference group that a person wishes to maintain distance from because of differences in values or behaviors is referred to as a(n) ________ group.
Answer: D
Explanation: Key term definition—dissociative group.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
297) In the United States, there are two major political parties whose members disagree with each other on a variety of issues. Many Republicans and Democrats view one another as being part of a(n) ________ group.
Answer: C
Explanation: A dissociative group is one that a person wishes to maintain a distance from because of differences in values or behaviors.
Difficulty: 3 Hard
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
298) ________ influences on consumer behavior result from three sources: consumer socialization, passage through the family life cycle, and decision making within the family or household.
Answer: D
Explanation: Family influences on consumer behavior result from three sources: consumer socialization, passage through the family life cycle, and decision making within the family or household.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
299) The process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers is referred to as
Answer: B
Explanation: Key term definition—consumer socialization.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
300) Consumer socialization refers to
Answer: C
Explanation: Key term definition—consumer socialization.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
301) Research shows that consumer socialization with respect to brand preferences begins at
Answer: A
Explanation: Children learn how to purchase (1) by interacting with adults in purchase situations and (2) through their own purchasing and product usage experiences. Research shows that children evidence brand preferences at age 2 and these preferences often last a lifetime.
Difficulty: 2 Medium
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
302) Nicole gives her young daughter Kelli an allowance of $5 a week. Sometimes, Nicole takes Kelli shopping. But if Kelli wants something that costs more than she has saved, Nicole reminds her she needs to keep saving. When Kelli is finally able to purchase a special, more expensive item, she is allowed to pay for it herself, including bringing the product to the salesclerk to complete the purchase. In this way, Nicole encourages the development of Kelli’s
Answer: D
Explanation: Consumer socialization is the process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers, as is the case with Nicole encouraging Kelli’s socialization of the consumer purchase decision process.
Difficulty: 3 Hard
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
303) The concept that consists of the distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors, is referred to as the
Answer: B
Explanation: Key term definition—family life cycle.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
304) The family life cycle concept refers to
Answer: D
Explanation: Key term definition—family life cycle.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
305) The ________, a married couple with children younger than 18 years, constitutes just 20 percent of all U.S. households.
Answer: A
Explanation: Key term definition—traditional family.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
306) Which of the following statements about the family life cycle is most accurate?
Answer: C
Explanation: Young singles represent a target market for recreational travel, automobiles, and consumer electronics. See Figure 5-8.
Difficulty: 2 Medium
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
307) Based on the stages of the family life cycle, which of the following groups most likely has the largest amount of discretionary income?
Answer: C
Explanation: Young married couples without children are typically more affluent than young singles because usually both spouses are employed. Single parents with children are the least financially secure of households with children. Young marrieds are driven by the needs of their children. Middle-aged married couples with children are typically better off financially than their younger counterparts. Middle-aged couples without children typically have a large amount of discretionary income.
Difficulty: 2 Medium
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
308) The two major styles of family decision making are
Answer: C
Explanation: Two decision-making styles exist: spouse-dominant and joint decision making. Spouse-dominant decisions are those for which either the husband or wife is responsible. With a joint decision-making style, both the husband and the wife make most decisions together.
Difficulty: 2 Medium
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
309) Spouse-dominant decision making implies that
Answer: E
Explanation: Two decision-making styles exist: spouse-dominant and joint decision making. Spouse-dominant decisions are those for which either the husband or wife is responsible. With a joint decision-making style, both the husband and the wife make most decisions together.
Difficulty: 2 Medium
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
310) Which type of purchase is most likely to be the result of joint decision making?
Answer: D
Explanation: Joint decision making is common for cars, vacations, houses, home appliances and electronics, family finances, and medical care.
Difficulty: 2 Medium
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
311) Which of the following statements about family decision making is most accurate?
Answer: A
Explanation: The two types of family decision making are joint and spouse-dominant. Decisions about cars, vacations, and homes are typically made jointly. Wives typically make decisions about food and medicine. As a rule, joint decision making increases with the education of the spouses.
Difficulty: 2 Medium
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
312) The five roles of individual family members in the consumer purchase decision process are
Answer: D
Explanation: The five roles are information gatherer, influencer, decision maker, purchaser, and user.
Difficulty: 2 Medium
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
313) Josh told his father that the family needed a new computer, so his dad asked him to look into the latest products and their prices. Josh’s mom asked that the new computer have an ergonomic keyboard because she has wrist problems. His sister Ann wanted the computer to have a lot of memory to edit videos. With this information, Josh’s dad chose and ordered a Dell. Which best describes the roles each family member played in making this decision?
Answer: D
Explanation: Josh’s mother and Ann acted as users and influencers. Josh did not take on the role of decision maker or purchaser. The decision maker was the father, even though he did not engage in information gathering; he told Josh to do that. A gatekeeper is not a role in family decision making.
Difficulty: 3 Hard
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
314) The Martinez family is considering a vacation. Dad wants to stay home this year and use the money for home repairs. His mom who lives with them wants to visit relatives in New York. Dad asks his mother to determine the cost of a trip to New York and if they could stay with relatives while there. Mom and their daughter want to go to a beach. Which of the following sentences best describes the roles each family member played in making this decision?
Answer: E
Explanation: The father is not acting as an information gatherer; the grandmother is.
Difficulty: 3 Hard
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
315) When strolling through the grocery store, a toddler tells her mother, “Yuck, I don’t like peas.” Her mother puts down the peas and chooses green beans instead. The role of the toddler in this purchase was that of
Answer: B
Explanation: Five roles exist: (1) information gatherer, (2) influencer, (3) decision maker, (4) purchaser, and (5) user. In this case, the child influenced the behavior of her mother, the purchaser.
Difficulty: 3 Hard
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
316) In 31 percent of households, ________ are the primary grocery shoppers, though they may not be the grocery decision makers.
Answer: E
Explanation: Even though women are often the grocery decision maker, they are not necessarily the purchaser. Today, 31 percent of men are the primary grocery shopper in their households.
Difficulty: 2 Medium
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
317) Jennifer usually worked long hours at her job at the hospital, so her husband, Ari, an amateur chef, prepared most of the meals for the family. As an anniversary gift, Jennifer bought Ari a top-of-the-line professional cooktop and oven. Ari’s primary role in this process was that of
Answer: E
Explanation: Five roles exist: (1) information gatherer, (2) influencer, (3) decision maker, (4) purchaser, and (5) user. In this case, although anyone in the family could use the stove, the person who would use the stove most frequently or purposefully would be Ari (user).
Difficulty: 3 Hard
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
318) ________ may be defined as the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped.
Answer: D
Explanation: Key term definition—social class.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
319) The set of values, ideas, and attitudes that are learned and shared among the members of a group is referred to as
Answer: B
Explanation: Key term definition—culture.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
320) Subgroups within the larger, or national, culture with unique values, ideas, and attitudes are referred to as
Answer: D
Explanation: Key term definition—subcultures.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
321) Subcultures refer to
Answer: C
Explanation: Key term definition—subcultures.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
322) Both in terms of population and spending power, which of the following is the largest racial/ethnic subculture in the United States?
Answer: B
Explanation: The three largest racial/ethnic subcultures in the United States are Hispanics, African Americans, and Asian Americans. Hispanics represent the largest racial/ethnic subculture in the United States in terms of population and spending power.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
323) Which of the following statements about Hispanic buying patterns is most accurate?
Answer: A
Explanation: Hispanics are quality- and brand-conscious. They are willing to pay a premium price for premium quality and are often brand loyal. Hispanics prefer buying American-made products, especially those offered by firms that cater to Hispanic needs. Hispanic buying preferences are strongly influenced by family and peers. Hispanics consider advertising a credible information source.
Difficulty: 2 Medium
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
324) Which of the following is a reason that marketing to Hispanics has proven to be a challenge?
Answer: C
Explanation: Marketing to Hispanics has proven to be a challenge because the Hispanic subculture is diverse, being composed of Mexicans, Puerto Ricans, Cubans, and others of Central and South American ancestry. Cultural differences among these nationalities often affect product preferences.
Difficulty: 2 Medium
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
325) Among the three major racial/ethnic subcultures in the United States, African Americans rank as ________ in terms of spending power.
Answer: B
Explanation: African Americans have the second-largest spending power of the three largest racial/ethnic subcultures in the United States.
Difficulty: 2 Medium
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
326) Which of the following statements about African American buying patterns is most accurate?
Answer: E
Explanation: When socioeconomic status differences between African Americans and Caucasians are removed, there are more similarities than differences.
Difficulty: 2 Medium
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
327) Which of the following statements about African American buying patterns is most accurate?
Answer: D
Explanation: When socioeconomic status differences between African Americans and Caucasians are removed, there are more similarities than points of difference. But since, historically, African Americans have been deprived of employment and educational opportunities in the United States, the resulting income disparities influence purchase behavior.
Difficulty: 2 Medium
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
328) Which of the following statements about Asian American buying patterns is most accurate?
Answer: D
Explanation: Asian American diversity is so great that generalizations about buying patterns are difficult. Assimilated Asian Americans exhibit buying patterns very much like the typical American consumer. Consumer research on Asian Americans suggests that individuals and families divide into assimilated and non-assimilated. The Asian American subculture is the most entrepreneurial in the U.S.
Difficulty: 2 Medium
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
329) Which of the following statements about Asian American buying patterns is most accurate?
Answer: B
Explanation: The Asian American subculture is composed of Chinese, Japanese, Filipinos, Koreans, Asian Indians, people from Southeast Asia, and Pacific Islanders. The diversity of the Asian subculture is so great that generalizations about buying patterns of this group are difficult to make.
Difficulty: 2 Medium
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
330) Anheuser-Busch’s agricultural products division sells eight varieties of California-grown rice, each with a different Asian label to cover a range of nationalities and tastes. Anheuser-Busch is recognizing the diversity of the Asian American ________ in the United States.
Answer: D
Explanation: Asian Americans are the fastest growing racial/ethnic subculture in the United States. The diversity of Asian Americans evident in language, customs, and tastes requires marketers to be sensitive to different Asian nationalities. For example, Anheuser-Busch’s agricultural products division sells eight varieties of California-grown rice, each with a different Asian label to cover a range of nationalities and tastes.
Difficulty: 2 Medium
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
331) Asian Americans who are conversant in English, highly educated, hold professional and managerial positions, and exhibit buying patterns very much like typical American consumers are referred to as ________ Asian Americans.
Answer: E
Explanation: Key term definition—assimilated.
Difficulty: 2 Medium
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
332) An Asian American family whose relatives immigrated to the U.S. four generations ago has three children. The oldest son, George, is in medical school. Susan, at the age of 21, is a concert pianist. Brent is a second-year business student. This family is likely to exhibit which of the following Asian American buying patterns?
Answer: B
Explanation: Assimilated Asian Americans are conversant in English, highly educated, hold professional and managerial positions, and exhibit buying patterns very much like the typical American consumer.
Difficulty: 3 Hard
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
333) A major shift in the needs of consumers using Coppertone products for their skin has been from ________ to ________.
Answer: D
Explanation: As public awareness of skin care issues increased, consumer interests shifted from tanning to protection, and Coppertone made changes to match those interests. For example, Coppertone created the Solar Research Center which developed the SPF (Sun Protection Factor) system which the Food and Drug Administration used to create the industry standards for rating products throughout the industry. See Video Case 5: Coppertone: Creating the Leading Sun Care Brand by Understanding Consumers.
Difficulty: 1 Easy
Topic: Consumer Behavior
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
334) All of the following are examples of Coppertone’s product innovations except which?
Answer: C
Explanation: Coppertone developed the first sunscreen product for babies, introduced the first water-resistant lotion, and launched the first continuous spray sunscreens. Coppertone has also developed the MyUV Alert™ app to provide reapplication reminders tailored to individual family members. See Video Case 5: Coppertone: Creating the Leading Sun Care Brand by Understanding Consumers.
Difficulty: 2 Medium
Topic: Consumer Behavior
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
335) In the consumer purchase decision process for Coppertone products, the problem recognition stage is typically triggered either by “going somewhere” like a vacation, beach, or pool, or through what?
Answer: A
Explanation: Coppertone managers are very attentive to the path that sun care product consumers follow as they make a purchase. According to Marketing Director Lisa Perez, the first stage—problem recognition—begins in two ways. “First is the understanding and heightened awareness of the importance to protect their skin against sun exposure” she says. Second, is the circumstance when consumers are “going somewhere” such as the beach, the pool, or on vacation. Both situations lead consumers to conclude that they need a sun care product. See Video Case 5: Coppertone: Creating the Leading Sun Care Brand by Understanding Consumers.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
336) To facilitate the ________ stage in the consumer purchase decision process, Coppertone allocates a significant part of is marketing budget to make sure Coppertone products appear in any online searches about sunscreen.
Answer: D
Explanation: To facilitate customers’ information search Coppertone allocates a significant part of is marketing budget to make sure Coppertone products appear in any online searches. In addition, Coppertone uses traditional advertising, press releases, and announcements on its web page to ensure that new information is readily available. See Video Case 5: Coppertone: Creating the Leading Sun Care Brand by Understanding Consumers.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
337) For Coppertone products, form (lotion vs. spray), SPF level, and price are the most common
Answer: E
Explanation: The sun care product category has many options so alternative evaluation can be complicated for consumers. One of the first things consumers evaluate is the product form—spray versus lotion. Then there is a range of SPF protection levels to choose from, and a wide variety of brands. Finally, price can also be an attribute that influences the evaluation process. These important attributes are known as evaluative criteria. See Video Case 5: Coppertone: Creating the Leading Sun Care Brand by Understanding Consumers.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
338) For Coppertone products, evaluations in the postpurchase behavior stage of the consumer purchase decision process that are most likely to cause dissatisfaction are
Answer: E
Explanation: Marketing VP Tracy Nunziata believes that the postpurchase evaluation happens quickly and on two dimensions. She explains: “One, did they get burned? I think that’s the biggest telltale sign of whether they are satisfied with the product. The second is how it feels. So if you have a very greasy, oily formula that’s really sticky, they’re not going to be happy with it.” See Video Case 5: Coppertone: Creating the Leading Sun Care Brand by Understanding Consumers.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
339) Explain the actions and considerations that relate to the five stages of the consumer purchase decision process.
Answer: The five stages in the purchase decision process are: (1) problem recognition—decide you need to buy a product or service; (2) information search—check internal and external sources; (3) alternative evaluation—review objective and subjective attributes from consideration set; (4) purchase decision—make decision after judging the alternatives; and (5) postpurchase evaluation—evaluate the product or service in terms of expectations. See Figure 5-1.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
340) You will be graduating soon and have been offered what you consider the job of your dreams. The new position, however, requires some traveling so you will need a car. You currently do not have one. What decision process will you go through to purchase an automobile?
Answer: This purchase would require five purchase decision stages: (1) problem recognition—the car is needed for the new job; (2) information search—you check internal and external sources; (3) alternative evaluation—objective and subjective attributes are considered from a consideration set; (4) purchase decision—decision made after judging the alternatives; and (5) postpurchase evaluation—evaluate car in terms of expectations. See Figure 5-1.
Difficulty: 3 Hard
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
341) Would you agree or disagree with the following statement? “It’s a lot cheaper and easier to keep existing customers than to try to find new ones.” Explain your answer.
Answer: Students should agree. Firms have begun to put a financial value on good customer relationships. Firms try to put a dollar value on what satisfied loyal, repeat customers spend on the firm’s product during a year or a lifetime. These calculations have focused marketer attention on customer retention. Examples in the text include Frito-Lay, Exxon, Kimberly-Clark, and Ford Motor Co. Firms have learned that it’s a lot cheaper and easier to keep existing customers than to try to find new ones, particularly due to the high cost of promotions.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
342) Explain the differences between routine problem solving, limited problem solving, and extended problem solving. Give an example of when each might be used.
Answer: There are three general variations in the consumer purchase decision process based on consumer involvement and product knowledge. Extended problem solving uses each of the five stages of the consumer purchase decision process, including considerable time and effort on external information search and in identifying and evaluating alternatives. Several brands are in the consideration set, and these are evaluated on many attributes. Extended problem solving exists in high-involvement purchase situations for items such as automobiles and elaborate audio systems. Limited problem solving involves consumers typically seeking some information or relying on a friend to help them evaluate alternatives. In general, several brands might be evaluated using a moderate number of different attributes. You might use limited problem solving in choosing a toaster, a restaurant for lunch, and other purchase situations in which you have little time or effort to spend. Routine problem solving is used for products such as table salt and milk. Consumers recognize a problem, make a decision, and spend little effort seeking external information and evaluating alternatives. The purchase process for such items is virtually a habit and typifies low-involvement decision making. Routine problem solving is typically the case for low-priced, frequently purchased products such as toothpaste.
Difficulty: 2 Medium
Topic: Consumer Purchase Decision Process
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
343) Name the five situational influences that affect the consumer purchase decision process.
Answer: Situational influences include the purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states. See Figure 5-5.
Difficulty: 1 Easy
Topic: Situational Influences
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
344) Ruth, who has no children, wants to buy a special baby gift for her best friend’s baby shower, which is this evening. Since she won’t have any time between work and the baby shower, she must go today during her lunch break. She is planning on taking her sister with her to help make the selection. Ruth knows she will be ready to buy every baby-oriented product she sees because she wishes that she too was having a baby. Identify each of the situational influences that are described in this scenario. Which situational influence was not described?
Answer: The purchase of a special baby gift for a best friend is the purchase task. The fact that she has limited shopping time is the temporal effect. Having her sister with her while she is shopping relates to the social surroundings. Her desire to have a baby of her own is an antecedent state. The only situational influence not mentioned is the physical surroundings.
Difficulty: 3 Hard
Topic: Situational Influences
Learning Objective: 05-02 Distinguish among three variations of the consumer purchase decision process: extended, limited, and routine problem solving.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
345) Define motivation and personality and how they impact marketing.
Answer: Motivation is the energizing force that stimulates behavior to satisfy a need. Because consumer needs are the focus of the marketing concept, marketers try to arouse these needs. While motivation is the energizing force that makes consumer behavior purposeful, a consumer’s personality guides and directs behavior. Personality refers to a person’s consistent behaviors or responses to recurring situations, which are based on key traits that are inherited or formed at an early age. These traits are reflected in the products and brands a person buys.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
346) Psychologists point out that an individual’s needs may be hierarchical; that is, once one set of needs is met, people seek to satisfy the next set of needs in the hierarchy. Name each of the five levels in Maslow’s hierarchy of needs in order and give an example of each.
Answer: Physiological needs, the lowest level in the hierarchy of needs, such as food, water, shelter, and oxygen, are basic to survival and must be satisfied first. Safety needs, the next level, involve self-preservation, physical and financial well-being, and freedom from harm. Smoke detectors and security systems are examples. Social needs, the next level of needs, are concerned with love, friendship, and belonging. Dating services and fragrance companies try to arouse these needs. Personal needs, the next level, include the need for status, prestige, achievement, and self-respect. The American Express Centurion Card and Brooks Brothers Clothiers are companies that appeal to these needs. The highest level in the hierarchy of needs concerns self-actualization needs, which involve personal fulfillment. The U.S. Army uses the appeal “Be all that you can be” to target those who have self-actualization needs. See Figure 5-6.
Difficulty: 2 Medium
Topic: Consumer Needs and Wants
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
347) How do selective perception, selective exposure, selective comprehension, and selective retention differ?
Answer: Perception is the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world. The human brain employs a process called selective perception to organize and interpret information—a filtering of exposure, comprehension, and retention. Selective exposure occurs when people pay attention to messages that are consistent with their attitudes and beliefs and ignore messages that are inconsistent. Selective comprehension involves interpreting information so it is consistent with one’s attitudes and beliefs. Selective retention means consumers do not remember all the information they see, read, or hear, even minutes after exposure to it.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
348) Why is learning important to marketing?
Answer: Learning is important to marketing because much consumer behavior is learned. Consumers learn which information sources to use, which evaluative criteria to use when assessing alternatives, and, in general, how to make purchase decisions. Learning is also important because it relates to habit formation, which is the basis of routine problem solving and serves as a link to brand loyalty.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
349) Explain how attitudes are shaped by our values and beliefs.
Answer: Values, beliefs, and attitudes play a central role in consumer decision making and related marketing actions. Attitudes are learned predispositions to respond to an object or class of objects in a consistently favorable or unfavorable way. Attitudes are shaped by our values and beliefs, which are learned. Values vary by level of specificity. We speak of American core values, including material well-being and humanitarianism. We also have personal values, such as thriftiness and ambition. Marketers are concerned with both but focus mostly on personal values. Beliefs also play a part in attitude formation. Beliefs are a consumer’s subjective perception of how a product or brand performs on different attributes. Beliefs are based on personal experience, advertising, and discussions with other people. Beliefs about product attributes are important because, along with personal values, they create the favorable or unfavorable attitude the consumer has toward certain products, services, and brands.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
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350) How might Ford Motor Co. apply the three methods of attitude change in its marketing activities?
Answer: There are three ways to change attitudes: (1) changing beliefs about the extent to which a brand has certain attributes, (2) changing the perceived importance of attributes, and (3) adding new attributes to the product. (1) Changing beliefs: Ford may emphasize quality control in its ads to reduce consumers’ concerns about reliability. (2) Change perceived importance of attributes: Ford might try to increase the perceived importance of pollution control in automobiles and then create awareness of Ford’s pollution control characteristics. (3) Adding new attributes: Ford might add a new attribute, such as a built-in navigation system, and hope consumers will perceive this new attribute favorably.
Difficulty: 3 Hard
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
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351) What does lifestyle mean and why is it important to marketers?
Answer: Lifestyle is a mode of living that is identifiable by how people spend their time, what they consider important in their environment, and what they think of themselves and the world around them. The analysis of consumer lifestyles has produced many insights into consumers’ behavior. For example, lifestyle analysis has proven useful in segmenting and targeting consumers for new and existing products.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
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352) The VALS system seeks to explain why and how consumers make purchase decisions. Consumers motivated by ideals are guided by knowledge and principle. Explain the difference between Thinkers and Believers.
Answer: Thinkers and Believers are the two groups within the ideals-motivated group, where consumers are motivated by ideals that are guided by knowledge and principle. High-resource Thinkers are the old guard. They have “ought” and “should” benchmarks for social conduct. Low-resource Believers are not looking to change society. They believe in right/wrong for a good life. See Figure 5-7.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 05-03 Identify the major psychological influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
353) Why would Proactiv, an acne treatment company, select Maroon 5 front man Adam Levine to appear in an ad campaign? What kind of influence could he have on consumer behavior?
Answer: A consumer’s purchases are often influenced by the views, opinions, or behaviors of others. Opinion leaders are individuals who exert direct or indirect social influence over others. Adam Levine would likely act as an opinion leader and have a personal influence over those who would like to emulate his behavior, thus attracting potential customers, converting many of them to be customers, resulting in increased sales of Proactiv products.
Difficulty: 3 Hard
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
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354) Define consumer socialization.
Answer: Consumer socialization is a process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers. Children learn how to purchase by interacting with adults in purchase situations, and their own purchasing and product usage experiences. As children mature into adults, they develop brand preferences that may last a lifetime.
Difficulty: 1 Easy
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Remember
AACSB: Analytical Thinking
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355) Why is the family life cycle important to marketing?
Answer: Consumers act and purchase differently as they go through life. The family life cycle concept describes the distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors. See Figure 5-8.
Difficulty: 2 Medium
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
356) What is a subculture? Name examples of products targeted at American subcultures.
Answer: Subculture refers to a subgroup with unique values, ideas, and attitudes within the larger, or national, culture. African Americans, Hispanics, and Asian Americans collectively will spend over $4 trillion for goods and services in 2019. Each group exhibits sophisticated social and cultural behaviors that affect buying patterns. Therefore, subcultures are frequently used to segment and target markets. Examples of some marketing efforts directed at American subcultures include Mazola Corn Oil ads in Spanish, CoverGirl beauty products for African Americans, and non-English-language ads for McDonald’s for Chinese, Vietnamese, and Korean consumers.
Difficulty: 3 Hard
Topic: Sociocultural Influences
Learning Objective: 05-04 Identify the major sociocultural influences on consumer behavior.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
