Marketing Integrated Advertising

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Integrated Advertising, Promotion, and Marketing Communications, 8e, Global Edition

(Clow/Baack)

Chapter 3 Buyer Behaviors

1) The first step in the consumer decision-making process is:

A) evaluation of alternatives.

B) information search.

C) problem recognition.

D) internal search.

Answer: C

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

2) After watching an advertisement for Wrangler jeans, Denise decides she would like to buy a

new pair. This is an example of which step of the consumer decision-making process?

A) Purchase decision

B) Postpurchase evaluation

C) Evaluation of alternatives

D) Recognition of a need

Answer: D

Difficulty: Difficult

Skill: Application

AACSB: Reflective thinking

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

3) The two components of the consumer decision-making process that are most critical to

developing an integrated marketing communications program are:

A) problem recognition and information search.

B) information search and evaluation of alternatives.

C) evaluation of alternatives and purchase decision.

D) problem recognition and evaluation of alternatives.

Answer: B

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

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4) An internal information search for product information occurs when:

A) a consumer experiences uneasiness.

B) a consumer thinks about brands he/she is willing to consider.

C) the consumer buying process is nearly complete.

D) advertisements are being ignored.

Answer: B

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

5) During a search for purchase information, which factor increases the probability that a brand

will be selected?

A) Brand parity

B) Brand equity

C) Product viability

D) Brand ambiguity

Answer: B

Difficulty: Moderate

Skill: Critical Thinking

AACSB: Reflective thinking

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

6) During the internal search process for product information, a key objective for creatives and

brand managers is to:

A) have information readily available to consumers.

B) make sure the company’s brand is part of the consumer’s inert set.

C) have the brand in the person’s cognitive map.

D) make sure the company’s brand is part of the consumer’s set of potential alternatives.

Answer: D

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Reflective thinking

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

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7) When a person does an internal search for product information and already has sufficient

information, the next step of the purchase decision process will be to:

A) search for additional information.

B) make the purchase decision.

C) evaluate the alternatives.

D) identify the need or problem the choice will meet.

Answer: C

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

8) An external search for purchase information occurs when:

A) the consumer is uncertain about which brand to purchase.

B) the internal search has been successful.

C) the evaluation of alternatives has been completed.

D) a purchase has been finalized and the buyer is looking for reassurance.

Answer: A

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

9) A person’s educational level combined with specific knowledge about a product category

determines the:

A) ability to search.

B) desire to search.

C) need for cognition.

D) involvement level.

Answer: A

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

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10) The individual that has the greatest ability to conduct an external search for information is

the consumer who has:

A) a low level of knowledge about the product category.

B) an extensive knowledge of the product category.

C) some knowledge of the product category, but not enough to make an intelligent decision.

D) a low educational level.

Answer: B

Difficulty: Difficult

Skill: Critical Thinking

AACSB: Analytical thinking

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

11) The individual that is most likely to spend the greatest amount of time in an external search

for information is the consumer who has:

A) a low level of knowledge about the product category.

B) an extensive knowledge of the product category.

C) some knowledge of the product category, but not enough to make an intelligent decision.

D) a low educational level.

Answer: C

Difficulty: Difficult

Skill: Critical Thinking

AACSB: Reflective thinking

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

12) In an external information search process, the extent to which a stimulus or task is relevant to

a consumer’s existing need determines the:

A) ability to search.

B) need for cognition.

C) search methods.

D) level of involvement.

Answer: D

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

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13) In an external search for information in a purchasing decision, involvement is:

A) the extent to which a stimulus or task is relevant to a consumer’s existing needs, wants, or

values.

B) a personality characteristic an individual displays when he or she engages in and enjoys

mental activities.

C) the mental position a person takes on a topic, person, or event that influences the holder’s

feelings, perceptions, learning processes, and subsequent behaviors.

D) a simulation of the knowledge structure embedded in an individual’s brain.

Answer: A

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

14) During the external information search process, consumers with high levels of involvement

tend to spend:

A) more time searching for external information.

B) less time searching for external information.

C) greater emotional energy studying external and internal information.

D) more time shopping in retail stores.

Answer: A

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

15) Individuals who engage in and enjoy mental activities have a:

A) low need for cognition.

B) high need for cognition.

C) low level of shopping enthusiasm.

D) high level of shopping enthusiasm.

Answer: B

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

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16) In an external search for information in a purchase decision, the need for cognition is:

A) the extent to which a stimulus or task is relevant to a consumer’s existing needs, wants, or

values.

B) a personality characteristic in which individuals engage in and enjoy mental activities.

C) the mental position a person takes on a topic, person, or event that influences the holder’s

feelings, perceptions, learning processes, and subsequent behaviors.

D) simulations of the knowledge structure embedded in an individual’s brain.

Answer: B

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

17) When Maya decides she needs some new clothes, she will spend considerable time

comparing the various brands and will often go to several retail stores. Maya has a:

A) low need for cognition.

B) high need for cognition.

C) low level of shopping enthusiasm.

D) high level of shopping enthusiasm.

Answer: D

Difficulty: Moderate

Skill: Application

AACSB: Application of knowledge

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

18) The perceived cost of a purchase decision includes each of the following except:

A) the actual price or cost of the product.

B) the subjective costs associated with the search.

C) the economic conditions of the area.

D) the opportunity costs of foregoing other activities to make the search.

Answer: C

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

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19) Juan has a high school education and knows very little about digital cameras. Juan will most

likely:

A) conduct only an internal search.

B) refer the decision to someone else.

C) not engage in an extensive external search for more information.

D) engage in an extensive external search for information.

Answer: C

Difficulty: Difficult

Skill: Critical Thinking

AACSB: Reflective thinking

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

20) Which is the mental position a person takes about a topic, person, or event?

A) Value

B) Attitude

C) Level of involvement

D) Cognition

Answer: B

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

21) Which component of an attitude contains the feelings or emotions a person has about a

product?

A) Affective

B) Cognitive

C) Conative

D) Rational

Answer: A

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

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22) Which component of an attitude refers to a person’s mental images, understanding, and

interpretation of a product?

A) Affective

B) Cognitive

C) Conative

D) Rational

Answer: B

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

23) Which component of an attitude displays the individual’s intentions, actions, or behavior?

A) Affective

B) Cognitive

C) Conative

D) Rational

Answer: C

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

24) The cognitive component of an attitude:

A) contains the feelings or emotions a person has about an object, person, or idea.

B) refers to a person’s mental images, understanding, and interpretations of an object, person, or

idea.

C) is an individual’s intentions, actions, or behavior.

D) is the mental picture a person has of an object, person, or idea.

Answer: B

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

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25) The conative component of an attitude:

A) contains the feelings or emotions a person has about an object, person, or idea.

B) refers to a person’s mental images, understanding, and interpretations of an object, person, or

idea.

C) is an individual’s intentions, actions, or behavior.

D) is the mental picture a person has of an object, person, or idea.

Answer: C

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

26) In terms of attitude formation, the most common sequence is:

A) affective → conative → cognitive.

B) conative → cognitive → affective.

C) conative → affective → cognitive.

D) cognitive → affective → conative.

Answer: D

Difficulty: Difficult

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

27) Kylie believes St. Francis Hospital has the best imaging technology in the region and will,

therefore, offer excellent care for her son. This reflects which part of an attitude?

A) Affective

B) Cognitive

C) Conative

D) Value

Answer: B

Difficulty: Difficult

Skill: Application

AACSB: Application of knowledge

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

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28) If an advertisement by Pampers is designed to appeal to a person’s emotions first, the ad

addresses which component of an attitude?

A) Affective

B) Cognitive

C) Conative

D) Value

Answer: A

Difficulty: Moderate

Skill: Application

AACSB: Application of knowledge

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

29) If Brayden is swayed by an ad that incites fear of his home being burglarized, he is being

influenced by which component of an attitude?

A) Affective

B) Cognitive

C) Conative

D) Value

Answer: A

Difficulty: Difficult

Skill: Application

AACSB: Application of knowledge

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

30) A low-price, low-involvement purchase is likely to begin with which component of an

attitude?

A) Affective

B) Cognitive

C) Conative

D) Value

Answer: C

Difficulty: Difficult

Skill: Critical Thinking

AACSB: Reflective thinking

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

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31) An impulse buy probably means that the consumer acted on which component of an attitude?

A) Affective

B) Cognitive

C) Conative

D) Value

Answer: C

Difficulty: Moderate

Skill: Critical Thinking

AACSB: Reflective thinking

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

32) Strongly held beliefs about various topics or concepts are:

A) attitudes.

B) cognitive maps.

C) values.

D) mental images.

Answer: C

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

33) A simulation of the knowledge structures embedded in an individual’s brain is called a(n):

A) value.

B) mental image.

C) cognitive map.

D) component of an attitude.

Answer: C

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

34) When an individual considers all the ideas that come to mind when the name of a product,

such as Subway, is mentioned, which best explains the thinking?

A) Maps of attitudes

B) Value models

C) A cognitive map

D) Affect referral

Answer: C

Difficulty: Difficult

Skill: Application

AACSB: Reflective thinking

LO: 3.1 Which elements are involved in internal and external information searches by

consumers, as part of the purchasing process?

35) In terms of cognitive mapping, if most consumers have not considered Sunkist lemons as a

substitute for salt, then an advertisement that conveys such a message to consumers is attempting

to:

A) strengthen a linkage that already exists.

B) modify a current linkage.

C) create a new linkage.

D) create a new layer.

Answer: C

Difficulty: Difficult