Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow)
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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
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) Problem recognition
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 3-1
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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
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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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
5) During a search for purchase information, which factor will increase the probability that a
brand will be selected?
A) Brand parity
B) Brand equity
C) Product viability
D) Brand ambiguity
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 3-1
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.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 3-1
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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
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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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
10) The individual that has the greatest ability to conduct an external search for information is
the consumer that 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.
Question Tag: Critical Thinking
AACSB Category: Analytical thinking
Objective: 3-1
11) The individual that is most likely to spend the greatest amount of time in an external search
for information is the consumer that 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.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 3-1
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12) In terms of the 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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
13) In terms of 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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
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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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
16) In terms of 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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
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.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 3-1
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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
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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.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 3-1
20) ________ is the mental position a person takes about a topic, person, or event.
A) Value
B) Attitude
C) Level of involvement
D) Cognition
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
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
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
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
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
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23) Which component of an attitude displays the individual’s intentions, actions, or behavior?
A) Affective
B) Cognitive
C) Conative
D) Rational
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
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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
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 3-1
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
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 3-1
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
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 3-1
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
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 3-1
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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
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 3-1
32) Strongly held beliefs about various topics or concepts are:
A) attitudes.
B) cognitive maps.
C) values.
D) mental images.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
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.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
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
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 3-1
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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.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 3-1
36) The first step in the buying decision-making process is an internal search for information.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
37) Consumers experience a need or want when a gap exists between an individual’s current state
and desired state.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
38) Upon recognizing a need, if a consumer selected a given brand in the past that resulted in a
positive experience, the consumer will likely purchase the same brand and not engage in an
information search.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
39) An external search for purchasing alternative products or services takes place when a
consumer thinks about the brands he or she is willing to consider.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
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