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40) During the initial search for purchasing alternative products or services, a consumer
considers all of the brands that he or she has used in the past.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
41) If a consumer has sufficient information from an internal search, he or she moves on to the
next step of the decision-making process, evaluating alternatives, without engaging in an external
search for additional information.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
42) In the purchase process, an external search for information may begin due to dissatisfaction
with the last purchase a consumer made.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 3-1
43) The amount of time a consumer spends on an external search depends on four factors: ability,
motivation, costs versus benefits, and brand name.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
44) An individual with extensive knowledge of a product category will likely spend more time in
an external search process than someone with a moderate level of product category knowledge.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
11
45) An individual's age and social status largely determine the motivation to search for purchase
alternatives.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
46) The higher the motivation, the greater the extent of external search for information in a
buying decision-making process.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
47) A person's ability to search and level of motivation partly determine how much time will be
spent on an internal search for information prior to purchasing a product.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
48) The level of involvement a consumer displays during the external information search process
is determined by such factors as cost and the product's importance.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
49) The need for cognition is a personality characteristic that links the drive to consider
alternatives with the drive to take action quickly.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
50) People with a high need for cognition will gather more information and spend more time
searching for information prior to a purchase than individuals with a low need for cognition.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 3-1
12
51) The higher the perceived benefit a consumer receives from an external search for
information, the less likely he or she will be to spend time searching for information.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 3-1
52) The cost of conducting an external search for information consists of the actual cost of the
product, subjective costs associated with the search, and the opportunity cost of foregoing other
activities.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
53) The cognitive component of an attitude is a person's mental image, understanding, and
interpretation of a product.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
54) The affective part of an attitude is the part most directly related to making the actual
purchase.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
55) The cognitive component of an attitude involves a purchase or some other type of activity.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
13
56) Most of the time, the consumer first develops an understanding or cognitive belief about an
idea or object, followed by affective feelings.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 3-1
57) Consumer values are loosely held attitudes about various topics or concepts.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
58) Values tend to be enduring and normally form during adulthood, but can change as a person
ages and experiences life.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
59) Factors that affect a person's values include the individual's personality, temperament,
environment, and culture.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
60) Marketing communications are less effective in changing a person's attitude about a product
than they are in changing a consumer's value structure.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 3-1
61) Cognitive maps are simulations of the knowledge structures and memories embedded in an
individual's brain.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
14
62) Cognitive maps can be altered to incorporate new information not currently within a person's
knowledge structure.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 3-1
63) Cognitive maps explain the importance of repetition, because most marketing messages are
quickly lost in short-term memory.
Question Tag: Critical Thinking
Objective: 3-1
64) From a marketing perspective, it is harder to strengthen a linkage that already exists than to
create a new linkage or modify a current linkage in an individual's cognitive map.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 3-1
65) Name the steps of the consumer buying decision-making process.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
66) The amount of time a consumer spends on an external information search depends on three
factors. What are they?
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
15
67) A consumer's level of motivation in making an external search depends on three factors.
What are they?
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
68) An attitude consists of three components. Name and describe each component.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-1
69) An evoked set does not contain brands:
A) a person considers.
B) linked to a positive experience.
C) which have been previously purchased.
D) the consumer knows little about.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-2
70) The set of brands a person will not consider due to negative feelings is the ________ set.
A) inept
B) inert
C) negative
D) evoked
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-2
16
71) The set of brands a consumer knows about but has neither positive nor negative feelings for
is the ________ set.
A) inept
B) inert
C) cognitive
D) evoked
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-2
72) An evoked set is the set of brands that:
A) are part of a person's memory, but not considered because they elicit negative feelings.
B) the consumer has awareness of, but has neither negative or positive feelings toward.
C) a person would consider as potential solutions to meet a need or want.
D) are viewed by a consumer as being approximately equal in terms of quality.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-2
73) The inept set is the set of brands:
A) that are part of a person's memory, but not considered because they elicit negative feelings.
B) the consumer has awareness of, but has neither negative or positive feelings toward.
C) that a person would consider as feasible solutions to meet a need.
D) that are viewed by a consumer as being approximately equal in terms of quality.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-2
74) The inert set is the set of brands:
A) that are part of a person's memory, but not considered because they elicit negative feelings.
B) the consumer has awareness of, but has neither negative or positive feelings toward.
C) that a person would consider as feasible solutions to meet a need.
D) that are viewed by a consumer as being approximately equal in terms of quality.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-2
17
75) Derek eliminated New Balance shoes because he doesn't know anything about them. Derek
used which type of evaluation process to make this decision?
A) Evoked set method
B) Multiattribute
C) Affect referral
D) Attitude formation
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 3-2
76) While selecting a restaurant, Donna thought about all of her favorite places and finally chose
Red Lobster because she loves their food. In making this decision, Donna used which method to
evaluate the possible choices?
A) Evoked set method
B) Multiattribute
C) Affect referral
D) Attitude formation
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 3-2
77) Using the multiattribute approach, an individual considers:
A) beliefs about product attributes and the importance of those attributes.
B) layers, levels, and linkages of the cognitive map.
C) cognitive, conative, and affective reactions to the product.
D) the evoked, inert, and inept sets of brands.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-2
18
78) Didi carefully considers price, sound quality, and the size of a new stereo system. The sound
quality is the most important factor, followed by the price. Didi is using the ________ evaluation
model.
A) cognitive map
B) evoked set
C) multiattribute
D) affect referral
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 3-2
79) Which model of evaluation of alternatives suggests that consumers buy brands they like best
or connect with emotionally?
A) Cognitive mapping
B) Multiattribute
C) Affect referral
D) Evoked-set
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-2
80) In using the affect referral model to decision making, the person considers:
A) product attributes and the importance of attributes.
B) the brand he or she likes the best.
C) cognitive and conative cues.
D) evoked, inept, and inert sets of brands.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 3-2
19
81) Carrie buys a Honda Accord without considering other brands because she really likes the
Accord and believes it is the best automobile on the market. Carrie's evaluation of alternatives is
best explained by which model?
A) Cognitive mapping
B) Evoked set
C) Multiattribute approach
D) Affect referral
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 3-2
82) Mackenzie is spending weeks in deciding which pair of jeans to buy because she is
considering all the factors involved, such as price, color, and style. Which method is being used
to evaluate the various brands?
A) Cognitive mapping approach
B) Evoked set
C) Multiattribute approach
D) Affect referral
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 3-2
83) All of the following are possible reasons consumers use the affect referral method to evaluate
alternatives except:
A) consumers have already eliminated the evoked set from consideration.
B) the affect referral method saves time and mental energy.
C) the consumer may have already used the multiattribute approach in a previous purchase
situation.
D) the consumer has developed an emotional bond with the particular brand.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 3-2
84) A cognitive map explains how much time a person spends in an external search for
information based on the person's ability to search, time to search, and how much the individual
likes shopping.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 3-2
20
