Chapter 5 – Understanding Buyer Behavior and the Communication Process
TRUE/FALSE
1. When researchers study consumer behavior, they study a process that begins with the perception of a
need and ends with the post-purchase product evaluation.
2. Emotional benefits from a product or service are derived from the intangible characteristics of that
product or service and are strong factors in purchase decisions.
3. Advertising cannot affect an internal search. However, it can be a very effective tool once a consumer
begins an external search.
4. Evaluative criteria are the shared attributes of the products within an evaluation set.
5. After Mary purchased a Mercedes Benz, she nervously questioned her decision; she experienced
cognitive dissonance.
6. While habitual purchases are often consumption simplifiers, brand loyalty is the result of commitment
to a specific brand time after time.
7. Consumers demonstrate brand loyalty when they repeatedly purchase a single brand solely because it
fulfills a specific functional need.
8. For a thought to be considered a brand attitude, it must be based on personal experience.
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2. Mental discomfort or anxiety that motivates action in the consumer occurs during the ____ stage of the
consumer decision process.
a.
need recognition
b.
decision dilemma
c.
information search and alternative evaluation
d.
post purchase use and evaluation
3. Consumers may choose products that provide pleasure, avoid guilt, or relieve fear by seeking out
products that offer ____.
a.
low search characteristics
c.
ease of external information search
b.
high credence qualities
d.
emotional benefits
4. Which one of the following benefits of purchasing a premium brand of cat food would not be
considered a functional benefit?
a.
More cats prefer its taste than that of any other brand.
b.
It is fortified with the vitamins cats need.
c.
It has an easy-opening, resealable lid.
d.
Buying it makes you feel like a more caring cat owner.
5. Features of a brand, such as convenience, reliability, durability, and economy, appeal to a consumer’s
desire for
a.
functional benefits.
c.
esteem.
b.
emotional benefits.
d.
aesthetic satisfaction.
6. You have written an advertisement for a swimming pool. The copy is detailed and very informative. In
general, this ad would be most appropriate for someone who is
a.
performing an internal search.
c.
looking for an emotional benefit.
b.
performing an external search.
d.
trying to fulfill a basic need.
7. A subset of brands from a particular product category that becomes the focal point of a consumer’s
evaluation is a(n)
a.
evaluative set.
c.
brand focus set.
b.
consideration set.
d.
cognition set.
a.
Ads try to turn already meaningful images and symbols into messages projected through
mass media with the purpose of selling.
b.
The consumer determines the ultimate meaning of ads and brands.
c.
In linking culture and persuasive messages advertising aids other cultural agendas in the
transmission of meaning.
d.
All of these statements are true.
Scenario 5-1
At meeting with Snapple distributors in NYC, Cadbury executives unveil new ads/products and stress
that the company will work to re-forge strong consumer connections for brand. Cadbury Americas
Beverages CEO Gil Cassagne acknowledges, “recently Snapple’s connection with consumers has been
slipping (and) performance has been volatile.” Snapple has had some “frustrating issues and setbacks,“
but promises improvements and asks distributors for “open mind” and to “believe again.” He declares
Cadbury will return “to the roots of what made Snapple, Snapple.” He acknowledges the company
doesn’t yet have “all the answers.” But Cassagne promises that the company will work with
distributors and declares: “I’m all about winning and you are, too.” He says “winning” means enjoying
“above-category profitable growth.”
(“Cadbury Unveils New Snapple Ads and Products.’Believe Again.’ ‘All About Winning.‘”, Beverage
Digest, October 24, 2004.)
26. (Scenario 5-1) For many years, when people thought of iced tea, they thought of Lipton and Nestea.
Therefore, one necessary step toward Snapple’s future success is to
a.
rank highest on all iced tea evaluative criteria.
b.
develop an emotional benefit.
c.
find a series of functional benefits to advertise.
d.
become part of the consideration set.
27. (Scenario 5-1) Snapple may have an opportunity to increase sales by encouraging variety seeking.
Which one of the following characteristics of the Snapple brand situation suggests that this tactic
might not be successful?
a.
Bottled iced tea is a product category of brands that consumers find involving.
b.
Brand selection in this category is commonly habitual.
c.
Iced tea is a product for which sensory experience is unimportant.
d.
There is little perceived difference between brands.
28. (Scenario 5-1) On the syndicated television show Seinfeld, Jerry (the main character) often offers
guests a Snapple when they stop by his New York apartment. If viewers admire Jerry Seinfeld and
begin to drink Snapple because they see him drink it, Seinfeld
a.
no longer serves as a peripheral cue.
b.
is a member of these viewers’ celebrity influencers
c.
is a part of these viewers’ membership groups.
d.
has created an inter-generational effect.
OBJ: 5-4
Scenario 5-2
Bayer Women’s Aspirin Plus Calcium pitches protection against two threats to women’s health: heart
disease (the leading cause of death for women) and osteoporosis (the fragile bone disease that targets
four times as many women as men). The weapon against heart disease is 81 mg of aspirin; to target
osteoporosis, the pill packs 300 milligrams of calcium.
It’s the aspirin that could pose a problem for people who don’t need it, who use it without consulting a
doctor or who are at elevated risk of complications or side effects from it.
Recommendations issued by the U.S. Preventive Services Task Force advise low-dose aspirin therapy
for, among other groups, post-menopausal women and those who smoke or have diabetes, elevated
blood cholesterol levels or high blood pressure.
(Francesca Lunzer Kritz, “Aspirin for women raises some questions,” Washington Post, February 12,
2002) http://www.post-gazette.com/healthscience/20020212hbayer0212p6.asp
29. (Scenario 5-2) Which one of the following would not be considered a functional benefit of Aspirin
Regimen Bayer with Calcium?
a.
It alleviates worries about osteoporosis.
b.
It’s an easy way to get the calcium your body needs.
c.
It comes in an easy-to–carry package.
d.
It costs the same as other brands of aspirin.
30. (Scenario 5-2) If the makers of Aspirin Regimen Bayer with Calcium wanted to ascertain whether the
belief that their product contained calcium was a salient belief, they might run a MAAM analysis. The
fundamental component of the analysis that would provide them with the most insight on the salience
of the belief would be
a.
sales figures.
c.
consumers’ importance weights.
b.
consumers’ evaluative criteria.
d.
consumers’ consideration sets.
31. (Scenario 5-2) A consumer decides that a commercial for Aspirin Regimen Bayer with Calcium is a
bunch of Madison Avenue hooey. He believes that people get enough calcium from the food they
regularly eat. The commercial failed to have its desired effect on him because
a.
advertising clutter reduced its effectiveness.
b.
it lacked effective peripheral cues.
c.
of selective attention.
d.
it didn’t overcome his need for cognitive consistency.
32. (Scenario 5-2) The concept of selective attention suggests that the most effective time to deliver a
television commercial for Aspirin Regimen Bayer with Calcium is
a.
when the consumer is watching TV alone.
b.
immediately after the consumer has bought aspirin.
c.
at the beginning of a consumer’s favorite TV show.
d.
immediately after a consumer reads an article about the dangers of osteoporosis.
Scenario 5-3
A woman decides that she’s going to feed her family pasta salad for dinner. She makes a trip to the
grocery store to pick up ingredients. She buys a can of Chicken of the Sea brand tuna and a box of
Kraft macaroni and cheese. She chooses the Chicken of the Sea because she thinks that the company
uses nets that won’t harm dolphins, she knows the company has a talking tuna in its commercials, she
thinks Chicken of the Sea is tastier than the competition, and it’s the kind her mother always buys. She
chooses Kraft macaroni and cheese but really couldn’t tell you why. Interestingly enough, she has not
purchased any other brands of tuna or macaroni and cheese over the past few years.
33. (Scenario 5-3) A psychologist and a sociologist would explain the woman’s shopping behavior in
different ways. Which one of the following statements regarding these different perspectives is true?
a.
Neither perspective can give a complete explanation of consumer behavior.
b.
Only one of these perspectives attempts to explain why people buy certain brands.
c.
The sociologist would consider the consumer as a systematic decision maker.
d.
Neither perspective can give a valid explanation of consumer behavior.
34. The woman cannot explain why she buys Kraft macaroni and cheese. In fact, if the store was out of it,
she would just buy the store brand. Which of the following statements regarding her purchase of Kraft
macaroni and cheese is true?
a.
Because she can’t explain why she always buys it, her consumption behavior is probably
not affected by social class.
b.
Her choice of Kraft macaroni and cheese is probably the result of a successful problem-
solving episode long since forgotten.
c.
She holds no brand attitude toward Kraft macaroni and cheese.
d.
Even though she buys the same brand repeatedly, it’s a low-involvement purchase.
35. (Scenario 5-3) The woman chooses Chicken of the Sea tuna because she thinks that the company uses
nets that won’t harm dolphins, she knows the company has that funny, talking tuna in its commercials,
she thinks it’s tastier than the competition, and it’s the kind her mother always buys. These thoughts are
known as:
a.
a consideration set.
c.
a series of attitudes.
b.
a series of beliefs.
d.
a series of values.
36. (Scenario 5-3) Chicken of the Sea was the kind of tuna her mother always bought when she was a
child. Although the consumer is not sure why she buys it as an adult, she saw it around the house when
she lived with her parents, and it was okay then, it’s okay now. This is:
a.
only apparent in the United States.
b.
because families often have a lasting influence on consumer choices
c.
advertisements are social texts.
d.
the intergenerational effect.
Scenario 5-4
An American automobile company sees that the market share of one model has steadily declined. It
seems that every percentage point drop is matched by a corresponding percentage point rise in the
Japanese-made competition. In an effort to regain market share, the automobile company decides to
promote its American-made heritage. In fact, every part of its car is manufactured in the United States.
The advertising agency for the company comes up with the slogan “Right here. Right now. Your all–
American car.” The advertising it creates is image oriented, and hopes to produce a delayed response.
37. (Scenario 5-4) Which of the following is not a functional benefit of the car?
a.
You won’t have to wait for delivery of special-order models because they don’t have to be
shipped overseas.
b.
You have the pride of knowing that you own a car made with American know-how.
c.
You will never have to wait for replacement parts because the factory is closer.
d.
Buying American goods helps our own economy.
38. (Scenario 5-4) By running delayed response advertising, the advertising agency is hoping to
a.
create recognition of a need state.
b.
have the car show up in an internal search.
c.
establish brand loyalty for the car.
d.
avoid having to create favorable consumer attitudes toward the car.
39. (Scenario 5-4) After running a MAAM analysis, the advertising agency discovers that the fact that the
car is made in America is a consideration for consumers; in fact, most consumers are aware of where a
car is made. However, it’s a relatively unimportant consideration. The task that confronts the
advertising agency is to
a.
change the evaluative criteria that consumers use.
b.
get the car included in a consideration set.
c.
change the importance weight of the attribute.
d.
move the car into a limited problem-solving mode for consumers.
40. (Scenario 5-4) It is obvious to the advertising agency that not all groups are responding to the “all–
American” benefit the same way. People who are in blue-collar jobs respond quite favorably to it.
White-collar office workers do not seem to care much one way or another. This difference is best
attributed to differing
a.
educational levels.
c.
social classes.
b.
values.
d.
intergenerational effects.
Scenario 5-6
Voice-It Technologies produces inexpensive personal voice recording devices that serve as a substitute
for message pads in the home or office. Their recording time is limited to 120 seconds and the devices
sell for less than $20.00. Voice-It’s products are about the size of four credit cards stacked on one
another and have a useful life of about one year. The slogan this firm uses on its packaging and
advertising is “Don’t Write It, Voice-It!”
46. (Scenario 5-6) Most consumers have no experience with Voice-It products and view the purchase of
this product as low involvement. What mode of consumer decision making does this indicate?
a.
brand loyalty
c.
limited problem solving
b.
extended problem solving
d.
habit
47. (Scenario 5-6) A consumer who purchased the product from Voice-It was heard to say, “It’s better than
having pieces of paper around all the time. In fact, I thought it was a good deal on price too.” The
statement reflects the consumer’s ____.
a.
brand attitude
c.
external information
b.
beliefs
d.
evaluative criteria
48. (Scenario 5-6) A consumer who was examining a sample of the product from Voice-It said, “If you ask
me, it really gets down to buying either this device, another pad of paper, or a much more expensive
voice messaging system.” Which of the following components of MAAMs analysis had the consumer
just indicated?
a.
evaluative criteria
c.
the consideration set
b.
importance weights
d.
beliefs
49. (Scenario 5-6) Voice-It hired Madonna to do a TV advertisement in which she merely states “Don’t
Write It, Voice-It!” In this ad, Madonna is:
a.
attempting to generate a cognitive response.
b.
serving as a peripheral cue.
c.
attempting to define consumer values.
d.
a part of an existing brand community
ESSAY
1. Select a product that you use at least once a week. Then describe three possible functional benefits and
three possible emotional benefits a person might receive from using the product. Be as specific as
possible.
2. Using involvement levels and prior experience as the basis of comparison, compare and contrast the
characteristics of a product a consumer will engage in extended problem solving before purchasing
and a product a consumer is likely to hold brand loyalties toward. Describe the role advertising can
play in each situation.
3. Describe what you consider to be a cultural value (other than individualism) held by Americans and
the criteria by which you judge it to be a cultural value. Discuss the effects that advertising can have
on shaping this value. Describe how advertising can use this value in selling a product.
4. Family is cited as being important in the consumer behavior mix. List some of the important types of
primary families discussed in the book and how family influence and an intergenerational effect can
influence purchase behavior.