M: Marketing, 6e (Grewal)
1) When considering a purchase decision, people generally buy one product or service instead of
another because they perceive it to be a better value.
2) The consumer decision process begins with a comparison of available alternatives.
3) The greater the difference between a consumer’s unsatisfied need and the desired state, the
greater the need recognition will be.
4) Brenda wants a new, dependable car that also looks good. She wants to satisfy both functional
and psychological needs.
5) When Glen is thirsty, he always buys a Coke. Like many consumers, Glen engages in
considerable alternative evaluation when buying habitual products like his Coke.
6) One benefit of having satisfied customers is that they may spread positive word of mouth.
7) Setting high customer expectations is a good strategy that will help avoid customer
dissatisfaction in the long run.
8) Customers are more likely to talk about service that exceeded their expectation than about
service that did not meet their expectation.
9) Maslow’s hierarchy of needs is an interesting concept for psychology, but it has little
relevance for marketing.
10) Situational factors sometimes override psychological and social factors in the consumer
decision process.
11) Frazier is out of milk and bread and needs to decide what is for dinner. He will be stopping at
the grocery store on the way home. Frazier will likely engage in limited problem solving.
12) Consumers involved in habitual decision making engage in little conscious decision making.
13) As manager of a local donut shop, Arnie greets his regular customers by name and often
begins making their order when he sees them drive into the parking lot. Arnie knows habitual
purchasers with strong store loyalty are great customers.
14) Rachael is visiting colleges before applying to schools as part of her extended problem–
solving process.
15) When making an important purchase, consumers often consult friends and family. This is
considered an external search for information.
16) Mary will not consider shopping at a nearby farmer’s market based on negative comments
made by her parents; therefore, she has developed a negative attitude toward this specific
farmer’s market.
17) A reference group may have direct or indirect influence on your attitude toward a particular
clothing store.
18) After purchasing an expensive pair of shoes, you may question whether or not the shoes are
any better than the less expensive shoes you could have purchased instead. This is an example of
postpurchase cognitive dissonance.
19) Pam didn’t go see the movie Us because her friends all said she wouldn’t be able to handle it.
When she found out how good it was, she blamed her friends. Pam is demonstrating an internal
locus of control.
20) Another name for physiological risk is safety risk.
21) Jason usually buys Nike shoes, so when his friend asked him what shoes he should buy, he
said Nike without thinking about it. Jason’s response was an evoked set.
22) When Hakim asked Marta where she wanted to go for lunch, she said Panera Bread because
she used to go there at least once a week and always liked it. Marta conducted an internal search
for information.
23) Vladimir decided not to purchase the Hulu app because he didn’t think it would give him
access to all the shows and movies that he wanted for the price. Vladimir was assessing the
financial risk of purchasing the Hulu app.
24) Determinant attributes are product or service features that are important to the buyer and on
which competing brands or stores are perceived to differ.
25) According to Maslow’s hierarchy of needs, safety needs are the needs that people first seek to
meet.
26) Marketers often use principles and theories from sociology and psychology to better
understand consumers’ actions and to
A) develop basic strategies for dealing with their behavior.
B) contribute to the theoretical knowledge in those disciplines.
C) avoid cultural reference group problems.
D) maximize postpurchase cognitive dissonance.
E) satisfy ritual consumption needs while avoiding overconsumption.
27) Generally, people buy one product or service instead of another because they
A) want to get the lowest price possible.
B) perceive it to be the better value for them.
C) prefer to avoid doing extended problem solving.
D) have conducted a thorough internal search for information.
E) are unaware of key determinant attributes.
28) The consumer decision process model represents
A) the concept of habitual decision making.
B) the retrieval of an evoked set based on physiological needs.
C) the steps that consumers go through before, during, and after making purchases.
D) the shift from an internal to an external locus of control.
E) the types of decisions all consumers must make.
29) The consumer buying process begins when
A) a consumer enters a store.
B) consumers’ functional needs are greater than their psychological needs.
C) a consumer’s performance risk is minimized.
D) a consumer recognizes an unsatisfied need.
E) learning follows perception.
30) When Karen realized her dog had fleas, Karen was faced with
A) a social-perceptual incongruence.
B) a psychological need.
C) a cognitive learning failure.
D) a universal shopping need.
E) an unsatisfied need.
31) The greater the discrepancy between a consumer’s needy state and the desired state, the
greater the
A) time required to satisfy the need.
B) effort consumers will invest in searching for alternatives.
C) consumer’s need recognition will be.
D) size of the universal set will be.
E) breadth of the external information search.
32) The greater the discrepancy between a consumer’s ________, the greater the consumer’s need
recognition will be.
A) financial risk and performance risk
B) search for alternatives and alternatives found
C) needy state and desired state
D) universal set and evoked set
E) external and internal information search
33) Upscale men’s and women’s clothing stores like Nordstrom, Neiman Marcus, or Saks Fifth
Avenue are more likely to appeal to consumers’ ________ needs.
A) functional
B) postpurchase
C) safety
D) psychological
E) situational
34) When mountain climbers purchase clothing for scaling Mount Everest, their purchases are
primarily addressing ________ needs.
A) functional
B) prepurchase
C) social
D) psychological
E) functional and psychological
35) Laura has an almost-new economy car, but she wants a Ford Mustang because she thinks it
would be exciting to own one. If she decides to purchase a sports car such as the Mustang, she
will be primarily fulfilling a ________ need.
A) functional
B) postpurchase
C) safety
D) psychological
E) functional and psychological
36) A key to successful marketing is determining how to meet the correct balance of ________
needs that best appeals to the firm’s target markets.
A) functional and social
B) postpurchase and prepurchase
C) safety and situational
D) psychological and physiological
E) functional and psychological
37) By producing motorcycles that do more than get riders to their destinations and back, Harley-
Davidson is addressing consumers’ ________ needs.
A) functional and social
B) postpurchase and prepurchase
C) safety and situational
D) psychological and physiological
E) functional and psychological
38) When the floor rusted through on her old car, Kelly knew she had a problem. Logically,
Kelly’s next step in the consumer decision process would be to
A) identify her need.
B) search for information about cars.
C) evaluate alternatives.
D) purchase a new car.
E) assess her satisfaction with the car she purchased.
39) Kelly recognized her old, rusty car had seen its last mile. When she began searching for a
new car to replace it, she relied on both ________ sources of information.
A) biased and unbiased
B) compensatory and noncompensatory
C) general and specific
D) psychological and functional
E) internal and external
40) When Brandon decided he needed a new car, he immediately called his old college
roommate, who owns a BMW dealership, to ask questions about options and financing. Brandon
was searching for information from
A) an external source.
B) an internal locus of control.
C) a reference source.
D) an internal source.
E) a situational factor group.
41) Peter wanted an unbiased source of information to help him decide what brand of appliances
to buy for his new condominium. Peter would most likely search for information from
A) the Sears catalog.
B) the Consumer Reports website.
C) the local Better Business Bureau.
D) the website for Best Buy
E) Psychology Today magazine.
42) Once consumers have recognized a need, they begin to search for ways to satisfy that need.
The internal search is characterized by
A) searching a company’s website.
B) examining personal memories and knowledge.
C) reading consumer reviews.
D) consulting close friends and families.
E) analyzing brand advertising.
43) Every time Katie wants to eat salad for lunch, she and her friends go to Sweet Tomatoes, but
if she’s craving dessert, she heads straight to The Cheesecake Factory. In making these choices,
she relies on a(n)
A) perceived benefits analysis.
B) external locus of control.
C) exceptional marketing campaign.
D) external source of information.
E) internal search for information.
44) Ryan believes he is responsible for his actions, and he will conduct extensive searches before
making a purchase. Michael’s favorite phrase, when confronted by the need to make a decision,
is “Whatever.” In marketing terms, Ryan is said to have a(n) ________ and Michael, a(n)
________.
A) personal-accountability approach; laissez-faire approach
B) formal search function; casual search function
C) increased search anxiety; decreased search anxiety
D) internal locus of control; external locus of control
E) focused sense of information; unfocused sense of information
45) In the consumer decision process, we decide how much time and effort to expend searching
for information based partly on ________ associated with the product or service being
considered.
A) postpurchase dissonance
B) the alternative evaluation process
C) the degree of perceived risk
D) the results of habitual decision making
E) the results of the external search
46) Kathy has naturally curly hair and has often been disappointed with the haircuts she has
received. When she moved to a new town, she approached her new office mates and several
strangers with curly hair and asked them where they had their hair cut. She chose to spend
considerable effort finding a new hair stylist based on the ________ associated with her purchase
decision.
A) evoked set
B) reference group
C) physiological risk
D) performance risk
E) financial risk
47) Before flying, Jaden researches the types of planes the airline uses, scans the plane for
defects as it taxis up to the terminal, and follows the pilot and crew as they come through the
airport. He has no experience as a pilot or airplane mechanic. Jaden probably has a misguided
sense of his
A) postpurchase dissonance.
B) locus of control.
C) reference group identification.
D) attribute sets.
E) social risk.
48) Every year before he puts his boat in the water, James has his mechanic put a new battery in
the boat. James is most likely concerned with ________ risk.
A) psychological
B) financial
C) performance
D) social
E) physiological