49) Jordana is a travel agent. Whenever she sells an expensive vacation package, she encourages
the customer to buy travel insurance, which provides reimbursement in case of trip cancellation
due to illness or another emergency. Jordana is trying to reduce her customers’ ________ risk.
A) psychological
B) financial
C) performance
D) social
E) physiological
50) André was afraid his new condominium would look shabby to his future in-laws, so he had it
painted just before their visit. André was addressing his ________ risk.
A) social
B) financial
C) performance
D) psychological
E) physiological
51) Consumers consider universal, retrieval, and evoked sets during which stage of the consumer
decision process?
A) need recognition
B) postpurchase evaluation
C) information search
D) situational analysis
E) evaluation of alternatives
52) When Magda decided to buy a new computer, she considered all the brands she could recall
seeing advertised. This represents Magda’s ________ set.
A) universal
B) retrieval
C) evoked
D) deterministic
E) behavioral
53) When Maya decided to buy a new computer, she thought about all the brands she could
recall seeing advertised, but when she visited her local Best Buy, she limited her search to only
those brands she would consider buying. This represents Maya’s ________ set.
A) universal
B) retrieval
C) evoked
D) deterministic
E) behavioral
54) Marketers particularly want their brands and products to be in consumers’ ________ sets.
A) universal
B) retrieval
C) evoked
D) deterministic
E) behavioral
55) Elena is in the process of buying a new flatscreen. There are many possible flatscreens to
choose from, but she is focused on a few she would actually consider buying. These make up her
________ set.
A) universal
B) retrieval
C) immediate
D) evoked
E) focus
56) The Wall Street Journal provides a set of guidelines each year for purchasing a laptop
computer. The guidelines include recommendations for hard disk capacity, memory size, battery
life, and several other attributes. The Wall Street Journal is providing consumers with
A) an evoked set.
B) psychological needs.
C) social concerns.
D) evaluative criteria.
E) biased information.
57) ________ attributes are product or service features that are important to buyers and that are
used to differentiate among choices.
A) Retrieval
B) Financial
C) Social
D) Determinant
E) Safety/performance
58) Andrea and Karl got married a year ago and are ready to move out of their apartment and
into a new home. After looking at several houses, they have developed a list of features that are
important to them and that are different among the homes they have visited. The features on their
list are called
A) an evoked set.
B) determinant attributes.
C) short lists.
D) perceived risk factors.
E) trade-off elements.
59) Jonathan prefers shirts made with 100 percent cotton, but he will sometimes buy shirts with
less cotton if they are less expensive. Jonathan uses ________ to decide which shirts to buy.
A) a compensatory decision rule
B) a noncompensatory decision rule
C) habitual decision making
D) social factors
E) temporal factors
60) Dawn flies regularly between Atlanta and Los Angeles. She almost always uses Delta
Airlines and has lots of Delta Sky Miles credit (Delta‘s frequent-flyer program). Still, she uses an
online fare comparison website each time to see if a competitor has a better price or a more
convenient schedule. Dawn uses ________ to decide which airline to fly.
A) a compensatory decision rule
B) a noncompensatory decision rule
C) habitual decision making
D) social factors
E) temporal factors
61) Jordana travels a lot for work and is looking to buy a carry-on bag that fits size and weight
regulations. Although she has looked at several brands, she refuses to buy a bag that cannot also
fit underneath the seat in front of her. Jordana is basing her decision on
A) a compensatory decision rule.
B) a noncompensatory decision rule.
C) habitual decision making.
D) social factors.
E) temporal factors.
62) Marketers are particularly interested in postpurchase behavior because it
A) involves both compensatory and noncompensatory consumers.
B) offers insights into information search methods.
C) avoids situational conflicts.
D) involves actual rather than potential customers.
E) involves both actual and potential customers.
63) Sometimes consumers have second thoughts after buying goods that are expensive,
infrequently purchased, or associated with a high level of risk. This is an especially critical time
for marketers, as their customers are dealing with
A) criteria reevaluation.
B) buyer’s remorse.
C) competitive leverage.
D) purchase uncertainty.
E) consumer vulnerability.
64) Many teenagers have clothes they purchased in the past that they “would not be caught dead
in” today. When they occasionally see those clothes hanging in the backs of their closets, these
teenagers probably feel
A) cognitive bias.
B) postpurchase cognitive dissonance.
C) psychological risk.
D) need recognition.
E) physiological risk.
65) Postpurchase cognitive dissonance is especially likely for products that are
A) cheap, poorly made, and made of plastic.
B) personally valuable, antique, or foreign-made.
D) psychologically soothing, purchased impulsively, and part of a consumer’s evoked set.
E) expensive, infrequently purchased, or associated with high levels of risk.
66) Marketers frequently design customer relationship management programs to
A) retain loyal customers.
B) attract consumers who have safety needs.
C) reinforce postpurchase cognitive dissonance.
D) increase internal information search.
E) improve profit margins.
67) Marketers fear negative word of mouth because when consumers are dissatisfied, they
A) are less likely to say something than when they are satisfied.
B) often want to complain to many people.
C) buy more of the product to prove they were correct in their criticism.
D) often file a lawsuit.
E) don’t buy any of the company’s other products.
68) Most firms maintain customer complaint services online, in the store, or over the telephone.
Firms attempt to respond quickly to complaints, hoping to
A) get themselves into the universal set.
B) reduce the cost of postpurchase advertising.
C) minimize negative word of mouth and rumors.
D) extend decision rules to the customer complaint desk.
E) offset performance risk with financial risk.
69) Maslow’s hierarchy of needs includes physiological needs at the bottom-most level of the
pyramid and self-actualization at the top-most level. The three levels in between are
A) material goods, safety, and love.
B) community, family, and self.
C) safety, stability, and striving.
D) health, wealth, and happiness.
E) safety, love, and esteem.
70) After Sharon graduated from college, she found a steady and good-paying job, got married,
started to raise a family, and began to receive recognition at work and in the community.
Eventually, she began to devote more time and effort to intellectual and aesthetic pursuits.
Sharon is advancing to which category on Maslow’s Hierarchy of Needs?
A) self-fulfillment
B) self-esteem
C) self-confidence
D) self-actualization
E) self-care
71) A(n) ________ is a need or want strong enough to cause a person to seek satisfaction.
A) locus of control
B) motive
C) attitude
D) perception
E) learning curve
72) There are approximately 1 billion people living in India. Only about 200 million of these
people earn more than the equivalent of $1,000 per year. According to Maslow’s hierarchy, most
of the other 800 million Indian consumers are primarily addressing their ________ needs.
A) social
B) personal
C) psychological
D) esteem
E) physiological
73) Negative attitudes are typically difficult for marketers to change because
A) most consumers’ attitudes depend on prices.
B) consumers weigh performance risk against functional needs when assessing their attitudes.
C) attitudes are learned and long lasting.
D) attitudes shift consumers from limited to extended problem-solving situations.
E) consumers’ attitudes are derived from unchanging decision rules.
74) Though he has never owned a Jaguar, Jerry thinks that Jaguar vehicles are poorly made and
have many mechanical problems. For Jaguar to sell Jerry a car, the company would need to
change the ________ component of Jerry’s attitude.
A) social
B) affective
C) functional
D) cognitive
E) physiological
75) Apple computer users tend to like the company and love its products. Apple has nurtured this
________ component of its customers’ attitudes.
A) social
B) affective
C) psychological
D) cognitive
E) physiological
76) Western visitors to the Indonesian island of Bali are often aghast when they see the swastika
symbol etched above the entrances of some of its temples and homes. Westerners associate the
swastika symbol with Nazi Germany while the Balinese associate the symbol with divinity and
spirituality. These different associations are based on different
A) lifestyles.
B) ethics.
C) perceptions.
D) attitudes.
E) motives.
77) Learning refers to a change in a person’s thought process or behavior that arises from
A) attitudes.
B) experience.
C) risk analysis.
D) cultural norms.
E) postpurchase dissonance.
78) Stuart wanted to impress Janet with the perfect engagement ring. He had been saving money
for months, and he noticed his attitudes and perceptions about diamond rings changing as he
began paying attention to ads for rings. Marketers call this process
A) consumer confidence building.
B) self-actualization.
C) perception construction.
D) prepurchase dissonance.
E) learning.
79) Among the factors affecting the consumer decision-making process is the way consumers
spend their time and money to live, otherwise known as
A) lifestyle.
B) conspicuous consumption.
C) the demonstration effect.
D) external validation.
E) life standards.
80) Christopher bought Timberland boots because he felt they were perfect for his outdoor
activities. Patrick bought the same kind of boots because he liked the image they conveyed. The
psychological factor driving Patrick’s behavior is
A) functional need.
B) lifestyle.
C) his universal set.
D) learning.
E) his evoked set.
81) A consumer’s external social environment includes
A) impulse, habitual, and limited problem-solving processes.
B) functional and psychological needs.
C) universal, retrieval, and evoked sets.
D) cognitive, affective, and behavioral environments.
E) the customer’s family, reference groups, and culture.
82) Jennifer’s spending decisions are heavily influenced by her family, her peers, and her
religious education. These influences reflect aspects of her
A) psychological risk factors.
B) external social environment.
C) physiological needs.
D) cognitive needs.
E) evoked sets.
83) Natalie and her fiancé Mayuree are planning their wedding. She knows her mother wants her
to have a traditional church wedding with a Roman Catholic priest officiating. Natalie would like
to have an informal ceremony on the beach, since that type of wedding has become popular with
her friends. Furthermore, Mayuree is from Thailand and would like to have a monk officiate.
Natalie and Mayuree’s wedding decisions are most influenced by
A) impulse, habitual, and limited problem-solving processes.
B) functional and psychological profit.
C) universal, retrieval, and evoked sets.
D) cognitive, affective, and behavioral environments.
E) family, reference groups, and culture.
84) Many Hollywood movie stars were among the first to buy electric and hybrid vehicles. These
stars often become ________, influencing other consumers’ behavior.
A) reference groups
B) internal loci of control
C) cultural icons
D) cognitive parameters
E) evoked images
85) The shared meanings, beliefs, morals, values, and customs of a group of people constitute its
A) reference group.
B) family.
C) culture.
D) cognitive frame.
E) evoked set.
86) Beverage firms sometimes hire attractive young people to sit at fashionable bars, sipping the
company’s latest product offering. The firms hope these “models” will serve as a(n) ________
and influence consumers.
A) reference group
B) risk avoider
C) cultural determinant
D) cognitive learning experiment
E) evoked set
87) Jackson’s place of business is rather fashion conscious. This fashion consciousness
influences how he dresses and where he shops. It also reflects the business’s
A) reference group.
B) situational factors.
C) culture.
D) attitude.
E) psychology.
88) Where Caroline grew up, everyone knew everyone else, no one locked their doors, and a
person’s word could be trusted. When she went to work in another part of the country, she was
surprised by how few people had similar values and beliefs. Caroline had to adjust to ________
differences.
A) reference group
B) situational
C) cognitive
D) cultural
E) evoked