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117) Reginald greets his regular customers by name every morning when they come in for
coffee. He offers them a taste of anything special he is cooking that day. He has a database with
their birthdays, and offers them free meals on their birthdays. Reginald hopes that this attention
to his "regulars" will encourage them to
A) assist him in meeting his functional needs.
B) always include his firm in their universal set.
C) extend problem solving beyond ritual consumption.
D) internalize impulse attitudes.
E) spread positive word of mouth.
118) "Black Friday," as the day after Thanksgiving has come to be known in the United States, is
a day marked by many special deals in most retail stores, including deep-discounted products
available in limited quantities, called "doorbusters," and designed to get shoppers into the store.
But one danger of running out of the doorbuster deals is that a shopper may become angry or
discouraged at failing to get the special item, and decide not to do any more shopping. This is an
example of the impact of ________ on the consumer decision process.
A) the purchase situation
B) lifestyle
C) setting high expectations
D) perception
E) learning
119) Americans often equate "bigger" with "better," and prefer larger cars, TV screens, homes,
even meals. Researchers suspect that in doing so, we are trying to reduce ________ risk in the
consumer decision process.
A) psychological
B) financial
C) performance
D) social
E) physiological
120) Zappos online shoe and clothing store has a unique way of dealing with abandoned
shopping carts. If a site visitor places items into the shopping cart and then leaves the site
without making a purchase, several days later Zappos sends a humorous e-mail saying, "Let us
show you what your shopping cart did while you were gone," along with a photo of a cute dog
intended to represent the shopping cart. This attention-getting device is designed to improve the
site's
A) postpurchase dissonance.
B) selective perception.
C) conversion rate.
D) reference group influence.
E) position in the evoked set.
121) Marketers believe that the decision-making process begins with a consumer's need
recognition. Not everyone agrees. How would you answer critics who believe marketers can
force people to buy things they don't want?
122) What is the difference between a functional need and a psychological need? How can
getting a college education fulfill both types of needs?
123) After her first year in college, Veronica wants to decide on a major. What internal and
external sources of information will she use to help her in making a decision?
124) Using automobiles as an example, explain the differences between universal, retrieval, and
evoked sets, and identify the one that is most important to marketers.
125) Provide two decision-making examples: one of an occasion when a consumer might use a
compensatory decision rule, and one when the consumer might use a noncompensatory decision
rule. For each, briefly identify the characteristics of the decision that would make a
compensatory or noncompensatory rule the best choice. Be specific.
126) What evaluative criteria would consumers be likely to use in choosing a family physician?
127) Assume you are the manager of a resort property that is close to the mountains, to several
recreational sites, and to a few luxury restaurants and stores. How would you manage customer
expectations to enhance postpurchase satisfaction? Be specific.
128) Fred's Heating and Air Conditioning Service is considering using the slogan, "We fix it the
first time, every time." Why might this slogan be a bad idea if Fred wants to maximize
postpurchase satisfaction? Create a better slogan for Fred.
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Copyright 2019 © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior
written consent of McGraw-Hill Education.
129) At a convenience store, Brian bought a bag of chips he had never tried before. Driving
down the road, Brian opened the bag, took a bite, and realized he had purchased pork rinds by
mistake. Being a vegetarian, Brian threw away the chips. Brian felt very little buyer's remorse
and soon forgot about the experience. Why?
130) Often political candidates position themselves as "outsiders," not part of the establishment.
These candidates assume that voters have a negative attitude toward incumbent politicians (i.e.,
those currently in office). Describe three components of attitudes voters might have toward
incumbent politicians.
131) Why are attitudes important in consumer decision making?
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Copyright 2019 © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior
written consent of McGraw-Hill Education.
132) How does the shopping situation affect consumer behavior, both positively and negatively?
133) Using examples, describe the difference between impulse buying and habitual decision
making.
134) Marketers often use the principles and theories from other disciplines to understand
consumer actions and develop marketing strategies. According to the text, what disciplines are
most useful to marketers trying to understand consumer behavior?
135) Harley-Davidson knows that many of its customers today are professional people who want
the pride of owning a Harley. Harley-Davidson also appeals to its more traditional market:
cyclists who want a smooth, powerful ride. To be successful, Harley-Davidson needs to appeal to
which type(s) of needs?
136) When Dee has business in Denver, she often goes out for a fancy meal. When deciding
where to go, the restaurants she usually chooses are the local Thai restaurant and the elegant
French restaurant. Do these two restaurants represent her universal, retrieval, or evoked set of
choices?
137) Larry operates a fishing resort in the Galapagos Islands. Few guests visit his remote island
more than once, but Larry has his assistant e-mail recent customers each month to see how
satisfied they were with their stay at his resort. Why would Larry spend effort on past customers
if few guests come more than once?
138) When Roger decides which airline to use to fly from Baltimore to San Diego, he considers
the price, number of stops, and frequent-flyer miles he will earn. However, earning frequent-
flyer miles is the most important factor for him. Is Roger using a compensatory or
noncompensatory decision rule? Explain your reasoning.
139) Why is it dangerous for marketers to set unrealistically high consumer expectations?
140) Whenever major golf professionals use a new piece of golf equipment, sales of that
equipment jump rapidly. What type of social influence do PGA and LPGA professionals
represent for average golfers?
141) Naomi knows that habitual purchasers make great customers for her coffee shop. How can
Naomi attract and maintain habitual purchasers?
142) For years Mark sold new cars, but he and his wife recently grew tired of city life and moved
to a beach town. Now he sells costume jewelry (made by his wife) at an open-air market near the
ocean. To be successful, what will Mark have to recognize about the difference between
consumers' problem-solving processes for cars and costume jewelry?
143) For many American consumers, the purchase of a personal computer has shifted from an
extended problem-solving decision to a limited problem-solving decision. How does this change
the way retail stores should display and sell computers?
144) Several years ago, BMW produced The Hire, a series of short films that were distributed
online. The purpose of the film was to make the BMW brand relevant to young males who,
BMW hoped, would become interested in the brand and would be more likely to purchase a
BMW in the future. The films were directed by popular action-film directors of that time, and
showed the BMW engaging in high-speed chases and other high-adrenaline situations. No actual
product information was provided. BMW made it easy for site visitors to share the videos with
friends. The films were viewed millions of times, and BMW considered it a highly successful
promotion. Of the factors affecting the consumer decision process, which ones were the primary
factors this campaign sought to use to affect the consumer decision process of those who
watched the films?
145) Budweiser is well known for the use of humor in its ad campaigns for Bud Light beer.
Based on the use of humor in advertising for beer, does Budweiser believe that beer is a high-
involvement or low-involvement purchase for most consumers? Explain your answer using the
elaboration likelihood model.
146) You are shopping for a new car. Using the steps in the consumer decision process, describe
what you would do at each step during the purchasing experience.
147) Demonstrate your understanding of the terms internal locus of control and external locus of
control by giving an example of each.
148) Define the term postpurchase cognitive dissonance and give an example of when this
happened to you. Then explain what the company could have done to lessen your dissonance.
149) The text lists five psychological factors that can influence purchase decisions. List and give
an example of each.
150) Briefly discuss the tax tactics employed by H&R Block, and explain how the advanced data
analytics platform, Domo, assists the company in making decisions about its business.
151) Describe Nike's advertising strategies on the Weather Channel app. Why does the company
advertise on the app? What insights did Nike gain with its advertising campaigns?
