41) Casey’s girlfriend will celebrate her birthday next week, so he needs to buy her a gift. He
remembers the brand of watch that she wears and considers if she would like a new one by the
same maker. This is an example of which part of the consumer purchase decision process?
A) recollection search
B) external search
C) evaluative criteria
D) antecedent states
E) internal search
42) A mother of two toddlers would primarily use an internal search during the purchase
decision process when purchasing
A) a gift for her mother-in-law.
B) an iPhone.
C) disposable diapers.
D) a swing set.
E) a weekend getaway.
43) Julie is an avid mystery reader and her babysitter Tina has been borrowing some of her
books over the summer. When Tina’s birthday approaches, Julie wants to buy her a good
mystery. When Julie was trying to recall her favorite mystery authors, she was engaged in
A) problem recognition.
B) an internal search.
C) an external search.
D) a purchase task.
E) the precognition of an antecedent state.
44) A(n) ________ for information is needed when past experience or knowledge is insufficient,
the risk of making a wrong purchase decision is high, and the cost of gathering information is
low.
A) external search
B) cognitive search
C) alternative search
D) internal search
E) postpurchase search
45) An external search for product information is likely to occur when
A) the cost of gathering information is low.
B) review of past experience provides adequate information.
C) the risk of making a wrong purchase decision is low.
D) the item is frequently purchased.
E) the item is for personal use rather than for professional use.
46) When past experience is insufficient, the risk of making a wrong decision is high, and the
cost of gathering information is low, a consumer is more likely to use an ________ for
information.
A) internal search
B) extensive search
C) expert directed search
D) external search
E) intensive search
47) Emily wants to purchase a tablet device. She is unsure about what hardware and apps she
will need. As a result, she has begun asking for advice from her friends and relatives. In addition,
she has talked to several salespeople at Apple and Best Buy and has looked at some websites,
such as HP and Dell. Emily is engaging in
A) problem recognition.
B) an internal search.
C) an external search.
D) a purchase task.
E) the creation of an antecedent state.
48) Nico wants to buy a new digital camera for his semester studying abroad, but he knows very
little about cameras, having never owned one. As a result, he has begun asking for advice from
friends and relatives. In addition, he has talked to salespeople at a Wolf camera shop and Best
Buy and he has looked at some websites. Nico is engaging in
A) problem recognition.
B) an internal search.
C) the purchase decision.
D) an external search.
E) the creation of an antecedent state.
49) Relatives and friends whom the consumer trusts are known as ________ sources of external
information.
A) relational
B) marketer-dominated
C) personal
D) stakeholder
E) public
50) When conducting an information search, various product-rating organizations, such as
government agencies and TV consumer programs, are known as
A) relational sources.
B) marketer-dominated sources.
C) personal sources.
D) public sources.
E) stakeholder sources.
51) ________ is an example of a public source of information consulted during an external
search as part of the purchase decision process.
A) People magazine advertising
B) Consumer Reports magazine
C) A salesperson at the Apple Store
D) Your brother-in-law
E) A point of purchase display at Target
52) There are various nonprofit publications dedicated to assisting in consumer education and
decision making. Public sources of information for an external information search include which
of these?
A) advertisements
B) sales personnel
C) friends and relatives
D) government agencies
E) point-of-purchase displays
53) Sources of external information that originate with the sellers of products and services and
include advertising, company websites, salespeople, and point-of-purchase displays in stores are
referred to as
A) relational sources.
B) public sources.
C) personal sources.
D) stakeholder sources.
E) marketer-dominated sources.
54) An example of a marketer-dominated source of information consulted during an external
search is
A) previous ownership of a product.
B) a Better Business Bureau rating.
C) a product display in a retail store.
D) a consumer program on talk radio.
E) your mother.
55) An example of a marketer-dominated source of information consulted during an external
search is
A) personal experience.
B) a salesperson.
C) a Federal Trade Commission report.
D) a coworker.
E) Consumer Reports magazine.
56) All of the following are examples of marketer-dominated sources of information consulted
during an external search except which?
A) digital advertising
B) point-of-purchase display
C) Kelly Blue Book
D) dedicated sales staff
E) company website
57) Which stage in the consumer purchase decision process suggests criteria to use for the
purchase, yields brand names that might meet the criteria, and develops consumer value
perceptions?
A) problem recognition
B) information search
C) alternative evaluation
D) purchase decision
E) postpurchase evaluation
58) The alternative evaluation stage clarifies the problem for the consumer in part by
A) creating expectations for particular products,
B) proposing the type of purchase outlet.
C) suggesting criteria to use for the purchase.
D) minimizing cognitive dissonance.
E) establishing a purchase timeline.
59) Sanaa recently made partner at her law firm, and she is rewarding herself with the purchase
of a new car. She told a co-worker, “The Volvo has nine airbags but the Cadillac drives so
smoothly.” Sanaa is currently in which stage of the purchase decision process?
A) problem recognition
B) information search
C) alternative evaluation
D) purchase decision
E) postpurchase evaluation
60) The objective and subjective attributes of a brand that consumers use to compare different
products and brands are referred to as
A) temporal states.
B) antecedent states.
C) information sources.
D) evaluative criteria.
E) the consideration set.
61) Evaluative criteria refer to
A) the objective and subjective attributes of a brand consumers use to compare different products
and brands.
B) those attributes of a brand that are based exclusively on objective criteria in order to make an
unbiased purchase decision.
C) those attributes of a brand that are based exclusively on subjective criteria in order to avoid
postpurchase anxiety.
D) the attributes of a product that a manufacturer wishes to promote to a specific target market.
E) a list of required product attributes from which a customer will not waver regardless of
additional incentives.
62) Which of the following statements concerning evaluative criteria is most accurate?
A) If the alternatives in a consideration set do not meet the requirements of the evaluative
criteria, the entire decision process is usually discontinued.
B) Consumers often have several criteria for evaluating a single product.
C) Evaluative criteria represent objective rather than subjective attributes.
D) Evaluative criteria represent subjective rather than objective attributes.
E) Ultimately, the most important evaluative criterion is price.
63) When purchasing a tablet device, factors like brand image, price, and battery life that a
consumer considers prior to purchase are called
A) points of difference.
B) informational alternatives.
C) buying-decision choices.
D) evaluative criteria.
E) consumer attributes.
64) The Ford Fusion Hybrid SE uses hybrid fuel technology with the latest in lithium-ion battery
technology to deliver more power, convenience, prestige, and fuel economy than non-hybrid
cars. If a consumer used these attributes in evaluating this vehicle against others, the attributes
would be considered
A) points of difference.
B) informational alternatives.
C) evaluative criteria.
D) competitive advantages.
E) consumer attributes.
65) The group of brands a consumer would consider acceptable from among all the brands in the
product class of which he or she is aware is referred to as the
A) evaluative set.
B) evolved set.
C) consideration set.
D) alternative selection group.
E) aspiration group.
66) A consideration set refers to
A) the group of brands a consumer would consider acceptable from among all the brands in the
product class of which he or she is aware.
B) the group of generic brands that a consumer would reluctantly consider acceptable.
C) the group of brands of which a consumer is aware.
D) all possible competitive product substitutes that may satisfy a consumer’s needs regardless of
the product class.
E) those product alternatives a consumer has considered, including those deemed unacceptable.
67) The BMW StreetCarver is a $495 skateboard that features BMW’s technology in its wheel
suspension, which stabilizes the board’s sleek design and allows for greater control around sharp
curves. BMW wants its skateboard to be within the consideration set of potential skateboard
buyers. In this case, it will most likely focus on
A) reducing the postpurchase dissatisfaction that may result from purchasing its product.
B) making sure its representatives attend sporting events such as ESPN’s X-Games to get new
product ideas.
C) making appeals directed toward motivational ego needs.
D) explaining the stability and control aspects of the StreetCarver in its advertising messages.
E) creating personality profiles for skateboarders.
68) Figure 5-2 above shows the recent ratings from independent rating agencies for selected
smartphone brands and models. A number of factors are listed, such as price, display, audio
quality, and text messaging. These factors are the typical ________ for smartphones.
A) consideration sets
B) evaluative criteria
C) value propositions
D) quality considerations
E) core benefits
69) Figure 5-2 above shows the recent ratings from independent rating agencies for selected
smartphone brands and models. The columns each show a brand like Apple, HTC, LG,
Motorola, and Samsung. These brands are referred to as the ________ when consumers use these
smartphone ratings to evaluate the products.
A) consideration set
B) evaluative criteria
C) points of difference
D) value propositions
E) core benefits
70) Figure 5-2 above shows the recent ratings from independent rating agencies for selected
smartphone brands and models. Which smartphone should be chosen if you want a model that
costs less than $700 and has above average or better camera quality?
A) Apple iPhone X
B) Samsung Galaxy S8
C) HTC U11
D) LG G6
E) Motorola Force Droid Z
71) Once a consumer has completed the alternative evaluation stage of the consumer purchase
decision process, the two remaining choices are
A) which product to buy and how to pay for it.
B) whether to buy one or several if a BOGO deal is offered and how to pay for them.
C) from whom to buy and when to buy.
D) which product to buy and whether to tell others about the purchase.
E) whether to buy in person or online and whether to tell others about the purchase.
72) All of the following would impact your decision about when to buy an offering except
which?
A) The manufacturer is currently offering a $25 rebate.
B) You don’t have the money now and don’t get paid until Friday.
C) The product is on sale.
D) The store is closing in 10 minutes.
E) The retailer’s return policy is very relaxed.
73) Charlie was standing outside his classroom talking on the phone when a friend heard him
say, “Thank you for taking my call so quickly. I’d like to order the 32-gigabyte 9.7-inch iPad Pro.
I’ll pick it up today at the Southdale Apple Store. Can I use the easy pay plan?” Charlie was in
which stage of the consumer purchase decision process?
A) problem recognition
B) alternative evaluation
C) information search
D) purchase decision
E) postpurchase evaluation
74) At the ________ of the consumer purchase decision process, a consumer compares the
product with his or her expectations and is either satisfied or dissatisfied.
A) problem recognition stage
B) information search stage
C) alternative evaluation stage
D) purchase decision stage
E) postpurchase stage
75) Sensitivity to consumers’ consumption or use experience, whether they are satisfied or
dissatisfied, is extremely important in their
A) consideration set assessment.
B) prepurchase behavior.
C) evaluative criteria selection.
D) value perceptions.
E) information search.
76) Firms such as General Electric, Johnson & Johnson, Coca-Cola, and British Airways focus
their attention on ________ to maximize customer satisfaction and retention in part by offering
training to handle complaints, answer questions, and solve consumer problems.
A) value perception
B) postpurchase behavior
C) noncompetitive pricing
D) comparison pricing
E) prepurchase behavior
77) Claire has just told her best friend, “I’m so glad I bought the Samsung Galaxy S8 rather than
those other smartphones I was considering. Look at this incredible display, and the battery stays
charged forever.” Which stage of the consumer purchase decision process does Claire’s
conversation identify?
A) problem recognition
B) information search
C) alternative evaluation
D) purchase decision
E) postpurchase behavior
78) Customer satisfaction is an important focus for marketers because
A) marketing research is an expensive proposition; the fewer times it needs to be done, the better
off the company is.
B) the financial value of a satisfied, loyal customer over time can be significant.
C) consumers are unable to assess it by themselves.
D) attracting new customers is easier than keeping old ones.
E) a 50 percent increase in customer retention can increase a company’s profits by 5 percent.