Chapter 14 Test Bank
1. Consumer-to-consumer solutions to “problems they never knew they had” have accelerated due to the rise of
A. social media like Pinterest.
B. crowd sourcing like Kickstarter.
C. peer innovation like Quirky.
D. All of these choices are correct.
E. None of these choices are correct.
2. What is the first stage of the consumer decision process?
A. information search
B. problem recognition
C. alternative evaluation
D. purchase
E. postpurchase behavior
3. Which of the following statements is false regarding consumer decisions and the consumer decision process?
A. The decision process model provides useful insight into all types of consumer purchases.
B. Consumer decisions are frequently the result of a single problem.
C. Consumer decisions are rational and functional; otherwise they do not involve decisions per se.
D. Some consumer decisions result from the convergence of several problems.
E. Once the decision process begins, it may evolve and become more complex with multiple goals.
14-2
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytic Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 14-01 Describe the impact of purchase involvement on the decision process.
Topic: Types of Consumer Decisions
4. Which of the following is a type of consumer decision making discussed in your text?
A. nominal decision making
B. limited decision making
C. extended decision making
D. limited decision making and extended decision making
E. nominal decision making, limited decision making, and extended decision making
5. Which of the following is not a type of consumer decision making discussed in your text?
A. nominal decision making
B. extended decision making
C. complex decision making
D. limited decision making
E. All of these choices are types of decision making.
6. The level of concern for, or interest in, the purchase process triggered by the need to consider a particular
purchase is known as
A. personal involvement.
B. product involvement.
C. purchase involvement.
D. enduring involvement.
E. activated involvement.
7. Blake doesn’t much care about cars but is engaging in a substantial amount of information search about cars since
he is about to buy a new car. In terms of involvement, Blake is
A. high in product involvement; low in purchase involvement.
B. high in value-expressive involvement; low in product involvement.
C. high in product involvement; high in purchase involvement.
D. low in product involvement; low in purchase involvement.
E. low in product involvement; high in purchase involvement.
8. Very high levels of purchase involvement tend to produce
A. extended decision making.
B. nominal decision making.
C. affective decision making.
D. limited decision making.
E. None of these choices are correct.
14-4
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytic Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 14-01 Describe the impact of purchase involvement on the decision process.
Topic: Extended Decision Making
9. Emma noticed that she was almost out of gas, so she pulled into the nearest gas station and filled up her tank.
Emma’s decision on which gas to purchase is characterized by
A. a high level of cognitive processing.
B. a low level of purchase involvement.
C. limited decision making.
D. extended decision making.
E. a high level of affective processing.
10. Which type of consumer decision making only includes the stages of problem recognition, limited internal
information search, purchase, and limited postpurchase behavior?
A. nominal decision making
B. normal decision making
C. limited decision making
D. extended decision making
E. simple decision making
11. Which type of consumer decision making does not include alternative evaluation?
A. routine decision making
B. nominal decision making
C. extended decision making
D. simple decision making
E. limited decision making
12. Which type of consumer decision making includes only a limited internal information search and no external
search for information?
A. routine decision making
B. nominal decision making
C. extended decision making
D. simple decision making
E. limited decision making
13. Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules,
and few alternatives?
A. routine decision making
B. nominal decision making
C. extended decision making
D. simple decision making
E. limited decision making
14-6
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytic Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 14-01 Describe the impact of purchase involvement on the decision process.
Topic: Limited Decision Making
14. Which type of consumer decision making involves the evaluation of many attributes and alternatives and
employs complex decision rules?
A. routine decision making
B. nominal decision making
C. extended decision making
D. simple decision making
E. limited decision making
15. Which type of decision making process in effect involves no decision per se?
A. simple decision making
B. nominal decision making
C. extended decision making
D. automatic decision making
E. default decision making
16. Nominal decision making is sometimes referred to as
A. habitual decision making.
B. routine decision making.
C. simple decision making.
D. automatic decision making.
E. default decision making.
17. A completely nominal decision does not even include consideration of
A. information.
B. problem recognition.
C. the “do not purchase” alternative.
D. purchase evaluation.
E. All of these choices are correct.
18. Nominal decisions can be broken into which two distinct categories?
A. brand loyal decisions and repeat purchase decisions
B. primary decisions and secondary decisions
C. high involvement decisions and low involvement decisions
D. expensive decisions and inexpensive decisions
E. first purchase decisions and repeat purchase decisions
14-8
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytic Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 14-01 Describe the impact of purchase involvement on the decision process.
Topic: Nominal Decision Making
19. Which type of nominal decision is characterized by a fairly high degree of product involvement but a low degree
of purchase involvement?
A. routine decision
B. inexpensive decision
C. primary decision
D. brand loyal decision
E. low visibility decision
20. Brad was out of soft drinks in his dorm room, so he went to the store and purchased Coke. This is the brand he
always buys, and he would not even consider purchasing another brand. Which type of nominal decision does this
illustrate?
A. routine decision
B. repeat purchase decision
C. primary decision
D. brand loyal decision
E. low visibility decision
21. Which type of nominal decision is characterized by a consumer believing that all brands within a given product
category are about the same and not attaching much importance to the product category or purchase?
A. routine decision
B. repeat purchase decision
C. secondary decision
D. inconsequential decision
E. indifferent decision
22. Rita is doing her family’s grocery shopping and purchases ice cream. She’s purchased Blue Bell ice cream before
and purchases it again. She’s not committed to this brand; it’s just that she and her family like it. Which type of
nominal decision is this?
A. inconsequential decision
B. indifferent decision
C. automatic decision
D. repeat purchase decision
E. secondary decision
23. Which type of decision making involves internal and external search, few alternatives, simple decision rules on a
few attributes, and little postpurchase evaluation?
A. nominal decision making
B. routine decision making
C. limited decision making
D. partial decision making
E. extended decision making
14-10
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytic Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 14-01 Describe the impact of purchase involvement on the decision process.
Topic: Limited Decision Making
24. Which type of decision making covers the middle ground between nominal and extended decision making?
A. limited decision making
B. partial decision making
C. mid-range decision making
D. modified decision making
E. internal decision making
25. Which type of decision making involves recognizing a problem for which there are several possible solutions?
A. nominal decision making
B. normal decision making
C. alternate decision making
D. modified decision making
E. limited decision making
26. Marla is bored with her cell phone. She wants to purchase a new one that has cool ring tones and can take
pictures and video. She’s not going to conduct a big search for a new phone as she’s just going to consider a few
others. Which type of decision making is this?
A. nominal decision making
B. limited decision making
C. extensive decision making
D. extended decision making
E. truncated decision making
27. Which type of decision making involves an extensive internal and external information search followed by a
complex evaluation of multiple alternatives and significant postpurchase evaluation?
A. limited decision making
B. nominal decision making
C. extended decision making
D. complex decision making
E. complete decision making
28. The Smith’s oldest daughter, Olivia, is a senior in high school. She has all “A’s” and scored a 34 on the ACT. She
is president of the debate team and the national honor society as well as a member of the cheerleading squad. Olivia
wants to attend medical school, so both she and her parents are very concerned about which undergraduate school
she attends. They have spent countless hours on the Internet examining universities, and they have already visited
five campuses. For Olivia and her parents, which type of decision making does this represent?
A. limited decision making
B. nominal decision making
C. extended decision making
D. complex decision making
E. complete decision making
29. __________ is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse
and activate the decision process?
A. Alternative evaluation
B. Problem recognition
C. Information search
D. Purchase
E. Postpurchase evaluation
30. Tess noticed that she was almost out of shampoo. Which stage of the decision process will this observation
activate?
A. problem recognition
B. information search
C. alternative evaluation
D. postpurchase evaluation
E. dissonance
31. A(n) __________ is the way an individual perceives his or her feelings and situation to be at the present time.
A. current state
B. actual state
C. desired state
D. self-concept
E. self-assessment
32. Bessie is at the grocery store and is trying to remember some of the things she needs to buy. She is in the
cleaning products aisle looking at the floor cleaning products. She’s pretty sure she has another bottle left at home,
so she doesn’t purchase another. Bessie’s perception of her current situation regarding this product reflects her
A. current state.
B. desired state.
C. actual state.
D. self-concept.
E. self-assessment.
14-14
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytic Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 14-02 Explain problem recognition and how it fits into the consumer decision process.
Topic: The Nature of Problem Recognition
33. A(n) __________ is the way an individual wants to feel or be at the present time.
A. current state
B. desired state
C. actual state
D. ideal state
E. idolized state
34. Candace is on a diet and wants to lose 10 pounds. She wants to be thin right now, which represents her
A. actual state.
B. ideal state.
C. healthy state.
D. desired state.
E. future state.
35. Which of the following statements is false regarding problem recognition?
A. Problem recognition is the first stage in the consumer decision process.
B. Only when the desired state is greater than the actual state will a problem exist.
C. Problem recognition is the result of a discrepancy between a desired state and an actual state that is sufficient to
arouse and activate the decision process.
D. Without recognition of a problem, there is no need for a decision.
E. All of these choices are true regarding problem recognition.
36. Which of the following drives problem recognition?
A. the consumer’s perception of the actual state
B. objective reality of the consumer’s actual state
C. the amount of information available
D. the number of alternatives from which to choice
E. others’ perception of an individual’s actual state
37. The level of one’s desire to resolve a particular problem depends on which factors?
A. the consumer’s perception of his or her actual state and the desired state
B. the length of time required to make a decision and the level of purchase involvement
C. the magnitude of the discrepancy between the desired and actual states and the relative importance of the problem
D. the degree of brand loyalty and the amount of time required to make a decision
E. the direction of the discrepancy between the desired and actual states and the relative importance of the purchase
14-16
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytic Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 14-02 Explain problem recognition and how it fits into the consumer decision process.
Topic: The Nature of Problem Recognition
38. Relative importance of a problem is determined by which of the following?
A. how critical the problem is to the maintenance of the consumer’s desired lifestyle
B. how critical the problem is to others
C. the magnitude of the discrepancy between the desired and actual states
D. the magnitude of the discrepancy between the actual self-concept and the ideal self-concept
E. the level of risk associated with the decision process
39. What are the types of consumer problems?
A. latent and manifest
B. primary and secondary
C. low involvement and high involvement
D. active and inactive
E. actual and perceived
40. Which type of consumer problem is one the consumer is aware of or will become aware of in the normal course
of events?
A. latent
B. manifest
C. active
D. inactive
E. blatant
41. Many elderly consumers have problems with arthritis. This painful condition makes it almost impossible for
them to open jars or medicine containers because the joints in their fingers are so stiff. Which type of consumer
problem is this?
A. latent
B. manifest
C. active
D. inactive
E. blatant
42. Which type of consumer problem is one of which the consumer is not aware?
A. latent
B. manifest
C. active
D. inactive
E. blatant
14-18
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytic Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 14-02 Explain problem recognition and how it fits into the consumer decision process.
Topic: Types of Consumer Problems
43. The Martins’ home has potentially unsafe levels of radon, but they have no idea because it is odorless and they
have not been feeling any ill effects from it. In fact, several homes have this problem and the owners are not aware
of it, and they may never become aware of it unless testing is done. What type of consumer problem is this?
A. latent
B. manifest
C. active
D. inactive
E. dangerous
44. Which of the following statements is true regarding active and inactive consumer problems?
A. Active problems require the marketer only to convince consumers that its brand is the superior solution.
B. Active and inactive problems do not require different marketing strategies.
C. An active problem is one of which the consumer is not aware.
D. Even though a consumer is aware of it, an inactive problem is one that he or she has no desire to rectify.
E. Active problems are more serious than inactive ones.
45. Which of the following is a nonmarketing factor affecting problem recognition?
A. social status
B. previous decisions
C. motives
D. situation
E. All of these choices are correct.
46. Which nonmarketing factor affects a consumer’s desired state?
A. culture/subculture
B. normal depletion
C. product/brand performance
D. availability of products
E. All of these choices are correct.
47. All except which of the following nonmarketing factors affect consumers’ desired state?
A. reference group
B. household characteristics
C. normal depletion
D. financial status/expectations
E. culture
14-20
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytic Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 14-03 Summarize the uncontrollable determinants of problem recognition.
Topic: Uncontrollable Determinants of Problem Recognition
48. Which of the following is a nonmarketing factor affecting consumers’ actual state?
A. social status
B. household characteristics
C. product/brand performance
D. motives
E. culture
49. All except which of the following nonmarketing factors affect a consumer’s actual state?
A. past decisions
B. normal depletion
C. product/brand performance
D. reference group
E. availability of products