Chapter 15 Test Bank
1. The second screen refers to
A. watching streaming video on a mobile device
B. surfing the Internet
C. watching TV while interacting with another mobile device
D. local mobile search
E. All of these choices are correct.
2. Which of the following statements is false regarding information search?
A. The amount of search depends on purchase involvement.
B. Searching for information is free.
C. Information search involves mental as well as physical activities that consumers must perform.
D. The initial search generally produces a set of guides or decision restraints.
E. Search has benefits such as finding a lower price or getter higher quality.
3. Once a problem is recognized, relevant information from long-term memory is used to determine if a satisfactory
solution is known, what the characteristics of potential solutions are, what are appropriate ways to compare
solutions, and so forth. This is referred to as
A. internal search.
B. external search.
C. primary search.
D. ongoing search.
E. evoked search.
4. Nakeisha wants to purchase some new make-up, but she wants something different from what she is currently
using. Since she has experience with this product, she just thinks of the other products she has tried and decides to
purchase one of those. Which type of information search has Nakeisha performed?
A. internal search
B. external search
C. primary search
D. secondary search
E. evoked search
5. Which type of search can involve independent sources, personal sources, marketer-based information, and
product experience?
A. internal search
B. external search
C. primary search
D. secondary search
E. evoked search
6. Nathan is purchasing a new computer, so he asks his friends and family for help in selecting one. He also has
searched the Internet and visited the Dell, Gateway, and Apple websites and has consulted Consumer Reports.
Nathan is conducting which type of information search?
A. internal search
B. external search
C. primary search
D. secondary search
E. evoked search
7. If, in response to a problem, a consumer recalls a single, satisfactory solution, no further information search or
evaluation may occur. The consumer purchases the recalled brand and __________ has occurred.
A. automatic decision making
B. limited decision making
C. nominal decision making
D. extended decision making
E. truncated decision making
8. Every winter, Laurie’s skin becomes very dry and results in painful cracks in her skin on her fingers. Once this
happens, Laurie remembers that Zim’s Crack Cream works really well for this problem, so she stops at the store to
pick some up. Which type of decision making has occurred?
A. automatic decision making
B. limited decision making
C. nominal decision making
D. extended decision making
E. truncated decision making
9. When a consumer notices a new product in a store because of the point-of-purchase display, reads about the
attributes of the product and recalls an unresolved problem that this product will solve, and then purchases the
product, __________ has occurred.
A. automatic decision making
B. limited decision making
C. nominal decision making
D. extended decision making
E. truncated decision making
10. Wendy was in Walmart and noticed a display with baking items collected together and a little pad with recipes to
tear off. She looked at the recipe and decided that this would make a nice dessert for Thanksgiving, so she purchased
the products that were conveniently located on the display. Which type of decision making did Wendy undertake?
A. automatic decision making
B. limited decision making
C. nominal decision making
D. extended decision making
E. truncated decision making
11. For which type of decision making is external information search relatively important?
A. automatic decision making
B. limited decision making
C. nominal decision making
D. extended decision making
E. truncated decision making
12. Eric was in the store and started looking at riding lawn mowers. He didn’t come to this store for the purpose of
purchasing one, but he started considering it once he was there. However, he did not purchase one on that trip.
Instead he went to other stores to look at their mowers, he asked his neighbor and his brother-in-law about their
mowers, and he searched the Internet before he decided on the brand to purchase. Which type of decision making
did Eric undertake?
A. automatic decision making
B. limited decision making
C. nominal decision making
D. extended decision making
E. truncated decision making
13. Deliberate external search that occurs in the absence of problem recognition and is done both to acquire
information for possible later use and because the process itself is pleasurable is known as
A. internal search.
B. ongoing search.
C. eternal search.
D. continuous search.
E. perpetual search.
14. Barry is always searching information about wine. He reads Wine Spectator every month, has several books
related to wine, visits wine-related websites frequently, and has visited several wine regions throughout the world.
While he purchases wine frequently, he does not conduct this information search for just that reason. He just enjoys
learning about wine. For Barry, his search for information about wine is a(n)
A. internal search.
B. ongoing search.
C. eternal search.
D. continuous search.
E. perpetual search.
15. A consumer decision requires information on which of the following?
A. The appropriate evaluative criteria for the solution of a problem.
B. The existence of various alternative solutions.
C. The performance level or characteristic of each alternative solution on each evaluative criterion.
D. The appropriate evaluative criteria for the solution of a problem and the existence of various alternative solutions.
E. The appropriate evaluative criteria for the solution of a problem, the existence of various alternative solutions,
and the performance level or characteristic of each alternative solution on each evaluative criterion.
16. The desired features or characteristics required to meet a consumer’s needs are his or her
A. evoked set.
B. evoked criteria.
C. consideration criteria.
D. evaluative criteria.
E. evaluative set.
17. Freddy is purchasing a new car, and he has decided that gas mileage, price, reliability, and styling are important
to him. These attributes represent Freddy’s
A. evoked set.
B. evoked criteria.
C. consideration criteria.
D. evaluative criteria.
E. evaluative set.
15-9
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 15-02 Summarize the types of information consumers search for.
Topic: Evaluative Criteria
18. All of the brands that a consumer thinks of as potential solutions are known as the
A. awareness set.
B. evaluative criteria.
C. alternative set.
D. preferred set.
E. consideration set.
19. Karl and his wife are considering putting a built-in pool in their backyard. They were discussing who they could
get to do it for them, and they realized they knew of five pool contractors in their city. These five pool contractors
that they thought of as potential contractors for them represent their
A. awareness set.
B. evaluative criteria.
C. alternative set.
D. preferred set.
E. consideration set.
20. Which of the following is not a subcategory of the awareness set?
A. evoked set
B. evaluation set
C. inert set
D. inept set
E. All of these choices are subcategories of the awareness set.
21. The brands or products one will evaluate for the solution of a particular consumer problem are called the
A. evoked set.
B. evaluative criteria.
C. alternative set.
D. preferred set.
E. awareness set.
22. Thomas is aware of several different brands of electric shavers, but he is only considering seriously three
different brands. These three brands that Thomas is evaluating represent his
A. evoked set.
B. evaluative criteria.
C. alternative set.
D. preferred set.
E. awareness set.
15-11
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 15-03 Describe the categories of decision alternatives relating to the evoked set.
Topic: Appropriate Alternatives
23. The evoked set is also called the
A. evaluative set.
B. alternative set.
C. awareness set.
D. preferred set.
E. consideration set.
24. Brands that are found completely unworthy of further consideration are members of the
A. evoked set.
B. inept set.
C. excluded set.
D. inert set.
E. discarded set.
25. Darcy is considering the purchase of living room furniture. While there are several national-chain furniture
stores in her city, she is not considering Haverty’s because she’s purchased furniture from this store before and has
been dissatisfied. For Darcy, this furniture retailer is included in her
A. evoked set.
B. consideration set.
C. inept set.
D. excluded set.
E. inert set.
26. Brands for which a consumer is aware but basically indifferent toward compose his or her
A. evoked set.
B. consideration set.
C. inept set.
D. excluded set.
E. inert set.
27. Elaine is considering the purchase of a computer and is aware that Toshiba and HP are brands in this product
category. However, she is basically indifferent toward them. These two brands represent Elaine’s
A. evoked set.
B. consideration set.
C. inept set.
D. excluded set.
E. inert set.
15-13
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 15-03 Describe the categories of decision alternatives relating to the evoked set.
Topic: Appropriate Alternatives
28. To which set do alternatives the consumer does not know about belong?
A. inert set
B. inept set
C. unawareness set
D. unknown set
E. evoked set
29. Which of the following statements is false regarding appropriate alternatives?
A. An evoked set is those brands or products one will evaluate for the solution of a particular consumer problem.
B. The brand found completely unworthy of further consideration is a member of the inept set.
C. Marketing strategy that focuses only on creating awareness is adequate.
D. Brands for which a consumer is aware of but basically indifferent toward compose that consumer’s inert set.
E. Alternatives the consumer does not know about compose the unawareness set.
30. Which of the following is a primary source of information available to consumers?
A. memory
B. personal sources
C. independent sources
D. marketing sources
E. All of these choices are correct.
31. Past searches, prior personal experiences, and prior low-involvement learning are examples of which source of
information?
A. memory
B. personal sources
C. independent sources
D. marketing sources
E. experiential sources
32. Karen is going to the mall to purchase new shoes. Based on her prior experience with Nine West and her positive
attitude toward them, she plans on looking at the Nine West store first. Her decision to visit the Nine West store is
based on which source of information?
A. memory
B. personal sources
C. independent sources
D. marketing sources
E. external sources
15-15
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 15-04 Discuss available information sources and the role of Internet and mobile search.
Topic: Sources of Information
33. Friends, family, and others are examples of which source of information?
A. memory
B. personal sources
C. independent sources
D. marketing sources
E. experiential sources
34. Kasi is seeking the advice of her parents in her decision on which college to attend. Which source of information
is Kasi using?
A. memory
B. personal sources
C. independent sources
D. marketing sources
E. experiential sources
35. Magazines, consumer groups, and government agencies represent which source of information?
A. memory
B. personal sources
C. independent sources
D. marketing sources
E. experiential sources
36. Jon needed to purchase new tires for his SUV. He consulted Consumer Reports to see how the various brands
were rated. Jon consulted which type of information source?
A. memory
B. personal sources
C. independent sources
D. marketing sources
E. experiential sources
37. Sales personnel, websites, and advertising represent which type of information source?
A. memory
B. personal sources
C. independent sources
D. marketing sources
E. experiential sources
15-17
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 15-04 Discuss available information sources and the role of Internet and mobile search.
Topic: Sources of Information
38. Stephanie and her husband are considering the purchase of a 52″ plasma television. They have visited several
manufacturers’ websites, looked at the ads in the Sunday newspaper, and have spoken with sales people at several
electronics stores. Which source of information are they using?
A. memory
B. personal sources
C. independent sources
D. marketing sources
E. experiential sources
39. Which source of information includes inspection or product trial?
A. memory
B. personal sources
C. independent sources
D. marketing sources
E. experiential sources
40. Lane is test driving several models of automobiles to help him decide which one to purchase. Which source of
information does this represent?
A. memory
B. personal sources
C. independent sources
D. marketing sources
E. experiential sources
41. Which information source is not actively acquired by consumers?
A. past searches
B. personal experience
C. low-involvement learning
D. independent groups
E. marketer information
42. Susan actually knows quite a bit about some product categories that she doesn’t actively seek out information
concerning and doesn’t even own. Which of the following is the most likely means by which she obtained this
information?
A. past searches
B. personal experience
C. low-involvement learning
D. experiential sources
E. high-involvement learning
15-19
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 15-04 Discuss available information sources and the role of Internet and mobile search.
Topic: Sources of Information
43. Research shows that the most important search-related use of the Internet is
A. finding information.
B. getting news.
C. buying a product.
D. using e-mail.
E. checking the weather.
44. Which demographic factors still have the most influence on U.S. adult Internet usage?
A. gender, ethnicity, age
B. age, income, education
C. age, ethnicity, gender
D. income, gender, generations
E. education, generations, gender
45. Which of the following is not a research finding regarding the Internet as an information source?
A. Online information is expected.
B. Online information boosts offline sales.
C. Online sources are viewed as valuable.
D. Online sources reduce a salesperson’s role.
E. Roughly 30% of American adults use a search engine to research a product/service before buying it online.
46. Which of the following is true regarding the Internet as a source of information?
A. Online information is expected.
B. Online information boosts offline sales.
C. Online sources are viewed as valuable.
D. Online sources reduce a salesperson’s role.
E. All of these choices are correct.
47. Research has shown that most of the online search leading up to a purchase was
A. brand only.
B. generic.
C. brand-item.
D. retail.
E. price-related.