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Indicate whether the statement is true or false.
1. A consumer may receive a marketer’s information and perceive it differently from the way the marketer intended.
a. True
b. False
2. At a single point in time, a person’s motives are all of equal strength.
a. True
b. False
3. Involvement that is temporary and results from a specific set of circumstances is called situational involvement.
a. True
b. False
4. The values, knowledge, beliefs, customs, objects, and concepts of a society affect how people make purchasing
decisions.
a. True
b. False
5. A buyer’s actions at any point in time are affected by one major motive.
a. True
b. False
6. A social class is a closed aggregate of individuals with similar social ranking.
a. True
b. False
7. An electronics store puts a large screen TV, wired for surround sound, in a quiet corner of the store with couches and a
rug, and plays a recently released movie. These actions give the display the look of a family room or den. The store is
using the physical surroundings as a way to influence purchase decisions.
a. True
b. False
8. Perception is a process in which an individual selects, organizes, and interprets information received through the sense
organs.
a. True
b. False
9. In Maslow’s hierarchy of needs, the most fundamental need is safety.
a. True
b. False
10. Problem recognition speed can vary from quite rapid to very slow.
a. True
b. False
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11. A consumer belongs to only one subculture.
a. True
b. False
12. By giving out free samples, marketers help customers learn about their products by helping them gain experience with
them which makes customers feel more comfortable.
a. True
b. False
13. Consumers’ buying decisions are not affected by other people.
a. True
b. False
14. Marketers may try to change consumers’ attitudes toward a product if they feel that a significant number of consumers
have strong negative attitudes toward it.
a. True
b. False
15. Although marketers may attempt to influence what a consumer learns, their attempts are seldom fully successful.
a. True
b. False
16. An opinion leader provides information and is viewed as an authority on many spheres of interest for reference-group
participants.
a. True
b. False
17. High involvement products tend to be those that are expensive and visible to others.
a. True
b. False
18. The actual act of purchase is the second stage of the consumer buying decision process.
a. True
b. False
19. When a product is a conspicuous one, reference-group influence is more likely to affect the brand decision.
a. True
b. False
20. The evaluative criteria are objective but not subjective product characteristics that are important to a specific buyer
when purchasing a product.
a. True
b. False
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21. An attitude scale is useful in helping to measure the intensity of feelings toward an object.
a. True
b. False
22. When buying frequently purchased, low-cost items, a consumer uses extensive decision making.
a. True
b. False
23. Social classes are referred to as open aggregates of individuals because people can move into and out of them.
a. True
b. False
24. An attitude consists of one’s evaluation feelings and behavioral tendencies toward an object or idea.
a. True
b. False
25. Changes in culture do not affect product development.
a. True
b. False
26. Limited decision making is used when purchasing frequently bought, low-cost items needing very little decision
effort.
a. True
b. False
27. Jon’s colleagues at work want to take a skiing trip. Jon grew up in Colorado and learned to ski as a young child so the
group consults him about the best slopes and ski gear needed for the trip. Jon‘s role is that of an opinion leader.
a. True
b. False
28. Motives can affect the direction and intensity of behavior.
a. True
b. False
29. Income is the key factor in determining a person’s social class.
a. True
b. False
30. Extended problem solving is used when unfamiliar, expensive, or infrequently purchased products are bought.
a. True
b. False
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31. When a buyer receives information that is inconsistent with his or her beliefs, the buyer may distort the information to
bring it more in line with those beliefs.
a. True
b. False
32. Situational influences would likely not affect a high school senior searching for a college or university to attend.
a. True
b. False
33. Dissatisfaction may occur shortly after a purchase; this is called cognitive dissatisfaction.
a. True
b. False
34. An information input is less likely to reach perceptual awareness if it is related to an event that the person is
anticipating.
a. True
b. False
35. Motives always operate at a conscious level.
a. True
b. False
36. Patronage motives influence where one purchases products on a regular basis.
a. True
b. False
37. A person receives information inputs through the senses.
a. True
b. False
38. Psychological influences operate within individuals to determine, in part, their behavior as consumers.
a. True
b. False
39. One’s personality is a set of internal traits and distinct behavioral tendencies that result in consistent patterns of
behavior in certain situations.
a. True
b. False
40. Family influences are not directly related to purchasing decisions.
a. True
b. False
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41. Some of the criteria used in the evaluation of alternatives stage of the consumer buying decision process are also used
during the postpurchase evaluation stage.
a. True
b. False
42. A marketer’s use of framing can make a product characteristic seem more important to a consumer and can facilitate
its recall from memory.
a. True
b. False
43. The choice of a seller may actually affect the final product selection during the purchase stage of the consumer buying
decision process.
a. True
b. False
44. A reference group acts as a point of comparison and as a source of information for an individual.
a. True
b. False
45. Product availability plays a major role in the purchase stage. If the highest-ranked product is unavailable, the
consumer will most likely purchase the brand ranked second.
a. True
b. False
46. A major part of perception involves information processing.
a. True
b. False
47. Situational influences generally have the greatest influence during the initial stage of the consumer buying decision
process.
a. True
b. False
48. Information inputs that reach perceptual awareness are received in an organized form.
a. True
b. False
49. Consumer socialization is the process through which a person acquires the knowledge and skills to function as a
consumer.
a. True
b. False
50. A person’s self-concept may affect whether the person buys a product in a particular product category, but it has little
impact on brand selection.
a. True
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b. False
51. Marketers must consider the different nationalities represented within the Hispanic and Asian-American subcultures
because of the unique culture, history, and buying patterns of each ethnic group.
a. True
b. False
52. Maslow’s hierarchy of needs is an explanation of how motives operate.
a. True
b. False
53. The terms of sale (price, delivery, credit arrangements) are negotiated during the evaluation of alternatives stage of the
consumer decision-making process.
a. True
b. False
54. Situational influences can be classified into five different categories including physical surroundings, social
surroundings, personality, purchase reason, and time perspective.
a. True
b. False
55. Marketers can control the perception of potential buyers.
a. True
b. False
56. Ads for beauty products often suggest that purchasing these products will bring love, helping to fulfill one’s social
needs.
a. True
b. False
57. Buying behavior refers to the decision processes and actions of people involved in buying and using products.
a. True
b. False
58. If an information input is useful in satisfying a person’s current needs, it is more likely to reach perceptual awareness.
a. True
b. False
59. Not all the behavioral patterns and values attributed to specific subcultures apply to every member of that specific
subculture.
a. True
b. False
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60. The values, needs, interests, shopping patterns, and buying habits of various subcultures must be considered if a
business wants to succeed.
a. True
b. False
61. There is strong research evidence that personality characteristics are major determinants of purchasing power.
a. True
b. False
62. An information search, once completed, should identify for the buyer the one brand that he or she views as the best
alternative.
a. True
b. False
63. Motives include knowledge and positive or negative feelings about an object.
a. True
b. False
64. There are situational influences that cannot be controlled.
a. True
b. False
65. The criteria used to group people into classes are basically the same in all societies.
a. True
b. False
66. During the evaluation of alternatives stage of the consumer buying decision process, the buyer selects the seller from
whom he or she will purchase the product.
a. True
b. False
67. If a person’s interest in the product category is ongoing and long term, it is referred to as situational involvement.
a. True
b. False
68. Expecting ethical business behavior reflects our culture.
a. True
b. False
69. The time that a buyer has to make a purchase decision is a situational influence.
a. True
b. False
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70. Asian Americans are the fastest growing and most affluent U.S. subculture, but with respect to buying behavior,
Asians are generally not willing to pay more for distinct, well-known brands.
a. True
b. False
71. Just as attitudes are learned, they can be changed.
a. True
b. False
72. The phenomenon of selective exposure is associated with perception.
a. True
b. False
73. Once initiated, the consumer buying decision process always leads to a purchase.
a. True
b. False
74. Consumers’ purchasing decisions and brand decisions may be influenced strongly by reference groups.
a. True
b. False
75. Social surroundings during the purchase decision do not include the presence of a salesperson.
a. True
b. False
76. Involvement level is one factor that affects a consumer’s selection of a type of decision-making process.
a. True
b. False
77. Learning associated with purchase behavior is not particularly affected by reinforcement.
a. True
b. False
78. When evaluating the alternatives, the buyer rates and eventually ranks the brands in the consideration set.
a. True
b. False
79. Time dimensions on the buying decision include how long it may take to become knowledgeable about a product.
a. True
b. False
80. A role consists of a set of actions and activities that a person in a particular position is expected to perform.
a. True
b. False
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Indicate the answer choice that best completes the statement or answers the question.
81. Which American subculture spends the highest proportion of its income on phone services, children’s clothing, and
shoes?
a. Native Americans
b. Hispanics
c. African Americans
d. Asian Americans
e. Americans over 65 years of age
82. Tori went to Sam’s Wholesale Club to shop for a party she was hosting on the weekend. She knew that she could buy
larger quantities of food items than she normally did, and they would also be much less expensive. She checked
everything off her list and proceeded to the checkout lines. Passing a display of fresh flowers, she thought “Wouldn’t
those be nice for the party?” She selected one of the bouquets and placed it in her cart. Tori has most likely engaged in
______ when selecting the food for her party, and ____ when selecting the flowers.
a. limited decision making; impulse buying.
b. routinized decision making; impulse buying.
c. extended decision making; compulsive response behavior.
d. limited decision making; cognitive dissonance.
e. routinized decision making; compulsive response behavior.
83. Jenny plans to buy a new swimsuit for her spring break cruise. She has not seen this year’s styles and thus will do
some comparison shopping before making a purchase decision. Jenny is engaging in
a. routinized response behavior.
b. extended decision making.
c. limited decision making.
d. impulse buying.
e. intensive decision making.
84. When Julia goes to the first class of her Operations Management course, she finds out that in addition to the textbook
she already purchased, she also needs a copy of the book The Goal. At which stage of the consumer buying decision
process is Julia?
a. Purchase
b. Evaluation of alternatives
c. Problem recognition
d. Information search
e. Prepurchase evaluation
85. Kellogg’s is introducing a new bran waffle for toasters. Television commercials will be a key element in
communicating the benefits associated with this product. Based on that decision, Kellogg’s is expecting consumers to
engage in what form of decision making?
a. Routinized response behavior
b. Limited decision making
c. Extended decision making
d. Impulse buying
e. Extensive response behavior
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86. A consumer’s buying decisions are affected in part by the people around him or her. Such people and the forces they
exert on an individual buyer are called
a. motivational influences.
b. social influences.
c. roles.
d. personality influences.
e. cultural influences.
87. Selective exposure refers to
a. targeting only certain parts of the total market.
b. admitting only certain inputs into consciousness.
c. the circumstances or conditions that exist when a consumer is making a purchase decision.
d. the process of selecting, organizing, and interpreting information inputs to produce meaning.
e. remembering inputs that support personal feelings and beliefs and forgetting those that do not.
88. Evaluative criteria for brands within the consideration set are both
a. selective and expansive.
b. objective and subjective.
c. internal and external.
d. extended and routinized.
e. perceptive and selective.
89. After doing considerable shopping, Eric has just decided what brand and type of athletic shoes to buy and where he’s
going to buy them. In what stage of the consumer buying decision process is Eric?
a. Problem recognition
b. Information search
c. Evaluation of alternatives
d. Purchase
e. Postpurchase evaluation
Scenario 6.1
Use the following to answer the questions.
Consumers use information from many sources when making purchasing decisions, including information from friends
and family members. One of the most dissatisfying consumer experiences is with auto repair. Aware of this, Kate has
asked several of her friends and family members where they have their cars repaired, since she has experienced a problem
starting her car when the weather is cold. Kate has heard that Skola’s Auto Repair has reasonable prices, but it can be
difficult to get an appointment. Steve, one of Kate’s friends, had a very poor experience with Skola’s. However, once he
complained to them, they fixed the situation and now he prefers their auto repair shop over others.
90. Refer to Scenario 6.1. A dissatisfied Skola’s Auto Repair customer told a friend about his experience. The friend has
been a long-time Skola’s customer and the next day, didn’t remember what he told her. This is an example of
a. perceptive perception.
b. selective exposure.
c. selective distortion.
d. receptive exposure.
e. selective retention.
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91. An attitude is
a. an internal trait that makes a person unique.
b. a set of actions that a person in a particular position is supposed to perform.
c. a competence in performing activities.
d. a person’s behavior caused by information and experience.
e. one’s evaluation, feelings, and behavioral tendencies toward an object or idea.
92. During the evaluation of alternatives stage of the consumer buying decision process, framing most likely influences the
decision process of ____ buyers.
a. younger
b. older
c. wealthier
d. veteran
e. inexperienced
93. According to Coleman’s major social class categories, which of the following social classes in our culture has these
characteristics: lives in well-kept neighborhoods, generally price sensitive, and is often very involved in children’s school
and sports activities?
a. Lower class
b. Upper class
c. Middle class
d. Working class
e. First class
94. Tiffany is a purchasing manager of computer and software equipment for her company which employs about 350
individuals. She subscribes to PC Magazine and several other trade publications that review computer hardware and
software. In addition, Tiffany is an active user of online forums and often reads review that other purchasing managers
post about different computer models. Tiffany spends about 1–2 hours each week reviewing information through these
sources before making purchasing decisions. What stage of the consumer decision process is Tiffany most likely in?
a. information search
b. problem recognition
c. evaluation of alternatives
d. purchase
95. Tiffany was surprised at work today with a cash bonus. As the account executives were preparing to leave the office,
their district manager distributed $100 bills and thanked everyone for their efforts. Tiffany was incredibly surprised —she
had no idea the company would hand out cash as an incentive or reward. She’s wanted a certain pair of shoes she saw at
the store but couldn’t really justify the purchase. However, since she’s received this unexpected cash bonus, Tiffany
decides to stop by the shoe store after work to purchase the shoes. Tiffany’s purchasing decision is influenced by which
category of situational factors?
a. her mood and condition
b. social surroundings
c. time perspective
d. physical surroundings
96. A customer shopping for a fax machine tells a salesperson that it is important for the fax machine to have several
attributes. It must use plain paper, be able to make copies, be compatible with all other fax machines, and not require a
separate phone line. The buyer has expressed his or her
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a. framing characteristics.
b. service characteristics.
c. consideration set.
d. evaluative criteria.
e. information search criteria.
97. According to Maslow’s hierarchy of needs, human beings have five levels of needs they are constantly seeking to
satisfy. The need for love and affection is an example of one of humans’ _________________ needs.
a. Emotional
b. Safety
c. Social
d. Familial
e. Self-actualization
98. The three major categories of influences on the consumer buying decision process are:
a. situational influences, demographic influences, and psychological influences.
b. social influences, situational influences, and marketer-dominated influences.
c. demographic influences, situational influences, and marketer-dominated influences.
d. situational influences, social influences, and psychological influences.
e. marketer-dominated influences, psychological influences, and person-specific influences.
99. Hereditary characteristics combined with personal experiences that together make an individual unique form one’s
a. self-concept.
b. attitudes.
c. lifestyle.
d. personality.
e. role.
100. As Brianna walks to classes, she selects, organizes, and interprets the sensations she is receiving through her sense
organs. Brianna is experiencing the process of
a. exposure.
b. motivation.
c. learning.
d. attitude formation.
e. perception.
101. In your market research into the buying behavior of a target market, you have confirmed that members of the group
do in fact exhibit varying levels of involvement when buying certain products. For example, you confirmed the group has
a __________ level of involvement when they are purchasing cars and clothing. When they are shopping for groceries,
they exhibit a __________ level of involvement.
a. High; Low
b. Low; High
c. High; Enduring
d. Enduring; High
e. Low; Enduring
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102. Which one of the following is most likely to be a product for which both the purchasing decision and the brand
decision are strongly influenced by reference groups?
a. Canned peaches
b. Instant coffee
c. Jeans
d. Furniture
e. Soap
103. According to Maslow’s hierarchy of needs,
a. individuals simultaneously try to satisfy all five levels of needs.
b. self-actualization needs are the most important needs to be met for most individuals.
c. individuals first address needs at the top of the pyramid and then move down to the lower level needs.
d. levels of needs are different for everyone, and we all try to satisfy them in a different order.
e. individuals first satisfy the most basic needs and then try to fulfill needs at the next level up.
104. Beth is looking for a Mother’s day gift for her mom and wants to purchase some type of perfume or cologne. She
knows that her Mom currently wears a perfume made by Dolce Gabbana called Light Blue. When she arrives at the
perfume counter, she notices that Dolce Gabbana has several new scents available and a variety of gift boxes that also
include powder and body lotion. Beth is trying to decide what to purchase—whether to try a new fragrance or not. Beth is
willing to spend time trying the different scents, but since the gift boxes only cost $75, there’s very little risk involved.
What type of consumer decision will this purchase most likely be for Beth?
a. limited decision making
b. extended decision making
c. routinized response behavior
d. typical decision making
105. An attitude scale measures the
a. strength of a buyer’s need for a product.
b. buyer’s level of information about a product.
c. amount of experience the buyer has had with the product.
d. intensity of a buyer’s feelings toward a certain object.
e. intensity of a buyer’s desire for the product.
106. Which of the following statements about the consumer buying decision process is true?
a. Consumers progress through the five stages of this process for all limited decision making decisions.
b. Although all of the steps in the process are used in all decision processes, the order tends to depend on the
customer’s level of involvement.
c. The key element of the process that exists in all consumer buying decision processes is the purchase of the
product.
d. Once the purchase of a product has been made, the consumer buying decision process is complete.
e. Consumers making limited decision making decisions may not go through all five steps of the process.
107. Market researchers for a local bakery determined that Jewish people consume 63 percent of the portion of bagels sold
in New York City. This is an example of ____ influence on consumer buying decision processes.
a. demographic
b. situational
c. subcultural
d. role
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e. social class
108. Winston and Keesha have been married for a year and are starting to establish their decision-making styles as a
couple. Keesha enjoys shopping and likes to browse the grocery store aisles rather than using a list. While this is time-
consuming, she always discovers some cool product and usually makes some unplanned purchases. Winston appreciates
Keesha’s efforts and tries to reciprocate by taking care of any purchases for their car or to maintain their home such as
getting the oil changed, buying tools, or lawn mowing equipment. Keesha’s purchases all of the grocery items can be
described as _______ decision making, while Winston’s purchases for the car or home maintenance items are called
______decision making.
a. wife dominant; husband dominant
b. wife determined; autonomic
c. wife driven; cooperative
d. wife dominant; mutual
109. Extended decision making is the type of consumer decision-making process that
a. involves no conscious planning but rather a powerful and persistent urge to buy something.
b. is the most complex decision making behavior, which comes into play when a purchase involves unfamiliar,
expensive, or infrequently bought products.
c. requires a moderate amount of time for information gathering and search.
d. is the creation and maintenance of a collection of products that satisfy a person’s needs and wants.
e. requires very little search-and-decision effort and is practiced when buying low-cost and frequently purchased
products.
110. Dave is an owner and manager of three apartment buildings in northern Minnesota. During an exceptionally hot
summer the temperatures soared and the toll on the window air conditioners was too much. Seventeen of them have
broken down already, and more are probably going to have to be replaced. He has a total of seventy-five apartment units.
Dave is now in the process of deciding how to repair the air conditioning. Should he buy new window units for all the
buildings, or should he install central air conditioning? What type of decision is Dave facing?
a. situational involvement and extended decision making
b. situational involvement and limited decision making
c. enduring involvement and extended decision making
d. enduring involvement and limited decision making
e. external involvement and limited decision making
111. Stuart’s little brother Kyle joined the boy scouts recently. Stuart notices that in addition to wearing the boy scout
uniform, Kyle has been better about keeping his everyday clothes neat and clean, has been searching online for camping
gear, and has become interested in “green” products. Stuart believes that the boy scouts are now a reference group for
Kyle because he
a. has taken on many of the values, attitudes, or behaviors of group members.
b. became a formal member of the group.
c. became familiar with the group’s activities.
d. looked for information from members of the group regarding buying decisions.
e. cannot control his involvement with the group.
112. Jose and Teresa are searching for an apartment. They will most likely engage in which one of the following forms of
decision making?
a. Extended decision making
b. Limited decision making
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c. Impulse buying
d. Routinized response behavior
e. Intensive response behavior
113. Claire is beginning to wonder if she has made the right decision about purchasing a new HP Laptop after she sees a
friend with a new Dell. Claire’s doubt whether she made the right decision occurs during the ___________ of the buying
decision process.
a. cognitive dissonance phase.
b. purchase phase.
c. evaluation of alternatives phase.
d. information search phase.
e. postpurchase evaluation phase.
114. Stefanie is shopping for groceries at her local supermarket. As she picks up laundry detergent, she sees the display of
bathroom cleaners and remembers that she is about to run out of it at home. Stefanie tries to remember the specific brand
that she used last time, because she thought that was the best in terms of performance and value. In terms of the consumer
buying decision process, Stefanie’s remembering that she was almost out of bathroom cleaner is the ____ phase of the
buying decision process, where trying to remember what brand she last used was an example of the _____ phase.
a. problem recognition; internal information search.
b. problem recognition; evaluation of alternatives.
c. information search; postpurchase evaluation.
d. information search; evaluation of alternatives
e. problem recognition; postpurchase evaluation.
115. Monique reads through her emails containing advertisements for sweaters from H&M, purses from JC Penney, and
tennis shoes from Foot Locker. Later while at the mall, she remembers only the shoe ad, thanks to the recent tear in her
own Reeboks. Monique has engaged in selective
a. distortion.
b. exposure.
c. analysis.
d. retention.
e. organization.
116. The _____, of Coleman’s social class categories, includes approximately 32 percent of the population, shops for best
bargains, and buys sports and enjoys leisure activities like local travel and recreational parks.
a. upper class.
b. middle class.
c. first class.
d. working class.
e. lower class.
117. The consumer buying decision process involves _______ stages. The first stage is ____________, and the last stage
is _____________.
a. Five; Evaluation of alternatives; Post-purchase evaluation
b. Five; Information search; Purchase
c. Six; Problem recognition; Purchase
d. Five; Problem recognition; Post-purchase evaluation
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118. You commute a long distance to get to work every day, and the cost of gasoline is putting a strain on your personal
finances. You realize that you need to look at buying a new car that gets better gas mileage, or that doesn’t run on gasoline
at all. In terms of the traditional consumer buying decision process, you are currently in the ___________ stage, and you
are about to enter the ___________ stage.
a. Problem recognition; Purchase
b. Evaluation of alternatives; Information search
c. Evaluation of alternatives; Purchase
d. Problem recognition; Information search
e. Information search; Purchase
Scenario 6.2
Use the following to answer the questions.
Both the Toyota Sienna and the Nissan Quest were very popular choices for family vans. Toyota noticed that the majority
of its customers were families with 3 or more children, and so they developed commercials that featured larger families.
They also produced commercials that featured Hispanic-looking actors and for some markets, in Spanish. Alicia Desario
and her husband were currently shopping for a van for their family. As Alicia listened to an advertisement on the
television about the Nissan Quest, she noticed that the Nissan cost about $27,000 and had gas mileage of about 17 mpg.
She recalled an earlier ad for the Toyota Sienna, that also cost about $27,000, but had gas mileage of about 21 mpg. She
also liked the way the family was portrayed in the Toyota ad, showing the children in the back seats having plenty of
room, watching the DVD players, and having their own sound controls. When she spoke to Carlos, her husband, about
how much she liked the Toyota van, he replied that it had too low of gas mileage at only 16 mpg. Since Alicia didn‘t agree
with that number, he produced a magazine ad that supported his claim of the 16 mpg for the Toyota. Alicia couldn’t
believe that she had made such an error in hearing what the gas mileage was for the Toyota and the Nissan.
119. Refer to Scenario 6.2. Since Alicia and Carlos were using gas mileage as one of their evaluative criteria, they are
most likely in the ____ phase of the consumer buying process.
a. problem recognition
b. external search
c. evaluation of alternatives
d. purchase
e. post-purchase
120. Problem recognition occurs when a consumer
a. searches for information to resolve a problem.
b. becomes aware that there is a difference between a desired state and an actual condition.
c. recognizes a need and evaluates for information to resolve a problem.
d. evaluates her or his purchase.
e. is exposed to a television advertisement desired state and an actual condition.
121. Jessie is out with a group of friends this evening for dinner at a local restaurant and then a movie. While the service
at the restaurant was slow, and the food just ok, Jessie still had a great time and left with a positive opinion of the
restaurant experience. Jessie’s experience was likely influenced by ____.
a. Physical surroundings
b. Social surroundings
c. Purchase reasons
d. Buyer’s momentary mood and condition
e. Pressures created by time factors
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122. Beth Hines is buying furniture for her apartment for the first time. She is spending considerable time and effort
comparing the products that different stores offer. Which type of decision-making process is she using?
a. Selective
b. Intensive
c. Extended
d. Shopping
e. Routinized
123. During which stage of the consumer buying decision process does a consumer decide from which seller he or she
will buy the product?
a. Evaluation of alternatives
b. Information search
c. Source selection
d. Purchase
e. Problem recognition
124. A major determining factor in deciding which type of decision-making process should be used depends on the
individual’s intensity of interest in a product and the importance of the product for that person. This is known as an
individual’s
a. motivational structure.
b. routinized response behavior.
c. level of involvement.
d. cognitive dissonance.
e. evaluative criteria.
125. There are a number of situational influences that impact the consumer’s buying decision process. Which of the
following is one of those influences?
a. Price influences
b. Brand influences
c. Marketers’ information influences
d. Consumer’s mood influences
e. Distribution influences
126. Marketers who attempt to use reference-group influence in advertisements are most likely to succeed when messages
indicate that
a. people in a specific group buy the product and are highly satisfied by it.
b. reference groups should be of little concern to the consumer.
c. reference groups are “in” and everyone should belong to at least one.
d. all products and brands are influenced by reference groups.
e. people in a specific group have tried the product and dislike it.
127. Psychological influences that determine where a person purchases products on a regular basis are called
a. convenience responses.
b. patronage motives.
c. shopping motives.
d. pattern responses.
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e. routine decisions.
128. People’s needs to grow, develop, and achieve their full potential are referred to by Maslow as ____ needs.
a. ego
b. esteem
c. self-actualization
d. social
e. safety
129. Evan has just been hired as a product manager for a major technology firm. Currently, he is making purchases for his
new apartment and upcoming job. His purchase of _____ would most likely be done through extended decision making,
while his purchase of ____ would be purchased through limited decision making behavior.
a. a new suit; a sofa
b. a toaster; bed sheets
c. coffee maker; flat screen TV
d. flat screen TV; bath towels
e. coffee maker; groceries
130. Which of the following is the fastest growing, most affluent subculture in the United States?
a. African Americans
b. Hispanics
c. Asian Americans
d. Native Americans
e. Italian Americans
131. The U.S. Army recruits soldiers based on the slogan, “Army Strong,” implying that people can reach their full
personal potential in the U.S. Army. This is an appeal to what need according to Maslow’s hierarchy of needs?
a. Safety
b. Esteem
c. Self-actualization
d. Physiological
e. Social
132. Antonio is in the market for a new car. He believes that lately there have been more car ads than usual on TV. The
need Antonio has is most likely driving which of the following phenomena?
a. perception.
b. selective exposure.
c. selective distortion.
d. cognitive dissonance.
e. selective retention.
133. After purchasing a new Lexus, Brandon sees an Infinity pass by on the street and begins to wonder if he made the
right choice. Brandon is experiencing
a. problem recognition.
b. cognitive dissonance.
c. internal search.
d. alternative evaluation.
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e. framing.
134. Stacy is going to the store to buy milk and cereal. She will most likely use ____ in her consumer decision-making
process.
a. routinized response behavior
b. limited decision making
c. extended decision making
d. perceptual scanning
e. evaluation of alternatives
135. Referring to Coleman’s major social class categories, the social class in our society that favors prestigious schooling,
neighborhoods, and brands is the
a. upper class.
b. middle class.
c. upper-lower class.
d. working class.
e. lower class.
Scenario 6.2
Use the following to answer the questions.
Both the Toyota Sienna and the Nissan Quest were very popular choices for family vans. Toyota noticed that the majority
of its customers were families with 3 or more children, and so they developed commercials that featured larger families.
They also produced commercials that featured Hispanic-looking actors and for some markets, in Spanish. Alicia Desario
and her husband were currently shopping for a van for their family. As Alicia listened to an advertisement on the
television about the Nissan Quest, she noticed that the Nissan cost about $27,000 and had gas mileage of about 17 mpg.
She recalled an earlier ad for the Toyota Sienna, that also cost about $27,000, but had gas mileage of about 21 mpg. She
also liked the way the family was portrayed in the Toyota ad, showing the children in the back seats having plenty of
room, watching the DVD players, and having their own sound controls. When she spoke to Carlos, her husband, about
how much she liked the Toyota van, he replied that it had too low of gas mileage at only 16 mpg. Since Alicia didn’t agree
with that number, he produced a magazine ad that supported his claim of the 16 mpg for the Toyota. Alicia couldn’t
believe that she had made such an error in hearing what the gas mileage was for the Toyota and the Nissan.
136. Refer to Scenario 6.2. Toyota’s production of commercials that featured Hispanic actors and the Spanish language is
an example of marketing to
a. cultural self-concepts.
b. social classes.
c. subcultures.
d. roles.
e. social strata.
137. Experience has shown you that your customers’ buying decisions can be significantly impacted by situational
influences. You are analyzing past sales activities to better understand how these factors translate into sales impacts.
Which of the following statements is true about situational influences on the consumer’s buying decision process?
a. Situational influences are only relevant in the purchasing stage of the consumer buying decision process.
b. Time is not a factor that contributes to situational influences on the consumer’s buying decision process.
c. If the consumer is fatigued this could potentially be a situational influence on her buying decision process.
d. The day of the week does not have a situational influence on the consumer’s buying decision process.
e. Location is not a factor that contributes to situational influences on the consumer’s buying decision process.
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138. Assignment of meaning to organized information inputs is called
a. motivation.
b. redefinition.
c. learning.
d. interpretation.
e. selection.
Scenario 6.1
Use the following to answer the questions.
Consumers use information from many sources when making purchasing decisions, including information from friends
and family members. One of the most dissatisfying consumer experiences is with auto repair. Aware of this, Kate has
asked several of her friends and family members where they have their cars repaired, since she has experienced a problem
starting her car when the weather is cold. Kate has heard that Skola’s Auto Repair has reasonable prices, but it can be
difficult to get an appointment. Steve, one of Kate’s friends, had a very poor experience with Skola’s. However, once he
complained to them, they fixed the situation and now he prefers their auto repair shop over others.
139. Refer to Scenario 6.1. The type of decision making that Kate is using to select an auto repair shop would be
a. intensive decision making.
b. extended decision making.
c. routinized response behavior.
d. selective decision making.
e. limited decision making.
140. When a consumer purchases products occasionally or needs information about an unfamiliar brand in a familiar
product category, he or she will most likely engage in
a. enduring purchase behavior.
b. routinized response behavior.
c. extended decision making.
d. impulse searching.
e. limited decision making.
141. Mario and his friend have been talking about their love of Bose headphones and speakers. Mario’s friend mentions a
consumer report that he read the week before that stated Bose products had higher prices but lower quality than in
previous years. Mario thought to himself that perhaps his friend had misread the report, because Bose had always been the
best. This perceptual process is known as selective
a. exposure.
b. distortion.
c. retention.
d. information.
e. organization.
142. The three most widely recognized types of consumer decision making are:
a. limited problem solving, extended problem solving, and routinized response behavior.
b. extended problem solving, enduring problem solving, and situational decision making.
c. planned problem solving, impulse buying, and limited decision making.
d. internal problem solving, external problem solving, situational behavior.