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e. responsive behavior, planned behavior, and impulsive decision making.
143. Perception is a three-step process that involves
a. motivation, personality, and attitudes.
b. classifying, recording, and eliminating information received through the senses.
c. collecting, eliminating, and organizing information inputs.
d. selecting, organizing, and interpreting information inputs.
e. anticipating, classifying, and discarding information inputs.
144. Shortly after moving into their new home, Mark and Katherine Gould purchase and install smoke detectors and an
alarm system. The Goulds are concerned about fulfilling their need for
a. survival.
b. safety.
c. self-actualization.
d. esteem.
e. belonging.
145. Within the information search step of the consumer buying decision process, what two primary aspects exist?
a. Consideration sets and evoked sets
b. Personal information and non-personal information
c. Selective retention and selective distortion
d. Internal search and external search
e. Company-produced information and internal information
146. In the process of perception, individuals receive sensations through sight, sound, taste, smell, and hearing. These
sensations are called
a. selective inputs.
b. olfactory receptors.
c. information inputs.
d. perceptual motives.
e. psychological influences.
147. Purchasers who purchase products for personal or household use and not for business purposes are called the
a. ultimate consumers.
b. end-use consumption group.
c. business market.
d. household purchasing group.
e. organizational market.
148. The development of a person’s self-concept is a function of
a. learning.
b. psychological and social factors.
c. reference groups and opinion leaders.
d. roles and family influences.
e. subcultures.
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149. Which of the following consumer decision-making processes will probably be used in purchasing toothpaste?
a. Extended decision making
b. Routinized response behavior
c. Intensive decision making
d. Limited decision making
e. Perceptual scanning
150. A culture can be divided into subcultures according to
a. personality characteristics of individuals in that culture.
b. motives that members of that cultural group have for their behavior.
c. geographic regions or human characteristics, such as age or ethnic background.
d. income levels.
e. information to which consumers allow themselves to be exposed.
151. Which of the following is an example of consumer misbehavior?
a. Giving a product a poor rating
b. Filing a consumer complaint
c. Failing to complete a customer survey form
d. Returning purchases
e. Shoplifting
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.
152. Refer to Scenario 6.1. Positive feelings generated by satisfaction with Skola’s response will become part of Steve’s
a. consideration set.
b. motives.
c. selective retention.
d. response.
e. attitude.
153. While shopping at a local grocery store, Taylor sees a display of his favorite brand of energy drink. He buys some to
take home for the weekend. This purchase process would be described as
a. routinized response behavior.
b. extended decision making.
c. limited decision making.
d. situational perception.
e. enduring involvement.
154. Grant Turner makes an appointment to visit with a new dermatologist in town because of a recent bad sunburn.
When he arrives at the dermatologist’s office, Grant notices a foul odor in the air, worn floor coverings, cluttered rooms
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that have paint peeling from the walls, and poor lighting. However, the other patients in the waiting room were talking
about how much they liked the doctor. While Grant viewed the dermatologist as competent, Grant decided not to visit him
again even though the dermatologist recommended a follow-up. Which situational influences are most likely to have
affected Grant’s decision?
a. Social surroundings
b. Momentary mood
c. Antecedent states
d. Purchase reasons
e. Physical surroundings
155. Jana now feels that her teeth are not white enough after seeing advertisements for whitening toothpaste. Marketers
promote these brands based on ____ needs, appealing to sex appeal.
a. physiological
b. esteem
c. self-actualization
d. psychological
e. social
156. In the consumer buying decision process, the information search stage
a. yields a group of brands that a buyer views as possible alternatives.
b. involves a buyer becoming aware of the need for a product.
c. is not necessary when the buyer is involved in extensive decision making.
d. occurs immediately after evaluation of alternatives.
e. is lengthy for routine response buying behavior.
157. Cognitive, affective, and behavioral are the three major components of
a. self-concept.
b. motives.
c. lifestyles.
d. consumer socialization.
e. attitudes.
158. Which of the following statements about how a consumer organizes inputs that reach awareness is most accurate?
a. Inputs are organized by individuals to produce meaning, and this organizational process is usually a slow one.
b. Organization of information inputs is not always needed to produce meaning.
c. Inputs that reach awareness are organized and interpreted in much the same way by all consumers.
d. Because a person interprets information in terms of what is familiar, only one interpretation of organized inputs is
possible.
e. Inputs that reach awareness are organized to produce meaning, and this meaning is interpreted in light of what is
familiar to the individual.
159. The forces that other people exert on one’s buying behavior are called social influences. These come from reference
groups and opinion leaders, social classes, culture and subcultures, roles, and
a. ethnic heritage.
b. personality.
c. attitudes.
d. perception.
e. family.
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160. Shaun is going shopping with his dad to buy his first baseball glove for Little League. He listens to his dad talk to the
salesperson at the sporting goods store, watches him examine the stitching in the glove and then rub his finger over the
leather palm. Shaun’s observations are part of his
a. consumer development.
b. attitude development.
c. purchasing evaluation.
d. consumer socialization.
e. consumer attitude.
161. Marketers often provide consumers with free samples, sometimes coupled with coupons, to help them gain
experience with their products and facilitate consumer
a. patronage motives.
b. attitudes.
c. perception.
d. distortion.
e. learning.
162. For which of the following products would a consumer most likely use limited decision making?
a. Detergent
b. Toothpaste
c. Automobile
d. Hair dryer
e. Washing machine
163. The three major types of reference groups are:
a. membership, aspirational, and advocacy.
b. advocacy, avoidance, and approach.
c. aspirational, disassociative, and membership.
d. actual, implied, and desired.
e. family, peer group, and media.
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.
164. Refer to Scenario 6.1. The change in Steve’s behavior toward Skola’s Auto Repair, caused by the company’s response
to his complaint, is a function of
a. perception.
b. motivation.
c. attitudes.
d. learning.
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e. influence.
165. Psychological influences are internal factors that impact a consumer’s buying decision process. More specifically,
___________ is one type of psychological influence wherein the consumer has a tendency to twist or change information
received to fit their own personal feelings or beliefs.
a. Perceptive dissonance
b. Selective retention
c. Creative distortion
d. Distorted reality
e. Selective distortion
166. What consumer research method is a means of measuring consumer attitudes by gauging the intensity of individuals’
reactions to adjectives, phrases, or sentences about an object?
a. Projective specification
b. Patronage clarification
c. Group interview
d. Attitude scale
e. Depth interview
167. The five major stages of the consumer buying decision process, in order, are
a. information search, establishment of product criteria, evaluation of alternatives, purchase, and postpurchase
evaluation
b. problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation.
c. problem recognition, information search, evaluation of alternatives, postpurchase evaluation and purchase.
d. information search, evaluation of alternatives, purchase, trial adoption period, and postpurchase evaluation.
e. problem recognition, purchase, evaluation of alternatives, postpurchase evaluation, and rebuy.
168. When shopping for detergent, Josh looks at Tide, Fresh Start, Surf, and All and chooses the one that is on sale. These
four brands make up his ____ set.
a. alternate
b. purchase
c. consideration
d. problem
e. imposed
169. Chloe and Max are searching for a health club to join. This purchase will likely be affected by ____ involvement.
a. low
b. internal
c. enduring
d. evoked
e. perceived
170. Changing people’s attitudes toward a firm and its marketing program is
a. simple when advertisements are used.
b. impossible, even if the firm uses advertisements.
c. a long, expensive, and difficult task that may require extensive advertising campaigns.
d. unnecessary, since consumer attitudes are of little importance.
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e. rarely attempted through the use of marketing practice.
171. After purchasing a product, postpurchase evaluation may result in cognitive dissonance. Cognitive dissonance is
a. the congruence between external and internal searches for product information.
b. a function of the manner in which the manufacturer of the product describes its attributes.
c. dissatisfaction with the purchase.
d. the establishment of criteria for comparing products.
e. doubts that occur because the buyer questions whether the decision to purchase the product was right.
172. Mark is shopping for a new suit to wear to an important interview. He really wants to impress his prospective
employer and is shopping at many stores to find the right outfit. Martin is using which type of consumer decision-making
process?
a. Routinized response behavior
b. Habitual response
c. Information search
d. Extended decision making
e. Intensive decision making
173. Which of the following products would probably require extended decision making before a purchase?
a. Products purchased frequently
b. Products to be purchased in the future
c. Products that are purchased routinely
d. Expensive products
e. Products purchased as a result of social influences
174. Children often achieve ____ by observing parents and older siblings in purchase situations and then through their
own purchase experiences.
a. consumer socialization
b. personality
c. role identification
d. social class
e. attitude formation
175. Claire is a market research analyst for a global consulting firm. She will be traveling to London next month to
present her research to a meeting of company executives from around the world. This presentation could be instrumental
in the company’s decision of whether she should be promoted at the end of this year. Claire has been thinking about the
trip, which will be the first time she has been out of the country. She has decided to retire the old college luggage for a
more professional-looking version and has begun to evaluate various brands. Claire is most likely facing _____ for this
particular purchase.
a. enduring involvement.
b. perceptual involvement.
c. internal retention.
d. situational involvement.
e. selective retention.
176. Jeff needs to buy his textbooks for the coming semester of college. It is only two weeks before the first day of class,
and he still has not made a purchase. Jeff wants to buy them somewhere other than the bookstore since he is still living at
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his parents’ home and won’t be on campus until the day before class. Jeff goes online and looks for sites that sell the
textbook. Then he remembers that one of his friends had said something earlier about finding the book for a great price.
Jeff then calls his friend to get the name of the site. In terms of Jeff’s buying decision process, his going online to look for
sites was part of _______, and his calling a friend was ______.
a. problem recognition; external search.
b. information search; internal informational search.
c. external information search; also external information search
d. internal information search; external information search.
e. external information search; internal information search.
177. Maggie has been a loyal customer of Apple for years and likes to own the latest products and looks forward to
announcements about product releases. She owns an Apple phone, iPad, and MacBook and hopes to purchase the new
model phone when it’s released in the Fall. Maggie was talking to one of her friends about Apple and was surprised to
learn that Apple was involved in some workforce-related issues at their overseas plant. Her friend was telling her that
Apple paid very low wages and people were required to work long hours. Maggie reasoned that this issue must be related
to a third-party manufacturer since Apple would never treat their employees this way. She dismisses the incidence and
explained to her friend that it must have been an honest mistake. What type of process is Jeremy utilizing with regard to
the information about Apple?
a. selective distortion
b. selective exposure
c. selective retention
d. selective perception
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.
178. Refer to Scenario 6.2. The fact that Alicia had remembered the gas mileage of the Toyota Sienna incorrectly is most
likely an example of
a. selective expression.
b. selective retention.
c. perceptual extension.
d. perceptual bias.
e. selective distortion.
179. Refer to Scenario 6.2. Carlos’ knowledge of the correct gas mileage is an example of the ____ component of his
attitude toward the Toyota, while Alicia’s feelings about the children in the commercial being happy in the Toyota van
were an example of the ____ component of her attitude.
a. cognitive; affective
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b. cognitive; behavioral
c. affective; cognitive
d. affective; behavioral
e. behavioral; affective
180. Our society uses many factors, including occupation, educational level, income, wealth, religion, race, ethnic group,
and possessions, to group people into
a. family types.
b. geographic regions.
c. reference groups.
d. social classes.
e. attitudinal segments.
181. Justin is purchasing his third car in the past five years. He has been a car enthusiast ever since he was a young boy.
Justin likes to spend his free time looking at car magazines, going to car shows, and watching NASCAR. Justin’s interest
in cars is referred to as
a. situational involvement.
b. dynamic involvement.
c. enduring involvement.
d. dynamic buying behavior.
e. situational buying behavior.
182. Cole’s smart phone is two years old and he would like to have a new one. This time, he wants to make sure that it has
a longer battery charge and better geographic coverage since he is traveling three days a week for his new job. Cole is
most likely to use _____ for this purchase.
a. routinized response behavior.
b. limited decision making behavior.
c. extended response behavior.
d. intensive decision making behavior.
e. extended decision making behavior.
183. A salesperson at Best Buy tells Donovan that the Sony Notebook is one of the most reliable computer notebooks ever
made. Donovan, however, has just heard about a second Sony recall for this model because of overheating. If Donovan
engages in selective distortion, his most likely response will be to
a. buy the Sony.
b. forget the information from the salesperson.
c. ignore the recall as a fluke.
d. focus on positive aspects of the Sony.
e. cease shopping for a computer notebook at this time.
184. Tim is a marketing research consultant and specializes in qualitative research. He’s a member of the Qualitative
Research Association and enjoys attending regional and national meetings where he can meet other consultants and
participate in workshops to improve his skills. Tim always finds one to two new books to purchase from the trade show
and truly enjoys the chance to expand his knowledge base through these learning opportunities. He knows that this new
knowledge will improve his capabilities to deliver the type of consultation his clients might desire and will enable him to
effectively compete for work. Tim’s attendance at these national meetings and his book purchases are motivated by his
need of ________ , one of Maslov’s hierarchy of needs.
a. self-actualization
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b. physiological
c. social
d. esteem
185. Mackenzie has decided to purchase a new laptop computer and is reviewing Internet-related posts and reading
articles about which computers are considered the best. She’s not very tech savvy and just needs a basic computer, but she
wants it to last three to four years and to be maintenance-free. Mackenzie also visits Best Buy and chats with salespeople
to get their advice about which computer model would be best for her to buy. Mackenzie’s behavior can be explained by
the concept of ______ involvement.
a. situational
b. enduring
c. concomitant
d. limited
186. Shane spends most of his free time participating in extreme sports and traveling to exotic locations with a group of
close friends who share his interests and opinions about most things. This is a description of Shane’s
a. self-concept.
b. lifestyle.
c. personality.
d. attitudes.
e. role.
187. Buyers’ actions are affected by one or more internal energizing forces geared toward satisfying needs, which are
called
a. motives.
b. lifestyles.
c. perceptions.
d. attitudes.
e. traits.
188. A group of brands that a consumer views as alternatives for possible purchase is called a(n)
a. evoked set.
b. awareness set.
c. inert set.
d. evaluative group.
e. evaluation criteria.
189. Which of the following buying situations is most consistent with routinized response behavior?
a. Ian buying his first pair of basketball shoes
b. Molly buying a new set of tires for her car
c. Aaron buying a new fishing rod and reel
d. Stephanie buying bottled water
e. Bryan buying a new software program
190. The five categories of situational influences are:
a. product involvement level, physical surroundings, social surroundings, time perspective, and purchase reason.
b. antecedent states, physical surroundings, social surroundings, time perspective, and space dimensions.
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c. social surroundings, physical surroundings, time pressures, purchase reason, and lifestyles.
d. purchase reason, time perspective, social surroundings, physical surroundings, and buyer’s momentary mood.
e. store atmosphere, location, aromas, sounds, and lighting.
191. Consumers tend to remember information inputs that support their feelings and beliefs and forget inputs that do not.
This is known as selective
a. exposure.
b. distortion.
c. retention.
d. information.
e. organization.
192. Jennifer is interested in joining Kappa Lambda Iota sorority. She begins to shop at Sarah’s, a local store where the
Kappas buy their clothes. She also asks her family for a new car because all the sorority members have new cars. In these
instances, Jennifer is influenced by
a. personality.
b. a reference group.
c. a consideration set.
d. a knowledge base.
e. a role conflict.
193. Which of the following statements regarding social class is true?
a. A social class is a closed aggregate of people with similar social ranking.
b. The criteria used to group people into social classes do not vary from one culture to another.
c. A social class is an open aggregate of people with similar social ranking.
d. A social class is a ranking of people by other members of society into positions of social respect.
e. A social class is an open aggregate of people with different social rankings.
194. After certain inputs have been selected to reach an individual’s awareness, the next step in the perceptual process is
perceptual
a. organization.
b. attention.
c. retention.
d. interpretation.
e. redefinition.
195. Credit card companies maintain staffs of professionals whose primary responsibility is to monitor the activity on
cardholders’ accounts to spot potential fraudulent purchases or stolen cards. These staffs are employed to prevent which
of the following:
a. Consumer purchase complaints
b. Consumer misbehavior
c. Consumer misinformation
d. Consumer purchase remorse
e. Consumer purchase excess
196. Lauren is completing her senior year of college and is living in an apartment with three friends. Her family has a
subscription to Netflix and Lauren is able to use the log-on ID and password while she’s at college. Lauren does not have
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cable TV or satellite TV as she typically streams shows or movies that are available online for free or through Netflix.
Several of Lauren’s friends don’t have a subscription to Netflix, so Lauren has given them her log-on ID and password so
they can watch their shows. She doesn’t mind sharing the Netflix subscription with her friends—what could it hurt? She
has heard that the entertainment industry, and Netflix are upset over people sharing their subscription to the streaming
services in this way. Lauren’s sharing of her family’s Netflix subscription is an example of ________ which is estimated
to cost the electronics and entertainment industries over $50 billion annually.
a. consumer misbehavior
b. digital stealing
c. consumer copying
d. illegal sharing
197. Having used both Secret and Sure deodorants, Annette feels that Secret is a good product and the one that best meets
her needs. She has formed a(n) ____ about Secret.
a. motive
b. consideration set
c. cognition
d. attitude
e. self-concept
198. You have been invited to attend a meeting of a special interest group that a good friend is a part of. You accept the
invitation and agree to attend the group’s next meeting. After attending the meeting, you realize you are passionately
opposed to everything the group stands for. You tell your friend you never want to attend another meeting or associate
with anyone who is a part of that group. However, you will make a special allowance for your friend. In terms of social
influences, which of the following terms best describes the group as it relates to you?
a. Aspiration reference group
b. Negative subculture
c. Extremist reference group
d. Dissociative reference group
e. Ideological reference group
199. Melanie prefers to shop at Target for most of her household needs even though the same products and brands are
available at Kmart. She prefers the service, location, and friendliness of the employees at Target. Melanie’s reasons that
influence her decision to shop at Target are called
a. social needs.
b. learning processes.
c. patronage motives.
d. product attitudes.
e. retailer attitudes.
200. Salina is shopping for low-calorie frozen dinners to take to work for lunch. Salina has always been mindful of the
total calories and the number of fat grams in these dinners. However, after reading an article about the high sodium counts
in frozen meals and the maximum grams of sodium a woman should eat daily, she now pays attention to the sodium as
well. The changes in Salina’s thought processes and behavior caused by this information is called
a. learning.
b. attitude formation.
c. patronage motives.
d. personality.
e. motivation.
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201. The results of many studies have been inconclusive regarding the association between buyer behavior and
a. personality.
b. perception.
c. motives.
d. social class.
e. learning.
202. Max recently purchased a Ford F150 truck and has owned it for about a week. Earlier in the day, he received a call
from Dane, the sales representative who sold him the truck. Dane called to check to see whether Max had any questions or
problems with the truck and if he had learned how to navigate all the bells and whistles. Dane also reminded Max about
how Ford is highly regarded as one of the best automobile brands and that the Ford truck is the #1 truck brand in the
United States. What phenomenon is Dane trying to prevent by contacting her customer?
a. cognitive dissonance
b. postpurchase negative word-of-mouth
c. consumer disengagement
d. purchasing affect
203. Carla is a prosecuting attorney for the city of Cleveland. She is also vice president for the local parent/teacher
organization and a coach for her daughter’s soccer team. The actions and activities associated with each of these positions
constitute Carla’s
a. personality.
b. role.
c. motives.
d. beliefs.
e. lifestyle.
204. An opinion leader is likely to be most effective under all of the following conditions except when the
a. follower has high product involvement.
b. follower has low product knowledge.
c. follower has values and attitudes similar to the opinion leader.
d. product details are numerous and complicated.
e. follower has attitudes and values that are different from those of the opinion leader.
205. When a new variety of Kashi whole-grain breakfast cereals is first introduced, consumers will most likely engage in
____ when deciding whether or not to purchase this new product.
a. extended decision making
b. limited decision making
c. situational solving behavior
d. routinized response behavior
e. automatic processing behavior
206. Luis likes shopping at Stein Mart, a discount department store, because he likes the prices, products, and services the
store provides. His selection of this store as a regular stop when shopping is influenced by ____ motives.
a. self-concept
b. self-image
c. projective
d. depth
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e. patronage
207. When Trevor realizes his liquor cabinet supply was devastated by last weekend’s party, he first retrieves information
from his memory about what types of liquor he and his friends like most and then asks the attractive clerk at the liquor
store what she would recommend. Trevor started with a(n) ____ search and then progressed to a(n) ____ search.
a. consideration; evaluative
b. focused; broad
c. internal; external
d. routinized; extended
e. self; inclusive
208. When organizing perceptual inputs, people tend to mentally fill in missing elements in a pattern or statement. This
principle is called
a. interpretation.
b. completion.
c. distortion.
d. closure.
e. linking.
209. Maslow’s hierarchy of needs refers to the five levels of needs that humans seek to satisfy, from most to least basic to
survival. These needs, in order from most to least basic to survival are
a. psychological, physiological, safety, social, and esteem.
b. physiological, safety, esteem, social, and self-actualization.
c. physiological, psychological, safety, social, and esteem.
d. physiological, safety, social, and esteem, self-actualization.
e. physiological, esteem, safety, self-actualization, and psychological.
210. Austin is an account manager for the music production company, Live Nation, and has always been an avid musician
and music enthusiast. Austin is responsible for working with one of their major clients, State Farm Insurance, who is a
major sponsor of various music festivals such as the Coachella Valley Music & Art Festival, Bonnaroo, Lollapalooza, and
Bumbershoot. In his free time, Austin plays guitar in a band and enjoys performing at open mic nights or the occasional
gig. His job and his hobbies mesh so well that he doesn’t even feel like work is “work”—it’s more recreation to Austin
since he enjoys the music industry so much. Austin’s passion for music and his view of himself as music influences his
purchasing choices of products and brands. Austin’s ________ influences his purchasing decisions as he seeks to purchase
items that reflect or enhance his persona.
a. self-concept
b. roles
c. consumer socialization
d. reference groups
211. Marissa goes to Target to purchase school supplies for her two children. As she is approaching the check-out counter,
she sees a vase she just has to have and buys it immediately. Marissa’s purchase of the vase is an example of
a. limited decision making.
b. impulse buying.
c. routinized response behavior.
d. addictive consumption.
e. situational involvement.
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212. Routinized response behavior is what a consumer does when
a. purchasing an unfamiliar product.
b. buying frequently purchased, low-cost items that need little effort.
c. an information search is extensive and may involve consulting with friends and family.
d. buying products that require a moderate amount of time for information gathering and deliberation.
e. he or she enters the problem recognition stage of the consumer buying decision process.
213. Many aspects of consumer buying decisions are affected by the individual’s level of involvement. Level of
involvement is
a. the importance and intensity of interest in a product in a particular situation.
b. the buyer’s perception, motives, and abilities.
c. the amount of external search that an individual puts into the decision-making process.
d. the particular circumstance or environment in which consumers find themselves.
e. a combination of an individual’s demographic factors.
214. Marketers must understand a target group’s culture if they hope to be construct an effective marketing mix for the
target group. Culture is the accumulation of values, customs, beliefs and knowledge the target group possesses. Culture
includes tangible items such as _____________. Additionally, culture includes intangible items such as
________________.
a. Education; Food
b. Clothing; Laws
c. Social Customs; Artwork
d. Artwork; Food
e. Education; Clothing
215. In shopping for a new laptop computer for her master’s degree program, Jocelyn has narrowed the alternatives to
four brands. She is considering Dell, Toshiba, Sony, and Hewlett-Packard. These four brands make up Jocelyn’s
a. awareness set.
b. consideration set.
c. framing set.
d. external search.
e. inert set.
216. High school seniors who are trying to decide which college to attend; and newlyweds looking to buy their first home
exhibit the same behavior with respect to their level of involvement in their buying process. Which of the following best
describes this common buying behavior?
a. Impulse buying behavior
b. Reasoned purchasing behavior
c. Extended problem solving behavior
d. Routinized response behavior
e. Rationalized response behavior
217. An open aggregate of people with similar social ranking is referred to as a
a. reference group.
b. social class.
c. role.
d. caste.