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e. subculture.
218. All of the following are marketer-dominated sources of information except
a. salespeople.
b. advertising.
c. packaging.
d. friends.
e. displays.
219. The primary psychological influences on consumer behavior are:
a. perception, motives, learning, attitudes, personality, and lifestyles.
b. attitudes, perception, retention, exposure, roles, and lifestyles.
c. attitudes, perception, social class, culture, and learning.
d. perception, motives, reference groups, social class, and personality.
e. lifestyles, personality, perception, motives, attitudes, and culture.
220. Abercrombie & Fitch is developing a program to get to know its customers. Which of the following is not a reason
why A&F needs to understand consumer buying behavior?
a. customer’s reactions to marketing strategy can impact the firm’s success
b. all customers are the same when it comes to buying behavior
c. a firm should create a marketing mix that satisfies customers
d. it helps the marketer predict how consumers will respond to marketing strategies
e. the marketing concept stresses that a firm should know its customers
221. Compare and contrast the three major ethnic subcultures in the United States.
222. Compare and contrast the three major influences on the consumer’s decision-making processes.
223. Define consumer misbehavior and discuss three types of consumer misbehavior described in the text.
224. Discuss how reference groups and opinion leaders influence purchase behavior.
225. How does the level of involvement affect the type of consumer decision-making process that a person uses?
226. How does an individual’s social class influence the products he or she buys?
227. Identify and describe the five major categories of situational influences.
228. Why is it important for marketers to understand the cultural and subcultural influences that may affect the consumer
buying decision process?
229. In what ways does an individual’s personality affect his or her buying behavior?
230. In what ways can situational influences affect the consumer buying decision process?
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231. Why is it important for marketers to recognize the stages that a consumer goes through in making a purchase
decision?
232. Discuss how perceptual processes may influence the consumer buying decision process.
233. What is Maslow’s hierarchy of needs? How does it apply to the consumer buying decision process?
234. Why are consumer attitudes an important issue for marketers to study? Can attitudes be changed easily by marketers?
Explain.
235. Discuss cognitive dissonance as it relates to post purchase evaluation and describe how marketers can reduce
cognitive dissonance in a consumer who has just purchased an expensive product.
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Answer Key
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