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Indicate whether the statement is true or false.
1. Consumers can be influenced by reference groups only if they belong to those groups.
a. True
b. False
2. People in a subculture do not share the characteristics of the broader culture.
a. True
b. False
3. Marketers often try to create opinion leaders as it is rare to find an opinion leader who spans multiple diverse domains.
a. True
b. False
4. Consumers try to reduce cognitive dissonance by justifying their purchase decision.
a. True
b. False
5. According to Maslow’s hierarchy of needs theory, self-actualization is the highest human need of all.
a. True
b. False
6. Unlike high-involvement products, low-involvement goods and services are generally associated with routine response
behavior.
a. True
b. False
7. Unlike affluent upper-class consumers, working-class or middle-class consumers are more likely to be salaried
executives or self-employed professionals with at least an undergraduate degree.
a. True
b. False
8. Need recognition cannot be triggered when a consumer is exposed to an external stimulus.
a. True
b. False
9. The process by which we select, organize, and interpret stimuli into a meaningful and coherent picture is called
learning.
a. True
b. False
10. In the context of individual influences on consumer buying decisions, individual characteristics are generally unstable
over the course of one’s life.
a. True
b. False
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11. Unlike experiential learning, conceptual learning occurs when an experience changes your behavior.
a. True
b. False
12. Consumers’ product preferences for themselves remain stagnant in all stages of the family life cycle.
a. True
b. False
13. Value of a product can mean an enduring belief shared by a society that a specific mode of conduct is personally or
socially preferable to another mode of conduct.
a. True
b. False
14. Learning to differentiate among similar products is known as stimulus generalization.
a. True
b. False
15. Hedonic value is derived from a product or service that helps a consumer solve problems and accomplish tasks.
a. True
b. False
16. Perception is the process that creates changes in behavior through experience and practice.
a. True
b. False
17. Involvement is the amount of time and effort a buyer invests in the search, evaluation, and decision processes of
consumer behavior.
a. True
b. False
18. Personality refers to how consumers perceive themselves in terms of attitudes, perceptions, and beliefs.
a. True
b. False
Indicate the answer choice that best completes the statement or answers the question.
19. _____ refers to how an individual actually perceives himself or herself.
a. Self-esteem
b. Self-actualization
c. Ideal self-image
d. Real self-image
20. Which of the following is a social factor that can influence consumer buying decisions?
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a. A social class
b. Gender
c. A reference group
d. Ethnicity
21. _____ is the most complex type of consumer buying decision and is associated with high involvement on the part of
the consumer.
a. Limited decision making
b. Routine response behavior
c. Extensive decision making
d. Postpurchase evaluation
22. Which of the following is an effect of social influences on consumer buying decisions?
a. Consumers base decision making on the values and beliefs of their culture.
b. Consumers rely on personal experience while making a buying decision.
c. Consumers seek out the opinions of others for decision making.
d. Consumers make decisions based on their ideal self-image.
23. Mary belongs to the capitalist class of the United States. She has inherited vast amounts of wealth from her father and
has studied at one of the best universities in the world. Given this information, which of the following statements is true of
Mary?
a. Sheis likely to spend a lot ofmoney on exotic vacations.
b. Her income level is likely to be well below the national average.
c. Her life is likely spent fighting crime and hunger.
d. She likely dependsprimarily on food coupons.
24. Becky wants to buy a new cell phone. She asks her friends who are technologically savvy to recommend a good,
lightweight phone that is easy to use. In this scenario, Becky is obtaining information using a(n) _____.
a. marketing-controlled information source
b. internal information search
c. nonmarketing-controlled information source
d. marketing-controlled information search
25. After working in the finance industry for over 25 years, Lilly and Lindsey are considered veterans in the field. They
formed a finance club with the intention of spreading awareness about financial planning. The club inducts members who
give advice about finance methods and tools that people can employ with the resources they have.In this scenario, Lilly
and Lindsey belong to a _________.
a. primary membership group
b. secondary membership group
c. nonaspirational reference group
d. aspirational reference group
26. Benjamin visited a cell phone store in his neighborhood and noticed many shiny, brightly colored cell phones on
display.However, they belonged tobrands that were not very well known. Despite that, he decided to buy one since it
looked better than most premium brands. Unfortunately, the phone stopped working after a few days. In this scenario,
Benjamin purchased the phone based on its _____.
a. perceived value
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b. actual value
c. evoked set
d. consumer set
27. Which of the following statements is true of culture?
a. It cannot be learned.
b. It influences individuals in a way that they are completely aware of its values.
c. It encompasses all the things that consumers do without conscious choice.
d. It is static and does not change.
28. Melina considers herself a fashionista and thinks that she dresses more fashionably than her friends and family. Her
family and friends, however, feel she dresses just like them. In this case, the perception of Melina’s friends and family
contradicts Melina’s _____.
a. real self-image
b. lifestyle
c. ideal self-image
d. social class
29. Sparkly Smile, a popular toothpaste brand,is known to whiten teeth. When Benjamin noticed chewing gum being sold
under the same brand name, he purchased it immediately.He thought that the chewing gum would have the same
whitening effect as the toothpaste. Which of the following learning concepts didSparkly Smile use to boost sales of its
chewing gum?
a. Stimulus generalization
b. Product differentiation
c. Selective distortion
d. Self-actualization
30. In which of the following ways are consumers influenced by reference groups?
a. Norms of reference groups do not constrain consumer behavior.
b. Consumers are prohibited from dissociating themselves from reference groups.
c. Consumers use the same criteria as their reference groups to make their own consumer decisions.
d. Consumers are influenced only by the reference groups to which they belong.
31. Ronald only buys goods that can be recycled or are made using recycled material. He believes that recycling is the
best way to protect the environment against consumerism. In this scenario, Ronald’s buying decisionsare based on
________.
a. values
b. ethical fallacies
c. confirmation biases
d. aesthetics
32. _____ is a process whereby a consumer notices certain stimuli and ignores others.
a. Stimulus generalization
b. Selective exposure
c. Cognitive dissonance
d. Selective retention
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33. _____ is the set of values, norms, attitudes, and other meaningful symbols that shape human behavior and the artifacts,
or products, of that behavior as they are transmitted from one generation to the next.
a. Loyalty
b. Culture
c. Consumerism
d. Perceived value
34. Unlike hedonic value, utilitarian value:
a. is a form of perceived value.
b. is obtained from products rather than services.
c. can be viewed as a means to an end.
d. can be enjoyed without making a purchase.
35. A _____ is any unit of input affecting one or more of the five senses: sight, smell, taste, touch, and hearing.
a. consideration set
b. need
c. stimulus
d. want
36. Which of the following is an individual characteristic that influences a person’s buying decisions?
a. Gender
b. Culture
c. Motivation
d. Learning
37. Which of the following statements is true of trends in gender marketing?
a. Today, men rely on the women in their lives to shop for them.
b. It is unaffected by the roles of men and women in society.
c. Men are more price-conscious than women.
d. While shopping, men use tablets twice as often as they use smartphones.
38. RefreshizzyInc. is a soft drink manufacturer. After conducting market research, the firm found that 90 percentof its
target population preferred zero-calorie drinks over regular ones. To cater to this preference, Refreshizzy modified the
formula of its productsto reduce the number of calories. Which of the following did Refreshizzy attempt to understand in
order to better its product?
a. Business networking
b. Enterprise modeling
c. Consumer behavior
d. Market development
39. _____ is an example of routine response behavior.
a. Booking a cruise vacation
b. Buying an $800 worth personal computer
c. Buying an air conditioner for the first time
d. Purchasing groceries
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40. To increase the sales of low-involvement products, marketing managers can:
a. focus on the package design of the products.
b. promote the products extensively to the target market.
c. design advertisements with highly emotional messages.
d. adopt strategies that are used for marketing high-involvement products.
41. Joshua is a millionaire, and he manages several successful companies. He usually socializes with people of similar
status. Given this information, Joshua and the people he socializes with are examples of a _____.
a. family
b. social class
c. popular culture
d. reference group
42. _____ occur when consumers feel that making the wrong decision might cause some concern or anxiety.
a. Physiological risks
b. Financial risks
c. Social risks
d. Psychological risks
43. Matt wants to buy his first car, but he does not know much about cars. His friends Sandy and Sam are automobile
enthusiasts and own several cars. He approaches them for advice about the best car for his needsthat would come within
his budget. In this scenario, Matt’s buying decision is likely to be influenced by a(n) _________.
a. internal stimulus
b. marketing-controlled information source
c. opinion leader
d. primary membership group
44. Damienwants to buy the latest model of a coffeemaker. He reads up on the advantages of the product but chooses to
ignore the one disadvantage that could make the coffeemaker malfunction. Suchbehavior is an example of __________.
a. selective distortion
b. subliminal perception
c. selective retention
d. stimulus generalization
45. George, a 25-year-old single man, likes to spend money on health and beauty products.His elder brother, Peter, is a
40-year-old married man with two small children. He prefers to spend money on things like a house or a car. In this
scenario, which of the following most likely influencesGeorge’s and Peter‘s consumption behavior?
a. Availability of time
b. Gender
c. Family life cycle
d. Freeganism
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c. Postpurchase behavior
d. Purchase
47. Jane and Kyle have been married for four years. Jane recently gave birth to a baby girl. In the context of the family life
cycle, which of the following is most likely to be true of their spending behavior?
a. They will spend more than average on alcoholic beverages, education, and entertainment.
b. They will increase their spending on health care, clothing, housing, and food.
c. They will increase their spending on alcohol, education, and transportation.
d. They will increase their spending on vehicles, women’s clothing, and health care.
48. Which of the following statements is true of the social class system in the U.S.?
a. Interest in organized labor is one of the most common attributes among the working class.
b. The working class spends more on vacation homes, jewelry, vacations and cruises.
c. The majority of Americans today define themselves as upper class.
d. Social class includes people belonging to the same age and gender.
49. Products that appeal to mothers have evolved since mothers are no longer homogeneous like before. Instead, there are
traditional, blended, and nontraditional moms. Which of the following factors that affect consumer buying decision is
responsible for this change?
a. Increased motivation
b. Changes in lifestyle
c. Creation of poverty of time
d. Increased involvement
50. Which of the following strategies is a marketing manager most likely to follow to increase the sales of a high-
involvement product?
a. Creating advertisements that give consumers all the necessary information to make the purchase decision
b. Focusing on the package design of the product so that it will be eye-catching and easily recognized on the store
shelf
c. Linking the product to a lower-involvement issue to create publicity
d. Offering coupons, cents-off deals, and two-for-one offers on the product
51. Kate visits bookstores regularly to stay aware of the current bestsellers. She usually browses through a chapter of an
interesting book and later buys it from an online bookstore at a discount. In the context of shopping involvement, Kate’s
behavior in the given scenario is an example of ________.
a. window shopping
b. storekeeping
c. showrooming
d. moonlighting
52. During an external information search, a consumer is most likely to enlarge his search and consider more alternative
brands when:
a. the consumer is knowledgeable and well informed about a potential purchase.
b. the perceived risk of the product or service to be purchased increases.
c. the consumer is confident of making a purchase decision with the information at hand.
d. the product or service to be bought is a frequently purchased, low-cost item.
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53. Unlike nonmarketing-controlled information sources, marketing-controlled information sources:
a. are types of internal information sources.
b. include friends and families.
c. are unbiased toward a specific product.
d. include mass-media advertising.
54. Joshua prefers to do his grocery shopping at Fresnas Mart because his mother also prefers to shop there. He also does
not shop groceries online because his mother does not prefer shopping groceries online. In this case, Joshua’s shopping
behavior is a result of _____.
a. want-got gap
b. the socialization process
c. cognitive dissonance
d. the decision-making process
55. Andrea wants to take her husband, Bill, to an exotic island to surprise him on their tenth wedding anniversary. She has
made reservations at an expensive hotel. However, she is now worried whether she is going to get service worth the
money she spent. In this scenario, Andrea’s inner tension would reduce if:
a. she has no other hotel to stay in the island.
b. she differentiates between her needs and wants.
c. she focuses on her internal stimuli than external stimuli.
d. her friends also recommend the hotel.
56. In the context of the purchase process of a family, _____ are members who suggest or plant the seed for the purchase
process.
a. influencers
b. purchasers
c. consumers
d. initiators
57. By sending postpurchase letters and giving guarantees on products, marketing managers can help reduce _____.
a. cognitive dissonance
b. internal stimuli
c. selective exposure
d. want-got gap
58. According to Maslow’s hierarchy of needs, the most basic human needs are _____.
a. safety needs
b. physiological needs
c. social needs
d. self-esteem needs
59. Paul is the CEO of a large electronics company. He attendscorporate parties and visits sporting clubs with his peers
from other firms. In this scenario, Paul and the people he interacts with are members of a _________.
a. family
b. social class
c. popular culture
d. reference group
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60. Social influences on consumer buying decisions are most likely to help in:
a. reducing a feeling of uncertainty among consumers.
b. making impulse purchase decisions.
c. recognizing one’s feelings and formulating opinions.
d. shaping human behavior and transmitting it from one generation to the next.
61. Ryan and Ben are best friends. Ryan regularly runs marathons and is a member of the Marathon Runners Club at his
university. Ben also wants to join the club, but he is not a very strong runner. Ben decides to start running every day so
that he can participate in marathons and become a member of the club. Given this information, the Marathon Runners
Club can be categorized as a(n) _____.
a. interest reference group
b. primary reference group
c. aspirational reference group
d. nonaspirational reference group
62. Unlike external stimuli, internal stimuli:
a. do not have multiple sources.
b. cannot be satisfied through purchases.
c. include stimuli such as hunger and thirst.
d. include stimuli such as advertisements and videos.
63. Sam uses public transport to commute to work. However, he has always wanted to own a car and believes commuting
by car will save time. This scenario exemplifies Sam’s _____.
a. selective retention
b. cognitive dissonance
c. value
d. want
64. In the context of the family life cycle, which of the following statements is true of households with older children?
a. They buy cars to display their status more than to fulfill their needs.
b. They will increase their spending on health care, clothing, housing, and food.
c. They spend more on food, entertainment, education, as well as cars and gasoline.
d. They will decrease their spending on alcohol, education, and transportation.
65. Ramelson Inc., a footwear and apparel company, features photographs of celebrities wearing Ramelson clothes and
shoes. The company launched a new commercial for its new line of football shoes. This commercial featured famous
football stars as it believes that celebrities can influence customers’ buying decisions. In this case, the football stars served
as _____.
a. opinion leaders
b. aspirational reference groups
c. nonaspirational reference groups
d. decision makers
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66. Linda usually does not spend much time selecting gifts while buying them. However, when buying a pen for her
husband’s birthday, she visited several stores and spent a lot of time selecting the pen. This scenario is an example of
_____.
a. product involvement
b. situational involvement
c. shopping involvement
d. enduring involvement
67. _____ typically occurs when a consumer has previous product experience but is unfamiliar with the current brands
available.
a. Stimulus generalization
b. Routine response behavior
c. Limited decision making
d. Extensive decision making
68. Frank is a popular actorand is known to be fond of gadgets. The marketing department of TekRing,a manufacturer of
cell phones, engages him as their brand ambassador. Frank is often seen using a TekRingcell phone in public. In the
context of consumer buying decisions, Frank is considered to be a(n) ________.
a. family member
b. market maven
c. opinion leader
d. decision maker
69. VitaFluid, a health drink, is available at all supermarkets. After research, the marketing team of the branddiscovered
that 90 percent of its customers were people between the ages of 30 and 40.Only 10 percent of teenagers liked the drink;
the rest disliked it because of its bitter flavor. To attract more teenagers, the brand made its packaging more appealing and
modified the formula to make it sweeter. In this scenario, the teenage group can be referred to as a ________.
a. subculture
b. social class
c. popular culture
d. reference group
70. The _____ is an orderly series of stages in which consumers’ attitudes and behavioral tendencies evolve through
maturity, experience, and changing income and status.
a. socialization process
b. consumer decision-making process
c. family life cycle
d. want-got gap
71. Tina saw an elegant handbag while browsing through an e-commerce Web site and immediately purchased it.A
daylater, she noticed that the bagwas available at a 50% discount. She now regrets her impulse purchase as she could have
bought it at a lower price if she had waited. In the context of postpurchase behavior, Tina’s actions in this scenarioare an
example of _____.
a. selective exposure
b. subliminal perception
c. need recognition
d. cognitive dissonance
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72. Recently, Jenny Inc. launched a new laptop in the market. Blake bought the laptop but was disappointed when several
cheaper laptops were successfully launched in the market soon after. To get over his disappointment, he convinced
himself that those laptops were inferior in quality. This scenario illustrates _____.
a. selective distortion
b. stimulus discrimination
c. cognitive dissonance
d. confirmation bias
73. Saraz Inc., a leading brand of apparels, has several branches all over the country. Upon research, the marketing
managers identify that teenagers do not prefer their brand as much as other age groups do. Therefore, the firm modifies its
existing designs to attract the youth. In this case, the teenage group can be referred to as a _____.
a. subculture
b. social class
c. popular culture
d. reference group
74. Careers often create a _____ for single parents.
a. poverty of time
b. want-got gap
c. cultural complexity
d. traditional life cycle
75. Which of the following is a psychological factor that impacts consumer buying decisions?
a. Social class
b. Learning
c. Age
d. Lifestyle
76. After being influenced by frequent advertisements, Jeremy buys a new cell phone. However, he discovers that the new
cell phone does not offer the features he expected. This scenario illustrates that the _____ of the purchase is less than
Jeremy’s expectations.
a. perceived value
b. actual value
c. an evoked set
d. a consumer set
77. _____ occurs when consumers change information that conflicts with their feelings or beliefs.
a. Stimulus generalization
b. Selective distortion
c. Cognitive dissonance
d. Selective retention
78. Which of the following statements is true of consumer behavior?
a. People’s value systems do not affect their consumer behavior.
b. Consumer behavior cannot be learned.
c. The study of consumer behavior includes factors that influence purchase decisions and product use.
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d. Consumers’ product and service preferences are constant and do not change over time.
79. Explain how cultural influences affect consumer decision making.
80. How does marketing strategy differ based on the level of involvement associated with a product?
81. In the context of information searches, explain a marketing-controlled information source.
82. How do reference groups influence consumer buying decisions?
83. Discuss how personality affects consumer behavior.
84. How do psychological factors affect consumer buying decisions?
85. Discuss the importance of understanding consumer behavior.
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Answer Key
1. False
2. False
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