1. What can marketers do to reduce cognitive dissonance in a consumer who has just purchased an expensive
product?
2. List the five stages of the consumer buying decision process and mention the numerous influences that can affect
this process.
Chapter 6 – Consumer Buying Behavior
3. Why is it important for marketers to understand the consumer buying behavior?
4. How does the level of involvement affect the type of consumer problem-solving process that a person uses?
Chapter 6 – Consumer Buying Behavior
5. Identify and describe the five major categories of situational influences.
6. Inwhatwayscanthebuyer’smoodsorconditionsaffecttheconsumerbuyingdecisionprocess?
Chapter 6 – Consumer Buying Behavior
7. Discuss how perceptual processes may influence the consumer buying decision process.
8. WhatisMaslow’shierarchyofneeds?ListthefivelevelsinMaslow’shierarchyofneeds.
Chapter 6 – Consumer Buying Behavior
9. Describe a few methods that help marketers gauge consumer attitudes.
10. Describe personality and mention a possible reason for the weak association between personality and consumer
buying behavior.
Chapter 6 – Consumer Buying Behavior
11. Discuss how reference groups and opinion leaders influence purchase behavior.
12. How does an individual’s social class influence the products he or she buys?
Chapter 6 – Consumer Buying Behavior
13. Why is it important for marketers to understand the cultural and subcultural influences that may affect the
consumer buying decision process?
14. List the three major ethnic subcultures in the United States that the U.S. marketers focus on.
Chapter 6 – Consumer Buying Behavior
15. Marketersattempttounderstand______becausecustomers’overallopinionsandattitudestowardafirm’s
productshaveagreatimpactonthefirm’ssuccess.
a. buying motive
b. buying behavior
c. consumer socialization
d. response behavior
e. consumer perception
16. People who purchase products for personal or household use and do not buy products for business purposes are
called the:
a. ultimate consumers.
b. initiators.
c. organizational buyers.
d. commercial consumers.
e. gatekeepers.
Chapter 6 – Consumer Buying Behavior
17. 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 post purchase
evaluation.
b. problem recognition, information search, evaluation of alternatives, purchase, and post purchase evaluation.
c. problem recognition, information search, evaluation of alternatives, pre purchase evaluation and purchase.
d. information search, evaluation of alternatives, purchase, trial adoption period, and post purchase evaluation.
e. problem recognition, purchase, evaluation of alternatives, post purchase evaluation, and rebuy.
18. 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 problem-solving 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. The buying decision process can be affected by situational, social, and psychological influences.
Chapter 6 – Consumer Buying Behavior
19. 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.
d. evaluates her or his purchase.
e. is exposed to a television advertisement.
20. When Julia goes for 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. Julia is in the _____ stage of the
consumer buying decision process.
a. purchase
b. evaluation of alternatives
c. problem recognition
d. information search
e. pre purchase evaluation
Chapter 6 – Consumer Buying Behavior
21. 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tryingtorememberwhatbrandshelastusedisan
example of _____.
a. internal information search
b. evaluation of alternatives
c. post purchase evaluation
d. evaluation of alternatives
e. post purchase evaluation
22. Within the information search step of the consumer buying decision process, the two primary aspects that exist are:
a. consideration 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.
Chapter 6 – Consumer Buying Behavior
23. 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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 calling a friend was _____.
a. problem recognition
b. internal informational search
c. external information search
d. cognitive dissonance
e. evaluation of alternatives
24. When Trevor realizes his liquor cabinet supply is exhausted due to last weekend’s party, he thinks about all the
types of liquor he would like and also seeks suggestion from the clerk at the store. Trevor then considers each
possible alternative. In doing so, Trevor has placed the types of liquor in a(n):
a. evaluative set.
b. alternative set.
c. evoked set.
d. routinized set.
e. internal set.
Chapter 6 – Consumer Buying Behavior
25. When, in their information search, consumers focus on communication with friends and relatives, they are utilizing
_____ sources.
a. internal
b. personal
c. marketer-dominated
d. direct
e. organizational
26. 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.
Chapter 6 – Consumer Buying Behavior
27. During which stage of the consumer buying decision process does a consumer finally decide the seller from whom
he will buy the product?
a. Internal search
b. External search
c. Post purchase evaluation
d. Purchase
e. Problem recognition
28. When shopping for a 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
Chapter 6 – Consumer Buying Behavior
29. 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. evoked set.
c. framing set.
d. external search.
e. inert set.
30. 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. external source.
e. evaluation criteria.
Chapter 6 – Consumer Buying Behavior
31. 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.
32. 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:
a. cognitive dissonance.
b. service characteristics.
c. consideration set.
d. evaluative criteria.
e. information search criteria.
Chapter 6 – Consumer Buying Behavior
33. 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. Post purchase evaluation
34. 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. post purchase evaluation phase
Chapter 6 – Consumer Buying Behavior
35. 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. routinized response behavior.
b. cognitive dissonance.
c. situational involvement.
d. alternative evaluation.
e. enduring involvement.
36. After purchasing a product, post purchase evaluation may result in cognitive dissonance. Cognitive dissonance is:
a. the congruence between external and internal searches for available primary and secondary product
information.
b. a function of the manner in which the manufacturer of the product describes its attributes.
c. aperson’sinterestinahighcostproductorproductcategorythatisongoingandlongterm.
d. the establishment of criteria for comparing purchase products.
e. doubts that occur because the buyer questions whether the decision to purchase the product was right.
Chapter 6 – Consumer Buying Behavior
37. 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.
38. 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 circumstances, time, and location that affect the consumer buying process.
d. the particular circumstance or environment in which consumers find themselves.
e. a combination of an individual’s demographic factors.
Chapter 6 – Consumer Buying Behavior
39. 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. tapering involvement.
e. routinized involvement.
40. A major determining factor in deciding which type of problem-solving 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. criteria of evaluation.
Chapter 6 – Consumer Buying Behavior