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Name:
Class:
Date:
chapter 6
Indicate whether the statement is true or false.
1. The three largest and fastest-growing U.S. ethnic subcultures are Hispanic Americans, African Americans,
and Asian Americans.
a.
True
b.
False
2. Over the past decade, the market for fresh spinach has increased dramatically. However, an outbreak of E.
coli bacteria from certain spinach fields reduced spinach sales temporarily. The behavioral component of
attitude was most likely affected by this event.
a.
True
b.
False
3. Dale and Lisa, ranchers from Wyoming, found that the meat of their large, slow-growing hogs were not
selling in American grocery stores. However, the animals command premium prices in Japan where the meat is
enjoyed for its flavor and fat content. The purchasing influence they are experiencing is a cultural influence.
a.
True
b.
False
4. Households with two wage earners are more likely than others to make joint purchasing decisions.
a.
True
b.
False
5. Maslow’s hierarchy of needs begins with self-actualization needs and progresses to physiological needs at the
highest level.
a.
True
b.
False
6. Marketers are finding new product opportunities with two-income families demanding goods and services
that fill the need for convenience, health, safety, and time constraints.
a.
True
b.
False
7. The situation in which a consumer makes a purchase by rapidly choosing a preferred brand is referred to as
limited problem solving.
a.
True
b.
False
8. The number of brands included in the evoked set may vary according to the situation and the person.
a.
True
b.
False
9. Social class has rankings determined by income, occupation, education, family background, and location of
residence.
a.
True
Name:
Class:
Date:
chapter 6
b.
False
10. Marketing strategies that prove successful in one country are invariably applied successfully in international
markets as well.
a.
True
b.
False
11. Aston decides to buy all electronic goods from a particular retailer because of his satisfactory past
experiences with the retailer. Aston is exhibiting the affective component of attitude.
a.
True
b.
False
12. Culture refers to the values, beliefs, preferences, and tastes that are handed down from one generation to the
next.
a.
True
b.
False
13. The Hispanic American population is not a single homogeneous group, but a composite of a number of
culturally distinct groups.
a.
True
b.
False
14. All Hispanics speak the single universal form of Spanish.
a.
True
b.
False
15. Syncratic role is seen when partners independently make an equal number of purchase decisions.
a.
True
b.
False
16. Opinion leaders are the first consumers to try new products and then share their experience by word of
mouth.
a.
True
b.
False
17. Understanding of differences among subcultures is essential for developing effective marketing strategies.
a.
True
b.
False
18. The only inputs that affect a consumer’s purchasing decisions are those provided by his or her psychological
makeup.
a.
True
b.
False
19. Purchasing music from the Apple iTunes website is considered a high-involvement purchase decision
Name:
Class:
Date:
chapter 6
because music is a unique personal choice.
a.
True
b.
False
20. The Asian American subculture consists of numerous ethnic groups, each of which brings its own language,
religion, and values to the marketplace.
a.
True
b.
False
21. Opinion leaders rise to prominence because of their interest and expertise in certain products.
a.
True
b.
False
22. Critics of Maslow pointed out that depending on the personal value system of an individual, he/she might
skip the level of esteem needs and move directly toward self-actualization.
a.
True
b.
False
23. Well-known luxury retailers offer unique or prestigious products at price ranges slightly lower than their
premium brands to attract middle-class consumers aspiring to the upper class.
a.
True
b.
False
24. Chris decides to proceed with a majority decision, even though the decision goes against his beliefs. Chris is
exhibiting the Asch phenomenon in this scenario.
a.
True
b.
False
25. The self-image is the image to which an individual aspires and hence, it serves as a personal set of
objectives.
a.
True
b.
False
26. An evoked set is limited in case of an immediate need.
a.
True
b.
False
27. A need is an imbalance between the consumer’s actual and desired states.
a.
True
b.
False
28. Groups whose value structures and standards influence a person’s behavior are known as reference groups.
a.
True
b.
False
Name:
Class:
Date:
chapter 6
29. A person’s perception of a product results solely from its physical characteristics such as size, color, shape,
and weight.
a.
True
b.
False
30. The majority of the Hispanic population is first-generation living in the United States.
a.
True
b.
False
31. Culture is the broadest environmental determinant of consumer behavior.
a.
True
b.
False
32. Cognitive dissonance is likely to increase when the purchase decision has a major effect on the buyer.
a.
True
b.
False
33. A restaurant owner who places signs along the interstate highway to advertise his service knows that the
signs will act as a cue for hunger causing consumers to stop at the restaurant.
a.
True
b.
False
34. The buying behavior of an individual in a group is not only affected by the norms of the group, but also by
that individual’s role and status within the group.
a.
True
b.
False
35. Groups do not intentionally create formal roles, nor do they ever have expectations that roles and statuses
will develop within their membership.
a.
True
b.
False
36. Social class is determined by the sole criterion of income.
a.
True
b.
False
37. Consumer behavior refers to the process through which ultimate buyers make their purchase decisions.
a.
True
b.
False
38. It was not until the introduction of the Chevrolet Nova in Mexico that marketers realized “no va” in Spanish
means “won’t go.” This linguistic error demonstrates how Chevrolet overlooked cultural differences in its
product introduction.
a.
True
b.
False
Name:
Class:
Date:
chapter 6
39. Human behavior is solely a function of pressures exerted by external environmental forces on the individual.
a.
True
b.
False
40. The degree of external search increases as purchasing behavior moves from routine to limited to extended
problem solving.
a.
True
b.
False
41. African Americans possess buying power that nearly equals Hispanics in the United States.
a.
True
b.
False
42. Attitudes of a person toward some object or idea are highly resistant to change.
a.
True
b.
False
43. Jacqueline plans to purchase a 40-inch flat-screen television. After reading Consumer Reports, comparing
technologies and prices on the Internet, and talking with friends and family who have made similar purchases,
Jacqueline makes her selection. The component of attitude that is most apparent in this situation is the cognitive
component.
a.
True
b.
False
44. When making purchasing decisions, consumers will most likely choose products that move them closer to
their real self-images.
a.
True
b.
False
45. Advertisements that utilize closure have a good chance of catching the attention of consumers as they try to
complete the advertising message with a limited amount of stimuli.
a.
True
b.
False
46. The American population is becoming increasingly homogenous as the ethnic and racial minority groups are
adopting the U.S. culture through acculturation.
a.
True
b.
False
47. The influence of reference groups is more significant in case of children, when compared to adults.
a.
True
b.
False
48. Consumers with strong loyalties to certain products are more difficult to reach with competitive advertising.
Name:
Class:
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chapter 6
a.
True
b.
False
49. Individuals who aspire to become members of a certain group most often adopt its standards of behavior and
values.
a.
True
b.
False
50. Closure refers to a person’s tendency to be influenced by messages that close the gap between a product’s
real and perceived advantages.
a.
True
b.
False
51. Repurchasing the same brand of detergent during each trip to the grocery store is an example of limited
problem-solving behavior by a consumer.
a.
True
b.
False
52. The buying behaviors exhibited by members of the different classes are homogeneous and exclusive.
a.
True
b.
False
53. While cultural and family influences significantly affect consumer behavior, the influence of reference
groups on consumer behavior tends to be minimal, especially for children.
a.
True
b.
False
54. Kurt Lewin’s theory of human behavior defines behavior as a function of the interactions of personal
influences and pressures exerted by external environmental forces.
a.
True
b.
False
55. The cognitive component of attitude essentially deals with feelings or emotional reactions.
a.
True
b.
False
56. A frequent-flyer program usually announced by airlines is a form of purchasing reinforcement.
a.
True
b.
False
57. According to Maslow’s hierarchy of needs, some people fixate on a need and fail to move beyond it.
a.
True
b.
False
58. According to Maslow’s hierarchy of needs, the desire to accomplish, achieve, and command respect is a
Name:
Class:
Date:
chapter 6
safety need.
a.
True
b.
False
59. According to Kurt Lewin’s theory of human behavior, the personal factors affecting consumer behavior are
one’s attitudes, learning, and perception.
a.
True
b.
False
60. Group membership influences an individual’s purchase decisions and behavior in both overt and subtle
ways.
a.
True
b.
False
61. Motives are inner states that direct a person toward the goal of satisfying a need.
a.
True
b.
False
62. Consumers are most likely to exhibit routinized response behavior while purchasing low-involvement
products.
a.
True
b.
False
63. Perception is the meaning a person attributes to incoming stimuli gathered through the senses of hearing,
taste, smell, touch, and sight.
a.
True
b.
False
64. Subcultures are groups within a larger culture that have their own distinct modes of behavior.
a.
True
b.
False
65. After purchasing a new oven and a cooking range, Martha was contacted by the store where she purchased
the products. The salesperson inquired about the delivery, installation, and her overall satisfaction with the
purchase. Such strategies employed by marketers help in reducing cognitive dissonance.
a.
True
b.
False
66. The basic core values of a culture are highly dynamic and flexible.
a.
True
b.
False
67. Considerable external search for alternatives is typical when consumers are involved in extended problem
solving.
a.
True
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Class:
Date:
chapter 6
b.
False
68. If a middle manager buys a Audi automobile because several top executives in the firm own Audis, this
demonstrates the influence of membership groups.
a.
True
b.
False
69. Understanding the consumer decision process can be used by marketers to change consumers’ attitudes
about their products.
a.
True
b.
False
70. A reference group’s influence on the purchasing decision of a member is often greater when the product is
more conspicuous and not commonly owned.
a.
True
b.
False
71. The consumer decision process does not apply to low-involvement purchases.
a.
True
b.
False
72. Subliminal advertising has proven to be successful in inducing the desired purchasing behavior in numerous
experiments.
a.
True
b.
False
73. The baby boomer generation is most adept at learning and using rapidly changing communications
technology.
a.
True
b.
False
74. Brand loyalty is valued by marketers as it not only ensures that the consumer purchases the product but it
also acts as a buffer against competitive messages getting to the consumer.
a.
True
b.
False
75. The core values of American culture include work ethic and the desire to accumulate wealth.
a.
True
b.
False
76. Marketers can attempt to change consumer attitudes by engaging them in new buying behavior.
a.
True
b.
False
77. African Americans are part of every economic group in the United States.
Name:
Class:
Date:
chapter 6
a.
True
b.
False
78. A life insurance salesperson explaining the benefits of a policy to both husband and wife in a two-income
family is perceiving the adoption of the policy to be a syncratic purchase decision.
a.
True
b.
False
Indicate the answer choice that best completes the statement or answers the question.
79. Cultural differences are particularly important for:
a.
firms marketing internationally.
b.
local not-for-profit organizations.
c.
firms marketing to a specific target market in a single city.
d.
firms that are marketing to the same segment of consumers for years.
80. Shannon and Jeff were recently married and purchased a home. Now, they're shopping for a lawn mower
and are looking for one that is easy to use and is self-propelled. Jeff had a lawn mowing business when he was
in high school and college and is fairly familiar with the brands and features. They visit a local WalMart and
although Jeff wasn't familiar with the brand names, within a few minutes making comparisons across the
models in-stock, they make their purchasing decision. What type of decision process did Shannon and Jeff
utilize?
a.
limited problem solving
b.
routinized response behavior
c.
extended problem solving
d.
family decision making
81. Sharon is purchasing a food processor and has done extensive research on all the models available in the
market. She is convinced about a particular product and is trying to finalize a store from where to make the
purchase. Sharon is in the _____ stage of consumer decision process.
a.
purchase decision and purchase act
b.
search
c.
postpurchase evaluation
d.
problem recognition
82. Which of the following consumer problem-solving behaviors requires the least effort?
a.
Extended problem solving
b.
Limited problem solving
c.
Routinized response behavior
d.
Variety seeking buying behavior
83. Reference groups have a greater impact on the purchasing decision when the:
a.
consumer is already established as the opinion leader in the group.
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b.
product is hard to recognize or see by the group.
c.
purchased product is a commonly used commodity.
d.
purchase is unique and conspicuous.
84. According to Abraham Maslow’s hierarchy of needs, human beings have five levels of needs they are
constantly seeking to satisfy. Marketers who are knowledgeable of the hierarchy of needs are able to
manufacture products accordingly, and develop marketing strategies that help make consumer purchase
decisions easier.
Amos is in the market for a luxury car and has been researching different brands, their costs, and expenses
associated with maintaining these vehicles. The luxury car commercials he has seen deal with social status,
feeling good, and the esteem needs of potential consumers. For the most part, all of the brands he was
considering were similar until he saw an ad for a luxury car company that was highlighting efficiency rates of
the car’s airbags and seat belts in crash control tests. Amos decided to buy this company’s all wheel drive.
Which of the following statements can be inferred from the scenario provided above?
a.
Amos’s decision to buy a luxury car was an impulsive purchase decision.
b.
Amos was able to reach self-actualization with his purchase of the luxury car.
c.
Amos’s decision about which car to purchase was ultimately based on his self esteem.
d.
Marketers who consider Maslow’s hierarchy of needs in their advertising campaigns sell more
product.
e.
A consumer purchase decision may be informed by more than one aspect of Maslow’s hierarchy of
needs.
85. The number of alternatives a consumer actually considers in making a purchase decision is referred to as the
_____.
a.
evoked set
b.
postpurchase evaluation
c.
evaluative criteria
d.
problem space
86. Martin, a marketing manager, contributes toward community development and volunteers for various civic
awareness programs. These activities help Martin in satisfying his _____ needs.
a.
physiological
b.
belongingness
c.
self-actualization
d.
safety
87. Ryder and Reagan have been dating for several years and Ryder has started browsing for
engagement/wedding rings. He has heard that it's typical to spend the equivalent of 5 months of salary on a ring
which would equate to approximately $15,000. He is excited about making a life commitment and is willing to
invest in the relationship by purchasing the ring. What type of purchase decision does the engagement/wedding
ring represent for Ryder?
a.
high-involvement
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b.
low-involvement
c.
medium-involvement
d.
spurious involvement
88. Bristol-Myers Squibb, a large pharmaceutical company, has developed a campaign featuring Lance
Armstrong promoting their development of cancer drugs. The campaign has a slogan, “Together We Can
Prevail.” This marketing strategy is being used by the company to satisfy ____ needs in the Maslow’s hierarchy
of needs.
a.
esteem
b.
safety
c.
self-actualization
d.
physiological
89. As an observant marketer, you read newspapers and magazines regularly to keep up with trends in American cultural
values. But you realize that certain core values do not change over time. When considering various slogans to promote a
new line of kitchen appliances, you identify one that fails to tap into a core value. Which slogan is it?
a.
Keeps Families Eating Together
b.
Keeps Mom in the Kitchen
c.
Helps Make Healthy Meals
d.
Save Energy, Save the Environment
e.
Makes Home the Best Eatery
90. In the area of self-concept theory, the real self is:
a.
the self which has achieved self-actualization.
b.
the way the individual thinks other people see him or her.
c.
the individual’s personal set of objectives to which he or she aspires.
d.
the objective view of the total person.
91. Which of the following is true of the Hispanic population in the United States?
a.
They have mostly descended from families who have lived in the United States for many generations.
b.
They tend to be younger than the typical Americans.
c.
They are a homogenous group.
d.
They do not use mobile apps on a regular basis.
92. Mateo recently graduated from high school and it's always been assumed that he would go to college after
graduation. His family believe education is important to success in life and know that Mateo will be able to
achieve success with a combination of hard work, persistence, and knowledge. Mateo has been influenced by
a.
culture
b.
advertising
c.
government
d.
friends
93. The single group within society that is most vulnerable to reference group influence is:
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chapter 6
a.
the older consumer who feels somewhat left out of things.
b.
unmarried women, many of whom feel a need for stability in their lives.
c.
new immigrants who want to capture the American dream.
d.
children, who base most of their buying decisions on outside influences.
94. Majority of the Hispanic population in the United States originate from _____.
a.
Brazil
b.
Peru
c.
Cuba
d.
Mexico
95. _____ roles are mostly seen in households with two wage earners while making purchase decisions.
a.
Syncratic
b.
Husband-dominated
c.
Wife-dominated
d.
Dictatorial
96. According to Maslow's hierarchy, an art enthusiast joining an art appreciation society would be satisfying which level
of her consumer needs?
a.
Self-actualization
b.
Esteem
c.
Belongingness
d.
Safety
e.
Physiological
97. Maya is in the purchase process for a new car and is considering a Hyundai Sonata and believes their
Assurance or warranty program is the best available since it offers 10-years or 100,000 miles of coverage
including a 5-year 24X7 roadside assistance plan. Maya's belief about Hyundai represents the _______
component of her attitude.
a.
cognitive
b.
affective
c.
conative
d.
feeling
98. Consumers are more likely to experience cognitive dissonance when:
a.
the purchase has been made at discount prices.
b.
the purchase decision has potential economic consequences.
c.
the purchased product has routine uses.
d.
the product company offers excellent after-sales service.
99. _____ is an imbalance between a consumer’s actual and desired states.
a.
Need
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b.
Attitude
c.
Affect
d.
Equilibrium
100. Autonomic role in decision making differs from syncratic role as autonomic role:
a.
occurs when the husband makes most of the purchase decisions.
b.
occurs when the partners independently make equal number of purchase decisions.
c.
occurs when the wife is allowed to make certain purchase decisions independently.
d.
occurs when both the partners jointly make purchase decisions.
101. _____ are determined by occupation, income, education, family background, and residence location.
a.
Class rankings
b.
Opinion leaders
c.
Reference groups
d.
Subcultures
102. An individual’s reference group is most likely to influence his purchase decision while buying a(n) _____.
a.
external hard drive
b.
automobile
c.
frozen dinner
d.
latte
103. Rachel, an advertising executive, shops for clothing at a trendy store in town. The sales clerk shows her the
latest styles in bright prints and bold colors. Although these are the styles worn at her office, she rejects them
and purchases traditionally formal clothes in neutrals and black. Rachel’s decision is most likely driven by
_____ factors.
a.
impersonal
b.
interpersonal
c.
personal
d.
institutional
104. In a marketing context, the immediate or expected change in consumer behavior that results from
experience is called a _____.
a.
drive
b.
script
c.
perception
d.
learning
105. During the search step of the consumer decision process, the consumer:
a.
realizes that it is time to make a change from the present situation.
b.
develops a set of evaluative criteria to guide the purchase decision.
c.
begins to notice favorable word-of-mouth communication about the product.
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d.
gathers information about the attainment of a desired state of affairs.
106. The purchase decisions for high-involvement products differ from those of low-involvement products as
high-involvement purchase decisions:
a.
pose little risk to the consumer.
b.
require less time and less research on information.
c.
require limited problem solving and limited efforts for external searches.
d.
pose greater economic and social consequences.
107. Which of the following is a core value emphasized by the American culture?
a.
Collectivism
b.
High power distance
c.
Aversion to consumerism
d.
Efficiency
108. Purchases that have substantial social or economic consequences:
a.
usually require relatively less investment of time and effort.
b.
represent routine purchases that pose little risk.
c.
require independent decision making.
d.
represent high-involvement purchase decisions.
109. Joining a local bowling league for social interaction is an attempt to meet _____ needs.
a.
self-actualization
b.
belongingness
c.
physiological
d.
safety
110. Tabitha is interested in purchasing new head phones and has set a budget of up to $350. She's narrowed
her choice to Bose, Beats by Dr. Dre and Exeo Psyko. These three brands are known as her _____ set.:
a.
evoked
b.
alternative
c.
purchase
d.
acceptance
111. The introduction of a new brand into an array of familiar brands for which a consumer has previously set
evaluative criteria may create the need for:
a.
limited problem solving.
b.
extended problem solving.
c.
routinized problem solving.
d.
intensive problem solving.
112. A motive is an inner state that directs a person to create:
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a.
equilibrium between the actual and desired states.
b.
excitement in attaining the need satisfaction.
c.
equity between the cost and benefits of the need satisfaction.
d.
a sense of cognitive dissonance in the process of need satisfaction.
113. Which of the following product purchases would most likely require a high-involvement decision?
a.
Shampoo
b.
Magazine subscription
c.
Car
d.
Hair dryer
114. Neuromarketing is defined as:
a.
using the Internet to view products on informational websites.
b.
selling products solely through the brick and mortar stores.
c.
eliciting emotions to motivate people toward a purchase.
d.
using data analysis techniques to project consumption data.
115. Be Wise is an insurance firm that helps people save money for retirement and health purposes. It markets
its health and life insurance products with a tag line “save for future.” Be Wise is trying to address which of the
following needs in the Maslow’s hierarchy of needs?
a.
Esteem needs
b.
Safety needs
c.
Physiological needs
d.
Social needs
116. You overhear your parents having a conversation about the family’s grocery list and which of them is
going to do the shopping this coming weekend. Your mother typically does the grocery shopping and has a
comprehensive process, which entails researching supermarkets that have the best sales, clipping coupons, and
identifying which items she wants from the circulars that are mailed weekly to the house. She prefers to do the
shopping herself but has to go out of town, leaving your dad with this responsibility. Your dad generally just
buys whatever he thinks you and your siblings will like and prefers to be in and out of the grocery store. What
can be said about your parents’ purchase decision styles?
a.
Both of them engage in high-involvement decisions.
b.
Involvement in purchase decisions may vary from one person to the next.
c.
Men are more likely to rely on personal determinants when making purchase decisions.
d.
Your mom’s purchase decision process requires low-involvement because she does most of the
grocery shopping for your family.
e.
More time elapses between the problem/opportunity recognition and the purchase act stages of the
purchase decision process for your dad.
117. The postpurchase evaluation of the consumer decision process attempts to measure the:
a.
selling success experienced by the vendor.
b.
follow-up effectiveness of the firm.
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c.
consumer satisfaction with the purchase.
d.
advertising influence on the purchase.
118. Edward is looking to purchase a new laptop because he is not satisfied with the features of his old one. He
gathers information from his coworkers about the new models available in the market with the desired features
and lists down all the available options. The next step in Edward’s decision-making process is to:
a.
continue looking for more options available in the market.
b.
identify the problem he is facing with his current computer.
c.
purchase the product from a trusted dealer recommended by his family.
d.
compare the prices and features of all the available brands in his list.
119. Which of the following is most likely to break through a person’s perceptual screen?
a.
Unique packaging
b.
Black-and-white classified ad
c.
Simple message, simple background
d.
Fewer colors used in an ad
120. Product features that consumers consider while choosing among alternatives are known as the:
a.
evoked sets.
b.
evaluative criteria.
c.
heuristics.
d.
problem sets.
121. When a consumer begins to feel dissatisfied with a product or service recently purchased, the anxiety they
feel is called:
a.
cognitive dissonance.
b.
functional fixedness.
c.
product revaluation.
d.
mental set.
122. The process of applying a series of rewards and reinforcements to permit more complex consumer behavior
to evolve is known as ____.
a.
scaling
b.
screening
c.
shaping
d.
shadowing
123. First time drivers who are trying to decide which car to buy and how to select an insurance company, and
newlyweds looking to buy their first home, both undergo the same problem solving processes with respect to
their level of involvement in their buying decisions. Which of the following best describes this common buying
process?
a.
impulse buying behavior
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b.
reasoned purchasing behavior
c.
extended problem solving
d.
routinized response behavior
e.
limited problem solving
124. Which of the following would fall under the category of personal determinants of consumer behavior?
a.
The culture in which a person is raised
b.
The needs and motives of the individual
c.
The subculture to which one belongs
d.
The reference groups that the individual looks up for guidance
125. Peoples’ perception of an object or event results from an interaction between their:
a.
likes and dislikes.
b.
emotions and thoughts.
c.
stimulus factors and individual factors.
d.
needs and wants.
126. Consumers are influenced by their ____________ or meaning of the incoming stimuli that they receive
from each of the five senses: sight, smell, touch, taste, and hearing. The ___________ are the mental filtering
processes through which all inputs must pass.
a.
perceptions; individual factors
b.
individual factors; perceptions
c.
perceptual screens; perceptions
d.
perceptions; perceptual screens
e.
perceptual screens; individual factors
127. Which of the following is a low-involvement product?
a.
Cars
b.
Laptops
c.
Stationery
d.
Jewelry
128. The relative position of an individual member in a group is called _____.
a.
dyad
b.
norm
c.
status
d.
stereotype
129. Jorge plans to buy a car and discusses the purchase with his parents. Their influence on his buying decision
is considered:
a.
impersonal.
b.
interpersonal.
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c.
personal.
d.
institutional.
130. It is crucial for marketers to focus their marketing strategies on opinion leaders in a group as opinion
leaders:
a.
limit their purchases to the products and services typical of the social class they belong to, rather than
imitating the reference group.
b.
represent the only medium to carry information about products to general public.
c.
represent the trendsetters who purchase products before others in the group and then influence the
buying decisions of other group members.
d.
possess the highest purchasing power in a group.
131. In marketing your baby food, you want to understand the most common evaluative criteria used by your customers
during the relevant stage of the consumer decision process: evaluation of alternatives. Based on research, these criteria are
likely to include all of the following except:
a.
Where and from whom to buy your baby food
b.
The ingredients in your baby food
c.
The price of your baby food
d.
The image of your brand
e.
The image of your company
132. Kurt Lewin’s theory of consumer behavior asserts that consumer behavior is a function of personal factors
and their interaction with:
a.
perceptual forces.
b.
learning.
c.
innate attitudes.
d.
interpersonal influences.
133. According to psychologist Kurt Lewin, understanding consumer behavior is facilitated by an understanding
of the two key factors of:
a.
learning levels and group power.
b.
psychological makeup and inputs from others.
c.
attitudes and perception.
d.
reference groups and group norms.
134. Candace has been using the same shampoo brand for decades. When she finally dyes her hair, however, her
hairdresser informs her that she will need to find a new shampoo that can help maintain her new color, prevent
breakage, and condition her hair. Before going to the beauty supply store, Candace calls a few friends for
recommendations and conducts web-based research on shampoos that address her specific needs. What can one
infer about purchase decisions?
a.
Every consumer approaches purchase decisions the same way.
b.
Buying shampoo can be a high-involvement purchase decision.
c.
Purchase decisions are always based on personal factors and preferences.
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d.
The same purchase decision requires the same level of involvement every time.
e.
Product cost is the only factor that determines whether a consumer will engage in a low- or high-
involvement purchase decision.
135. Philippe exhibited extended problem solving when he spent a large amount of time researching and
comparing various criteria for a certain product or service. Which scenario in the choices below best describes
the extended problem solving that Philippe used?
a.
He renewed the contract for his monthly pest control service.
b.
He opted to purchase a new flavor of ice cream instead of the flavor he normally buys.
c.
His Sports Illustrated magazine subscription ran out and he paid for another year of it.
d.
Instead of his usual morning decaf coffee, he elects to try the flavor of the month at Dunkin’ Donuts.
e.
He pored over college catalogs and visited various campuses before choosing the one his son would
attend.
136. The consumer buying decision process involves _______ steps. The first step is ____________, and the
last step is _____________.
a.
five; evaluation of alternatives; postpurchase evaluation
b.
five; information search; purchase
c.
six; problem recognition; purchase
d.
six; problem recognition; postpurchase evaluation
e.
six; evaluation of alternatives; purchase
137. Which of the following can be categorized under the cognitive component of an attitude?
a.
Buying behaviors
b.
Emotional reactions
c.
Knowledge of the product
d.
Value placed upon the product
138. Which of the following disciplines is a major influence on marketing?
a.
sociology
b.
accounting
c.
finance
d.
social engineering
139. A newly married couple is looking to rent an apartment. This decision is most likely to be:
a.
syncratic.
b.
made by the husband.
c.
made by the wife as she will manage the household.
d.
autocratic.
140. At which stage of the consumer decision-making process is cognitive dissonance most likely to occur?
a.
Search
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b.
Evaluation
c.
Purchase decision and purchase act
d.
Postpurchase evaluation
141. An advertisement that creates warm feelings of goodwill toward the advertiser and his products is altering
the _____ component of attitude.
a.
tangible
b.
behavioral
c.
traditional
d.
affective
142. As defined in the text, consumer behavior is a function of the interaction of interpersonal influences and
personal factors. Which of the following is an example of an interpersonal influence?
a.
culture
b.
attitudes
c.
learning
d.
perception
143. Which of the following products is typically a wife-dominant purchase?
a.
Apartment
b.
Auto insurance
c.
Children’s clothing
d.
Furniture
144. Which of the following is true of culture in the United States today?
a.
The basic core values in the American society have changed to collectivism and spirituality.
b.
The American culture still emphasizes the importance of family and home life despite changes in the
family structures over the years.
c.
The marketing strategies that are successful in one state can be extended to other states as well due to
lack of diversity among different American states.
d.
The U.S. culture is composed of relatively few subcultures compared to other developed nations.
145. The evaluative criteria used by consumers in the decision-making process may be:
a.
set aside if the consumer finds a better means of making the purchase decision.
b.
used to identify alternative brands for consideration and possible purchase.
c.
invoked during the first stage of the consumer decision process.
d.
objective facts or subjective opinions about the alternatives.
146. The engine in Marcel’s lawn mower recently stopped working. Marcel has decided that it’s a better
financial decision to purchase a new lawn mower rather than to replace the engine. He has decided to purchase
either a Craftsman or a John Deere model. Marcel feels that the Craftsman is a high-quality lawn mower. On the
other hand, his father has used a John Deere mower for years and has recommended it to him. Marcel decides to
purchase the Craftsman lawn mower.
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__________ is the process that Marcel is undergoing in deciding which lawn mower to purchase, and his
purchase is being affected by ___________.
a.
consumer behavior; personal factors
b.
consumer behavior; interpersonal influences
c.
personal factors; consumer behavior
d.
interpersonal influences; consumer behavior
e.
personal factors; interpersonal influences
147. The demographics of people living in the United States continues to diversify and several groups -
Hispanics, African Americans, and Asians represent the largest _______.
a.
subcultures
b.
target markets
c.
segmented populations
d.
micromarket
148. As a marketing director, you have developed a line of skincare products focused on current needs that
consumers have, including matters like wrinkles, sun effects, fine lines, and exfoliation for both men and
women. Selena and her husband David have purchased several products from the skincare line and are satisfied
consumers.
Selena decides to purchase a cream to minimize fine lines because she notices some developing around her
eyes. David’s brother, André, purchases a product for sun effects after David mentioned how well it worked.
Which types of consumer behaviors are exhibited in the scenario above?
a.
Selena and André both exhibit interpersonal influence.
b.
Selena exhibits a personal factor and André exhibits interpersonal influence.
c.
André exhibits an impulse factor and Selena exhibits interpersonal influence.
d.
André and Selena both exhibit personal factors.
e.
Selena exhibits an impulse factor and André exhibits interpersonal influence.
149. The purchase of which of the following products will follow a syncratic pattern?
a.
Health insurance
b.
Shampoo
c.
Lawnmower
d.
Children’s clothes
150. The looking-glass self is defined as:
a.
the objective view of oneself.
b.
the way an individual thinks others see him or her.
c.
the way an individual views himself or herself.
d.
the ideal view one has of oneself.
151. The Asch phenomenon states that individuals will:
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a.
follow their personal influences more closely than any other influence.
b.
conform to majority rule, even if it contradicts their beliefs.
c.
purchase products that the majority deems unfit.
d.
avoid problem-solving behavior for all purchases.
152. According to Maslow, an individual’s desire to realize his full potential and find fulfillment by expressing
his unique talents and capabilities can be regarded as his _____ needs.
a.
self-actualization
b.
physiological
c.
social
d.
esteem
153. A company that manufactures frozen food items is employing the shaping process to get consumers to try
its products. The free samples offered by the company along with discount coupons have been received well by
the consumers. The next step in the shaping process is to:
a.
motivate the customers to make repeat purchases at moderate costs.
b.
entice the customers to buy the product at low prices with little financial risk.
c.
sell the product at moderate costs with no additional discount coupons.
d.
sell the product at its true price to the customers.
154. Paul is a sales representative at Midwest Mazda and recently sold a CX9 to Summer and Brian for their
growing family. Paul knows how important it is to reassure his clients that they've made the right decision and
usually calls his customers within 2-3 days of purchase to ask what they think so far and remind them of all the
great features. He provides lots of reassurance and wants his customers to know he cares about them and values
their business. Which of the following is a possible reason why Paul might contact his customers and provide
reassurance they made the right purchase decision?
a.
Counter potential cognitive dissonance
b.
Obtain referrals from the customer
c.
Receive higher satisfaction scores on the post-purchase survey
d.
Reduce subliminal perceptions
155. When a bride purchases a wedding dress, her problem-solving process is likely to differ from the process she used
when buying dresses to wear to work. Once in the wedding dress market, most brides will shift from ____ problem
solving to ____ problem solving.
a.
extended, routinized
b.
routinized, limited
c.
limited, extended
d.
limited, evaluative
e.
evaluative, limited
156. Marketers can attempt to shape the outcome of the post purchase evaluation by:
a.
helping consumers to identify potential problems or needs.
b.
offering personal assistance with any problem experienced with the product.
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c.
attempting to convince consumers that a competing brand does not meet their criteria.
d.
trying to get consumers to expand their evoked sets to include their product.
157. The _____ component of attitude specifically involves tendencies to act in a certain manner.
a.
cognitive
b.
affective
c.
behavioral
d.
intellectual
158. Helene made sure that her company car was equipped with OnStar in case she ever has car trouble or gets
lost while traveling between appointments. Which level of Maslow’s hierarchy of needs is Helene addressing?
a.
Social needs
b.
Safety needs
c.
Esteem needs
d.
Self-actualization needs
159. Which of the following statements reflects Carla’s interpersonal determinants concerning her purchase of
an Apple computer?
a.
She believes you get what you pay for when purchasing products.
b.
She perceives that Apple offers the best customer service though her family and friends do not share
this opinion.
c.
She makes purchases to satisfy the expectations of her family members who insist on buying Apple
products.
d.
She identifies with the brand and periodically purchases new Apple products.
160. When a product is unique or difficult to categorize, the thought process involved in a purchase decision is
known as:
a.
research analysis.
b.
extensive buying analysis.
c.
limited problem solving.
d.
extended problem solving.
161. The broadest environmental determinant of consumer behavior is:
a.
income or purchasing power.
b.
educational background.
c.
culture.
d.
social status.
162. Marketers can influence the outcome of the evaluation stage of the consumer purchase decision process by:
a.
attempting to convince consumers that certain attributes are more important than others in deciding
which product to buy from among an array of them.
b.
identifying which evaluative criteria are important to the individual, and pointing out which brand
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best meets those criteria.
c.
trying to get the customer to reduce the size of the evoked set to exclude many of the choices.
d.
attempting to convince the consumer to spend more than what was budgeted for the purchase to
acquire more features they might prefer.
163. While making purchasing decisions, consumers are likely to buy products they believe will move them
closer to their _____ self.
a.
real
b.
neutral
c.
actual
d.
ideal
164. In which of the following steps of the consumer decision-making process does the marketer try to help
prospective buyers identify and identify potential needs?
a.
Search
b.
Problem or opportunity recognition
c.
Evaluation of alternatives
d.
Postpurchase evaluation
165. Seventeen-year-old Mai Ly has moved to the United States from Vietnam with her parents because her
father’s job transferred him to a different branch of his company. They have decided to buy their groceries from
a local supermarket that caters to Asian cuisine due to their _________ influences. Mai Ly has recently passed
her driver’s license exam and has said that she would like to have her own car so that she doesn’t have to share
one with her parents. Her parents have agreed to purchase a car for her as long as she pays for her own gas and
insurance. This decision is an example of a ________ influence.
a.
family; cultural
b.
social; family
c.
cultural; family
d.
cultural; social
e.
social; cultural
166. A shift in cultural values away from accumulating material possessions to spending time with family and
friends benefit those who market:
a.
expensive automobiles.
b.
luxury cars.
c.
amusement parks and picnic areas.
d.
children’s designer clothes.
167. Cynthia and William enter Franklin’s Electronics to buy a television set. They had previously planned to
replace their 10-year-old color set with a new model of the same brand but are surprised by the array of brands
the store offers, each having a special feature. They decide to take their time and look at every type of TV
Franklin’s has to offer. Cynthia and William are exhibiting _____ response behavior.
a.
routinized
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b.
variety seeking
c.
extended
d.
limited
168. Trevor Miguel, a Mexican national, is relocating to America. He is in search of a house and is following up
closely with the realtor and his agents. Trevor would be involved in which of the consumer problem-solving
behaviors?
a.
Routinized response behavior
b.
Variety-seeking buying behavior
c.
Extended problem solving
d.
Limited problem solving
169. Marketers must understand a target group’s culture if they hope to construct an effective marketing mix for
the target group. Culture is the accumulation of values, beliefs, preferences, and tastes that the target group
possesses. Culture includes such tangible items as _____________. Culture also includes such intangible items
as ________________.
a.
education; food
b.
social customs; artwork
c.
artwork; food
d.
education; clothing
e.
clothing; principles
170. Food manufacturers often set up tables in grocery stores where customers can sample featured products.
The goal of this type of promotion is to specifically influence the _____ component of attitude.
a.
behavioral
b.
emotional
c.
cognitive
d.
affective
171. Carlos is at the grocery store to pick-up a few items for dinner. While he's in the store, he remembers that
he's just run out of laundry detergent. He walks to the aisle where the laundry detergent is and picks up the
brand he always buys - Tide liquid. What type of purchasing decision did Carolos make when selecting the
Tide detergent?
a.
routinized response behavior
b.
limited problem solving
c.
extended problem solving
d.
family purchase behavior
172. A(n) _____ role is seen when the partners independently make equal numbers of decisions regarding
household purchases.
a.
syncratic
b.
husband-dominant
c.
autonomic
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d.
wife-dominant
173. The interpersonal influences on consumer behavior include a person’s _____.
a.
attitudes
b.
perceptions
c.
family
d.
self-concept
174. As Markel drives buy a local restaurant, he realizes that he hasn’t eaten all day and is famished. He stops
at the restaurant, and without referring to the menu, orders a burger because that’s what he typically buys at this
particular restaurant. This scenario suggests that:
a.
Markel’s hunger caused him to experience cognitive dissonance.
b.
all purchase decisions go through the six steps of the consumer decision making process.
c.
Markel would have probably made a different food choice had he not been famished.
d.
some people may skip steps in the consumer decision making process, particularly for high-
involvement decisions.
e.
low-involvement decisions may sometimes enable consumers to skip steps in the consumer decision
making process.
175. A _____ role is typically seen in purchase of products such as garden supplies and electronic equipments.
a.
wife-dominant
b.
syncratic
c.
husband-dominant
d.
autonomic
176. Which of the following actions is shaped by the effective application of learning theory within the
marketing strategy context?
a.
Repeat purchase behavior
b.
Impulse buying behavior
c.
Cognitive dissonance
d.
Domino effect
177. Before deciding how to market the houses designed by your architectural firm, you want to understand the role of
each spouse in making this type of purchasing decision. After researching the topic, you learned that most house
purchases fall into a particular role-based category. This category is:
a.
Husband-dominant
b.
Wife-dominant
c.
Autonomic
d.
Syncratic
e.
Evaluative
178. Which of the following scenarios best illustrates reinforcement in purchasing decisions?
a.
A chef purchases mushrooms for a second time from a wholesaler, even though the first order was
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disappointing.
b.
An appliance distributor replaces a dishwasher free of charge and provides excellent after-sales
service.
c.
A needle on the gas gauge signals a driver to pull into a gas station.
d.
The smell of hot dogs at a ballpark induces an obese man to order “a dog with everything on it.”
179. At specific mileage intervals, Capitol sends coupons to owners of their automobiles offering discounts on
repair services through the dealerships. Each repair visit is overseen by a trained service representative, and the
completed repairs are followed up to ensure customer satisfaction. The attention given by the dealership is
called _____.
a.
scaling
b.
screening
c.
shaping
d.
shadowing
180. In the learning process, reinforcement is:
a.
the expected change in behavior that results from experience.
b.
the reduction in drive that results from a proper response.
c.
an individual’s reaction to a set of cues.
d.
any strong stimulus that impels action.
181. When groups establish values and behaviors they deem appropriate for their members, those values and
behaviors are called group _____.
a.
cliques
b.
norms
c.
dyads
d.
shifts
182. Ayden is shopping at the local Costco on a Saturday afternoon and loves trying all the product samples.
He's learned that he can usually try 5 to 7 different products while he's shopping in the store and the samples
almost always taste great! He usually purchases the sampled item because he likes the taste and knows that he'll
use it once he gets the item home. What type of marketing technique is utilized by offering product samples?
a.
shaping
b.
subliminal perception
c.
perceptual screens
d.
motivations
183. According to Maslow, _____ needs concern essential requirements for survival such as food, water, shelter,
and clothing.
a.
self-actualization
b.
esteem
c.
physiological
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d.
belongingness
184. Which of the following products is aimed at satisfying the esteem needs of people?
a.
Basic goods
b.
Cleaning products
c.
Auto safety features
d.
Luxury watch
185. Marketing to Asian American consumers is challenging as:
a.
they belong to multiple ethnic groups with their own language, religion, and value systems.
b.
they have a high acculturation rate.
c.
they are widely spread in different regions of the United States.
d.
they have considerably less disposable income compared to other minority groups.
186. Bed Bath & Beyond offers an extensive selection of coffee makers for consumers to consider when they're
making a purchase decision. They offer several different models of the Keurig as well as Cuisinart, Jura and
Mr. Coffee. Brittany stopped in the store to see the different models and make comparisons between them. She
wasn't ready yet to make a purchase but was primarily interested in learning about the different features and
prices of brands. Which stage in the buying decision process is Brittany most likely in?
a.
search
b.
evaluation of alternatives
c.
purchase decision
d.
problem recognition
187. In Maslow’s hierarchy of needs, _____ needs refer to the desire of a person to be accepted by people and
groups important to that individual.
a.
self-actualization
b.
safety
c.
belongingness
d.
physiological
188. If ‘B’ represents consumer behavior, ‘I’ represents interpersonal influences, ‘P’ represents personal
influences, and ‘E’ represents pressures exerted by outside environmental forces, Kurt Lewin’s statement,
rewritten to apply to consumer behavior, states that:
a.
B = f (I,P).
b.
P = f (B,P).
c.
B = (I,E).
d.
P = (I,E).
Indicate one or more answer choices that best complete the statement or answer the question.
189. Your boss often talks about the importance of marketing to subcultures, but he includes only Hispanic Americans,
African Americans, and Asian Americans. You know that a subculture can be defined by characteristics other than
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nationality or ethnicity. In a memo, you identify some of these characteristics, including:
a.
age
b.
rural vs. urban location
c.
religion
d.
geographic distribution
e.
bargain hunters
190. You take pride in your understanding of consumer behavior. You apply that knowledge in planning for your
educational toy business. Specifically, you remind your salespeople that the behavior of your customers will be influenced
not only by their own psychological makeup and other personal factors, but also by such interpersonal influences as:
a.
cultural expectations of children
b.
friends who have children
c.
coworkers who have children
d.
relatives who have children
e.
the customer’s learning about children
191. As a home builder, you frequently hear from buyers who have completed a purchase from your company but are
experiencing cognitive dissonance. When you interview prospective sales agents, you warn them about this phenomenon.
Cognitive dissonance is especially likely in the home market, you say, because:
a.
Homes are expensive purchases.
b.
Home purchases have major effects on the buyers.
c.
Home buyers see ads from rival builders touting features that your homes do not provide.
d.
Home buyers have unique evaluative criteria.
192. Many buyers of your luxury line of fine jewelry are middle class. You're not surprised, since middle-class consumers
often buy items they associate with the upper classes. Which of the following promotional messages would be likely to
appeal to these aspirational customers?
a.
Feel like a billionaire.
b.
Be practical.
c.
Spend less on your look.
d.
Live a luxury lifestyle.
193. You want to buy a fleet of company cars. Because this will be a high-involvement purchase, you are likely to:
a.
Spend time reading online reviews of different cars
b.
Spend time talking to industry colleagues who have bought company cars
c.
Skip steps in the consumer decision process
d.
Spend time at every step of the consumer decision process
Match each definition to the corresponding term.
a.
evoked set
b.
consumer behavior
c.
culture
d.
reference group
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e.
Asch phenomenon
f.
opinion leader
g.
need
h.
motive
i.
perception
j.
attitude
k.
learning
l.
subliminal perception
m.
high-involvement purchase decision
n.
closure
o.
cognitive dissonance
p.
routinized response behavior
q.
shaping
r.
perceptual screens
s.
evaluative criteria
t.
self-concept
194. _____ is the process through which the ultimate buyers make purchasing decisions about a product or
service.
195. _____ describes the values, beliefs, preferences, and tastes handed down from one generation to the next.
196. The _____ describes the tendency of people to conform to majority rule.
197. _____ are people or institutions whose opinions are valued and to whom a person looks for guidance in his
or her own behavior.
198. A(n) _____ is a trendsetter who purchases new products before others in a group and then influences others
in their purchases.
199. A(n) _____ is an imbalance between a consumer’s actual and desired states.
200. An inner state that directs a person toward the goal of satisfying a need is a(n) _____.
201. _____ is the meaning that a person attributes to incoming stimuli gathered through the five senses.
202. _____ is a psychological concept that refers to the human tendency to perceive a complete picture from an
incomplete stimulus.
203. _____ are the mental filtering processes of a person through which all inputs must pass.
204. A person’s enduring favorable or unfavorable evaluation, emotion, or action toward some object or idea is
referred to as _____.
205. _____ is knowledge or skill that is acquired as a result of experience, which changes consumer behavior.
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206. The process of applying a series of rewards and reinforcements to permit more complex behavior to evolve
is called _____.
207. _____ is a person’s multifaceted picture of himself or herself.
208. The subconscious receipt of incoming information is referred to as _____.
209. A(n) _____ is one with high levels of potential social or economic consequences.
210. The number of alternatives the consumer actually considers in the purchasing decision is called the _____.
211. _____ are the features a consumer considers in choosing among alternatives.
212. The imbalance among a person’s knowledge, beliefs, and attitudes that occurs after an action or decision is
called _____.
213. A consumer problem solving behavior in which the consumer makes purchases ordinarily by choosing a
preferred brand or one of a limited group of acceptable brands is called _____.
214. Marketers define the role of each spouse in terms of four categories. List the categories and provide an
example of a purchase decision that traditionally falls into each category.
215. What are subcultures? Why should marketers pay attention to subcultures?
216. Discuss Maslow’s hierarchy of needs and list a product that can be promoted to fulfill each of the different
levels of needs.
217. Discuss the role of children and teenagers in the consumer marketplace. How are marketers targeting this
market?
218. Differentiate between a need and a motive.
219. Briefly describe the steps involved in the consumer decision process.
220. What is perception? What are the factors that influence a person’s perception of an object or event?
221. As a marketing research intern for a personal-care products company, you are asked to present information
on the learning process to the marketing department. Discuss the elements of learning you would include in
your presentation. What advice would you give your peers about shaping?
222. What are the three components of attitude? How can marketers attempt to change consumer attitudes?
223. Who are opinion leaders? Why are they important to marketers?
224. Describe the three categories of problem-solving behavior with examples.
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225. Differentiate between a high-involvement purchase decision and a low-involvement purchase decision.
Give an example for each.
226. What are evaluative criteria? What are some of the evaluative criteria a consumer might use while
searching for an apartment?
227. What are the interpersonal determinants of consumer behavior? Describe the influence of culture on
consumer behavior.
228. What are the different social classes in a society? What are the factors that determine the class rankings?
229. What are perceptual screens? Explain the different marketing strategies that companies can use to break
through these screens.
230. Discuss the four components of self-concept and explain how marketers can utilize this information.
231. Describe the Asch phenomenon. Discuss the influence of reference groups on consumer behavior.
232. Define consumer behavior. Describe Kurt Lewin’s proposition and how it has been adapted for consumer
behavior.
233. Define cognitive dissonance. How can marketers manage a consumer’s cognitive dissonance?
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Answer Key
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chapter 6
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chapter 6
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chapter 6
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chapter 6
Name:
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chapter 6
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chapter 6
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chapter 6
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chapter 6
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chapter 6
