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41) A(n) ________ in the consumer purchase decision process occurs when consumers scan their
memories for previous experiences with products or brands.
A) problem recognition
B) internal search
C) external search
D) purchase task
E) antecedent state
42) When an elementary school teacher was returning to school in the fall, she wanted to buy
markers and craft paper. She remembered the discount website she visited last year for her
purchases, so plans to start there to see if the website still carries the items previously purchased.
What term best describes the information search method used by the teacher?
A) personal external source
B) public external source
C) market-dominated external source
D) internal search
E) market-dominated internal source
43) Casey's girlfriend will celebrate her birthday next week, so he needs to buy her a gift. He
remembers the brand of watch that she wears and considers if she would like a new one by the
same maker. This is an example of what part of the consumer purchase decision process?
A) recollection search
B) external search
C) evaluative criteria
D) antecedent states
E) internal search
44) A mother of two toddlers is most likely to exclusively use an internal search during the
decision process when purchasing
A) a gift for her mother-in-law.
B) a home security system.
C) disposable diapers.
D) a swing set.
E) a weekend getaway.
45) Julie is an avid mystery reader and her babysitter Tina has been borrowing some of her
books over the summer. When Tina's birthday approaches, Julie wants to buy her a good
mystery. When Julie was trying to recall her own favorite mystery authors, she was engaged in
A) problem recognition.
B) an internal search.
C) an external search.
D) a purchase task.
E) the precognition of an antecedent state.
46) A(n) ________ for information is needed when past experience or knowledge is insufficient,
the risk of making a wrong purchase decision is high, and the cost of gathering information is
low.
A) external search
B) cognitive search
C) alternative search
D) internal search
E) postpurchase search
47) An external search for product information is likely to occur when
A) the cost of gathering information is low.
B) review of past experience provides adequate information.
C) the risk of making a wrong purchase decision is low.
D) the item is frequently purchased.
E) the item is for personal use rather than for professional use.
48) Hadley wants to purchase a fitness tracker. She is unsure about what type will best suit her
needs and work best with other products she owns. As a result, she has begun asking for advice
from her friends and relatives. In addition, she has talked to several salespeople at Apple and
Best Buy and has looked at some online reviews. Hadley is engaging in
A) problem recognition.
B) an internal search.
C) an external search.
D) a purchase task.
E) the creation of an antecedent state.
49) Nico wants to buy a new digital camera for his semester studying abroad but he knows very
little about cameras, having never owned one. As a result, he has begun asking for advice from
friends and relatives. In addition, he has talked to salespeople at a Wolf camera shop and Best
Buy and he has looked at some websites. Nico is engaging in
A) problem recognition.
B) an internal search.
C) the purchase decision.
D) an external search.
E) the creation of an antecedent state.
50) Relatives, friends, and social networking sites that the consumer trusts are known as
________ sources of external information in the consumer purchase decision process.
A) relational
B) marketer-dominated
C) personal
D) stakeholder
E) public
51) When conducting an information search, a consumer may use various product-rating
organizations, government agencies, and TV consumer programs known as
A) relational sources.
B) marketer-dominated sources.
C) personal sources.
D) public sources.
E) stakeholder sources.
52) ________ is an example of a public source of information consulted during an external
search.
A) People magazine advertising
B) Consumer Reports magazine
C) A salesperson at the Apple Store
D) Your brother-in-law
E) A point of purchase display at Target
53) Public sources of information for an external information search include which of these?
A) advertisements
B) sales personnel
C) friends and relatives
D) government agencies
E) point-of-purchase displays
54) Sources of external information that originate with the sellers of products and services and
include advertising, company websites, salespeople, and point-of-purchase displays in stores are
referred to as
A) relational sources.
B) public sources.
C) personal sources.
D) stakeholder sources.
E) marketer-dominated sources.
55) An example of a marketer-dominated source of information consulted during an external
search is
A) previous ownership of a product.
B) a Better Business Bureau rating.
C) a company's website.
D) a consumer program on talk radio.
E) your mother.
56) An example of a marketer-dominated source of information consulted during an external
search is
A) personal experience.
B) salespeople.
C) a Federal Trade Commission report.
D) a coworker.
E) Consumer Reports magazine.
57) Which of the following is not an example of a marketer-dominated source of information
consulted during an external search?
A) digital advertising
B) point-of-purchase display
C) Kelley Blue Book
D) dedicated sales staff
E) company website
58) The alternative evaluation stage clarifies the problem for the consumer in part by
A) creating expectations for particular products.
B) proposing the type of purchase outlet.
C) suggesting criteria to use for the purchase.
D) minimizing cognitive dissonance.
E) establishing a purchase timeline.
59) Sanaa recently made partner at her law firm, and she is rewarding herself with the purchase
of a new car. She told a coworker, "The Volvo has nine airbags but the Cadillac drives so
smoothly." Sanaa is currently in which stage of the purchase decision process?
A) problem recognition
B) information search
C) alternative evaluation
D) purchase decision
E) postpurchase evaluation
60) The objective and subjective attributes of a brand that consumers use to compare different
products and brands are referred to as
A) temporal states.
B) antecedent states.
C) information sources.
D) evaluative criteria.
E) the consideration set.
61) Evaluative criteria refer to
A) the objective and subjective attributes of a brand consumers use to compare different products
and brands.
B) those attributes of a brand that are based exclusively on objective criteria in order to make an
unbiased purchase decision.
C) those attributes of a brand that are based exclusively on subjective criteria in order to avoid
postpurchase anxiety.
D) the attributes of a product that a manufacturer wishes to promote to a specific target market.
E) a list of required product attributes from which a customer will not waver regardless of
additional incentives.
62) Which of the following statements concerning evaluative criteria is most accurate?
A) If the alternatives in a consideration set do not meet all of the requirements of the evaluative
criteria, the entire decision process is quickly discontinued.
B) Consumers often have several criteria for evaluating a single product.
C) Evaluative criteria represent objective rather than subjective attributes.
D) Evaluative criteria represent subjective rather than objective attributes.
E) Ultimately, the most important evaluative criterion is price.
63) When purchasing a reusable water bottle, factors like durability, price, and temperature
control that a consumer considers prior to purchase are called
A) points of difference
B) informational alternatives
C) buying-decision choices
D) evaluative criteria
E) consumer attributes
64) The Ford Fusion Hybrid SE uses hybrid fuel technology with the latest in lithium-ion battery
technology to deliver more power, convenience, prestige, and fuel economy than non-hybrid
cars. If a consumer used these attributes in evaluating this vehicle against others, the attributes
would be considered
A) points of difference.
B) informational alternatives.
C) evaluative criteria.
D) competitive advantages.
E) consumer attributes.
65) The group of brands a consumer would consider acceptable from among all the brands in the
product class of which he or she is aware is referred to as the
A) evaluative set.
B) evolved set.
C) consideration set.
D) alternative selection group.
E) aspiration group.
66) A consideration set refers to
A) the group of brands a consumer would consider acceptable from among all the brands in the
product class of which he or she is aware.
B) the group of generic brands that a consumer would reluctantly consider acceptable.
C) the group of brands of which a consumer is aware.
D) all possible competitive product substitutes that may satisfy a consumer's needs regardless of
the product class.
E) those product alternatives a consumer has considered, including those deemed unacceptable.
67) The BMW StreetCarver is a $495 skateboard that features BMW's technology in its wheel
suspension, which stabilizes the board's sleek design and allows for greater control around sharp
curves. BMW wants its skateboard to be within the consideration set of potential skateboard
buyers. In this case, it will most likely focus on
A) reducing the postpurchase dissatisfaction that may result from purchasing its product.
B) making sure its representatives attend sporting events such as ESPN's X-Games to get new
product ideas.
C) making appeals directed toward motivational ego needs.
D) explaining the stability and control aspects of the StreetCarver in its advertising messages.
E) creating personality profiles for skateboarders.
Figure 4-2
68) Figure 4-2 shows the recent ratings from independent rating agencies for selected
smartphone brands and models. A number of factors are listed, such as price, audio quality, and
camera quality. These factors are the typical ________ for smartphones.
A) consideration sets
B) evaluative criteria
C) value propositions
D) quality considerations
E) core benefits
69) Figure 4-2 shows the recent ratings from an independent rating agency for selected
smartphone brands and models. Each column shows a brand like Apple, HTC, LG, Motorola,
and Samsung. These brands are referred to as the ________ when consumers use these
smartphone ratings to evaluate the products.
A) consideration set
B) evaluative criteria
C) points of difference
D) value brands
E) core benefits
70) Figure 4-2 shows the recent ratings from an independent rating agency for selected
smartphone brands and models. Which smartphone should be chosen if you want a model that
costs less than $700 and has above-average or better camera quality?
A) Apple iPhone X
B) Samsung Galaxy S9
C) HTC U12
D) LG G7
E) MotoZ2 Force
71) Once a consumer has completed the alternative evaluation stage of the consumer purchase
decision process, the two remaining choices are
A) which product to buy and how to pay for it.
B) whether to buy one or several if a BOGO deal is offered and how to pay for them.
C) from whom to buy and when to buy.
D) which product to buy and whether to tell others about the purchase.
E) whether to buy in person or online and whether to tell others about the purchase.
72) All of the following would impact your decision about when to buy an offering except
which?
A) The manufacturer is currently offering a $25 rebate.
B) You don't have the money now and don't get paid until Friday.
C) The product is on sale.
D) The store is closing in 10 minutes.
E) The retailer's return policy is very relaxed.
73) Charlie was standing outside his classroom talking on the phone when a friend heard him
say, "Thank you for taking my call so quickly. I'd like to order the 32-gigabyte 9.7 inch iPad Pro.
I'll pick it up today at the Southdale Apple Store. Can I use the easy pay plan?" Charlie was in
which stage of the consumer purchase decision process?
A) problem recognition
B) alternative evaluation
C) information search
D) purchase decision
E) postpurchase evaluation
74) At the ________ of the consumer purchase decision process, a consumer compares the
product with his or her expectations and is either satisfied or dissatisfied.
A) problem recognition stage
B) information search stage
C) alternative evaluation stage
D) purchase decision stage
E) postpurchase stage
75) Satisfaction or dissatisfaction during ________ most strongly influences consumer
communications and repeat-purchase behavior.
A) consideration set assessment
B) prepurchase behavior
C) evaluative criteria selection
D) the postpurchase stage
E) information search
76) Firms such as General Electric, Johnson & Johnson, Coca-Cola, and British Airways focus
their attention on ________ to maximize customer satisfaction and retention in part by offering
training to handle complaints, answer questions, and solve consumer problems.
A) value perception
B) postpurchase behavior
C) noncompetitive pricing
D) comparison pricing
E) prepurchase behavior
77) Claire has just told her best friend, "I'm so glad I bought the Samsung Galaxy S9 rather than
those other smartphones I was considering. Look at this incredible display, and the battery stays
charged forever." Which stage of the consumer purchase decision process does Claire's
conversation identify?
A) problem recognition
B) information search
C) alternative evaluation
D) purchase decision
E) postpurchase behavior
78) Customer satisfaction is an important focus for marketers because
A) marketing research is an expensive proposition; the fewer times it needs to be done, the better
off the company is.
B) the financial value of a satisfied, loyal customer over time can be significant.
C) consumers are unable to assess it by themselves.
D) attracting new customers is easier than keeping old ones.
E) a 50 percent increase in customer retention can increase a company's profits by 5 percent.
