38) The milder information search state where a person simply becomes more receptive to
information about a product is called ________.
A) active information search
B) information search
C) heightened attention
D) purchase decision
E) dynamic information search
39) The buying process starts when the buyer recognizes a(n) ________.
A) product
B) advertisement for the product
C) salesperson from a previous visit
D) problem or need
E) internal cue
40) Which of the following is considered to be a more advanced form of information search
wherein the person might phone friends or go online to secure information about a product or
service?
A) heightened attention
B) short-term memory processing
C) subliminal processing of information
D) long-term memory processing
E) active information search
41) Brands that meet consumers’ initial buying criteria are called the ________.
A) total set
B) awareness set
C) consideration set
D) choice set
E) decision set
42) Maria considers buying a car for herself, after she notices the advantages derived by her best
friend from his new car. Which of the following forms of stimulus has activated Maria‘s problem
recognition process?
A) external stimuli
B) internal stimuli
C) peer stimuli
D) secondary stimuli
E) marketing induced stimuli
43) With respect to consumer decision making, the ________ is the set of strong contenders from
which one will be chosen as a supplier of a good or service.
A) total set
B) awareness set
C) consideration set
D) choice set
E) decision set
44) A(n) ________ is a descriptive thought that a person holds about something.
A) attitude
B) belief
C) desire
D) feeling
E) emotion
45) A(n) ________ puts people into a frame of mind, such as, liking or disliking an object,
moving toward or away from it.
A) attitude
B) belief
C) feeling
D) position
E) stance
46) The expectancy-value model of attitude formation posits that consumers evaluate products
and services by combining their ________.
A) needs
B) wants
C) desires
D) brand beliefs
E) consuming attitudes
47) ________ are rules of thumb or mental shortcuts in the decision process.
A) Attitudes
B) Beliefs
C) Heuristics
D) Discriminations
E) Biases
48) Even if consumers form brand evaluations, two general factors can intervene between the
purchase intention and the purchase decision. One of these is unanticipated situational factors.
What is the other factor?
A) Amount of purchasing power
B) Attitudes of others
C) Short-term memory capabilities
D) Ability to return merchandise
E) The self-concept
49) A mobile phone manufacturing company observes that the main reason for an abrupt fall in
their sales volume is the unconventional design of their phones that consumers found
inconvenient and unattractive. The findings prompt the company to adopt a new strategy. They
redesigned the product models keeping the requirements of the end-user in mind. According to
the expectancy value-model, the company’s strategy can be termed as ________.
A) psychological repositioning
B) real repositioning
C) competitive depositioning
D) physiological depositioning
E) prescriptive method
50) Ford believes its cars to be of higher quality than General Motor’s but thinks that consumers
wrongly believe the opposite. Ford might employ a(n) ________ strategy to change buyers’
perceptions of its competition.
A) real repositioning
B) competitive depositioning
C) psychological repositioning
D) biased repositioning
E) attribute repositioning
51) When a marketer tries to alter a consumer’s beliefs about a company’s brand to get the
consumer to rethink a purchase decision, the marketer is using ________.
A) psychological repositioning
B) competitive depositioning
C) positioning
D) repositioning
E) biased positioning
52) A key driver of sales frequency is the product ________ rate.
A) consumption
B) disposal
C) refusal
D) utility
E) option
53) A consumer tells another consumer, “Every time I eat at Big Bill’s Steakhouse, I get poor
service.” Whether this is true or not, it is the consumer’s perception. This is an example of
consumers basing future predictions on the quickness and ease with which a particular example
of an outcome comes to mind. This scenario would be an illustration of the ________ heuristic.
A) discrimination
B) differentiation
C) availability
D) screening
E) representativeness
54) Ben always reaches for the bright blue and yellow box of Ritz crackers when he visits the
snack food aisle in the grocery store. He rarely even reads the box or checks the price. Which of
the following heuristics is most likely being used by Ben?
A) Availability
B) Representative
C) Anchoring
D) Adjustment
E) Semantic
55) ________ refers to the manner in which consumers code, categorize, and evaluate financial
outcomes of choices.
A) Cost accounting
B) Financial accounting
C) Behavioral accounting
D) Mental accounting
E) Factual accounting
56) Social class is the fundamental determinant of a person’s wants and behavior.
57) An example of a subculture would be a person’s geographic region.
58) Groups that have an indirect influence on a person’s attitude or behavior can be a part of
his/her reference groups.
59) Members within a social class tend to behave more alike compared to members from two
different social classes.
60) Secondary groups require continuous interaction to be effective and meaningful.
61) When Mark went to college he had a burning desire to join a social fraternity; for Mark, the
fraternity would be a dissociative group.
62) A person’s position in a group is defined in terms of role and status.
63) Marketers need to be aware of the status-symbol potential of brands because people usually
choose products which reflect their role and their actual or desired status in a society.
64) For an employee at an organization, annual appraisal can be considered as a critical life event
that impacts his/her consumption behavior.
65) Whereas economic circumstances can have a profound effect on consumption, occupation
does not impact how people spend their money and what they buy.
66) According to the research conducted by Jennifer Aaker, one of the five traits of a product’s
brand personality is its physical structure.
67) Brand personality is the specific mix of human traits that may be attributed to a particular
brand.
68) The five brand personality traits identified by Jennifer Aaker are consistently observed
regardless of nationality or culture.
69) According to Maslow’s hierarchy of needs model, recognition, self-esteem, and status would
constitute a person’s social needs.
70) Selective attention is the tendency to interpret information in a way that will fit our
preconceptions.
71) Brand associations consist of all brand-related thoughts, feelings, perceptions, images,
experiences, beliefs, attitudes, and so on that become linked to the brand node.
72) Every consumer has to pass through all five stages of the buying process when in a buying
situation.
73) The expectancy-value model of attitude formation posits that consumers evaluate products
and services by combining their brand beliefs according to importance.
74) Anchoring heuristic comes in to play when consumers base their predictions on the
quickness and ease with which a particular example of an outcome comes to mind.
75) The prospect theory maintains that consumers frame decision alternatives in terms of gains
and losses according to a value function.
76) Explain the differences between culture, subculture, and social class.
77) People can emerge with different perceptions of the same object because of three perceptual
processes. List and briefly characterize these processes.
78) What are the five stages of the consumer buying process?
79) Through market research a consumer gathers information about the competing brands of a
product and their features. The consumer then advances through four sets with respect to brands
before a decision is reached. What are those four sets?
80) Heuristics can come into play when consumers forecast the likelihood of future outcomes or
events. When would a consumer use an anchoring and adjustment heuristic?