117) When customers have low involvement in a purchase but perceive significant brand
differences, they will most likely engage in ________.
A) complex buying behavior
B) dissonance-reducing buying behavior
C) habitual buying behavior
D) variety-seeking buying behavior
E) consumer ethnocentrism
118) The buyer decision process consists of five stages. Which of the following is NOT one of
these stages?
A) need recognition
B) information search
C) conspicuous consumption
D) purchase decision
E) postpurchase behavior
119) The buying decision process starts with ________, in which the buyer spots a problem.
A) need recognition
B) information search
C) impulse purchases
D) buyer’s remorse
E) alternative evaluation
120) An invitation to go skiing over the weekend forced Donna to look at her current wardrobe.
She realized that she required a warmer coat. Which of the following stages of the buyer
decision process does Donna exemplify?
A) product evaluation
B) situational analysis
C) need recognition
D) problem screening
E) information search
121) Donna wants to buy a new coat. During the ________ stage of the buyer decision process
she will ask her friends to recommend stores that sell good quality winterwear clothing. She
will also go through newspapers and magazines to look out for offers and sales on coats.
A) product evaluation
B) alternative evaluation
C) need recognition
D) information search
E) purchase decision
122) If a consumer’s drive is strong and a satisfying product is near at hand, the consumer is
likely to purchase the product at that time. If not, the consumer may store the need in memory
or undertake ________.
A) consumer ethnocentrism
B) buyer’s remorse
C) a need recognition
D) an information search
E) cognitive dissonance
123) James has decided to buy a new vehicle. His brother John has recently purchased a new
truck and recommends the same model to James. James finally decides to buy the same truck.
Which of the following sources of information has most likely influenced James’ purchase
decision?
A) experiential sources
B) public sources
C) personal sources
D) commercial sources
E) market mavens
124) John has decided to buy a particular smartphone that he saw reviewed online. Which of
the following sources of information has most likely influenced John’s purchase decision?
A) laggards
B) commercial sources
C) public sources
D) personal sources
E) market mavens
125) Marketers realize that their commercial sources ________ the buyer.
A) legitimize products
B) attract
C) evaluate products
D) personalize products to
E) inform
126) The information sources that are the most effective at influencing a consumer’s purchase
decision are ________. These sources legitimize or evaluate products for the buyer.
A) commercial
B) public
C) experimental
D) personal
E) attitudinal
127) Marketers describe the way a consumer processes information to arrive at brand choices
as ________.
A) alternative evaluation
B) information search
C) impulse buying
D) consumer capitalism
E) cognitive dissonance
128) Robert has taken up cycling as a hobby and as a way to maintain his physical fitness. He
wants to buy a hydration system since he will need a lot of water as he cycles. Having gathered
a great deal of information, he has finally narrowed down his choices to three systems:
Waterbags for Roadies, Supertanker Hydropacks, and Fast Water. Robert is in the ________
stage of the buyer decision process.
A) need recognition
B) evaluation of alternatives
C) product trial
D) postpurchase evaluation
E) information search
129) Sara is about to purchase a new television. She is using several attributes to evaluate her
choices. Which of the following is least likely to be a criterion Sara is using?
A) price
B) size of screen
C) color of body
D) network connectivity
E) availability
130) Generally, the consumer’s purchase decision will be to buy the most preferred brand, but
two factors can come between the purchase intention and the purchase decision. Which of the
following is one of these factors?
A) economic risks
B) attitudes of others
C) cognitive dissonance
D) alternative evaluation
E) buyer’s remorse
131) After the purchase of a product, consumers will be either satisfied or dissatisfied and
engage in ________.
A) consumer capitalism
B) alternative evaluation
C) postpurchase behavior
D) consumer ethnocentrism
E) information searches
132) The relationship between the consumer’s expectations and the product’s ________
determines whether the buyer is satisfied or dissatisfied with a purchase.
A) perceived performance
B) brand personality
C) market reach
D) consumer market
E) market share
133) A particular automobile company works to keep its customers happy after each sale,
aiming to delight each one of them in order to increase their customer lifetime value. Which of
the following steps of the buyer decision process does the company exemplify?
A) need recognition
B) information search
C) evaluation of alternatives
D) purchase decision
E) postpurchase behavior
134) Leona bought two different brands of wine from vineyards in Australia. When asked for
her opinion about the wines, she said that one brand of wine tasted like alcoholic grape juice,
but the other had a crisp taste that she really enjoyed. These statements were most likely made
during the ________ stage of the buyer decision process.
A) information search
B) need recognition
C) alternative evaluation
D) purchase decision
E) postpurchase behavior
135) Almost all major purchases result in ________, or discomfort caused by postpurchase
conflict.
A) need recognition
B) cognitive dissonance
C) consumer ethnocentrism
D) conspicuous consumption
E) consumer capitalism
136) When a customer feels uneasy about losing out on the benefits of a brand not purchased,
she is likely to experience ________.
A) selective retention
B) selective attention
C) selective distortion
D) cognitive dissonance
E) consumer ethnocentrism
137) Store salespeople and a consumer’s friends rarely impact someone’s final purchase
decision.
138) Dissonance-reducing buying behavior typically occurs when a buyer sees little difference
among brands but is highly involved with the purchase.
139) Jim is planning on buying an expensive HDTV and he realizes that there are few
differences between brands. Jim is displaying complex buying behavior.
140) Habitual buying behavior involves consumers searching extensively for information about
brands and evaluating brand characteristics.
141) Commercial sources of information typically legitimize and evaluate products for buyers.
142) Postpurchase behavior is the stage of the buyer decision process in which consumers take
further action after purchase, based on their satisfaction or dissatisfaction.
143) Explain the role of marketers in the information search step of the buyer decision process.
Give an example of how the marketer might execute this role.
144) Why should marketers set up systems that encourage customers to complain about
products?
145) Compare and contrast the four types of buying decision behavior exhibited by consumers.
146) Describe some important strategies for a marketer of a high-involvement product.
147) Listing them in the proper order, what are the stages in the buyer decision process?
Describe each.
148) Consumers learn about new products for the first time and make the decision to buy those
products during the ________.
A) need recognition stage
B) adoption process
C) evaluation process
D) trial process
E) quality assessment stage
149) Which of the following is the first stage in the new product adoption process?
A) awareness
B) adoption
C) evaluation
D) interest
E) trial
150) Which of the following is the adoption process stage at which the consumer considers
whether trying the new product makes sense?
A) awareness
B) interest
C) evaluation
D) adoption
E) trial
151) Cameron loves to own and be up-to-date on the latest technological gadgets available in
the market. Among his friends, he is always the first to own the latest electronic gadgets. He
loves trying out new products before others. Cameron most likely belongs to the ________
adopter group.
A) innovator
B) surrogate consumer
C) late mainstream
D) early mainstream
E) lagging
152) Five characteristics are important in influencing an innovation’s rate of adoption. Which of
the following is NOT one of those characteristics?
A) relative advantage
B) compatibility
C) consumability
D) complexity
E) communicability
153) In the context of product characteristics that influence the rate of adoption, ________
refers to the degree to which the innovation fits the values and experiences of potential
consumers.
A) communicability
B) relative advantage
C) compatibility
D) complexity
E) divisibility
154) Which of the following product characteristics refers to the degree to which the innovation
appears superior to existing products?
A) compatibility
B) divisibility
C) communicability
D) relative advantage
E) complexity
155) Which of the following best describes divisibility of an innovation that influences the rate
of adoption?
A) It is the degree to which the innovation is difficult to understand.
B) It is the degree to which the results of using the innovation can be observed or described to
others.
C) It is the degree to which the innovation appears superior to existing products.
D) It is the degree to which the innovation may be tried on a limited basis.
E) It is the degree to which the innovation fits the values and experiences of potential
consumers.
156) Relative advantage, compatibility, complexity, divisibility, and communicability are all
characteristics of ________.
A) alternative evaluations
B) the degree of buyer involvement
C) a product’s rate of adoption
D) unexpected situational factors
E) postpurchase behaviors
157) Abel is considering whether or not to get an e-reader. He has read online reviews of three
different kinds of readers and has talked with two friends who own e-readers. Abel is at the
awareness stage of the new product adoption process.
158) The adoption process for new products refers to the mental process through which an
individual passes from first learning about an innovation to final adoption.
159) Being able to try a new product is an unimportant stage in the adoption process as the
consumer already has a good idea of the product’s value.
160) People differ greatly in their readiness to try new products. In each product area, there are
“consumption pioneers,” also referred to as lagging adopters.
161) Early adopters are opinion leaders in their communities. They adopt new ideas early but
carefully.
162) Early mainstream adopters accept new ideas after the average person.
163) Ed purchased electronic devices such as a smartphone, and tablet after many people he
knew already owned the devices. Ed belongs to the adopter group called lagging adopters.
164) Viviana wants to be the first to own the new fashion style of shoes. Viviana is an early
mainstream adopter.
165) Two of the characteristics that are especially important in influencing an innovation’s rate
of adoption are relative advantage and compatibility.
166) What strategy should a marketer use upon learning that consumers are not buying a
product because they do not perceive a need for it?
167) What are the differences between innovators, early adopters, and early mainstream
adopters?
168) Identify and describe the stages in the adoption process.
169) Identify product characteristics that influence the rate of adoption. Explain how each
characteristic affects the rate of adoption.