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Indicate whether the statement is true or false.
1. 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
2. Opinion leaders rise to prominence because of their interest in adopting new products before others and
exerting influencing via word-of-mouth communication.
a. True
b. False
3. Marketing strategies that prove successful in one country are invariably applied successfully in international
markets as well.
a. True
b. False
4. 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
5. The three largest and fastest-growing U.S. ethnic subcultures are Hispanic Americans, African Americans,
and Asian Americans.
a. True
b. False
6. The degree of external search increases as purchasing behavior moves from routine to limited to extended
problem solving.
a. True
b. False
7. 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
8. Social class has rankings determined by income, occupation, education, and family background.
a. True
b. False
9. The influence of reference groups is more significant in case of children, when compared to adults
a. True
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b. False
10. The number of brands included in the evoked set may vary according to the situation and the person.
a. True
b. False
11. 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
12. 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
13. Understanding of differences among subcultures is essential for developing effective marketing strategies.
a. True
b. False
14. If a middle manager buys an Audi automobile because several top executives in the firm own Audis, this
demonstrates the influence of reference groups.
a. True
b. False
15. The core values of American culture include work ethic and the desire to accumulate wealth.
a. True
b. False
16. Culture is the broadest environmental determinant of consumer behavior.
a. True
b. False
17. The consumer decision process does not apply to low-involvement purchases.
a. True
b. False
18. Cognitive dissonance is likely to increase when the purchase decision has a major effect on the buyer.
a. True
b. False
19. According to Maslow’s hierarchy of needs, people who fail to at least partially satisfy lower-level needs may
fail to move beyond it to higher-level needs.
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a. True
b. False
20. Individuals who aspire to become members of a certain group most often adopt its standards of behavior and
values.
a. True
b. False
21. A reference group’s influence on the purchasing decision of a member is often greater when the product is
more conspicuous or visible to others.
a. True
b. False
22. Groups whose opinions are valued and to whom a person looks for guidance in his or her own behavior,
values and conduct are known as reference groups.
a. True
b. False
23. Culture refers to the values, beliefs, preferences, and tastes that are handed down from one generation to the
next.
a. True
b. False
24. Marketers can attempt to change consumer attitudes by engaging them in new buying behavior.
a. True
b. False
25. Social class is determined by the sole criterion of income.
a. True
b. False
26. Attitudes of a person toward some object or idea are highly resistant to change.
a. True
b. False
27. 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
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28. 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
29. 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
30. Maslow’s hierarchy of needs begins with self-actualization needs and progresses to physiological needs at
the highest level.
a. True
b. False
31. Opinion leaders are the first consumers to try new products and then share their experience by word of
mouth.
a. True
b. False
32. The basic core values of a culture are highly dynamic and flexible.
a. True
b. False
33. According to Maslow’s hierarchy of needs, products such as travel, luxury cars, and jewelry are examples of
fulfilling a safety need.
a. True
b. False
34. Consumer behavior refers to the process through which ultimate buyers make their purchase decisions.
a. True
b. False
35. Subcultures are groups within a larger culture that have their own distinct modes of behavior.
a. True
b. False
36. A need is an imbalance between the consumer’s actual and desired states.
a. True
b. False
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37. Purchasing music from the Apple iTunes website is considered a high-involvement purchase decision
because music is a unique personal choice.
a. True
b. False
38. Considerable external search for alternatives is typical when consumers are involved in extended problem
solving.
a. True
b. False
39. When making purchasing decisions, consumers will most likely choose products that are consistent with
their attitudes.
a. True
b. False
40. Motives are inner states that direct a person toward the goal of satisfying a need.
a. True
b. False
41. Consumers are most likely to exhibit routinized response behavior while purchasing low-involvement
products.
a. True
b. False
42. A person’s perception of a product results solely from its physical characteristics such as size, color, shape,
and weight.
a. True
b. False
43. The buying behaviors exhibited by members of the different classes are homogeneous and exclusive.
a. True
b. False
44. An evoked set is limited in case of an immediate need.
a. True
b. False
45. A frequent-flyer program usually announced by airlines is a form of purchasing reinforcement.
a. True
b. False
Indicate the answer choice that best completes the statement or answers the question.
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46. 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.
47. 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
48. 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.
49. 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
50. 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
b. Low-involvement
c. Medium-involvement
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d. Spurious involvement
51. A motive is an inner state that directs a person to create:
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.
52. 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.
53. 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.
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.
54. 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
55. As defined in the text, consumer behavior is influenced by social and psychological factors. Which of the
following is an example of asocial factor?
a. Culture
b. Attitudes
c. Learning
d. Perception
56. 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 due to her notion of her self-concept. Rachel’s
decision is most likely driven by _____ factors.
a. psychological
b. situational
c. social
d. institutional
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57. 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.
58. 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.
59. In the area of self-concept theory, the real self is:
a. the self that 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.
60. When a product purchase involves high levels of financial risk, the decision process involved in the
purchase decision is known as:
a. research analysis.
b. extensive buying analysis.
c. limited problem solving.
d. extended problem solving.
61. 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
62. According to Maslow, an individual’s desire to realize his full potential and find fulfillment by traveling or
completing an educational certificate or degree is his _____ needs.
a. self-actualization
b. physiological
c. social
d. esteem
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63. 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
64. Allstate Insurance, a large insurance company, has developed a campaign featuring Mayhem, a character
who demonstrates how accidents and problems can occur. The campaign has a slogan, “So get Allstate to
protect you from mayhem.” 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
65. For years Michael Jordan was linked to Nike and promoted the brand and its products. Millions of kids grew up
“wanting to be like Mike.” To do that, they bought Nike’s Air Jordan shoes and considered all things Nike to be the best!
This enduring evaluation and positive perception of Nike can be considered a(n):
a. attitude.
b. value proposition.
c. product positioning statement.
d. identity.
66. 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.
67. Brianna has set a personal goal to compete on her university cross country team next year. She has hired a personal
trainer, bought the best running shoes available, and set a rigorous training schedule. Brianna’s desire to join the cross
country team has served as a:
a. motive.
b. perception.
c. personal identity.
d. self-efficacy.
68. The broadest environmental determinant of consumer behavior is:
a. income or purchasing power.
b. educational background.
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c. culture.
d. social status.
69. A person’s values, beliefs, preferences, and tastes are often handed down from one generation to the next.
These factors may change over time, but an individual’s basic core values do not. These factors are important
environmental determinants of consumer behavior. These items are commonly referred to as:
a. culture.
b. social class.
c. identity.
d. self-efficacy.
70. 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
71. Kerstyn’s boyfriend, Jordan, asked her to attend his sister’s wedding with him. Kerstyn had never met
Jordan’s family and wanted to make a good first impression, so she spent a lot of time searching for a dress for
the wedding. While she found one that she thought looked nice, when she tried it on she thought “this just isn’t
me!” We can say the dress didn’t fit with Kerstyn’s:
a. self-concept.
b. personal image.
c. mirror image.
d. personal identity.
72. Consumers sometimes experience feelings of uncertainty after a major purchase. This postpurchase anxiety
results from an imbalance among the person’s knowledge, beliefs, or attitudes. For example, you may have had
these feelings when you first went away to college. Was this the best school for me? Is this where I belong?
This postpurchase anxiety is known as:
a. cognitive dissonance.
b. buyer discord.
c. purchase rejection.
d. consumer satisfaction.
73. 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 automobile
74. In Maslow’s hierarchy of needs, obtaining an undergraduate degree would be an example of a product that
satisfies an individual’s _____ needs.
a. self-actualization
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b. safety
c. belongingness
d. physiological
75. The single group within society that is most vulnerable to reference group influence is:
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.
76. Restaurants think carefully about the décor and background music they play. Do they want a relaxing or
fast-paced environment? Do patrons want to be entertained or able to carry on a conversation? The type of
furniture, music, and lighting are all part of the restaurant’s:
a. physical surroundings.
b. purchase context.
c. built location.
d. social surroundings.
77. In your home, your grandmother typically does the grocery shopping and has a comprehensive process,
which entails researching supermarkets that have the best sales, downloading digital coupons, and identifying
which items she wants from the circulars that are mailed weekly to the house. She prefers to do the shopping
herself. On the other hand, your mother generally just buys whatever she thinks you and your siblings will like
and prefers to be in and out of the grocery store quickly. What can be said about these two different 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. Younger people are more likely to rely on personal determinants when making purchase decisions.
d. Your mom’s purchase decision process requires low-involvement because she wants to please the family
e. More time elapses between the problem/opportunity recognition and the purchase act stages of the
purchase decision process for your mom
78. _____ are determined by occupation, income, education, and family background.
a. Social class categories
b. Opinion leaders
c. Reference groups
d. Subcultures
79. 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 among them. She
wasn’t ready yet to make a purchase but was primarily interested in learning about the different features and
prices of brands so she could compare them in person. Which stage in the buying decision process is Brittany
most likely in?
a. Search
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b. Evaluation of alternatives
c. Purchase decision
d. Problem recognition
80. Mitch is a real car fanatic! He has several sports cars and spends a lot of time searching for cars and
maintaining and cleaning his cars. While many people don’t give much thought to tires for their car, Mitch
usually spends a lot of time researching and reading reviews before he buys new tires. However, last year he
was on a trip when he got a flat tire in a small town in Indiana. Instead of his regular search, he just stopped at
the first tire shop he could find and bought a tire to replace the ruined tire to continue his trip. It was not even a
brand he had heard of before! Mitch’s purchase in this case was mostly driven by what type of factor?
a. Situational factors
b. Pricing factors
c. Psychological factors
d. Social factors
81. 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.
82. Jorge plans to buy a car and discusses the purchase with his parents. Their influence on his buying decision
is classified as a(n) _____ influence:
a. psychological.
b. social.
c. situational.
d. institutional.
83. 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
84. According to Maslow, _____ needs concern essential requirements for survival such as food, water, shelter,
and clothing.
a. self-actualization
b. esteem
c. physiological
d. belongingness
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85. 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.
86. 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 postpurchase survey
d. Reduce subliminal perceptions
87. Martin, a marketing manager, is a member of a local professional organization that helps Martin connect
with others, develop friendships, and satisfies his _____ needs.
a. physiological
b. belongingness
c. self-actualization
d. safety
88. Grayson is majoring in marketing and going through the professional sales program. While he has never
played golf, he wants to learn how since he heard “more business gets done on the golf course than in the
office.” Grayson does not know much about the game, but has asked his friend Drake for some advice. Drake
is on the university’s golf team and a trendsetter in using new golf equipment. Drake enjoys sharing his
knowledge experiences about golf equipment with others, who respect his judgment and often follow his
advice. As far as golf equipment goes, Drake can be considered a(n):
a. opinion leader.
b. societal liaison.
c. consumer advocate.
d. product director.
89. 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
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the car’s airbags and seat belts in crash control tests. Amos decided to buy this company’s all wheel drive model
since it satisfied his desire to have higher status, belong to an exclusive group of people who own this brand of
car, and be protected or feel secure in the vehicle if it were involved in an accident.
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.
90. Elizabeth had her car all packed and was ready to head home for semester break. However, when she tried
to start her car the battery was dead. She remembered that the last few times she tried to start her car it seemed
like the battery was weak. Now, it was clear she would have to get a new battery. Elizabeth is in what stage of
the consumer decision process?
a. Problem or opportunity recognition
b. Information search
c. Evaluation of alternatives
d. Purchase decision
91. Shanu was ready to buy a new phone! His old phone had limited battery life and a cracked screen. While he
currently had an iPhone 6s, Shanu was thinking it was time to consider other brands as well. In fact, he had
identified four possible phones – the iPhone X, Samsung Galaxy Note 8, LG V30, and the Google Pixel XL.
For Shanu’s purchase, these four phones are his:
a. evoked set.
b. internal selection group.
c. brand awareness items.
d. purchase group.
92. Reference groups have a greater impact on the purchasing decision when the:
a. consumer is already established as the opinion leader in the group.
b. product is hard to recognize or see by the group.
c. purchased product is a commonly used commodity.
d. purchase is conspicuous.
93. 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 the 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
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94. 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
95. 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.
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.
96. Joining a local softball team or golf league to meet new people and engage in social interaction is an attempt
to meet _____ needs.
a. self-actualization
b. belongingness
c. physiological
d. safety
97. _____ is an imbalance between a consumer’s actual and desired states.
a. Need
b. Attitude
c. Affect
d. Equilibrium
98. 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 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.
99. An individual’s reference group is most likely to influence his or her purchase decision while buying a(n)
_____.
a. external hard drive
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b. automobile
c. frozen dinner
d. latte
100. 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
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.”
101. 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.
102. Which of the following product purchases would most likely require a high-involvement decision?
a. Shampoo
b. Magazine subscription
c. Car
d. Hair dryer
103. While making purchasing decisions, consumers may be influenced by _____ factors which include physical
surroundings or a buyer’s mood and condition.
a. institutional
b. social
c. psychological
d. situational
104. 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.
d. gathers information about the attainment of a desired state of affairs.
105. Which of the following would fall under the category of psychological 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
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106. Some purchases do not really take thought or consideration. For example, Bridget remarked “We rotate
who buys the milk in our apartment. I usually just buy the same thing – the least expensive 2% milk at the
grocery store I happen to be at. I don’t have strong preferences about which brand to buy. It is a relatively low
cost item that is bought frequently and that requires very little consideration.” This is an example of:
a. routinized response behavior.
b. an impulse purchase.
c. extended problem solving.
d. critical decision making.
107. Anitza realized she was going to need a new computer for college. She recognized her old computer was
slow and not able to run the software required for her marketing research class. She took her time with this
decision, as it was quite expensive and she realized there were important differences among the computers she
was considering. After considerable research, Anitza bought a new Dell XPS 17. For Anitza, the purchase of
her computer can be considered:
a. extended problem solving.
b. routinized response behavior.
c. limited problem solving.
d. critical decision making.
108. 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.
c. consumer satisfaction with the purchase.
d. advertising influence on the purchase.
109. At which stage of the consumer decision-making process is cognitive dissonance most likely to occur?
a. Search
b. Evaluation
c. Purchase decision and purchase act
d. Postpurchase evaluation
110. 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
111. During his senior year of high school, Trent was thinking about joining the military or starting an
apprenticeship program with the pipe fitters union. He did not give much thought to attending college until he
started feeling pressure from his parents, high school guidance counselor, and friends. When Trent realized that
all of the students in his class that he admired were going to attend Gryffindor University, he decided to go to
Gryffindor as well. What type of factor primarily influenced Trent’s decision to attend college?
a. Social factors