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b. Financial factors
c. Psychological factors
d. Situational factors
112. 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
113. 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
114. As Markel drives by 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.
115. Product features that consumers consider while choosing among alternatives are known as the:
a. evoked sets.
b. evaluative criteria.
c. heuristics.
d. problem sets.
116. 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 Carlos make when selecting the Tide
detergent?
a. Routinized response behavior
b. Limited problem solving
c. Extended problem solving
d. Family purchase behavior
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117. 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
118. Lakshmi and Sukumar are shopping at their nearest Best Buy to purchase a new TV. They had previously
planned to replace their 5-year-old TV with a new model of the same brand but were surprised by the array of
brands and selection the store offers, each having a special feature. They decide to take their time and look at
every type of TV available at this Best Buy location.. Lakshmi and Sukumar are exhibiting _____ decision-
making style.
a. routinized
b. variety seeking
c. extended
d. limited
119. 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.
120. 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
b. Reasoned purchasing behavior
c. Extended problem solving
d. Routinized response behavior
e. Limited problem solving
121. 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.
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122. Bristol-Myers Squibb, a large pharmaceutical company, has developed a campaign to promote the development of
their 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
123. 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.
124. Luke and Emma are excited to go see the Twenty Øne Pilots concert on their college campus. They love
their music and have downloaded the entire Blurryface album. However, they want to see them in concert
because being part of a crowd creates a different experience than just listening to the music. The crowd at the
concert is part of the:
a. social surroundings.
b. built location.
c. purchase context.
d. physical surroundings.
125. 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.
126. 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
127. Ivonne is excited about going to her first sorority formal next month. However, she is concerned that she
does not have anything appropriate to wear. Since realizing that she needs to get a new dress, Ivonne has
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started paying attention to advertisements, visiting retail stores, and browsing the Web for a dress for the
formal. Ivonne is engaged in:
a. consumer behavior.
b. marketing research.
c. retail involvement.
d. innovation analysis.
128. 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.
129. 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
130. Matthew was grocery shopping with his girlfriend Alexandra for the first time. Matthew is on a tight budget and
typically buys private label products such as breakfast cereal, paper towels, and laundry detergent to save money.
However, he was uncomfortable purchasing the private label brands when Alexandra was with him, so he ended up with
Rice Krispies cereal, Bounty paper towels, and Tide detergent. Matthew’s purchases in this case were mostly driven by
what type of factor?
a. Situational factors
b. Reference factors
c. Store factors
d. Brand factors
131. Ksenia is excited about going to her first sorority formal next month. However, she is concerned that she does not
have anything appropriate to wear. Since realizing that she needs to get a new dress, Ksenia has started paying attention
to advertisements, looking at fashion magazines, visiting retail stores, and browsing the Web for the latest fashions.
Ksenia is engaged in:
a. external information search.
b. internal information search.
c. problem or opportunity recognition.
d. purchase decision.
132. 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.
a. perceptions
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c. attitudes
d. self-concept
133. 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.
134. Alexis is very concerned about the environment and sees herself as “an advocate for nature.” Thus, she was excited
when her dorm installed a filtered water fountain. In fact, she went out the very next day and bought a YETI Rambler
water bottle because she hated the idea of throwing away disposable plastic water bottles. Alexis’ purchase of the YETI
bottle was largely driven by what type of factor?
a. Psychological factors
b. Reference factors
c. Social factors
d. Situational factors
135. 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
136. 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. OnStar is a service which can connect the car occupants with a
personal service attendant to provide assistance. Which level of Maslow’s hierarchy of needs is Helene
addressing?
a. Social needs
b. Safety needs
c. Esteem needs
d. Self-actualization needs
137. The first week Tyler was on campus he went through rush for the Greek system. He immediately was attracted to
Sigma Chi fraternity and joined the 2019 pledge class. Tyler has counted on his fraternity brothers for guidance in
choosing a major and classes, and has even starting wearing the same clothing brands as other members of his fraternity.
For Tyler, we can say members of his fraternity are a(n):
a. reference group.
b. social class.
c. outgroup.
d. cultural segment.
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138. The social influences on consumer behavior include a person’s _____.
a. attitudes
b. perceptions
c. family
d. self-concept
139. Which of the following is a low-involvement product?
a. Cars
b. Laptops
c. Stationery
d. Jewelry
140. Many characteristics were likely important when you chose which college or university to attend. For
instance, students often consider the distance from home, programs of study offered, reputation of the school,
success of the athletic teams, and cost of attendance. These different elements represent common:
a. evaluative criteria.
b. brand awareness elements.
c. selection drivers.
d. differentiators.
Indicate one or more answer choices that best complete the statement or answer the question.
141. You want to buy a fleet of company cars. Because this will be a high-involvement purchase, you are likely to: (select
all that apply)
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
142. 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.
143. 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:
(Select all that apply)
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.
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144. Briefly describe the steps involved in the consumer decision process.
145. Differentiate between a need and a motive.
146. Discuss Maslow’s hierarchy of needs and list a product that can be promoted to fulfill each of the different
levels of needs.
147. Define cognitive dissonance. How can marketers manage a consumer’s cognitive dissonance?
148. What are the social factors that may influence or determine consumer behavior? Describe the influence of
culture on consumer behavior.
149. Differentiate between a high-involvement purchase decision and a low-involvement purchase decision.
Give an example for each.
150. What is perception? Provide an example of how marketers use perception to influence consumer behavior.
151. Who are opinion leaders? Why are they important to marketers?
152. What are evaluative criteria? What are some of the evaluative criteria a consumer might use while
searching for an apartment?
153. Discuss the four components of self-concept and explain how marketers can utilize this information.
154. 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?
155. What are subcultures? Why should marketers pay attention to subcultures?
156. Describe the three categories of problem-solving behavior with examples.
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Answer Key
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