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c. Window shopping
d. Product involvement
89. The manufacturer of Herbal Essences Shampoo gives away trial packs of conditioner to test the market for its new
product. This may refer as:
a. experiential learning.
b. selective perception.
c. continuous reinforcement.
d. conceptual learning.
90. Which of the following has given consumers unprecedented power to express likes and dislikes, compare prices, find
the best deals, sift through huge numbers of recommendations, and have items delivered?
a. Social media
b. Digital technology
c. Consumerization
d. Cell phones
91. The ___________________ is an orderly series of stages in which consumers’ attitudes and behavioral tendencies
evolve through maturity, experience, and changing income and status.
a. socialization process
b. consumer decision-making process
c. family life cycle
d. want–got gap
92. _____ is how consumers see themselves in terms of attitudes, perceptions, beliefs, and self-evaluations.
a. Self-image
b. Personality
c. Socialization
d. Self-concept
93. The imbalance between actual and desired states is sometimes referred to as:
a. need recognition.
b. an evoked set.
c. the got–want gap.
d. the want–got gap.
94. Unlike external stimuli, internal stimuli:
a. do not have multiple sources.
b. cannot be satisfied through purchases.
c. include stimuli such as hunger and thirst.
d. include stimuli such as advertisements and videos.
95. Which of the following statements is true of post purchase behavior?
a. Communication with consumers does not help in reducing cognitive dissonance.
b. Marketers encourage customers to have doubts even after they purchase a product.
c. Consumers expect certain outcomes from a product after making a purchase.
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d. Consumers tend to increase dissonance by justifying their purchase decision.
96. Unlike nonmarketing-controlled information sources, marketing-controlled information sources:
a. are types of internal information sources.
b. include friends and families.
c. are unbiased toward a specific product.
d. include mass media advertising.
97. Which statement is true of consumer behavior?
a. People’s value systems do not affect their consumer behavior.
b. Consumer behavior cannot be learned.
c. The study of consumer behavior includes factors that influence purchase decisions and product use.
d. Consumers’ product and service preferences are constant and do not change over time.
98. _____ occurs when consumers feel that making the wrong decision might cause some concern or anxiety.
a. Physiological risks
b. Financial risks
c. Social risks
d. Psychological risks
99. A product information source that originates with marketers promoting the product is referred to as a(n)
____________________________________.
a. manipulative information source
b. internal information source
c. secondary information source
d. marketing-controlled information source
100. Which of the following statements is true of culture?
a. It cannot be learned.
b. It influences individuals in a way that they are completely aware of its values.
c. It encompasses all the things that consumers do without conscious choice.
d. It is static and does not change.
101. If the director of a company aspires to become its managing director, works hard toward that goal, and achieves the
position. Which of his needs is fulfilled according to Maslow’s hierarchy of needs?
a. Physiological need
b. Safety need
c. Social need
d. Self-actualization need
102. Carrying over a well-known and respected brand name from one product category to another product category is
referred to as:
a. brand stretching.
b. brand extension.
c. brand building.
d. brand promotion.
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103. Which information source is associated with advertising or promotion?
a. Family recommendations
b. Nonmarketing-controlled
c. Marketing-controlled
d. Internal information search
104. Which of the following is considered an individual characteristic that influences a person’s buying decisions?
a. Gender
b. Culture
c. Motivation
d. Learning
105. The term that describes a consumer’s view of himself or herself in terms of attitudes, perceptions, beliefs, and self-
evaluations is known as ____________________.
a. personality
b. self-image
c. self-concept
d. real self-image
106. Which of the following is true of the dynamic nature of culture?
a. The least defining element of a culture is its values.
b. Culture prohibits its environment from changing.
c. Culture teaches etiquette regarding technology.
d. Consumers are born with a cultural identity.
107. Stefanie’s mother always shopped at the supermarket once a month. One reason why Stefanie is such an efficient
shopper is that, like her mother, she believes, “Buy only what is essential or needed right now.” The norms and values
passed on to Stefanie are an example of:
a. consumerism.
b. the socialization process.
c. the role of society in consumer decision making.
d. the role opinion leaders play in business decision making.
108. _____ is the most complex type of consumer buying decision and is associated with high involvement on the part of
the consumer.
a. Limited decision making
b. Routine response behavior
c. Extensive decision making
d. Low-involvement products
109. The value that a consumer expects to obtain from a purchase is called __________________.
a. utilitarian value
b. hedonic value
c. perceived value
d. actual value
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110. Careers often create a _____ for single parents.
a. poverty of time
b. want–got gap
c. cultural complexity
d. traditional life cycle
111. According to Maslow’s hierarchy of needs, the most basic human needs are _____.
a. safety needs
b. physiological needs
c. social needs
d. self-esteem needs
112. Saraz Inc., a leading brand of apparel, has several branches all over the country. The company’s market research
shows that teenagers do not choose their brand as often as older age groups. Therefore, the company modifies some of its
existing designs to attract teens. In this case, the teenage group can be referred to as a _____.
a. subculture
b. social class
c. popular culture
d. reference group
113. Ramelson Inc., a sporting goods footwear and apparel company, features photographs of celebrities wearing its brand
of clothing and sports gear. The company launched a commercial for its new line of football cleats. This commercial
featured famous football stars as it believes that celebrities can influence customers’ buying decisions. In this case, the
football stars served as _____.
a. opinion leaders
b. aspirational reference groups
c. non aspirational reference groups
d. decision makers
114. __________is a learned ability to differentiate among similar products such as different brands of blue jeans.
a. Stimulus discrimination
b. Stimulus generalization
c. Selective perception
d. Selective discrimination
115. Jorge prefers to do his grocery shopping at Fresnas Mart because his mother also prefers to shop there. He also does
not shop for groceries online because his mother does not. In this case, Jorge’s shopping behavior is a result of _____.
a. the want–got gap
b. the socialization process
c. cognitive dissonance
d. the decision-making process
116. In the consumer decision-making process, _____ uses information—either based on past interactions or collected
through external sources—to instantaneously customize the customer experience.
a. automation
b. contextual innovation
c. journey innovation
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d. proactive personalization
117. Identify three psychological factors that affect consumer buying decisions. Explain how these factors influence
consumers decisions and how marketers use this information to successfully market their products and/or services to
consumers.
118. Discuss how personality affects consumer behavior.
119. How does marketing strategy differ based on the level of involvement associated with purchasing a product?
120. Explain the sequence and stages of the consumer decision journey.
121. Discuss the importance of understanding consumer behavior.
122. How do reference groups influence consumer buying decisions?
123. Identify and explain the importance of cultural influences and how they affect consumer decision making.
124. When consumers search for information regarding a product or service that they are interested in buying, what is the
importance of a marketing-controlled information source?
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Answer Key
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