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Name:
Class:
Date:
chapter 6
Indicate whether the statement is true or false.
1. A subculture is a homogeneous group of people who share elements of an overall culture as well as cultural elements
unique to their own group. Within subcultures, people’s attitudes, values, and purchase decisions are even more similar
than they are within the broader culture.
a.
True
b.
False
2. Unlike high-involvement products, low-involvement goods and services are generally associated with routine response
behavior.
a.
True
b.
False
3. Internal stimuli are influences from an outside source, and external stimuli are occurrences you experience.
a.
True
b.
False
4. A connected self-schema means that a consumer perceives himself or herself as being distinct and separate from other
consumers.
a.
True
b.
False
5. Consumers can be influenced by reference groups only if they belong to those groups.
a.
True
b.
False
6. Aspirational reference groups, or associative groups, influence our behavior when we try to maintain distance from
them.
a.
True
b.
False
7. The Internet has always been the domain of the blue-collar workers and homemakers.
a.
True
b.
False
8. Rapid changes in digital technology have hampered the decision making process for consumers due to an ever-
increasing overload of information.
a.
True
b.
False
9. The process by which we select, organize, and interpret stimuli into a meaningful and coherent picture is called
learning.
a.
True
b.
False
10. The Internet has changed the quality of information available to make purchase decisions.
a.
True
Name:
Class:
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chapter 6
b.
False
11. According to Maslow’s hierarchy of needs theory, self-actualization is the highest human need of all.
a.
True
b.
False
12. Personality is a term used to broadly organize and group the consistencies of an individual’s reactions to situations.
a.
True
b.
False
13. When evaluating the impact of individual influences on consumer buying decisions, an individual’s characteristics
generally change greatly over the course of one’s life.
a.
True
b.
False
14. People in a subculture do not share the characteristics of the broader culture which influences them.
a.
True
b.
False
15. How well a consumer’s expectations are met from a product determines whether the consumer is satisfied or
dissatisfied with the purchase.
a.
True
b.
False
16. Consumers try to reduce dissonance by justifying their purchase decision.
a.
True
b.
False
17. Consumers practice extensive decision making when purchasing products that are extremely important to them.
a.
True
b.
False
18. In terms of making a purchase, the value of a product can derive from an enduring belief shared by a society that a
specific mode of conduct is personally or socially preferable to another mode of conduct.
a.
True
b.
False
19. Marketers often try to create opinion leaders because it is rare to find an opinion leader who spans multiple diverse
domains of interest or influence.
a.
True
b.
False
20. Having too many choices can confuse consumers and cause them to delay the decision to buy, or in some cases, cause
them not to buy at all.
a.
True
b.
False
Name:
Class:
Date:
chapter 6
21. Emotional involvement is closely related to shopping involvement which represents the personal relevance of the
process of shopping because the things that consumers care most about will eventually create high emotional involvement.
a.
True
b.
False
22. Buying a car is generally an unplanned activity and stopping by a sandwich shop to satiate one’s hunger is a planned
activity.
a.
True
b.
False
23. Marketers can analyze a consumer’s self-concept to anticipate their buying behavior. Self-concept combines the ideal
self-image and the real self-image.
a.
True
b.
False
24. When purchasing for themselves, consumers’ product preferences typically remain unchanged as they move through
the stages of the family life cycle.
a.
True
b.
False
25. Involvement is a marketing term used to describe the amount of time and effort a buyer invests in the search,
evaluation, and decision processes of consumer behavior.
a.
True
b.
False
26. Personality refers to how consumers see themselves in terms of attitudes, perceptions, and beliefs.
a.
True
b.
False
27. Unlike affluent upper-class consumers, working-class or middle-class consumers are more likely to be salaried
executives or self-employed professionals with at least an undergraduate degree.
a.
True
b.
False
28. Perception is the process that creates changes in behavior through experience and practice.
a.
True
b.
False
29. Need recognition generally is not triggered by a consumer’s exposure to an external stimulus.
a.
True
b.
False
30. Unlike experiential learning, conceptual learning occurs when an experience changes your behavior.
a.
True
b.
False
Indicate the answer choice that best completes the statement or answers the question.
Name:
Class:
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chapter 6
31. Sam uses public transport to commute to work. However, he has always wanted to own a car and believes commuting
by car will save time. This scenario exemplifies Sam’s _____.
a.
selective retention
b.
cognitive dissonance
c.
value
d.
want
32. Unlike hedonic value, utilitarian value:
a.
is a form of perceived value.
b.
is obtained from products rather than services.
c.
can be viewed as a means to an end.
d.
can be enjoyed without making a purchase.
33. Claudia is looking to purchase a good phone. After evaluating her options, she has decided to buy an iPhone X, though
other brands that have all her required features are offering good value for less money. Prior to buying an iPhone X, Julie
may experience some conflict because she is worried that the phone’s top-of-the-line technology, which costs much more
than its competitors, will be obsolete in a couple of months. What is the marketing term used to describe this feeling?
a.
Cognitive dissonance
b.
Psychological ownership
c.
Routine response
d.
Perceived risk of negative consequences
34. The popularity of massive music festivals has created an opportunity for fans of electronic dance music to get together
and create their own _____.
a.
social class
b.
subculture
c.
values
d.
race culture
35. Which is true of how reference groups influence consumer behavior?
a.
Reference group norms do not constrain consumer behavior.
b.
Consumers are prohibited from dissociating themselves from reference groups.
c.
Consumers generally use the same criteria as their reference groups to make their own consumer decisions.
d.
Consumers are influenced only by the reference groups to which they belong.
36. Which of the following statements is true of the social class system in the United States?
a.
Interest in organized labor is one of the most common attributes among the working class.
b.
The working class spends more than the middle class on vacation homes, jewelry, vacations, and cruises.
c.
The majority of Americans today define themselves as upper class.
d.
Social class includes people who are of the same age and gender.
37. Bethany is hungry and wants to go to a good restaurant to eat and relax. She chooses Morton’s The Steakhouse for its
ambiance and good food. Her experience provides_____.
a.
hedonic value
b.
utilitarian value
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chapter 6
c.
both hedonic and utilitarian value
d.
perceived value
38. The underlying elements of a society that distinguishes it from other cultural groups are:
a.
social class, behavior, food habits, and laws.
b.
values, language, myths, customs, rituals, and laws.
c.
race, genes, personal choices, and eating habits.
d.
behavior, weather social class, dress choices, and genes.
39. Which of the following is a psychological factor that impacts consumer buying decisions?
a.
Social class
b.
Learning
c.
Age
d.
Lifestyle
40. When considering the roles in decision making that family members play when someone wants to buy a good or
service, the member who suggests or plants the seed for the purchase process is called the _________________.
a.
influencer
b.
purchaser
c.
consumer
d.
initiator
41. To increase the sales of low-involvement products, marketing managers can:
a.
focus on the package design of the products.
b.
promote the products extensively to the target market.
c.
design advertisements with highly emotional messages.
d.
adopt strategies used for marketing high-involvement products.
42. By sending post purchase letters and giving guarantees on products to consumers who have bought their company’s
products or organization’s services, marketing managers can help reduce the consumers’ _____.
a.
cognitive dissonance
b.
internal stimuli
c.
selective exposure involvement
d.
want–got gap
43. Which of the following exerts the most influence on a consumer’s buying decisions?
a.
Social class
b.
Gender
c.
Reference groups
d.
Ethnicity
44. _____ is a process whereby a consumer notices certain stimuli and ignores others.
a.
Stimulus generalization
b.
Selective exposure
c.
Cognitive dissonance
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d.
Selective retention
45. Rochelle wants to purchase a new gaming laptop. She wants to compare two of the latest models of gaming laptops—
with similar build, quality, and hardware specifications—from different manufacturers. Rochelle reads reviews of each
product on reputable online forums before making her decision. In this scenario, Rochelle seeks data ________________.
a.
from a marketing-controlled information source
b.
through her own knowledge
c.
from a nonmarketing-controlled information source
d.
through an internal information search
46. Social influences are most likely to influence consumer buying decisions by:
a.
reducing a feeling of perceived risk or uncertainty regarding a purchase.
b.
prompting impulse purchase decisions.
c.
encouraging consumers to recognize their feelings and formulate opinions.
d.
shaping human behavior and transmitting it from one generation to the next.
47. _____ refers to how an individual actually perceives himself or herself.
a.
Self-esteem
b.
Self-actualization
c.
Ideal self-image
d.
Real self-image
48. Which stage in the consumer decision-making process results from the imbalance between actual and desired states?
a.
Postpurchase behavior
b.
Evaluation of alternatives
c.
Purchase
d.
Need recognition
49. Which term describes the type of group in which family, friends, or a professional organization influences an
individual’s purchasing behavior?
a.
A social group
b.
A cultural group
c.
An opinion group
d.
A reference group
50. When two friends, who support two different political parties, only quote statistics that support their favorite political
party’s strengths but not its weaknesses, which type of perception do they demonstrate?
a.
Selective retention
b.
Selective exposure
c.
Selective distortion
d.
Selective perception
51. Joshua is a millionaire, and he manages several successful companies. He usually interacts with people of similar
status. Given this information, Joshua and the people he interacts with are part of a _____.
a.
family
b.
social class
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c.
popular culture
d.
reference group
52. Jennifer’s favorite soft drink is 7 Up. She orders a 7 Up in a restaurant and is told that the restaurant serves only Coke
products, so Jennifer just orders water instead. She also insists that she can tell the difference between 7 Up and Sprite.
Which learning concept is Jennifer demonstrating?
a.
Stimulus generalization
b.
Stimulus discrimination
c.
Perceptual generalization
d.
Selective generalization
53. Opinion leaders are:
a.
wealthy, highly-educated individuals.
b.
experts on all high-involvement consumer goods.
c.
usually the same individuals for all social classes.
d.
people who influence others.
54. Linda usually does not spend much time selecting gifts. However, when choosing a fountain pen for her husband’s
birthday this year, she visited several stores and spent a lot of time asking the sales staff about different features of the pen
before making her purchase. This scenario illustrates _____.
a.
product involvement
b.
situational involvement
c.
shopping involvement
d.
enduring involvement
55. Rolex is a prestigious brand of watch that is sold as a luxury product. It has a reputation based on quality and attention
to detail. When the company introduces new timepieces, it can count on an existing, well-established market for its new
products due to:
a.
stimulus generalization.
b.
stimulus discrimination.
c.
perceptual generalization.
d.
selective distortion.
56. The social factors that affect the consumer decision journey are:
a.
lifestyle, personality, age, and family.
b.
reference groups, opinion leaders, and family.
c.
cultural values, subculture, and social class.
d.
perception, motivation, beliefs, and attitudes.
57. Lauren buys groceries every month from Walmart and rarely does much research on the products she buys. What is
the marketing term for this type of consumer behavior?
a.
Emotional involvement
b.
Enduring involvement
c.
Routine response behavior
d.
Extensive decision making
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chapter 6
58. _____ is an example of routine response behavior.
a.
Booking a cruise vacation
b.
Buying an $800 personal computer
c.
Buying an air conditioner for the first time
d.
Purchasing groceries
59. Reference groups are extremely important to marketers in three ways: (1) They serve as information sources and
influence perceptions; (2) they affect an individual’s aspiration levels; and (3)
________________________________________.
a.
their norms either constrain or stimulate consumer behavior
b.
their connection to consumers is selective
c.
they can have only negative implications directly influence consumer behavior.
d.
they only stimulate high-end purchases by upper social classes
60. _____ occurs when consumers change information that conflicts with their feelings or beliefs.
a.
Stimulus generalization
b.
Selective distortion
c.
Cognitive dissonance
d.
Selective retention
61. Marina buys a new pair of shoes from Repop, an online store. She logs in to Repop’s website and finds that her
homepage has been customized to display the status of her latest purchase. In this scenario, Repop is using _____ to exert
influence over the decision making journey.
a.
contextual interaction
b.
proactive personalization
c.
journey innovation
d.
automation
62. A family that strongly values good health and fitness encourages their family members to take up sports; their grocery
list, too, is full of nutritious choices which aid good health. The children in that family follow the same lifestyle pattern
when they raise their families. Which term best describes this pattern of behavior?
a.
Socialization process
b.
Traditional lifecycle
c.
Decision maker
d.
Influencers
63. _____ is the set of values, norms, attitudes, and other meaningful symbols that shape human behavior and the artifacts,
or products, of that behavior as they are transmitted from one generation to the next.
a.
Loyalty
b.
Culture
c.
Consumerism
d.
Perceived value
64. Which statement is true of the factors determining the level of consumer involvement?
a.
Involvement is not related to consumer interests.
b.
Consumers are not involved when the perceived risk in purchasing a product is high.
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chapter 6
c.
Consumers become less involved in the purchase of a familiar product.
d.
Involvement decreases as the social visibility of a product increases.
65. Which statement aptly describes the characteristics of the middle class in the United States?
a.
They are people who are not regularly employed; depend primarily on the welfare system for sustenance; and
have little schooling.
b.
They are people who are middle-level white-collar; have education past high school; and with an income
somewhat above national average.
c.
They are people who are upper-level managers; professionals; owners of medium-sized businesses; and well-
to-do, stay-at-home homemakers.
d.
They are people who are middle-level blue-collar, lower-level white-collar; with income below national
average; and are largely working in skilled or semi-skilled service jobs.
66. In the consumer decision making process, _____ extends customer interactions to new sources of value, such as
related products or partnered businesses.
a.
automation
b.
journey innovation
c.
proactive personalization
d.
contextual interaction
67. From the following, identify the correct sequence of decision making steps when buying a new or expensive product.
a.
(1) Need recognition, (2) information search, (3) evaluation of alternatives, (4) purchase, and (5) postpurchase
behavior.
b.
(1) Information search, (2) evaluation of alternatives, (3) need recognition, (4) purchase, and (5) postpurchase
behavior.
c.
(1) Evaluation of alternatives, (2) information search, (3) need recognition, (4) purchase, and (5) postpurchase
behavior.
d.
(1) Information search, (2) need recognition, (3) evaluation of alternatives, (4) purchase, and (5) postpurchase
behavior.
68. Marketers know that reinforcement and repetition boost ___________________.
a.
self-esteem
b.
learning
c.
self-image
d.
perception
69. When a husband decides to buy his wife a wedding anniversary gift, he takes extensive measures to buy an apt and
lovely gift for his wife. Which type of involvement does this consumer behavior demonstrate?
a.
Enduring involvement
b.
Situational involvement
c.
Shopping involvement
d.
Emotional involvement
70. Whenever a particular fashion house brings out a new product line, it publicly launches the products in a grand social
event, invites society’s who’s who, and lavishly displays its new products. What term best describes this type of consumer
involvement?
a.
Social visibility
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b.
Interest product involvement
c.
Previous experience
d.
Situational involvement
71. Becky wants to buy a new cell phone. She asks her friends who are technologically savvy to recommend a good,
lightweight phone that is easy to use. In this scenario, Becky is obtaining information using a(n) _____.
a.
marketing-controlled information source
b.
internal information search
c.
non marketing-controlled information source
d.
need recognition
72. A _____ is any unit of input affecting one or more of the five senses: sight, smell, taste, touch, and hearing.
a.
consideration set
b.
need
c.
stimulus
d.
want
73. Ryan and Ben are best friends. Ryan regularly runs marathons and is a member of the Marathon Runners Club at his
university. Ben also wants to join the club, but he is not a very strong runner. Ben decides to start running every day so
that he can participate in marathons and become a member of the club. For Ben, the Marathon Runners Club can be
categorized as a(n) _____.
a.
interest reference group
b.
primary membership group
c.
aspirational reference group
d.
non aspirational reference group
74. During an external information search, a consumer is most likely to enlarge his search and consider more alternative
brands when:
a.
the consumer is knowledgeable and well informed about a potential purchase.
b.
the perceived risk of the product or service to be purchased increases.
c.
the consumer is confident of making a purchase decision with the information at hand.
d.
the product or service to be bought is a frequently purchased, low-cost item.
75. A group of brands that results from an information search that a buyer can choose among is referred to as the buyer’s
________________________.
a.
evoked set
b.
external set
c.
internal set
d.
planned set
76. Though there was a controversy regarding Kentucky Fried Chicken (KFC) and the news media splashed the story,
people were quick to forget about the negative press and continued patronizing KFC and its food. Which type of
stimuli/perception does this consumer behavior demonstrate?
a.
Selective exposure
b.
Selective distortion
c.
Selective retention
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d.
Level of perception
77. Andrea wants to take her husband, Bill, to an exotic island to surprise him on their tenth wedding anniversary. She has
made reservations at an expensive hotel. However, she is now worried whether she is going to get service worth the
money she spent. In this scenario, Andrea’s inner tension would reduce if:
a.
she has no other hotel to stay on the island.
b.
she differentiates between her needs and wants.
c.
she focuses on her internal stimuli rather than external stimuli.
d.
her friends also recommend the hotel.
78. Marie and her sister Janet saw an ice-cream vendor. Marie bought herself her favorite chocolate ice cream, and Janet
wanted to try a new flavor that the ice-cream man told her about. Marie liked her ice cream, but Janet did not like the new
flavor. Which attributes of reinforcement do you observe in this scenario?
a.
Positive and negative reinforcements
b.
Only positive reinforcements
c.
Only negative reinforcements
d.
Stimulus generalization
79. At the beginning of every trailer for Steven Spielberg’s next release Ready Player One, one hears a voice saying,
“From the makers who brought you Jaws, E.T., Schindler’s List, and Jurassic Park, we are proud to present Ready
Player One.” In this example, the movie promoters are using:
a.
stimulus discrimination.
b.
selective retention.
c.
stimulus generalization.
d.
social learning.
80. All of the following are types of reference groups EXCEPT:
a.
formal.
b.
informal.
c.
personal.
d.
direct.
81. Jane and Kyle, who have been married for four years, recently had a baby girl. Given their current stage in the family
life cycle, which statement is most likely true of their spending behavior?
a.
They will spend more than average on alcoholic beverages, education, and entertainment.
b.
They will increase their spending on health care, clothing, housing, and food.
c.
They will increase their spending on education and transportation.
d.
They will increase their spending on vehicles, women’s clothing, and health care.
82. After being influenced by frequent advertisements, Jeremy buys a new cell phone. However, he discovers that the new
cell phone does not offer the features he expected. This scenario illustrates that _____ of the purchase is less than
Jeremy’s expectations.
a.
the perceived value
b.
the actual value
c.
utilitarian value
d.
hedonic value
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83. Which of the following statements is true of nonmarketing-controlled information sources?
a.
It includes mass media advertising like television and newspaper advertising.
b.
It is biased towards a specific product because it originates with marketers promoting that product.
c.
It includes Internet forums and other forms of public sources of information.
d.
It is monitored anonymously by marketers acting as nonmarketing agents to promote their product.
84. Recently, Jenny Inc. launched a new laptop in the market. Blake bought the laptop but was disappointed when several
cheaper laptops were successfully launched in the market soon after. To deal with his disappointment, he convinced
himself that those laptops were inferior in quality. This scenario illustrates _____.
a.
selective distortion
b.
stimulus discrimination
c.
cognitive dissonance
d.
confirmation bias
85. Which strategy would a marketing manager most likely use to increase the sales of a high-involvement product?
a.
Create advertisements that give consumers all the necessary information to make the purchase decision.
b.
Focus on the package design of the product so that it will be eye catching and easily recognized on the store
shelf.
c.
Link the product to a lower-involvement issue to create publicity.
d.
Offer coupons, small discounts, and two-for-one deals on the product.
86. Steve saw a television advertisement for Yamaha Star Venture, a sports touring motorcycle, and wanted to test-drive
one. The advertisement is an example of a(n) __________ stimuli.
a.
direct
b.
external
c.
internal
d.
indirect
87. Melina considers herself a fashionista and would like to be perceived as more fashion oriented than her friends and
family. However, her family and friends feel she dresses just like them. In this case, the perception of Melina’s friends
and family contradicts Melina’s _____.
a.
real self-image
b.
personality
c.
ideal self-image
d.
social class
88. Laura went to Walmart to check the quality, sizing, and price of some branded clothes. But she found the same items
at a cheaper price online and bought them online instead of getting them at Walmart. What is this practice called?
a.
Showrooming
b.
Marketing
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:
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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.
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.
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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.
103. Which information source is associated with advertising or promotion?
a.
Family recommendations
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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
110. Careers often create a _____ for single parents.
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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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