123. Which of the following is an organized pattern of knowledge that an individual holds as true about his
or her world?
a.
Belief
b.
Value
c.
Affect
d.
Attitude
e.
Descriptor
124. Christian understands that a Black Diamond brand tent is suitable for several weather conditions, such
as rain, snow, and sweltering heat. This is a description of his _____ about the Black Diamond tent
a.
beliefs
b.
attitudes
c.
standards
d.
motives
e.
valuations
125. _____ are learned tendencies to respond consistently toward a given object.
a.
Motivational cues
b.
Cultures
c.
Lifestyles
d.
Perceptions
e.
Attitudes
126. An attitude toward a product is:
a.
easy to change
b.
a person’s point of view about the product
c.
the same as a belief
d.
the same as “intention to buy”
e.
of short duration
127. A few years ago, tea was a product with relatively little growth and was considered to be a product for
the old and the middle-aged. Then tea manufacturers started promoting the health benefits of tea. Since
the introduction of the research on how tea provides the body with useful anti-oxidants, tea
consumption has increased by more than 25 percent, and it appears its market share will continue to
grow, especially among young women in their twenties. This is an illustration of how promotion can:
a.
change the importance of beliefs about product attributes
b.
change beliefs about product attributes
c.
add new beliefs about product attributes
d.
reinforce current beliefs about product attributes
e.
discover consumer needs about product attributes
Zena has been promoted to vice-president at the management consulting firm she works for. Her status
has led her to consider the need for a new car. Her trusty little Volkswagen Beetle had over 100,000
miles on it and no longer seemed appropriate. Susanne, another vice-president, suggested that Zena
consider a car produced in the United States because the consulting firm she works for has a policy of
supporting U.S. businesses. Zena began her quest for a new car by visiting several car dealers and
obtaining pamphlets on the models she is considering. She also studied Consumer Reports magazine,
Car and Driver ratings, and other consumer rating publications to see what the experts think. Finally,
after evaluating all options, Zena decided to purchase a new Chrysler. She believes the car is a good fit
with her new image and position in her company. Now that she has purchased the car, she has seen
more advertisements touting its features than she ever noticed before. She also has noticed many
models of her car on the road. Zena thinks the fact that so many others are driving the same model car
as hers is proof that she made a good decision.
128. Refer to New Car Purchase. Zena’s visits to the dealers and looking at ratings in magazines best
represent which step of the consumer decision-making process?
a.
need recognition
b.
information search
c.
evaluation of alternatives
d.
stimulus
e.
postpurchase behavior
129. Refer to New Car Purchase. In noticing similar cars on the road and advertising supporting her
decision, Zena is reinforcing her decision and reducing the doubts she sometimes feels regarding this
purchase. The feelings of inner tension are called:
a.
selective retention
b.
perceptual distortion
c.
postpurchase action
d.
cognitive dissonance
e.
response attitudes
130. Refer to New Car Purchase. Which type of consumer buying decision does Zena’s purchase represent?
a.
Routine response
b.
Limited decision making
c.
Extensive decision making
d.
Impulse buying
e.
Motivational response
131. Refer to New Car Purchase. Zena spent a considerable amount of time and effort on her new car
purchase. This suggests the car is a(n) _____ product for Zena.
a.
impulse
b.
low-involvement
c.
routine response
d.
nondurable
e.
high-involvement
132. Refer to New Car Purchase. Susanne has influenced Zena’s choice of a new automobile. In this
instance, Susanne is acting as a(n):
a.
dissociative reference
b.
purchase catalyst
c.
gatekeeper
d.
social reference
e.
opinion leader
133. Refer to New Car Purchase. If you evaluate Zena’s choice of a Chrysler based on Maslow’s needs
hierarchy, the car was bought to meet _____ needs.
a.
self-actualization
b.
security
c.
esteem
d.
safety
e.
physiological
One hot August afternoon, as Nelson is driving home from work, he sees a billboard for Breyer’s Ice
Cream. He remembers that he is out of ice cream at home, and thinks it would be really great to have a
nice, cold bowl of ice cream on such a hot day. So he stops into the convenience store near his home,
heads straight for the dairy case, and picks up a half-gallon of strawberry ice cream.
134. Refer to Breyer’s Ice Cream. When Nelson realized he was out of ice cream at home, which stage of
the consumer decision-making process is this?
a.
Evaluation of alternatives
b.
Information search
c.
Purchase
d.
Postpurchase behavior
e.
Need recognition
135. Refer to Breyer’s Ice Cream. The billboard that Nelson noticed is an example of a(n) _____
information source.
a.
experiential
b.
nonmarketing-controlled
c.
internal
d.
unbiased
e.
marketing-controlled
136. Refer to Breyer’s Ice Cream. Nelson just started a diet last week and swore to himself that he would
limit his ice cream consumption. So he feels a little guilty as he purchases the half-gallon carton. But
as he walks out of the store into the August heat, he tells himself that it’s such a hot day, and he works
so hard in the office, that he deserves a nice treat. Nelson is experiencing:
a.
the observer-expectancy effect
b.
cognitive dissonance
c.
functional dynamics
d.
dissociative reference
e.
confirmation bias
137. Refer to Breyer’s Ice Cream. Nelson’s ice cream purchase best represents which type of consumer
buying decision?
a.
Routine response behavior
b.
Limited decision making
c.
Extensive decision making
d.
Situation convenience
e.
Motivational response
138. Refer to Breyer’s Ice Cream. The fact that Nelson paid attention to the billboard is an example of:
a.
selective perception
b.
selective exposure
c.
selective distortion
d.
selective retention
e.
selective discrimination
139. Refer to Breyer’s Ice Cream. According to Maslow’s hierarchy of needs model, which need was
Nelson trying to satisfy when he purchased the ice cream?
a.
Self-actualization
b.
Esteem
c.
Safety
d.
Social
e.
Physiological
Fiona is considering a day-care facility for her five-week-old daughter Kate. She has been visiting
day-care centers for the past two weeks and has interviewed caregivers at eight different centers. It is
extremely important to Fiona that Kate be stimulated intellectually and fed according to schedule.
After considering all eight day-care centers, Fiona chose PerfectCare. While she is quite pleased with
her choice, she does continue to wonder if she made the correct decision.
140. Refer to Day Care. Fiona’s visits to the daycare centers, interviews with the caregivers, and input from
family and friends represent which step of the consumer decision process?
a.
Postpurchase behavior
b.
Stimulus generalization
c.
Evaluation of alternatives
d.
Information search
e.
Need recognition
141. Refer to Day Care. Fiona’s uncertainty about whether she made the correct decision and the feelings
that go along with this uncertainty are called:
a.
selective retention
b.
perceptual distortion
c.
postpurchase action
d.
cognitive dissonance
e.
routine response
142. Refer to Day Care. Fiona spent a significant amount of time and effort in selecting the day-care center
for Kate. This suggests the center is a(n) _____ product for Fiona.
a.
impulse
b.
low-involvement
c.
routine response
d.
convenience
e.
high-involvement
143. Refer to Day Care. The process Fiona went through in selecting a day-care facility for Kate is best
described as which type of consumer buying decision?
a.
Routine response behavior
b.
Limited decision making
c.
Extensive decision making
d.
Impulse buying
e.
Motivational response behavior
144. Refer to Day Care. Shannon, Fiona’s best friend, recommended PerfectCare because she takes her
daughter there. Shannon was acting as a(n):
a.
family member
b.
opinion leader
c.
dissociative reference
d.
busybody
e.
gatekeeper
Interface, a manufacturer of floor covering products, has recently entered into an agreement with
Cargill, Inc. and Dow Chemical Company to develop a carpeting manufactured from corn fiber, rather
than the traditional nylon. Interface hopes to develop a biodegradable carpet tile that will be sold to the
public at prices only slightly higher than nylon carpet tiles. Interface’s CEO has repeatedly said the
mission of his company is to look for manufacturing materials that are renewable and are not
petroleum dependent.
145. Refer to Interface. A consumer who was in the market for floor covering would be most likely to
locate information on the biodegradable floor tiles during which stage of the consumer
decision-making process?
a.
Evaluation of alternatives
b.
Internal information search
c.
External information search
d.
Need recognition
e.
Postpurchase behavior
146. Refer to Interface. Which of the following is the BEST example of a nonmarketing-controlled
information source for floor tiling?
a.
A store display showing the various colors of tiles available
b.
An ad in Better Homes & Gardens for floor tiles
c.
A salesperson at a store that specializes in floor coverings
d.
A brochure explaining why the corn-based floor tiles are superior to nylon ones
e.
A discussion with co-workers about the best floor tiles to buy
147. Refer to Interface. To reduce potential _____, Interface could include a letter in every box of
corn-fiber carpet tiles congratulating the buyer on helping to protect the environment.
a.
cognitive dissonance
b.
buyer repentance
c.
consumer affectation
d.
affective dissonance
e.
consumer cognition
148. Refer to Interface. Which of the following is an example of a cultural influence on consumer buying
decisions?
a.
Personality of the buyer
b.
How much the buyer knows about actions he or she can take to save the environment
c.
Lifestyle of the buyer
d.
The buyer’s motivation for buying the corn-fiber carpet tile
e.
The acceptance of green marketing among a society
149. Refer to Interface. Influencing consumers that petroleum-based carpeting is bad for the environment
and that the new fibers are better for the environment will involve which attitude-change strategy by
marketers?
a.
Change the belief about all other attributes but this one
b.
Change the relative importance on beliefs about this attribute
c.
Change the product
d.
Use comparative ads
e.
Get consumers to recognize a need
150. Refer to College Decision. The direct mail pieces with scholarship information that schools are
sending to Juan are examples of which type of information sources?
a.
Marketing-controlled
b.
Nonmarketing-controlled
c.
Service-oriented
d.
Internal
e.
Selective
151. Refer to College Decision. Juan has narrowed his decision down to three schools. These schools
comprise Juan’s _____ set.
a.
primary
b.
elite
c.
exclusive
d.
awareness
e.
evoked
152. Refer to College Decision. Juan’s parents and friends would be classified as _____ factors
influencing his decision.
a.
cultural
b.
social
c.
individual
d.
psychological
e.
primary
153. Refer to College Decision. Juan’s friends might influence him to go to the local community college.
What type of reference group characterizes his friends?
a.
Indirect
b.
Primary
c.
Secondary
d.
Aspirational
e.
Nonaspirational
154. Refer to College Decision. One person who Juan has seeking advice from is his guidance counselor,
Mr. More, at school. Mr. More is respected by students and parents alike and knows a lot about the
schools Juan is considering. Mr. More can be considered a(n):
a.
influencer
b.
decider
c.
opinion leader
d.
gatekeeper
e.
market maven
155. Refer to College Decision. Juan’s parents’ opinion that he will get a better education if he attends a
prestigious school rather than a community college is an example of:
a.
selective distortion
b.
selective retention
c.
selective exposure
d.
selective bias
e.
selective attitude
ESSAY
1. Why do marketers study consumer behavior?
2. You have decided to work all summer to save money for the ultimate $2,000 high-definition television
with surround sound. Trace the steps of your decision process for purchasing your new television.
3. Assume you have decided to purchase a new automobile. Describe your internal information search.
Then name the two types of external information sources. For each source, give two specific examples
of information sources you might use.
4. Define cognitive dissonance and describe how can consumers and marketers can reduce it.
5. Assume you have gone to the corner convenience store to pick up your usual brand of potato chips.
What type of decision making will take place? How would this differ from the decision making that
would take place if the store was out of your regular brand?
6. What is extensive decision making? Discuss the purchase of a product that you would use extensive
decision making when purchased for the first time and would require limited decision making in
subsequent purchases.
7. Assume you have been invited to join a social club whose members typically wear leather bombardier
jackets. You have never bought or worn a leather jacket before. List and briefly describe four factors
that could influence your level of involvement in the purchase of the leather jacket. How involved will
you be in this purchase and why?
8. What is the difference between culture and subculture? Why do marketing managers need to
understand culture and subculture?
9. Marketers are interested in social class for two main reasons. What are they? Give a real-world
example for each.
10. For marketers, reference groups have three important implications. Describe them.
11. List and briefly describe the five different roles various family members can play to influence the
purchase decision-making process when deciding on a family vacation.
12. What is self-monitoring? What are the three distinct individual differences involved in
self-monitoring?
13. Define self-concept. Choose a product (i.e., a good, service, or idea), and use that product to illustrate
how a marketer would apply the idea of self-concept to market the product.
14. Define perception and describe the three types of selective perception. Use personal examples in your
discussion.
15. Define each level of Maslow‘s hierarchy of needs. For each of the five levels, briefly describe a
marketing message appealing to this need level.
16. Define stimulus generalization and stimulus discrimination and give an example of how each is used.
17. Compare and contrast beliefs and attitudes.
18. Apply the three methods of changing attitudes or beliefs about brands to possibilities for the marketing
activities of Kellogg’s Corn Flakes (or another breakfast cereal you are more familiar with).