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115. An opinion leader is likely to be most effective under all of the following conditions except when the
a.
follower has high product involvement.
b.
follower has low product knowledge.
c.
follower has values and attitudes similar to the opinion leader.
d.
product details are numerous and complicated.
e.
follower has attitudes and values that are different from those of the opinion leader.
116. Which of the following statements regarding social class is true?
a.
A social class is a closed aggregate of people with similar social ranking.
b.
The criteria used to group people into social classes do not vary from one culture to another.
c.
A social class is an open aggregate of people with similar social ranking.
d.
A social class is a ranking of people by other members of society into positions of social respect.
e.
A social class is an open aggregate of people with different social rankings.
117. An open aggregate of people with similar social ranking is referred to as a
a.
reference group.
b.
social class.
c.
role.
d.
caste.
e.
subculture.
118. Our society uses many factors, including occupation, educational level, income, wealth, religion, race, ethnic group,
and possessions, to group people into
a.
family types.
b.
geographic regions.
c.
reference groups.
d.
social classes.
e.
attitudinal segments.
119. According to Coleman's major social class categories, which of the following social classes in our culture has these
characteristics: lives in well-kept neighborhoods, generally price sensitive, and is often very involved in children’s school
and sports activities?
a.
Lower class
b.
Upper class
c.
Middle class
d.
Working class
e.
First class
120. Referring to Coleman’s major social class categories, the social class in our society that favors prestigious schooling,
neighborhoods, and brands is the
a.
upper class.
b.
middle class.
c.
upper-lower class.
d.
working class.
e.
lower class.
121. The _____, of Coleman's social class categories, includes approximately 32 percent of the population, shops for best
bargains, and buys sports and enjoys leisure activities like local travel and recreational parks.
a.
upper class.
b.
middle class.
c.
first class.
d.
working class.
e.
lower class.
122. A culture can be divided into subcultures according to
a.
personality characteristics of individuals in that culture.
b.
motives that members of that cultural group have for their behavior.
c.
geographic regions or human characteristics, such as age or ethnic background.
d.
income levels.
e.
information to which consumers allow themselves to be exposed.
123. Market researchers for a local bakery determined that Jewish people consume 63 percent of the portion of bagels sold
in New York City. This is an example of ____ influence on consumer buying decision processes.
a.
demographic
b.
situational
c.
subcultural
d.
role
e.
social class
124. Which American subculture spends the highest proportion of its income on phone services, children’s clothing, and
shoes?
a.
Native Americans
b.
Hispanics
c.
African Americans
d.
Asian Americans
e.
Americans over 65 years of age
125. Which of the following is the fastest growing, most affluent subculture in the United States?
a.
African Americans
b.
Hispanics
c.
Asian Americans
d.
Native Americans
e.
Italian Americans
126. Scenario 7.1
Use the following to answer the questions.
Consumers use information from many sources when making purchasing decisions, including information from friends
and family members. One of the most dissatisfying consumer experiences is with auto repair. Aware of this, Kate has
asked several of her friends and family members where they have their cars repaired, since she has experienced a problem
starting her car when the weather is cold. Kate has heard that Skola's Auto Repair has reasonable prices, but it can be
difficult to get an appointment. Steve, one of Kate’s friends, had a very poor experience with Skola's. However, once he
complained to them, they fixed the situation and now he prefers their auto repair shop over others.
Refer to Scenario 7.1. The type of decision making that Kate is using to select an auto repair shop would be
a.
intensive decision making.
b.
extended decision making.
c.
routinized response behavior.
d.
selective decision making.
e.
limited decision making.
127. Scenario 7.1
Use the following to answer the questions.
Consumers use information from many sources when making purchasing decisions, including information from friends
and family members. One of the most dissatisfying consumer experiences is with auto repair. Aware of this, Kate has
asked several of her friends and family members where they have their cars repaired, since she has experienced a problem
starting her car when the weather is cold. Kate has heard that Skola's Auto Repair has reasonable prices, but it can be
difficult to get an appointment. Steve, one of Kate’s friends, had a very poor experience with Skola's. However, once he
complained to them, they fixed the situation and now he prefers their auto repair shop over others.
Refer to Scenario 7.1. A dissatisfied Skola's Auto Repair customer told a friend about his experience. The friend has been
a long-time Skola's customer and the next day, didn't remember what he told her. This is an example of
a.
perceptive perception.
b.
selective exposure.
c.
selective distortion.
d.
receptive exposure.
e.
selective retention.
128. Scenario 7.1
Use the following to answer the questions.
Consumers use information from many sources when making purchasing decisions, including information from friends
and family members. One of the most dissatisfying consumer experiences is with auto repair. Aware of this, Kate has
asked several of her friends and family members where they have their cars repaired, since she has experienced a problem
starting her car when the weather is cold. Kate has heard that Skola's Auto Repair has reasonable prices, but it can be
difficult to get an appointment. Steve, one of Kate’s friends, had a very poor experience with Skola's. However, once he
complained to them, they fixed the situation and now he prefers their auto repair shop over others.
Refer to Scenario 7.1. The change in Steve's behavior toward Skola's Auto Repair, caused by the company's response to
his complaint, is a function of
a.
perception.
b.
motivation.
c.
attitudes.
d.
learning.
e.
influence.
129. Scenario 7.1
Use the following to answer the questions.
Consumers use information from many sources when making purchasing decisions, including information from friends
and family members. One of the most dissatisfying consumer experiences is with auto repair. Aware of this, Kate has
asked several of her friends and family members where they have their cars repaired, since she has experienced a problem
starting her car when the weather is cold. Kate has heard that Skola's Auto Repair has reasonable prices, but it can be
difficult to get an appointment. Steve, one of Kate’s friends, had a very poor experience with Skola's. However, once he
complained to them, they fixed the situation and now he prefers their auto repair shop over others.
Refer to Scenario 7.1. Positive feelings generated by satisfaction with Skola's response will become part of Steve's
a.
consideration set.
b.
motives.
c.
selective retention.
d.
response.
e.
attitude.
130. Scenario 7.2
Use the following to answer the questions.
Both the Toyota Sienna and the Nissan Quest were very popular choices for family vans. Toyota noticed that the majority
of its customers were families with 3 or more children, and so they developed commercials that featured larger families.
They also produced commercials that featured Hispanic-looking actors and for some markets, in Spanish. Alicia Desario
and her husband were currently shopping for a van for their family. As Alicia listened to an advertisement on the
television about the Nissan Quest, she noticed that the Nissan cost about $27,000 and had gas mileage of about 17 mpg.
She recalled an earlier ad for the Toyota Sienna, that also cost about $27,000, but had gas mileage of about 21 mpg. She
also liked the way the family was portrayed in the Toyota ad, showing the children in the back seats having plenty of
room, watching the DVD players, and having their own sound controls. When she spoke to Carlos, her husband, about
how much she liked the Toyota van, he replied that it had too low of gas mileage at only 16 mpg. Since Alicia didn't agree
with that number, he produced a magazine ad that supported his claim of the 16 mpg for the Toyota. Alicia couldn't
believe that she had made such an error in hearing what the gas mileage was for the Toyota and the Nissan.
Refer to Scenario 7.2. The fact that Alicia had remembered the gas mileage of the Toyota Sienna incorrectly is most likely
an example of
a.
selective expression.
b.
selective retention.
c.
perceptual extension.
d.
perceptual bias.
e.
selective distortion.
131. Scenario 7.2
Use the following to answer the questions.
Both the Toyota Sienna and the Nissan Quest were very popular choices for family vans. Toyota noticed that the majority
of its customers were families with 3 or more children, and so they developed commercials that featured larger families.
They also produced commercials that featured Hispanic-looking actors and for some markets, in Spanish. Alicia Desario
and her husband were currently shopping for a van for their family. As Alicia listened to an advertisement on the
television about the Nissan Quest, she noticed that the Nissan cost about $27,000 and had gas mileage of about 17 mpg.
She recalled an earlier ad for the Toyota Sienna, that also cost about $27,000, but had gas mileage of about 21 mpg. She
also liked the way the family was portrayed in the Toyota ad, showing the children in the back seats having plenty of
room, watching the DVD players, and having their own sound controls. When she spoke to Carlos, her husband, about
how much she liked the Toyota van, he replied that it had too low of gas mileage at only 16 mpg. Since Alicia didn't agree
with that number, he produced a magazine ad that supported his claim of the 16 mpg for the Toyota. Alicia couldn't
believe that she had made such an error in hearing what the gas mileage was for the Toyota and the Nissan.
Refer to Scenario 7.2. Carlos' knowledge of the correct gas mileage is an example of the ____ component of his attitude
toward the Toyota, while Alicia's feelings about the children in the commercial being happy in the Toyota van were an
example of the ____ component of her attitude.
a.
cognitive; affective
b.
cognitive; behavioral
c.
affective; cognitive
d.
affective; behavioral
e.
behavioral; affective
132. Scenario 7.2
Use the following to answer the questions.
Both the Toyota Sienna and the Nissan Quest were very popular choices for family vans. Toyota noticed that the majority
of its customers were families with 3 or more children, and so they developed commercials that featured larger families.
They also produced commercials that featured Hispanic-looking actors and for some markets, in Spanish. Alicia Desario
and her husband were currently shopping for a van for their family. As Alicia listened to an advertisement on the
television about the Nissan Quest, she noticed that the Nissan cost about $27,000 and had gas mileage of about 17 mpg.
She recalled an earlier ad for the Toyota Sienna, that also cost about $27,000, but had gas mileage of about 21 mpg. She
also liked the way the family was portrayed in the Toyota ad, showing the children in the back seats having plenty of
room, watching the DVD players, and having their own sound controls. When she spoke to Carlos, her husband, about
how much she liked the Toyota van, he replied that it had too low of gas mileage at only 16 mpg. Since Alicia didn't agree
with that number, he produced a magazine ad that supported his claim of the 16 mpg for the Toyota. Alicia couldn't
believe that she had made such an error in hearing what the gas mileage was for the Toyota and the Nissan.
Refer to Scenario 7.2. Toyota's production of commercials that featured Hispanic actors and the Spanish language is an
example of marketing to
a.
cultural self-concepts.
b.
social classes.
c.
subcultures.
d.
roles.
e.
social strata.
133. Scenario 7.2
Use the following to answer the questions.
Both the Toyota Sienna and the Nissan Quest were very popular choices for family vans. Toyota noticed that the majority
of its customers were families with 3 or more children, and so they developed commercials that featured larger families.
They also produced commercials that featured Hispanic-looking actors and for some markets, in Spanish. Alicia Desario
and her husband were currently shopping for a van for their family. As Alicia listened to an advertisement on the
television about the Nissan Quest, she noticed that the Nissan cost about $27,000 and had gas mileage of about 17 mpg.
She recalled an earlier ad for the Toyota Sienna, that also cost about $27,000, but had gas mileage of about 21 mpg. She
also liked the way the family was portrayed in the Toyota ad, showing the children in the back seats having plenty of
room, watching the DVD players, and having their own sound controls. When she spoke to Carlos, her husband, about
how much she liked the Toyota van, he replied that it had too low of gas mileage at only 16 mpg. Since Alicia didn't agree
with that number, he produced a magazine ad that supported his claim of the 16 mpg for the Toyota. Alicia couldn't
believe that she had made such an error in hearing what the gas mileage was for the Toyota and the Nissan.
Refer to Scenario 7.2. Since Alicia and Carlos were using gas mileage as one of their evaluative criteria, they are most
likely in the ____ phase of the consumer buying process.
a.
problem recognition
b.
external search
c.
evaluation of alternatives
d.
purchase
e.
post-purchase
134. Buying behavior refers to the decision processes and actions of people involved in buying and using products.
a.
True
b.
False
135. If a person's interest in the product category is ongoing and long term, it is referred to as situational involvement.
a.
True
b.
False
136. Involvement that is temporary and results from a specific set of circumstances is called situational involvement.
a.
True
b.
False
137. Involvement level is one factor that affects a consumer's selection of a type of decision-making process.
a.
True
b.
False
138. High involvement products tend to be those that are expensive and visible to others.
a.
True
b.
False
139. Limited decision making is used when purchasing frequently bought, low-cost items needing very little decision
effort.
a.
True
b.
False
140. Extended problem solving is used when unfamiliar, expensive, or infrequently purchased products are bought.
a.
True
b.
False
141. When buying frequently purchased, low-cost items, a consumer uses extensive decision making.
a.
True
b.
False
142. The actual act of purchase is the second stage of the consumer buying decision process.
a.
True
b.
False
143. Once initiated, the consumer buying decision process always leads to a purchase.
a.
True
b.
False
144. Problem recognition speed can vary from quite rapid to very slow.
a.
True
b.
False
145. An information search, once completed, should identify for the buyer the one brand that he or she views as the best
alternative.
a.
True
b.
False
146. When evaluating the alternatives, the buyer rates and eventually ranks the brands in the consideration set.
a.
True
b.
False
147. The evaluative criteria are objective but not subjective product characteristics that are important to a specific buyer
when purchasing a product.
a.
True
b.
False
148. A marketer's use of framing can make a product characteristic seem more important to a consumer and can facilitate
its recall from memory.
a.
True
b.
False
149. During the evaluation of alternatives stage of the consumer buying decision process, the buyer selects the seller from
whom he or she will purchase the product.
a.
True
b.
False
150. The terms of sale (price, delivery, credit arrangements) are negotiated during the evaluation of alternatives stage of
the consumer decision-making process.
a.
True
b.
False
151. Some of the criteria used in the evaluation of alternatives stage of the consumer buying decision process are also
used during the postpurchase evaluation stage.
a.
True
b.
False
152. Product availability plays a major role in the purchase stage. If the highest-ranked product is unavailable, the
consumer will most likely purchase the brand ranked second.
a.
True
b.
False
153. The choice of a seller may actually affect the final product selection during the purchase stage of the consumer
buying decision process.
a.
True
b.
False
154. Dissatisfaction may occur shortly after a purchase; this is called cognitive dissatisfaction.
a.
True
b.
False
155. Situational influences generally have the greatest influence during the initial stage of the consumer buying decision
process.
a.
True
b.
False
156. There are situational influences that cannot be controlled.
a.
True
b.
False
157. Situational influences can be classified into five different categories including physical surroundings, social
surroundings, personality, purchase reason, and time perspective.
a.
True
b.
False
158. Situational influences would likely not affect a high school senior searching for a college or university to attend.
a.
True
b.
False
159. An electronics store puts a large screen TV, wired for surround sound, in a quiet corner of the store with couches and
a rug, and plays a recently released movie. These actions give the display the look of a family room or den. The store is
using the physical surroundings as a way to influence purchase decisions.
a.
True
b.
False
160. Social surroundings during the purchase decision do not include the presence of a salesperson.
a.
True
b.
False
161. Time dimensions on the buying decision include how long it may take to become knowledgeable about a product.
a.
True
b.
False
162. The time that a buyer has to make a purchase decision is a situational influence.
a.
True
b.
False
163. Psychological influences operate within individuals to determine, in part, their behavior as consumers.
a.
True
b.
False
164. Perception is a process in which an individual selects, organizes, and interprets information received through the
sense organs.
a.
True
b.
False
165. A person receives information inputs through the senses.
a.
True
b.
False
166. A major part of perception involves information processing.
a.
True
b.
False
167. The phenomenon of selective exposure is associated with perception.
a.
True
b.
False
168. An information input is less likely to reach perceptual awareness if it is related to an event that the person is
anticipating.
a.
True
b.
False
169. If an information input is useful in satisfying a person's current needs, it is more likely to reach perceptual awareness.
a.
True
b.
False
