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1. Compare and contrast the three major influences on the consumer’s decision-making processes.
2. How does the level of involvement affect the type of consumer decision-making process that a person uses?
3. Discuss cognitive dissonance as it relates to post purchase evaluation and describe how marketers can reduce cognitive
dissonance in a consumer who has just purchased an expensive product.
4. Why is it important for marketers to recognize the stages that a consumer goes through in making a purchase decision?
5. Identify and describe the five major categories of situational influences.
6. In what ways can situational influences affect the consumer buying decision process?
7. Discuss how perceptual processes may influence the consumer buying decision process.
8. What is Maslow's hierarchy of needs? How does it apply to the consumer buying decision process?
9. Why are consumer attitudes an important issue for marketers to study? Can attitudes be changed easily by marketers?
Explain.
10. In what ways does an individual's personality affect his or her buying behavior?
11. Discuss how reference groups and opinion leaders influence purchase behavior.
12. How does an individual's social class influence the products he or she buys?
13. Why is it important for marketers to understand the cultural and subcultural influences that may affect the consumer
buying decision process?
14. Compare and contrast the three major ethnic subcultures in the United States.
15. Define consumer misbehavior and discuss three types of consumer misbehavior described in the text.
16. Abercrombie & Fitch is developing a program to get to know its customers. Which of the following is not a reason
why A&F needs to understand consumer buying behavior?
a.
customer's reactions to marketing strategy can impact the firm's success
b.
all customers are the same when it comes to buying behavior
c.
a firm should create a marketing mix that satisfies customers
d.
it helps the marketer predict how consumers will respond to marketing strategies
e.
the marketing concept stresses that a firm should know its customers
17. Purchasers who purchase products for personal or household use and not for business purposes are called the
a.
ultimate consumers.
b.
end-use consumption group.
c.
business market.
d.
household purchasing group.
e.
organizational market.
18. Many aspects of consumer buying decisions are affected by the individual's level of involvement. Level of
involvement is
a.
the importance and intensity of interest in a product in a particular situation.
b.
the buyer's perception, motives, and abilities.
c.
the amount of external search that an individual puts into the decision-making process.
d.
the particular circumstance or environment in which consumers find themselves.
e.
a combination of an individual's demographic factors.
19. Justin is purchasing his third car in the past five years. He has been a car enthusiast ever since he was a young boy.
Justin likes to spend his free time looking at car magazines, going to car shows, and watching NASCAR. Justin's interest
in cars is referred to as
a.
situational involvement.
b.
dynamic involvement.
c.
enduring involvement.
d.
dynamic buying behavior.
e.
situational buying behavior.
20. A major determining factor in deciding which type of decision-making process should be used depends on the
individual's intensity of interest in a product and the importance of the product for that person. This is known as an
individual's
a.
motivational structure.
b.
routinized response behavior.
c.
level of involvement.
d.
cognitive dissonance.
e.
evaluative criteria.
21. Chloe and Max are searching for a health club to join. This purchase will likely be affected by ____ involvement.
a.
low
b.
internal
c.
enduring
d.
evoked
e.
perceived
22. Claire is a market research analyst for a global consulting firm. She will be traveling to London next month to present
her research to a meeting of company executives from around the world. This presentation could be instrumental in the
company’s decision of whether she should be promoted at the end of this year. Claire has been thinking about the trip,
which will be the first time she has been out of the country. She has decided to retire the old college luggage for a more
professional-looking version and has begun to evaluate various brands. Claire is most likely facing _____ for this
particular purchase.
a.
enduring involvement.
b.
perceptual involvement.
c.
internal retention.
d.
situational involvement.
e.
selective retention.
23. The three most widely recognized types of consumer decision making are:
a.
limited problem solving, extended problem solving, and routinized response behavior.
b.
extended problem solving, enduring problem solving, and situational decision making.
c.
planned problem solving, impulse buying, and limited decision making.
d.
internal problem solving, external problem solving, situational behavior.
e.
responsive behavior, planned behavior, and impulsive decision making.
24. While shopping at a local grocery store, Taylor sees a display of his favorite brand of energy drink. He buys some to
take home for the weekend. This purchase process would be described as
a.
routinized response behavior.
b.
extended decision making.
c.
limited decision making.
d.
situational perception.
e.
enduring involvement.
25. Which of the following consumer decision-making processes will probably be used in purchasing toothpaste?
a.
Extended decision making
b.
Routinized response behavior
c.
Intensive decision making
d.
Limited decision making
e.
Perceptual scanning
26. Evan has just been hired as a product manager for a major technology firm. Currently, he is making purchases for his
new apartment and upcoming job. His purchase of _____ would most likely be done through extended decision making,
while his purchase of ____ would be purchased through limited decision making behavior.
a.
a new suit; a sofa
b.
a toaster; bed sheets
c.
coffee maker; flat screen TV
d.
flat screen TV; bath towels
e.
coffee maker; groceries
27. Which of the following buying situations is most consistent with routinized response behavior?
a.
Ian buying his first pair of basketball shoes
b.
Molly buying a new set of tires for her car
c.
Aaron buying a new fishing rod and reel
d.
Stephanie buying bottled water
e.
Bryan buying a new software program
28. Stacy is going to the store to buy milk and cereal. She will most likely use ____ in her consumer decision-making
process.
a.
routinized response behavior
b.
limited decision making
c.
extended decision making
d.
perceptual scanning
e.
evaluation of alternatives
29. Routinized response behavior is what a consumer does when
a.
purchasing an unfamiliar product.
b.
buying frequently purchased, low-cost items that need little effort.
c.
an information search is extensive and may involve consulting with friends and family.
d.
buying products that require a moderate amount of time for information gathering and deliberation.
e.
he or she enters the problem recognition stage of the consumer buying decision process.
30. Cole’s smart phone is two years old and he would like to have a new one. This time, he wants to make sure that it has
a longer battery charge and better geographic coverage since he is traveling three days a week for his new job. Cole is
most likely to use _____ for this purchase.
a.
routinized response behavior.
b.
limited decision making behavior.
c.
extended response behavior.
d.
intensive decision making behavior.
e.
extended decision making behavior.
31. When a consumer purchases products occasionally or needs information about an unfamiliar brand in a familiar
product category, he or she will most likely engage in
a.
enduring purchase behavior.
b.
routinized response behavior.
c.
extended decision making.
d.
impulse searching.
e.
limited decision making.
32. When a new variety of Kashi whole-grain breakfast cereals is first introduced, consumers will most likely engage in
____ when deciding whether or not to purchase this new product.
a.
extended decision making
b.
limited decision making
c.
situational solving behavior
d.
routinized response behavior
e.
automatic processing behavior
33. Jenny plans to buy a new swimsuit for her spring break cruise. She has not seen this year's styles and thus will do
some comparison shopping before making a purchase decision. Jenny is engaging in
a.
routinized response behavior.
b.
extended decision making.
c.
limited decision making.
d.
impulse buying.
e.
intensive decision making.
34. Kellogg's is introducing a new bran waffle for toasters. Television commercials will be a key element in
communicating the benefits associated with this product. Based on that decision, Kellogg's is expecting consumers to
engage in what form of decision making?
a.
Routinized response behavior
b.
Limited decision making
c.
Extended decision making
d.
Impulse buying
e.
Extensive response behavior
35. For which of the following products would a consumer most likely use limited decision making?
a.
Detergent
b.
Toothpaste
c.
Automobile
d.
Hair dryer
e.
Washing machine
36. Dave is an owner and manager of three apartment buildings in northern Minnesota. During an exceptionally hot
summer the temperatures soared and the toll on the window air conditioners was too much. Seventeen of them have
broken down already, and more are probably going to have to be replaced. He has a total of seventy-five apartment units.
Dave is now in the process of deciding how to repair the air conditioning. Should he buy new window units for all the
buildings, or should he install central air conditioning? What type of decision is Dave facing?
a.
situational involvement and extended decision making
b.
situational involvement and limited decision making
c.
enduring involvement and extended decision making
d.
enduring involvement and limited decision making
e.
external involvement and limited decision making
37. Extended decision making is the type of consumer decision-making process that
a.
involves no conscious planning but rather a powerful and persistent urge to buy something.
b.
is the most complex decision making behavior, which comes into play when a purchase involves unfamiliar,
expensive, or infrequently bought products.
c.
requires a moderate amount of time for information gathering and search.
d.
is the creation and maintenance of a collection of products that satisfy a person's needs and wants.
e.
requires very little search-and-decision effort and is practiced when buying low-cost and frequently purchased
products.
38. Which of the following products would probably require extended decision making before a purchase?
a.
Products purchased frequently
b.
Products to be purchased in the future
c.
Products that are purchased routinely
d.
Expensive products
e.
Products purchased as a result of social influences
39. Jose and Teresa are searching for an apartment. They will most likely engage in which one of the following forms of
decision making?
a.
Extended decision making
b.
Limited decision making
c.
Impulse buying
d.
Routinized response behavior
e.
Intensive response behavior
40. Tori went to Sam’s Wholesale Club to shop for a party she was hosting on the weekend. She knew that she could buy
larger quantities of food items than she normally did, and they would also be much less expensive. She checked
everything off her list and proceeded to the checkout lines. Passing a display of fresh flowers, she thought “Wouldn’t
those be nice for the party?” She selected one of the bouquets and placed it in her cart. Tori has most likely engaged in
______ when selecting the food for her party, and ____ when selecting the flowers.
a.
limited decision making; impulse buying.
b.
routinized decision making; impulse buying.
c.
extended decision making; compulsive response behavior.
d.
limited decision making; cognitive dissonance.
e.
routinized decision making; compulsive response behavior.
41. Marissa goes to Target to purchase school supplies for her two children. As she is approaching the check-out counter,
she sees a vase she just has to have and buys it immediately. Marissa's purchase of the vase is an example of
a.
limited decision making.
b.
impulse buying.
c.
routinized response behavior.
d.
addictive consumption.
e.
situational involvement.
42. Beth Hines is buying furniture for her apartment for the first time. She is spending considerable time and effort
comparing the products that different stores offer. Which type of decision-making process is she using?
a.
Selective
b.
Intensive
c.
Extended
d.
Shopping
e.
Routinized
43. Mark is shopping for a new suit to wear to an important interview. He really wants to impress his prospective
employer and is shopping at many stores to find the right outfit. Martin is using which type of consumer decision-making
process?
a.
Routinized response behavior
b.
Habitual response
c.
Information search
d.
Extended decision making
e.
Intensive decision making
44. The five major stages of the consumer buying decision process, in order, are
a.
information search, establishment of product criteria, evaluation of alternatives, purchase, and postpurchase
evaluation
b.
problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation.
c.
problem recognition, information search, evaluation of alternatives, postpurchase evaluation and purchase.
d.
information search, evaluation of alternatives, purchase, trial adoption period, and postpurchase evaluation.
e.
problem recognition, purchase, evaluation of alternatives, postpurchase evaluation, and rebuy.
45. Which of the following statements about the consumer buying decision process is true?
a.
Consumers progress through the five stages of this process for all limited decision making decisions.
b.
Although all of the steps in the process are used in all decision processes, the order tends to depend on the
customer's level of involvement.
c.
The key element of the process that exists in all consumer buying decision processes is the purchase of the
product.
d.
Once the purchase of a product has been made, the consumer buying decision process is complete.
e.
Consumers making limited decision making decisions may not go through all five steps of the process.
46. Problem recognition occurs when a consumer
a.
searches for information to resolve a problem.
b.
becomes aware that there is a difference between a desired state and an actual condition.
c.
recognizes a need and evaluates for information to resolve a problem.
d.
evaluates her or his purchase.
e.
is exposed to a television advertisement desired state and an actual condition.
47. When Julia goes to the first class of her Operations Management course, she finds out that in addition to the textbook
she already purchased, she also needs a copy of the book The Goal. At which stage of the consumer buying decision
process is Julia?
a.
Purchase
b.
Evaluation of alternatives
c.
Problem recognition
d.
Information search
e.
Prepurchase evaluation
48. Stefanie is shopping for groceries at her local supermarket. As she picks up laundry detergent, she sees the display of
bathroom cleaners and remembers that she is about to run out of it at home. Stefanie tries to remember the specific brand
that she used last time, because she thought that was the best in terms of performance and value. In terms of the consumer
buying decision process, Stefanie’s remembering that she was almost out of bathroom cleaner is the ____ phase of the
buying decision process, where trying to remember what brand she last used was an example of the _____ phase.
a.
problem recognition; internal information search.
b.
problem recognition; evaluation of alternatives.
c.
information search; postpurchase evaluation.
d.
information search; evaluation of alternatives
e.
problem recognition; postpurchase evaluation.
49. Within the information search step of the consumer buying decision process, what two primary aspects exist?
a.
Consideration sets and evoked sets
b.
Personal information and non-personal information
c.
Selective retention and selective distortion
d.
Internal search and external search
e.
Company-produced information and internal information
50. Jeff needs to buy his textbooks for the coming semester of college. It is only two weeks before the first day of class,
and he still has not made a purchase. Jeff wants to buy them somewhere other than the bookstore since he is still living at
his parents’ home and won’t be on campus until the day before class. Jeff goes online and looks for sites that sell the
textbook. Then he remembers that one of his friends had said something earlier about finding the book for a great price.
Jeff then calls his friend to get the name of the site. In terms of Jeff’s buying decision process, his going online to look for
sites was part of _______, and his calling a friend was ______.
a.
problem recognition; external search.
b.
information search; internal informational search.
c.
external information search; also external information search
d.
internal information search; external information search.
e.
external information search; internal information search.
51. When Trevor realizes his liquor cabinet supply was devastated by last weekend's party, he first retrieves information
from his memory about what types of liquor he and his friends like most and then asks the attractive clerk at the liquor
store what she would recommend. Trevor started with a(n) ____ search and then progressed to a(n) ____ search.
a.
consideration; evaluative
b.
focused; broad
c.
internal; external
d.
routinized; extended
e.
self; inclusive
52. In the consumer buying decision process, the information search stage
a.
yields a group of brands that a buyer views as possible alternatives.
b.
involves a buyer becoming aware of the need for a product.
c.
is not necessary when the buyer is involved in extensive decision making.
d.
occurs immediately after evaluation of alternatives.
e.
is lengthy for routine response buying behavior.
53. During which stage of the consumer buying decision process does a consumer decide from which seller he or she will
buy the product?
a.
Evaluation of alternatives
b.
Information search
c.
Source selection
d.
Purchase
e.
Problem recognition
54. When shopping for detergent, Josh looks at Tide, Fresh Start, Surf, and All and chooses the one that is on sale. These
four brands make up his ____ set.
a.
alternate
b.
purchase
c.
consideration
d.
problem
e.
imposed
55. In shopping for a new laptop computer for her master’s degree program, Jocelyn has narrowed the alternatives to four
brands. She is considering Dell, Toshiba, Sony, and Hewlett-Packard. These four brands make up Jocelyn's
a.
awareness set.
b.
consideration set.
c.
framing set.
d.
external search.
e.
inert set.
56. A group of brands that a consumer views as alternatives for possible purchase is called a(n)
a.
evoked set.
b.
awareness set.
c.
inert set.
d.
evaluative group.
e.
evaluation criteria.
57. Evaluative criteria for brands within the consideration set are both
a.
selective and expansive.
b.
objective and subjective.
c.
internal and external.
