Buyer Behavior: Final Exam

Gwen is an elderly lady and is participating in a market research study. The researcher asked her to describe the criteria someone who needs adult diapers might use to evaluate alternatives. The researcher was not asking Gwen what criteria she would use, but rather, the criteria Gwen thinks someone else would use. Which type of technique is this known as?

projective technique

Attempts to develop quantitative measures of lifestyle were initially referred to as ________, which is a term that is frequently used interchangeably with lifestyle.

psychographics

The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is known as ________.

purchase involvement

Which of the following is(are) NOT a type of consumer choice process?

rational choice

Which of the following is(are) a type of consumer decision making discussed in your text?

A, B, and C

Which dimension of self-concept refers to the individual's perception of who I would like to be?

Ideal self-concept

is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.

Problem recognition

Which type of consumer problem is one the consumer is aware of or will become aware of in the normal course of events?

active

Kim was participating in a group discussion centered on the participants' problems encountered while taking care of their hair. Which approach to problem identification is this?

activity analysis

Which of the following is a primary source of information available to consumers?

all of the above

Which type of consumer choice process involves the use of general attitudes, summary impressions, intuitions, or heuristics, as well as no attribute-by-attribute comparisons being made at the time of choice?

attitude-based choice

Joseph is considering the purchase of a computer, and he is comparing brands on the basis of price, memory, speed, and reliability. He mentally ranks each alternative on these attributes and makes a selection based on these rankings. Joseph is using which type of choice process?

attribute-based choice

Duane is of average intelligence, and like most consumers, he cannot compare too many alternatives at one time. This limited capacity for processing information is known as ________.

bounded rationality

Brad was out of soft drinks in his dorm room, so he went to the store and purchased Coke. This is the brand he always buys, and he would not even consider purchasing another brand. Which type of nominal decision does this illustrate?

brand loyal decision

Which source of information includes inspection or product trial?

experiential sources

Decision-making units often function as ________ when they consist of individuals from various areas of the firm, such as accounting, engineering, manufacturing, and marketing, who meet specifically to make a purchase decision.

buying centers

To determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize which two methods of measurement?

direct and indirect

The desired features or characteristics required to meet a consumer's needs are his or her ________. 19) ______

evaluative criteria

The brands or products one will evaluate for the solution of a particular consumer problem are called the ________.

evoked set

Two basic approaches to causing problem recognition are ________.

generic problem recognition and selective problem recognition

Carla and her family lost their home and everything in it in to a fire. People would console her by saying that at least her family was not harmed and that everything else can be replaced. She would reply, "I know it was just stuff, but it was our stuff and was special to us." This is reflecting Carla's ________.

extended self

Which problem recognition involves a discrepancy that a variety of brands within a product category can reduce?

generic problem recognition

Which type of self-concept emphasizes personal goals, characteristics, achievements, and desires?

independent self-concept

Style, taste, prestige, feelings generated, and brand image are examples of which type of evaluative criteria?

intangible

Once a problem is recognized, relevant information from long-term memory is used to determine if a satisfactory solution is known, what the characteristics of potential solutions are, what the appropriate ways to compare solutions are, and so forth. This is referred to as ________.

internal search

Microsoft is a company that has derived a great deal of success from leading change, and other computer-related companies look to Microsoft for cues as to where technology will be heading in the future. Microsoft would be classified as which type of user reference group?

lead user

1) Which of the following is considered an outward expression of one's self-concept?

lifestyle

Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives?

limited decision making

Which type of organizational purchase situation is characterized by high purchase importance and complexity, a large and evolving decision-making unit that includes the top of the organization, a long time to decision, extensive information search and analysis techniques, and a dominant strategic focus?

new task

Barry is always searching information about wine. He reads Wine Spectator every month, has several books related to wine, visits wine-related websites frequently, and has visited several wine regions throughout the world. While he purchases wine frequently, he does not conduct this information search for just that reason. He just enjoys learning about wine. For Barry, his search for information about wine is a(n) ________.

ongoing search

Organizations have a type of self-concept and lifestyle that the text refers to as ________.

organizational culture

What are the two dimensions of the VALS typology of consumers?

primary motivation and resources

Which of the following is an external influence on organizational buyer behavior?

reference groups

Andrew is considering the purchase of a portable DVD player. He is comparing alternatives on the basis of screen size, battery life, and price. Andrew is using which type of evaluative criteria?

tangible

Jennifer sees herself as a loving, caring mother and wife. She also sees herself as an accomplished professional. Finally, she sees herself as a good citizen and devoutly religious person who takes the concerns of others seriously and tries to make the world a better place for those less fortunate than she and her family. This totality of Jennifer's thoughts and feelings about herself is known as her ________.

self-concept

Which type of organizational purchase situation occurs when the purchase is of minor importance and is not complex?

straight rebuy