MKTG 351 Chapter 7 Test Bank

Marketers must consider the different nationalities represented within the Hispanic and Asian-American subcultures because of the unique culture, history, and buying patterns of each ethnic group.

True

Marketers should view customers as problem solvers.

True

Maslow's hierarchy of needs is an explanation of how motives operate.

True

Motives can affect the direction and intensity of behavior.

True

Not all the behavioral patterns and values attributed to specific subcultures apply to every member of that specific subculture.

True

One's personality is a set of internal traits and distinct behavioral tendencies that result in consistent patterns of behavior in certain situations.

True

Patronage motives influence where one purchases products on a regular basis.

True

Perception is a process in which an individual selects, organizes, and interprets information received through the sense organs.

True

Problem recognition speed can vary from quite rapid to very slow.

True

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.

True

Psychological influences operate within individuals to determine, in part, their behavior as consumers.

True

Social classes are referred to as open aggregates of individuals because people can move into and out of them.

True

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.

True

The choice of a seller may actually affect the final product selection during the purchase stage of the consumer buying decision process.

True

The phenomenon of selective exposure is associated with perception.

True

The time that a buyer has to make a purchase decision is a situational influence.

True

The values, knowledge, beliefs, customs, objects, and concepts of a society affect how people make purchasing decisions.

True

The values, needs, interests, shopping patterns, and buying habits of various subcultures must be considered if a business wants to succeed.

True

There are situational influences that cannot be controlled.

True

Time dimensions on the buying decision include how long it may take to become knowledgeable about a product.

True

When a buyer receives information that is inconsistent with his or her beliefs, the buyer may distort the information to bring it more in line with those beliefs.

True

When a product is a conspicuous one, reference-group influence is more likely to affect the brand decision.

True

When evaluating the alternatives, the buyer rates and eventually ranks the brands in the consideration set.

True

When making habitual purchases, a consumer uses extensive problem solving.

False

For which of the following products would a consumer most likely use limited problem solving?

Hair dryer

Which of the following statements about how a consumer organizes inputs that reach awareness is most accurate?

Inputs that reach awareness are organized to produce meaning, and this meaning is interpreted in light of what is familiar to the individual.

Within the information search step of the consumer buying decision process, what two primary aspects exist?

Internal search and external search

Which one of the following is most likely to be a product for which both the purchasing decision and the brand decision are strongly influenced by reference groups?

Jeans

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 problem solving?

Limited problem solving

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, likes fashionable items, and is often found in management positions?

Middle class

Changes in an individual's thought processes and behavior caused by information and experience is called

learning.

Marketers often provide consumers with experience to their products, including free samples and trial offers, to facilitate consumer

learning.

The change in Steve's behavior toward Skola's Auto Repair, caused by the company's response to his complaint, is a function of

learning.

In contrast to extended problem solving, routinized response behavior requires

less information about products.

A major determining factor in deciding which type of problem-solving 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

level of involvement.

Shane spends most of his free time participating in extreme sports and traveling to exotic locations with a group of close friends who share his interests and opinions about most things. This is a description of Shane's

lifestyle.

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.

limited problem solving

The three most widely recognized types of consumer problem solving are:

limited problem solving, extended problem solving, and routinized response behavior.

Which product listed would most likely be purchased through routinized response behavior?

Soft drink

Which of the following buying situations is most consistent with routinized response behavior?

Stephanie buying bottled water

The primary psychological influences on consumer behavior are:

perception, motives, learning, attitudes, personality, and lifestyles.

As Brianna walks to classes, she selects, organizes, and interprets the sensations she is receiving through her sense organs. Brianna is experiencing the process of

perception.

When, in their information search, consumers focus on communication with friends and relatives, they are utilizing ______ sources.

personal

Hereditary characteristics combined with personal experiences that together make an individual unique form one's

personality.

The results of many studies have been inconclusive regarding the association between buyer behavior and

personality.

Jana now feels that her teeth are not white enough after seeing advertisements for whitening toothpaste. Marketers promote these brands based on ___________ needs, appealing to sex appeal.

physiological

Maslow's hierarchy of needs refers to the five levels of needs that humans seek to satisfy, from most to least important. These needs, in order from most to least important are

physiological, safety, social, and esteem, self-actualization.

Doubts in a buyer's mind about whether the purchase decision made was the right one may occur during the

postpurchase evaluation.

The five major stages of the consumer buying decision process, in order, are

problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation.

As Steve is shopping for groceries, he notices a product on the shelf and remembers that he is about to run out of it at home. In terms of the consumer buying decision process, Steve just experienced

problem recognition.

An open aggregate of people with similar social ranking is referred to as a

social class.

Our society uses many factors, including occupation, educational level, income, wealth, religion, race, ethnic group, and possessions, to group people into

social classes.

A consumer's buying decisions are affected in part by the people around him or her. Such people and the forces they exert on an individual buyer are called

social influences.

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.

subcultural

Toyota's production of commercials that featured Hispanic actors and the Spanish language is an example of marketing to

subcultures.

A group becomes a reference group for an individual when that person identifies with this group so strongly that he or she

takes on many of the values, attitudes, or behaviors of group members.

Many aspects of consumer buying decisions are affected by the individual's level of involvement. Level of involvement is

the importance and intensity of interest in a product in a particular situation.

According to Coleman's major social class categories, the social class in our society that favors prestigious schooling, neighborhoods, and brands is the

upper class.

Katie is buying her first car and has narrowed her choices down to a Honda Civic, a Toyota Prius, or a Volkswagen Jetta. Katie goes on-line and posts questions to others who have experience with any of these cars, asking for reviews. Katie is most likely

using a blog.

According to Coleman's social class categories, the social class that includes approximately 40 percent of the population, shops for bargains, and buys sports and recreational equipment is the

working class.

In the consumer buying decision process, the information search stage

yields a group of brands that a buyer views as possible alternatives.

Marketers may try to change consumers' attitudes toward a product if they feel that a significant number of consumers have strong negative attitudes toward it.

True

Situational influences would likely not affect a high school senior searching for a college or university to attend.

False

Which of the following statements regarding social class is true?

A social class is an open aggregate of people with similar social ranking.

Which American subculture spends the highest proportion of its income on utilities, footwear, children's apparel, groceries, and housing?

African Americans

Social surroundings during the purchase decision do not include the presence of a salesperson.

False

The actual act of purchase is the second stage of the consumer buying decision process.

False

The criteria used to group people into classes are basically the same in all societies.

False

The evaluative criteria are objective but not subjective product characteristics that are important to a specific buyer when purchasing a product.

False

Which of the following is the fastest growing, most affluent subculture in the United States?

Asian Americans

What consumer research method consists of a series of adjectives, phrases, or sentences regarding an object, with subjects indicating the intensity of their feelings toward this object by reacting to these adjectives, phrases, or sentences?

Attitude scale

Which of the following purchases would most likely require a consumer to use extended problem solving?

Audio equipment

Which of the following statements about the consumer buying decision process is true?

Consumers making limited problem-solving decisions may not go through all five steps of the process.

Question Which of the following products would probably require extended problem solving before a purchase?

Expensive products

The terms of sale (price, delivery, credit arrangements) are negotiated during the evaluation of alternatives stage of the consumer decision-making process.

False

There is strong research evidence that personality characteristics are major determinants of purchasing power.

False

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 problem-solving process is she using?

Extended

Jose and Teresa are searching for a new cellular phone. They will most likely engage in which one of the following forms of problem solving?

Extended problem solving

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 problem-solving process?

Extended problem solving

A buyer's actions at any point in time are affected by one major motive.

False

A consumer belongs to only one subculture.

False

A consumer market consists of buyers intending to use the product with the main purpose of making a profit.

False

A person's self-concept may affect whether the person buys a product in a particular product category, but it has little impact on brand selection.

False

A social class is a closed aggregate of individuals with similar social ranking.

False

An information input is less likely to reach awareness if it is related to an event that the person is anticipating.

False

An information search, once completed, should identify for the buyer the one brand that he or she views as the best alternative.

False

An opinion leader provides information and is viewed as an authority on many spheres of interest for reference-group participants.

False

Asian Americans are the fastest growing and most affluent U.S. subculture, but with respect to buying behavior, Asians are generally not willing to pay more for distinct, well-known brands.

False

At a single point in time, a person's motives are all of equal strength.

False

Changes in culture do not affect product development.

False

Consumer socialization is the process through which a person acquires the knowledge and skills to function as a consumer.

False

Consumers' buying decisions are not affected by other people.

False

Dissatisfaction may occur shortly after a purchase; this is called cognitive dissatisfaction.

False

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.

False

Family influences are not directly related to purchasing decisions.

False

If a person's interest in the product category is ongoing and long term, it is referred to as situational involvement.

False

In Maslow's hierarchy of needs, the most fundamental need is safety.

False

Income is the key factor in determining a person's social class.

False

Information inputs that reach awareness are received in an organized form.

False

Learning associated with purchase behavior is not particularly affected by reinforcement.

False

Limited problem solving is used when purchasing frequently bought, low-cost items needing very little decision effort.

False

Marketers can control the perception of potential buyers.

False

Motives always operate at a conscious level.

False

Motives include knowledge and positive or negative feelings about an object.

False

Once initiated, the consumer buying decision process always leads to a purchase.

False

Situational influences can be classified into five different categories including physical surroundings, social surroundings, personality, purchase reason, and time perspective.

False

Situational influences generally have the greatest influence during the initial stage of the consumer buying decision process.

False

Bob Turner makes an appointment to visit with a new dermatologist in town to determine whether he should have several moles on his neck removed. When he arrives at the dermatologist's office, Bob notices a foul odor in the air, worn floor coverings, cluttered rooms that have paint peeling from the walls, and poor lighting. While Bob viewed the dermatologist as competent, Bob decided not to have the moles removed even though the dermatologist recommended removal. Which situational influences are most likely to have affected Bob's decision?

Physical surroundings

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?

Problem recognition

After doing considerable shopping, Eric has just decided what brand and type of athletic shoes to buy and where he's going to buy them. In what stage of the consumer buying decision process is Eric?

Purchase

Which of the following consumer problem-solving processes will probably be used in purchasing toothpaste?

Routinized response behavior

The U.S. Army recruits soldiers based on the slogan, "An army of one," implying that people can reach their full personal potential in the U.S. Army. This is an appeal to what need according to Maslow's hierarchy of needs?

Self-actualization

___________ are situational influences that include the characteristics and interactions of others who are present when a purchase decision is being made, such as friends, relatives, and salespeople.

Social surroundings

A consumer may receive a marketer's information and perceive it differently from the way the marketer intended.

True

A major part of perception involves information processing.

True

A marketer's use of framing can make a product characteristic seem more important to a consumer and can facilitate its recall from memory.

True

A person receives information inputs through the senses.

True

A reference group acts as a point of comparison and as a source of information for an individual.

True

A role consists of a set of actions and activities that a person in a particular position is expected to perform.

True

Ads for beauty products often suggest that purchasing these products will bring love, helping to fulfill one's needs for love and affection.

True

Although marketers may attempt to influence what a consumer learns, their attempts are seldom fully successful.

True

An attitude consists of one's evaluation feelings and behavioral tendencies toward an object or idea.

True

An attitude scale is useful in helping to measure the intensity of feelings.

True

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.

True

Buying behavior refers to the decision processes and acts of people involved in buying and using products.

True

By giving out free samples, a marketer is trying to influence the direct experiences of consumers even before they purchase products.

True

Consumers' purchasing decisions and brand decisions may be influenced strongly by reference groups.

True

Expecting ethical business behavior reflects our culture.

True

Extended problem solving is used when unfamiliar, expensive, or infrequently purchased products are bought.

True

High involvement products tend to be those that are expensive and visible to others.

True

If an information input is useful in satisfying a person's current needs, it is more likely to reach awareness.

True

Involvement level is one factor that affects a consumer's selection of a type of problem- solving process.

True

Involvement that is temporary and results from a specific set of circumstances is called situational involvement.

True

Jon's colleagues at work want to take a skiing trip. Jon grew up in Colorado and learned to ski as a young child so the group consults him about the best slopes and ski gear needed for the trip. Jon's role is that of an opinion leader.

True

Just as attitudes are learned, they can be changed.

True

Changing people's attitudes toward a firm and its marketing program is

a long, expensive, and difficult task that may require extensive advertising campaigns.

Jennifer is interested in joining Kappa Lambda Iota sorority. She begins to shop at Sarah's, a local store where the Kappas buy their clothes. She also asks her family for a new car because all the sorority members have new cars. In these instances, Jennifer is influenced by

a reference group.

The actions and activities associated with a position one holds within a group, organization, or institution constitute

a role.

Selective exposure refers to

admitting only certain inputs into consciousness.

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?

all customers are the same when it comes to buying behavior

The three major types of reference groups are:

aspirational, disassociative, and membership.

Having used both Secret and Sure deodorants, Annette feels that Secret is a good product and the one that best meets her needs. She has formed a(n) ___________ about Secret.

attitude

Positive feelings generated by satisfaction with Skola's response will become part of Steve's

attitude.

Cognitive, affective, and behavioral are the three major components of

attitudes.

Problem recognition occurs when a consumer

becomes aware that there is a difference between a desired state and an actual condition.

Routinized response behavior is what a consumer does when

buying frequently purchased, low-cost items that need little effort.

When organizing perceptual inputs, people tend to mentally fill in missing elements in a pattern or statement. This principle is called

closure.

After purchasing a new Lexus, Pablo sees an Infinity pass by on the street and begins to wonder if he made the right choice. Pablo is experiencing

cognitive dissonance.

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.

cognitive; affective

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.

consideration

In shopping for a new laptop computer for her master degree program, the alternatives Jocelyn is considering include Dell, Toshiba, Sony, and Hewlett-Packard. These four brands make up Jocelyn's

consideration set.

Purchasers who intend to use or benefit from the purchased product and do not buy products to make profits are part of the

consumer market.

Children often achieve ______ by observing parents and older siblings in purchase situations and then through their own purchase experiences.

consumer socialization

Shaun is going shopping with his dad to buy his first baseball glove for Little League. He listens to his dad talk to the salesperson at the sporting goods store, watches him examine the stitching in the glove and then rub his finger over the leather palm. Shaun's observations are part of his

consumer socialization.

If a consumer receives information that is inconsistent with her or his beliefs, the consumer may alter this information. This perceptual process is known as selective

distortion.

After purchasing a product, postpurchase evaluation may result in cognitive dissonance. Cognitive dissonance is

doubts that occur because the buyer questions whether the decision to purchase the product was right.

Chloe and Max are searching for a health club to join. This purchase will likely be affected by ___________ involvement.

enduring

Justin is purchasing his third car in the past five years. He has been a car enthusiast ever since he was a little boy. He 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

enduring involvement.

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.

evaluation of alternatives

Extended problem solving is the type of consumer problem-solving process that

is the most complex problem-solving behavior, which comes into play when a purchase involves unfamiliar, expensive, or infrequently bought products.

A customer shopping for a fax machine tells a salesperson that it is important for the fax machine to have several attributes. It must use plain paper, be able to make copies, be compatible with all other fax machines, and not require a separate phone line. The buyer has expressed his or her

evaluative criteria.

A group of brands that a consumer views as alternatives for possible purchase is called a(n)

evoked set.

A publication such as Consumer Reports may be initially used during a(n)

external information search.

The forces that other people exert on one's buying behavior are called social influences. These come from reference groups and opinion leaders, social classes, culture and subcultures, roles, and

family.

An opinion leader is likely to be most effective under all of the following conditions except when the

follower has attitudes and values that are different from those of the opinion leader.

A salesperson at Best Buy tells Patrick Dunnavan that the Sony Notebook is one of the most reliable computer notebooks ever made. Patrick, however, has just heard about a second Sony recall for this model because of overheating. His most likely response will be to

forget the information from the salesperson.

All of the following are marketer-dominated sources of information except

friends.

A culture can be divided into subcultures according to

geographic regions or human characteristics, such as age or ethnic background.

An unplanned buying behavior resulting from a powerful urge to buy something immediately is called

impulse buying.

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

impulse buying.

According to Maslow's hierarchy of needs,

individuals first satisfy the most basic needs and then try to fulfill needs at the next level up.

During the evaluation of alternatives stage of the consumer buying decision process, framing most likely influences the decision process of ___________ buyers.

inexperienced

In the process of perception, individuals receive sensations through sight, sound, taste, smell, and hearing. These sensations are called

information inputs.

An attitude scale measures the

intensity of a buyer's feelings toward a certain object.

As Jeff runs out of shaving cream, he immediately tries to remember what he did the last time this happened. He is engaging in

internal search.

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.

internal; external

Assignment of meaning to organized information inputs is called

interpretation.

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, Karla has asked several of her friends and family members where they have their cars repaired, since she has been experiencing a problem with her car starting when the weather is cold. Karla has heard that Skola's Auto Repair has reasonable prices, but it can be difficult to get an appointment. However, one of her friends, Steve, had a very poor experience with Skola's. Once he complained to them, they fixed the situation and now he prefers their auto shop over others. The type of problem solving that consumers use to select an auto repair shop would normally be

limited problem solving.

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

limited problem solving.

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

limited problem solving.

Buyers' actions are affected by one or more internal energizing forces geared toward satisfying needs, which are called

motives.

Evaluative criteria for brands within the consideration set are both

objective and subjective.

An attitude is

one's evaluation, feelings, and behavioral tendencies toward an object or idea.

After certain inputs have been selected to reach an individual's awareness, the next step in the perceptual process is perceptual

organization.

Luis likes shopping at Stein Mart, a discount department store, because he likes the prices, products, and services the store provides. His selection of this store as a regular stop when shopping is influenced by ___________ motives.

patronage

Melanie prefers to shop at Target for most of her household needs even though the same products and brands are available at KMart. She prefers the service, location, and friendliness of the employees at Target. Melanie's reasons that influence her decision to shop at Target are called

patronage motives.

Psychological influences that determine where a person purchases products on a regular basis are called

patronage motives.

Marketers who attempt to use reference-group influence in advertisements are most likely to succeed when messages indicate that

people in a specific group buy the product and are highly satisfied by it.

The development of a person's self-concept is a function of

psychological and social factors.

The five categories of situational influences are:

purchase reason, time perspective, social surroundings, physical surroundings, and buyer's momentary mood.

Consumers tend to remember information inputs that support their feelings and beliefs and forget inputs that do not. This is known as selective

retention.

Maria reads through the newspaper fashion flyers containing advertisements for sweaters from Polo, purses from JC Penney, and tennis shoes from Foot Locker. She remembers only the shoe ad, thanks to the recent tear in her own Reeboks. Maria has engaged in selective

retention.

Jonathan is torn between buying a new swing set for his kids and buying a new set of Ping golf clubs for himself. Jonathan is experiencing

role inconsistency.

Stacy is going to the store to buy a gallon of milk. She will most likely use ___________ in her consumer decision-making process.

routinized response behavior

While shopping at a Kroger grocery store, Tom sees a display of his favorite brand of diet cola. He buys a six-pack to take home for the weekend. This purchase process would be described as

routinized response behavior.

Perception is a three-step process that involves

selecting, organizing, and interpreting information inputs.

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. The fact that Alicia had remembered the gas mileage of the Toyota Sienna incorrectly is most likely an example of

selective distortion.

When individuals choose which information inputs will reach their awareness and ignore other inputs, they are using

selective exposure.

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 her friend told her. This is an example of

selective retention.

People's needs to grow, develop, and achieve their full potential are referred to by Maslow as ______ needs.

self-actualization

The three major categories of influences on the consumer buying decision process are:

situational influences, social influences, and psychological influences.

Temporary and dynamic factors that result from a particular set of circumstance a consumer is facing when making purchase decisions characterize

situational involvement.

Human requirements for love, affection, and a sense of belonging would be classified by Maslow as _____ needs.

social