MK CH 5 QUIZ
Which of the following consumer statements does not suggest the rationale of an "economic buyer"?
"If I had that new Louis Vuitton handbag, others would know that I have arrived." EXPLANATION: Economic buyers are people who compare choices to get the greatest satisfaction from spending their time and money. The economic-buyer theory says that consumers decide what to buy based on economic needs such as reliability, dependability, and lower operating costs. The handbag's appeal to status suggests a social influence that pertains to class.
Which of the following statements about social class is not true?
In the United States, the system for measuring social class is based solely on a person's income. EXPLANATION: In most countries, including the United States, there is some general relationship between income level and social class. However, people with the same income level may be in different social classes. Therefore, income by itself is usually not a good measure of social class.
Which of the following statements about ethnic groups in the United States is false?
The people within an ethnic group are homogeneous. EXPLANATION: The growth of the ethnic market is attributable to higher birthrates among ethnic minorities. Hispanics are the largest ethnic group; the African American market appreciates cultural traditions; and Asian Americans have the highest average household income of the major ethnic groups. Although marketers often treat all members of a particular ethnicity as homogenous, the people in these groups are often very diverse.
Which of the following is true of opinion leaders?
They can influence what products and brands people buy. EXPLANATION: Opinion leaders are not necessarily better educated or wealthier than others, but they can influence the opinions of others, affecting what products and brands people purchase. Marketing managers often choose to target opinion leaders.
Which of the following describes the relationship between needs and wants?
Wants are preferences a person learns. EXPLANATION: Needs are the basic forces that motivate a person to do something. They are more basic than wants, which are "needs" or preferences that a person learns during life.
Consumer psychologists argue that
a particular good or service might satisfy different levels of needs at the same time. EXPLANATION: Consumer psychologists often argue that a person may simultaneously have several reasons for buying, sometimes at the same time.
An attitude is
a person's point of view toward something. EXPLANATION: An attitude is a person's point of view toward something. It may be a product, an advertisement, a salesperson, a firm, or an idea. Attitudes are an important topic because they affect the selective processes, learning, and the buying decisions.
Which of the following best describes a drive?
a strong stimulus that encourages action to reduce a need EXPLANATION: When a need is not satisfied, it may lead to a drive. A drive is a strong stimulus that encourages action to reduce a need. Drives are internal; they are the reasons behind certain behavior patterns.
When consumers face a truly new concept, their previous experiences may be irrelevant. Such situations will most likely involve the _____ process.
adoption EXPLANATION: When consumers face a truly new concept, their previous experiences may not be relevant. These situations involve the adoption process—the steps individuals go through on the way to accepting or rejecting a new idea.
What are the steps of the adoption process used by consumers when faced with a new concept?
awareness, interest, evaluation, trial, decision, confirmation EXPLANATION: Consumers faced with a new concept that cannot be resolved using previous experience use the adoption process. The adoption process begins with awareness and progresses to interest, evaluation, trial, decision, and confirmation.
Retailers create holiday-themed displays and promotions to stimulate consumer purchases during gift-giving holidays like Christmas and Mother's Day. Such marketers recognize that
characteristics of the purchase situation influence consumer behavior. EXPLANATION: Individual consumer behavior is affected by the purchase situation, which takes into account the purpose, time available, and location where a purchase is made. Consumer behavior varies with situational factors.
Which of the following is an economic need?
convenience EXPLANATION: Economic needs are concerned with making the best use of a consumer's time and money—as the consumer judges it. Some economic needs include economy of purchase or use, efficiency in operation or use, dependability in use, improvement of earnings, and convenience.
Marketers are paying more attention to ethnic groups in the United States because
ethnic minorities often share buying patterns that can be important to some businesses, the wealth of ethnic minorities is growing, the number of ethnic consumers is growing at a faster rate than other populations, cultural and ethnic dimensions are being preserved, which creates marketing opportunities. EXPLANATION: Marketers are paying more attention to ethnic groups because the number of ethnic consumers is growing at a much faster rate than the rest of the United States. The wealth and buying power of Asian Americans, African Americans, and Hispanics is increasing. In addition, ethnic and cultural groups often cluster in certain areas and share buying patterns that can be important to some businesses.
Drive-through windows are popular offerings at fast food franchises because they appeal to consumers'
need for convenience. EXPLANATION: Drive-through windows at food chains appeal to the economic need of convenience. Consumers strapped for time and cash will seek a quick, consistent meal or coffee at a drive-thru instead of dining in.
Laila enjoys purchasing items from a thrift shop run by the local animal shelter because knowing her money goes to help support the shelter makes her feel good about herself. This activity fulfills a ______ need.
personal EXPLANATION: By purchasing goods at the thrift shop, Laila is fulfilling a personal need. Personal needs are concerned with an individual's need for personal satisfaction, unrelated to what others think or do.
A music streaming service provides its customers with recommendations based on their past listening behavior. This is an example of
predictive analytics. EXPLANATION: Predictive analytics is a process that is used to make predictions about unknown future events. One example of how predictive analytics can operate in consumer decision making is by providing customers with alternatives identification, like in the case of the music service that recommends artists to customers based on past listening behavior. It can also be used in needs awareness, information search, and post-purchase situations.
Which of the following occurs when a response satisfies a drive, strengthening the relationship between the cue and the response?
reinforcement EXPLANATION: Reinforcement of the learning process happens when a response satisfies a drive. The relationship between the cue and the response is strengthened as a result.
Which type of consumer problem solving is typically used when a consumer already has a large amount of experience in how to meet a specific need and does not require additional information?
routinized response behavior EXPLANATION: Three levels of problem solving related to the amount of effort a buyer puts into the buying decision. Among them are (1) extensive problem solving, (2) limited problem solving, and (3) routinized response behavior. Consumers use routinized response behavior when they already have a fair amount of experience in meeting a need and do not require additional information in order to do so.
Which of the following terms refers to the process of screening out or modifying ideas, messages, and information that conflict with previously learned attitudes and beliefs?
selective perception EXPLANATION: Selective perception refers to the process of screening out or modifying ideas, messages, and information that conflict with previously learned attitudes and beliefs.
Luis refuses to shop at big box stores, preferring to do his shopping locally. He reads in the paper that one of these stores will be having a major sale next week, but when his sister asks him later if he wants to go to the sale, he has completely forgotten about it. What is Luis experiencing?
selective retention EXPLANATION: Selective retention refers to our tendency to avoid placing facts in our memory if we do not think the information will be useful to us.
OneGlow personal care products' advertising states "Makes others want to be you!" The statement best appeals to consumers' _____ needs.
social EXPLANATION: This statement shows an appeal to a consumer's need for self-esteem. Social needs are concerned with love, friendship, status, and esteem—things that involve a person's interaction with others. Marketers that help people connect with others inspire positive feelings about their own brands.
Dissonance is
tension caused by uncertainty about the correctness of a decision. EXPLANATION: Dissonance is a feeling of uncertainty about whether the correct decision was made. This may lead a customer to seek additional information to confirm the wisdom of the purchase.
The statement, "Of course people will buy our product—each of its features offers better value than the competition," most closely reflects which consumer behavior concept?
the economic-buyer theory EXPLANATION: The economic-buyer theory says that consumers decide what to buy based on economic needs, which are concerned with making the best use of a consumer's time and money. Economic buyers are people who know all the facts and logically compare choices to get the greatest satisfaction from spending their time and money.
Studying how ______ affects consumer behavior is helpful in understanding why middle-aged married couples with children are less likely to buy sports cars than young married couples without children.
the family life cycle EXPLANATION: Families can be classified into different family life-cycle stages based on marital status, age, and the age of their children, if any. People in different stages of the family life cycle tend to spend their money in different ways, so understanding the family life cycle is helpful for marketers.
Which of the following best describes the factors that make up a purchase situation?
the purpose, time available, and location of a purchase EXPLANATION: The purchase situation takes into account the purpose, time available, and location of where a purchase is made.
