Lesson 6

Which of the following is an example of a temporal state that affects a purchase situation? Multiple choice question. A customer who visits a fast food restaurant after hearing an ad on the radio A customer who is drawn into a bakery because of the delicious smells A customer who gets in a fight over a parking space before entering a store A customer who revisits a retailer because of its visual appeal

A customer who gets in a fight over a parking space before entering a store

Since many buyers are leery of buying a product advertised on an infomercial, one way marketers can reduce potential customer dissatisfaction about the item is to offer which of the following? Multiple choice question. Multiple versions of the item A quantity discount A money-back guarantee Accessories bundled with the item

A money-back guarantee

For which purchase is the typical consumer most likely to experience postpurchase cognitive dissonance? Multiple choice question. Sheet music for an instrument Shoe polish A new washer and dryer Laundry detergent

A new washer and dryer

Under the noncompensatory decision rule, what is the basis for consumers' product purchase decisions? Multiple choice question. The combined value of all of a product's attributes A single attribute that is valued above all of the product's other attributes The lack of any negative attributes of the purchase product The fact that the product has all desired attributes that the consumer deems important

A single attribute that is valued above all of the product's other attributes

Which of the following are components of attitude? (Choose every correct answer.) Multiple select question. Affective Physiological Cognitive Behavioral

Affective Cognitive Behavioral

Which of the following best describes postpurchase cognitive dissonance? Multiple choice question. A feeling of satisfaction A mounting feeling of anger A renewed sense of loyalty An internal conflict

An internal conflict

What do learning and memory affect? (Choose every correct answer.) Multiple select question. Maslow's needs Motivations Attitudes Perceptions

Attitudes Perceptions

Why do marketers like habitual purchasers? Multiple choice question. Because they are consistently looking for the lowest price Because they are likely to switch brands Because they are unlikely to consider other brands Because they are likely to spread negative word of mouth

Because they are unlikely to consider other brands

Why are evoked sets important to the marketer? (Choose every correct answer.) Multiple select question. Being in the evoked sets guarantees consumers will purchase the product at some point in the future. Being in the consumer's evoked set increases the likelihood of purchase Being in the consumer's evoked set reduces search time Being in the consumer's evoked set means the brand is new to the consumer

Being in the consumer's evoked set increases the likelihood of purchase Being in the consumer's evoked set reduces search time

In which one of the following situations is the consumer most likely to skip one or more of the stages of the purchase decision process? Multiple choice question. Brian is buying a cup of coffee at the corner coffee shop, which he does most days. Georgina is buying a new snowboard, which is the second one she has bought in her lifetime. Juan is buying a new, more efficient car to replace his gas-guzzling truck. Chris is buying a corsage for his prom date.

Brian is buying a cup of coffee at the corner coffee shop, which he does most days. Because low priced, frequently purchased product.

Which purchase would involve the most actual or perceived risk and therefore result in the most extended search? Multiple choice question. Buying a car Buying a home Buying a laptop computer Going on vacation

Buying a home

BLANK architecture is the attempt to influence consumers through the design of the environments in which they make their purchasing decisions.

Choice

What attempts to influence purchase decisions through environmental design? Multiple choice question. Compensatory decision rules Choice architecture Product architecture Noncompensatory decision rules

Choice architecture

Carlos plans to purchase a new Apple iPhone. Drag each description to the component of Carlos's attitude that it represents. Cognitive <-> ? Affective <-> ? Behavioral <-> ? Options: Carlos takes action and his own method for categorizing his downloads, storing them in the iPhone, and accessing them. Carlos knows he can download music, videos, and lectures from Apple Music anywhere, anytime. Carlos loves the sleek feel of the iPhone and has it with him at all times.

Cognitive <-> Carlos knows he can download music, videos, and lectures from Apple Music anywhere, anytime. Affective <-> Carlos loves the sleek feel of the iPhone and has it with him at all times. Behavioral <-> Carlos takes action and his own method for categorizing his downloads, storing them in the iPhone, and accessing them.

Lamar is trying to decide which college to attend from four that accepted him. One is a small, prestigious school that costs three times as much as the other, larger universities. In the end, Lamar decides to take out student loans and attend the smaller school, believing its reputation will lead to a desirable job after graduation. Which type of decision model is he employing? Multiple choice question. Determinant Irrational Compensatory Noncompensatory

Compensatory

Which type of decision rule involves a consumer trading off one product trait against another when evaluating alternatives? Multiple choice question. Noncompensatory Reference Postpurchase Compensatory

Compensatory

Which of the following is a set of criteria that consumers use to quickly and efficiently select from among several alternatives? Multiple choice question. Choice architecture Consumer decision rules Psychological needs Maslow's hierarchy of needs

Consumer decision rules

Which group is likeliest to speak about their experience with a company? Multiple choice question. Customers whose expectations were met Customers whose expectations were exceeded Customers whose expectations were not met Customers who have no expectations at all

Customers whose expectations were not met

What are elements of choice architecture? (Choose every correct answer.) Multiple select question. Defaults Decision shortcuts Nudges Determinant attributes

Defaults Nudges

During which stage of memory do consumers transform information that they receive into storable information? Multiple choice question. Perception Learning Retrieval Encoding

Encoding

In deciding which digital camera to buy, Sasha focuses on price, lens quality, battery life, and ergonomics. Sasha is using which of the following criteria to make her decision? Multiple choice question. Compensatory Universal Nonsalient Evaluative

Evaluative

A consumer decides to purchase an item at either Banana Republic or Macy's. These stores would be considered the consumer's Blank______ set. Multiple choice question. universal determinant evoked evaluative

Evoked

Jamie wants to buy a car. She reads car reviews online, asks her friends for advice, and visits the websites of all the major car manufacturers. Next, she goes to several car dealerships to test-drive cars. Jamie is engaging in which type of problem solving to select a car? Multiple choice question. Limited Habitual Extended Low-involvement

Extended

True or false: Need recognition occurs when there is NO significant difference between actual and desired states.

False

True or false: The length and intensity of information searches decrease when risk increases. True false question.

False

Which of the following are risks associated with purchase decisions? (Choose every correct answer.) Multiple select question. Occupational Financial Performance Social Psychological Physiological

Financial Performance Social Psychological Physiological

Arthur lost his watch and needed to buy a new one. This time, he decided to purchase a $3,500 Rolex instead of a $25 Timex watch. It made him feel successful. The purchase fulfilled which of the following type needs?

Functional and psychological

Which consumers are most likely to remain brand loyal? Multiple choice question. Habitual purchasers Buyers willing to spend a lot of money Extended problem solvers Impulse buyers

Habitual purchasers

Russell just got a new smartphone. He did his research before purchasing the phone since he needed it for work purposes. Which of the following information sources is an example of internal search? Multiple choice question. He liked the previous version of the phone. The salesperson at the store said it was the best phone for his needs. His best friend told him it looked like a good phone. His girlfriend recommended the phone to him.

He liked the previous version of the phone.

Consumers will spend more time and effort analyzing the benefits and costs of an information search when the price of the product or service is which of the following? Multiple choice question. Fluctuating Decreasing High Low

High

Consumers will spend more time and effort analyzing the benefits and costs of an information search when the price of the product or service is which of the following? Multiple choice question. Low Fluctuating High Decreasing

High

Consumers are more likely to experience postpurchase cognitive dissonance for which of the following products? (Choose every correct answer.) Multiple select question. Infrequently purchased products Expensive products Inexpensive products Habitually purchased products

Infrequently purchased products Expensive products

Match each locus of control with the action that results from that source of control. Internal locus of control <-> ? External locus of control <-> ? Options to fill in ?: Researching a product or service prior to making a purchase Not researching a product or service prior to making a purchase

Internal locus of control <-> Researching a product or service prior to making a purchase External locus of control <-> Not researching a product or service prior to making a purchase

Which of the following buyers is worried about physiological risk? Multiple choice question. Jose, who wants to buy a record player that will impress his friends Jiang, who wants a bicycle helmet that is proven to prevent brain damage in most cases Stella, who wants a computer that will last, is lightweight, and is not too pricey Tim, who orders the salmon dinner because it is featured in large print on the menu

Jiang, who wants a bicycle helmet that is proven to prevent brain damage in most cases

After trying out several computers at a local store, Craig surprises himself by buying a brand he previously had not considered. This change in Craig's thought process about the brand is an example of which psychological factor in the consumer decision process? Multiple choice question. Learning Power of suggestion Peer pressure Performance anxiety

Learning

BLANK refers to a change in a person's thought process or behavior that arises from experience.

Learning

Which of the following are likely to affect attitudes and perceptions toward purchasing organic, vegetarian products? Multiple select question. Learning about how eating vegetarian can help reduce greenhouse gas emissions Making habitual choices at the grocery store every time you shop Seeing substantially lower prices on non-organic produce in the grocery store. Learning about the harmful effects of pesticides Recalling fond memories of buying produce from organic farmers at the farmer's market

Learning about how eating vegetarian can help reduce greenhouse gas emissions Learning about the harmful effects of pesticides Recalling fond memories of buying produce from organic farmers at the farmer's market

Product promotions that set unrealistically high consumer expectations often lead to which of the following? (Choose every correct answer.) Multiple select question. Highly satisfied customers Long-term customer dissatisfaction High initial sales of the product Positive word of mouth

Long-term customer dissatisfaction High initial sales of the product

Consumers will spend less time and effort analyzing the benefits and costs of an information search when the price of the product or service is which of the following? Multiple choice question. Low Fluctuating Increasing High

Low

Which factor does NOT directly influence how the consumer makes a purchase decision? Multiple choice question. Psychological factors Situational factors Social factors Macroeconomic factors

Macroeconomic factors

Which person is experiencing social risk? Multiple choice question. Tony, who wants tires that will last a long time in extremely hot weather Maria, who is concerned that her friends will think she has poor taste if she buys a tube of purple lipstick Li Mei, who wants a smoke alarm that is effective 100 percent of the time Nasir, who needs a car but is unsure if he can afford a brand new one

Maria, who is concerned that her friends will think she has poor taste if she buys a tube of purple lipstick

What are common characteristics of shopping in brick-and-mortar stores versus shopping online? (Choose every correct answer.) Multiple select question. More sensory experiences Reduced perceived risk of purchase Faster and more efficient transactions Greater sensory distance

More sensory experiences Reduced perceived risk of purchase

While researching new smartphones, Natalia assigns different degrees of importance to the features that matter most to her, such as camera quality, screen size, and battery life. In assigning different weights to these features, Natalia is employing which type of consumer decision rule? Multiple choice question. Psychological Noncompensatory Choice architecture Multi-attribute

Multi-attribute

Which consumer decision rule formally incorporates a ranked trade-off of various qualities of a product into a consumer's purchase decision? Multiple choice question. Physiological risk Multi-attribute model Choice architecture Noncompensatory

Multi-attribute model

Which of the following are the most serious and potentially damaging consumer behaviors? Multiple choice question. Spreading rumors and failure to repeat purchase Negative word of mouth and spreading rumors Negative word of mouth and passivity Passivity and failure to repeat purchase

Negative word of mouth and spreading rumors

BLANK is the psychological factor that relates to how people develop a meaningful picture of the world through the selection, organization, and interpretation of information.

Perception

When marketers apply their understanding of the consumer's tendency to assign meaning to various product attributes, they are employing which psychological factor? Multiple choice question. Lifestyle Learning Perception Attitude

Perception

A kindergarten teacher wants to buy several electronic tablets for her classroom, but she is concerned that they will break with all of the children handling them. Which type of risk is the teacher primarily concerned with? Multiple choice question. Physiological Psychological Performance Financial

Performance

Reggie needs to buy a snowblower, but he has a gravel driveway and is concerned that the machine will pick up stones, causing a malfunction. This is what type of risk? Multiple choice question. Informational Psychological Performance Social

Performance

Bennie has been trying to convince his parents to buy him a used Chevy Corvette, a popular American sports car, but his parents are afraid that owning a fast sports car will increase his risk of being injured in an auto accident. Bennie's parents are concerned about which type of risk? Multiple choice question. Psychological Social Physiological Financial

Physiological: Safety risk

Johannes buys an expensive sports car that has a high monthly payment. Two weeks later, he gets laid off from his job and begins to regret buying the car. Johannes is experiencing which of the following? Multiple choice question. Negative word of mouth Disloyalty Customer satisfaction Postpurchase cognitive dissonance

Postpurchase cognitive dissonance

In order to improve the probability of customer satisfaction, the marketing manager is advised to do which of the following? (Choose every correct answer.) Multiple select question. Provide warranties and money-back guarantees Set realistic expectations for the product or service Demonstrate how to use the product correctly Minimize communication with the customer once the sale has been completed

Provide warranties and money-back guarantees Set realistic expectations for the product or service Demonstrate how to use the product correctly

The need for food is a functional need, but the need for designer fashions can be classified as a(n) Blank need

Psychological

When Boris buys candy to take to his boyfriend's parents' house at Thanksgiving, he brings a box of expensive boutique chocolates instead his favorite generic candy. In this case, Boris' choice is being influenced by which of the following? Multiple choice question. Purchase situation Store atmosphere Shopping Timing

Purchase situation

Consumers access desired information in what stage of memory? Multiple choice question. Retrieval Encoding Storage Learning

Retrieval

Which person's perceived lifestyle is aligned with his or her actual lifestyle? Multiple choice question. Selena has a closet full of fishing gear but has only been fishing once. Michael builds himself a home gym but never finds the time to use it. Ramona buys an expensive Pilates mat popular with professionals but has never practiced Pilates. Rico buys a durable and functional pair of yoga pants because he does yoga every day.

Rico buys a durable and functional pair of yoga pants because he does yoga every day.

Which buyer exemplifies a consumer who has an internal locus of control? Multiple choice question. Sally first spends time online comparing brands before she makes a purchase. Joe buys the products and brands his friends are buying. Mary buys the brand she sees first at the store whose price seems reasonable. Fred buys the brand for which there is a twenty-dollar rebate.

Sally first spends time online comparing brands before she makes a purchase.

Vic reluctantly goes to a sporting goods store with a friend and is surprised to find that the design, colors, smells, and textures of the store make him feel as if he is outdoors, near a lake. What caused Vic to feel this way? Multiple choice question. Cultural factors Temporal state Sensory situation Purchase situation

Sensory situation

Determinant attributes and consumer decision rules are examples of which of the following? Multiple choice question. Brands or stores consumers can recall from memory Postpurchase cognitive dissonance An external locus of control Shortcuts consumers use to simplify purchase decisions

Shortcuts consumers use to simplify purchase decisions

Giovanni goes to buy his wife a birthday present. When he arrives at the department store, it is crowded with shoppers, and he leaves. Giovanni's best intentions were thwarted due to which factor? Multiple choice question. Situational Cultural Psychological Social

Situational

Sophie finds a vintage fur coat at a consignment shop. While she really likes it, she is concerned that wearing it will make her the target of animal activists. This is an example of which type of risk? Multiple choice question. Financial Physiological Social Performance

Social

Which people are making purchase choices based on the noncompensatory decision rule? (Choose every correct answer.) Multiple select question. Mitch, who will purchase nonorganic dairy if the grocery store is out of organic dairy products Tara, who will only purchase organic dairy products Madge, who will buy whichever diet cola is on sale Luis, who will only watch sports games that feature teams from Detroit, Michigan Antonio, who will only buy hybrid vehicles

Tara, who will only purchase organic dairy products Luis, who will only watch sports games that feature teams from Detroit, Michigan Antonio, who will only buy hybrid vehicles

Which of the following is a benefit of customers believing a company will act on their comments or complaints? Multiple choice question. The customers will be less likely to spread negative word of mouth. The firm will enjoy higher profits. The customers' friends will become loyal customers. The consumers will receive a lower price.

The customers will be less likely to spread negative word of mouth.

Which of the following elements affect the consumer search process? (Choose every correct answer.) Multiple select question. A firm's accounting processes The locus of control Actual or perceived risk Perceived benefits versus perceived costs

The locus of control Actual or perceived risk Perceived benefits versus perceived costs

What are common characteristics of shopping online? (Choose every correct answer.) Multiple select question. There is greater sensory distance. Transactions are quick and efficient. There is greater access to salespeople. Search costs are lower.

There is greater sensory distance. Transactions are quick and efficient. Search costs are lower.

Why would a firm record the number of abandoned virtual carts on its website? Multiple choice question. To assess the opt-in rate To assess the conversion rate To evaluate postpurchase cognitive dissonance To evaluate customer loyalty

To assess the conversion rate

Which best describes the purpose of determinant attributes? Multiple choice question. To help consumers differentiate between competing brands or stores that seem similar To make it seem like a failing brand or store is succeeding in the marketplace To eliminate unethical brands or stores from the marketplace To restore confidence in a brand or store that has been involved in a scandal

To help consumers differentiate between competing brands or stores that seem similar

When are consumers most apt to forgo evaluating alternatives? Multiple choice question. When buying a product they have never tried before When buying toilet paper, tissues, and paper towels When reserving a hotel room in an unknown city When purchasing a home

When buying toilet paper, tissues, and paper towels

Which of the following is NOT a way to perform an internal search for information when deciding where to go get lunch? You remember a coworker's great comments about the sushi bar down the street. Reason: Remembering the comments the coworker made is in one's internal database. You are in the mood for BBQ and decide to go to your favorite restaurant. You go to a new area of town and look around. You decide to go to the local burger joint since you have always had a good experience there.

You go to a new area of town and look around.

Need recognition is the difference between a(n) Blank______ state, such as the fact that the consumer is hot and thirsty, and a(n) Blank______ state, in which a lemonade would be refreshing and would offer one solution to the problem.

actual; desired

A(n) BLANK, a person's enduring evaluation of personal feelings about an idea or abject, is learned, long lasting, and often develops over a long period of time.

attitude

Gretta has never tried Pert shampoo, but she doubts that a two-in-one shampoo can be as effective as the shampoo and conditioner that she uses daily. Her negative predisposition toward the brand is her: Multiple choice question. learned behavior. attribute. attitude. motive.

attitude

Consumer decision rules are either Blank______. Multiple choice question. psychological or financial evoked or universal compensatory or noncompensatory regulatory or nonregulatory

compensatory or noncompensatory

One of the factors that affects a consumer's search process involves weighing the perceived benefits of a search against the perceived BLANK

costs or cost

The Blank model proposes that high- and low-involvement consumers process different aspects of a marketing message or advertisement. Multiple choice question. elaboration likelihood extended-involvement limited-involvement low-involvement

elaboration likelihood

Jerome is using Blank______ when he bases his decision to purchase textbooks on price, condition, and location. Multiple choice question. personal preferences evaluative criteria determinant evaluation habitual buying

evaluative criteria

Consumers often use Blank______ problem solving for risky purchase decisions. Multiple choice question. limited impulse extended habitual

extended

Customer dissatisfaction is most likely to occur when a product Blank______. Multiple choice question. performs as advertised performs better than the salesperson indicated works much as expected fails to live up to high performance expectations

fails to live up to high performance expectations

When Nabisco sells its cookies, it must consider who the consumer, the decision maker, and the buyer is in each household. Often different Blank______ members play various roles in the purchase of Nabisco's cookies. Multiple choice question. family subculture culture firm

family

Consumers may have different levels of Blank______, which is known as the consumer's degree of interest in a product or service. Multiple choice question. impulse buying involvement extended search differentiation financing

involvement

Randy is relatively indifferent when it comes to the purchase of a six-pack of beer because he will drink any brand that is fairly inexpensive. His low degree of interest in beer classifies him as a low-BLANK beer buyer. (Enter one word in the blank.)

involvement

According to the elaboration likelihood model, the BLANK-involvement consumer pays less attention to the message and the brand, which results in weak attitude formation and requires more cues to remind the buyer of the brand.

low or lower

A(n) Blank is a basic need that drives consumers to solve a problem and satisfy a need, such as a headache that leads a person to purchase a pain reliever. Multiple choice question. behavior perception attitude motive

motive

The impetus that pushes consumers to satisfy their unmet needs, such as having no laundry detergent to do the wash, is a(n) Blank______. Multiple choice question. attitude custom motive perception

motive

A very real problem for marketers is BLANK word of mouth from dissatisfied customers.

negative, bad, or poor

A(n) BLANK is an element of the choice architecture that alters behavior in a predictable way, without forbidding other options or significantly changing any economic incentives.

nudge

Margaret bought an SUV with four-wheel drive despite the fact she never goes off-road or drives into the wilderness. Her purchase satisfies a significant element of her Blank______ lifestyle. Multiple choice question. expensive perceived athletic actual adult

perceived

Consumer decision making about products and services is influenced by the configuration of the market mix, social factors, Blank______ factors, and sociological factors. Multiple choice question. political environmental sustainable psychological

psychological

Kirk is typically thrifty and rarely spends much money on himself or others. However, he makes an exception when he buys his wife diamond earrings as an anniversary gift. In this case, the alteration in Kirk's spending behavior is due to a change in his Blank______ situation. Multiple choice question. crowding temporal purchase communication

purchase

Tom's volleyball team influences his buying behavior. In terms of marketing, the team serves specifically as a BLANK group for Tom, offering information about brands and contributing to Tom's self-image.

reference

All of the brands that Miguel can easily call to mind for laundry detergents, whether he would consider buying them or not, comprise his Blank______ set. Multiple choice question. predetermined retrieval evoked universal

retrieval

When Akeelah is thinking about where she would like to eat lunch, she remembers five places close by where she has eaten before. Although she would not revisit some of them, these restaurants are part of Akeelah's Blank______ set. Multiple choice question. universal unevoked evoked retrieval

retrieval

The length and intensity of the information search are based on the degree of perceived BLANK associated with purchasing the product or service.

risk

The marketing manager for a department store knows that the Blank in her store, which appeals to sight, hearing, and smell, can profoundly impact the customer's decision process. Multiple choice question. emotional mood purchase situation sensory situation temporal state

sensory situation

Janelle is very loyal to Jif peanut butter, but Blank______ factors, such as a difference in time, availability, condition of the buying location, and inventory shortages, may cause her to buy a competing brand. Multiple choice question. financial psychological situational social cultural

situational

Families hold a great deal of Blank and therefore influencing them is of vital importance to marketers. Multiple choice question. spending power self-actualization cognitive dissonance culture

spending power

Ben normally buys a newspaper and cup of coffee on his way to work in the morning. Today, though, his dog ran away, and he did not have time to stop by the convenience store for his regular purchases. A(n) Blank______ situational factor altered his regular behavior. Multiple choice question. purchase temporal financial sensory

temporal

Retailers use Blank______ to see how well they are doing at turning potential buyers into actual buyers. Multiple choice question. the conversion rate customer loyalty the burn rate customer satisfaction

the conversion rate

Jane is looking to buy a new mountain bike. She might rely on the input of her reference groups in the decision making. All of the following are ways she might rely on reference groups EXCEPT BLANK. Multiple choice question. to make her feel better about herself as a mountain-bike rider to reward Jane for making a smart purchase to offer information about mountain bikes to reduce the cost of the product through shared expenses

to reduce the cost of the product through shared expenses