MRKT 640 Consumer Behavior Module 5
Which of the following is not a situation in which consumer behavior occurs?
A. Communications situation B. Purchase situation C. Usage situation D. Disposition situation E. All of these are situations in which consumer behavior occurs Answer: E. All of these are situations in which consumer behavior occurs
To understand a consumer's behavior, we must know about the
Answer: Consumer, situation, and stimulus object
Which of the following is not a research finding regarding the Internet as an information source?
Answer: Roughly 30% of American adults use a search engine to research a product/service before buying it online.
Rita is doing her family's grocery shopping and purchases ice cream. She's purchased Blue Bell ice cream before and purchases it again. She's not committed to this brand; it's just that she and her family like it. Which type of nominal decision is this?
Answer: repeat purchase decision
All those factors particular to a time and place that do not follow from knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior are known as
Answer: situational influence
Which of the following is not a consumption response?
Answer: task definition
When orange juice attempted to expand the various times of day when consumers would see orange juice as an appropriate beverage to consume, they were trying to influence which situation?
Answer: usage
Tess noticed that she was almost out of shampoo. Which stage of the decision process will this observation activate?
Answer: problem recognition
Which of the following is not an individual characteristic influencing consumer behavior?
Answer: task definition
Which of the following is a situational characteristic?
Answer: temporal persepctive
Which of the following is a situational characteristic?
Answer: temporal perspective
The purchase decision and consumption process always occur in the context of
Answer: a specific situation
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?
Answer: brand loyal decision
Nominal decisions can be broken into which two distinct categories?
Answer: brand loyal decisions and repeat purchase decisions
Which type of nominal decision is characterized by a fairly high degree of product involvement but a low degree of purchase involvement?
Answer: brand loyal deicison
In which situation do marketers attempt to place their ads in appropriate media contexts to enhance their effectiveness?
Answer: communications
The situation in which consumers receive information has an impact on their behavior and is referred to as the __________ situation.
Answer: communications
The Smith's oldest daughter, Olivia, is a senior in high school. She has all "A's" and scored a 34 on the ACT. She is president of the debate team and the national honor society as well as a member of the cheerleading squad. Olivia wants to attend medical school, so both she and her parents are very concerned about which undergraduate school she attends. They have spent countless hours on the Internet examining universities, and they have already visited five campuses. For Olivia and her parents, which type of decision making does this represent?
Answer: extended decision making
Research shows that the most important search-related use of the Internet is
Answer: finding information
Nominal decision making is sometimes referred to as
Answer: habitual decision making
Which of the following also includes a situation-specific component?
Answer: involvment
Marla is bored with her cell phone. She wants to purchase a new one that has cool ring tones and can take pictures and video. She's not going to conduct a big search for a new phone as she's just going to consider a few others. Which type of decision making is this?
Answer: limited decision making
Which type of decision making involves internal and external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation?
Answer: limited decision making
Which type of decision making involves recognizing a problem for which there are several possible solutions?
Answer: limited decision making
Susan actually knows quite a bit about some product categories that she doesn't actively seek out information concerning and doesn't even own. Which of the following is the most likely means by which she obtained this information?
Answer: low-involvement learning
Sales personnel, websites, and advertising represent which type of information source?
Answer: marketing sources
Karen is going to the mall to purchase new shoes. Based on her prior experience with Nine West and her positive attitude toward them, she plans on looking at the Nine West store first. Her decision to visit the Nine West store is based on which source of information?
Answer: memory
The situation interacts with the marketing activity and the individual to determine behavior. Which of the following is a marketing activity?
Answer: package
Friends, family, and others are examples of which source of information?
Answer: personal sources
Kasi is seeking the advice of her parents in her decision on which college to attend. Which source of information is Kasi using?
Answer: personal sources
