Chapter 6

From the following, identify the correct sequence of decision making steps when buying a new or expensive product. a. (1) Need recognition, (2) information search, (3) evaluation of alternatives, (4) purchase, and (5) postpurchase behavior. b. (1) Information search, (2) evaluation of alternatives, (3) need recognition, (4) purchase, and (5) postpurchase behavior. c. (1) Evaluation of alternatives, (2) information search, (3) need recognition, (4) purchase, and (5) postpurchase behavior. d. (1) Information search, (2) need recognition, (3) evaluation of alternatives, (4) purchase, and (5) postpurchase behavior.

a

Laura went to Walmart to check the quality, sizing, and price of some branded clothes. But she found the same items at a cheaper price online and bought them online instead of getting them at Walmart. What is this practice called? a. Showrooming b. Marketing c. Window shopping d. Product involvement

a

Marina buys a new pair of shoes from Repop, an online store. She logs in to Repop's website and finds that her homepage has been customized to display the status of her latest purchase. In this scenario, Repop is using _____ to exert influence over the decision making journey. a. contextual interaction b. proactive personalization c. journey innovation d. automation

a

Ramelson Inc., a sporting goods footwear and apparel company, features photographs of celebrities wearing its brand of clothing and sports gear. The company launched a commercial for its new line of football cleats. This commercial featured famous football stars as it believes that celebrities can influence customers' buying decisions. In this case, the football stars served as _____. a. opinion leaders b. aspirational reference groups c. non aspirational reference groups d. decision makers

a

Saraz Inc., a leading brand of apparel, has several branches all over the country. The company's market research shows that teenagers do not choose their brand as often as older age groups. Therefore, the company modifies some of its existing designs to attract teens. In this case, the teenage group can be referred to as a _____. a. subculture b. social class c. popular culture d. reference group

a

Social influences are most likely to influence consumer buying decisions by: a. reducing a feeling of perceived risk or uncertainty regarding a purchase. b. prompting impulse purchase decisions. c. encouraging consumers to recognize their feelings and formulate opinions. d. shaping human behavior and transmitting it from one generation to the next.

a

The manufacturer of Herbal Essences Shampoo gives away trial packs of conditioner to test the market for its new product. This may refer as: a. experiential learning. b. selective perception. c. continuous reinforcement. d. conceptual learning.

a

To increase the sales of low-involvement products, marketing managers can: a. focus on the package design of the products. b. promote the products extensively to the target market. c. design advertisements with highly emotional messages. d. adopt strategies used for marketing high-involvement products.

a

When two friends, who support two different political parties, only quote statistics that support their favorite political party's strengths but not its weaknesses, which type of perception do they demonstrate? a. Selective retention b. Selective exposure c. Selective distortion d. Selective perception

a

Whenever a particular fashion house brings out a new product line, it publicly launches the products in a grand social event, invites society's who's who, and lavishly displays its new products. What term best describes this type of consumer involvement? a. Social visibility b. Interest product involvement c. Previous experience d. Situational involvement

a

Which of the following is considered an individual characteristic that influences a person's buying decisions? a. Gender b. Culture c. Motivation d. Learning

a

Which of the following statements is true of the social class system in the United States? a. Interest in organized labor is one of the most common attributes among the working class. b. The working class spends more than the middle class on vacation homes, jewelry, vacations, and cruises. c. The majority of Americans today define themselves as upper class. d. Social class includes people who are of the same age and gender.

a

Which strategy would a marketing manager most likely use to increase the sales of a high-involvement product? a. Create advertisements that give consumers all the necessary information to make the purchase decision. b. Focus on the package design of the product so that it will be eye catching and easily recognized on the store shelf. c. Link the product to a lower-involvement issue to create publicity. d. Offer coupons, small discounts, and two-for-one deals on the product.

a

According to Maslow's hierarchy of needs, the most basic human needs are _____. a. safety needs b. physiological needs c. social needs d. self-esteem needs

b

Carrying over a well-known and respected brand name from one product category to another product category is referred to as: a. brand stretching. b. brand extension. c. brand building. d. brand promotion.

b

Jorge prefers to do his grocery shopping at Fresnas Mart because his mother also prefers to shop there. He also does not shop for groceries online because his mother does not. In this case, Jorge's shopping behavior is a result of _____. a. the want-got gap b. the socialization process c. cognitive dissonance d. the decision-making process

b

Joshua is a millionaire, and he manages several successful companies. He usually interacts with people of similar status. Given this information, Joshua and the people he interacts with are part of a _____. a. family b. social class c. popular culture d. reference group

b

The popularity of massive music festivals has created an opportunity for fans of electronic dance music to get together and create their own _____. a. social class b. subculture c. values d. race culture

b

The social factors that affect the consumer decision journey are: a. lifestyle, personality, age, and family. b. reference groups, opinion leaders, and family. c. cultural values, subculture, and social class. d. perception, motivation, beliefs, and attitudes.

b

The underlying elements of a society that distinguishes it from other cultural groups are: a. social class, behavior, food habits, and laws. b. values, language, myths, customs, rituals, and laws. c. race, genes, personal choices, and eating habits. d. behavior, weather social class, dress choices, and genes.

b

Which of the following has given consumers unprecedented power to express likes and dislikes, compare prices, find the best deals, sift through huge numbers of recommendations, and have items delivered? a. Social media b. Digital technology c. Consumerization d. Cell phones

b

Which of the following is a psychological factor that impacts consumer buying decisions? a. Social class b. Learning c. Age d. Lifestyle

b

Which statement aptly describes the characteristics of the middle class in the United States? a. They are people who are not regularly employed; depend primarily on the welfare system for sustenance; and have little schooling. b. They are people who are middle-level white-collar; have education past high school; and with an income somewhat above national average. c. They are people who are upper-level managers; professionals; owners of medium-sized businesses; and well-to-do, stay-at-home homemakers. d. They are people who are middle-level blue-collar, lower-level white-collar; with income below national average; and are largely working in skilled or semi-skilled service jobs.

b

_____ is a process whereby a consumer notices certain stimuli and ignores others. a. Stimulus generalization b. Selective exposure c. Cognitive dissonance d. Selective retention

b

_____ is the set of values, norms, attitudes, and other meaningful symbols that shape human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation to the next. a. Loyalty b. Culture c. Consumerism d. Perceived value

b

_____ occurs when consumers change information that conflicts with their feelings or beliefs. a. Stimulus generalization b. Selective distortion c. Cognitive dissonance d. Selective retention

b

. The term that describes a consumer's view of himself or herself in terms of attitudes, perceptions, beliefs, and self-evaluations is known as ____________________. a. personality b. self-image c. self-concept d. real self-image

c

A _____ is any unit of input affecting one or more of the five senses: sight, smell, taste, touch, and hearing. a. consideration set b. need c. stimulus d. want

c

All of the following are types of reference groups EXCEPT: a. formal. b. informal. c. personal. d. direct.

c

Lauren buys groceries every month from Walmart and rarely does much research on the products she buys. What is the marketing term for this type of consumer behavior? a. Emotional involvement b. Enduring involvement c. Routine response behavior d. Extensive decision making

c

Rochelle wants to purchase a new gaming laptop. She wants to compare two of the latest models of gaming laptops—with similar build, quality, and hardware specifications—from different manufacturers. Rochelle reads reviews of each product on reputable online forums before making her decision. In this scenario, Rochelle seeks data ________________. a. from a marketing-controlled information source b. through her own knowledge c. from a nonmarketing-controlled information source d. through an internal information search

c

Ryan and Ben are best friends. Ryan regularly runs marathons and is a member of the Marathon Runners Club at his university. Ben also wants to join the club, but he is not a very strong runner. Ben decides to start running every day so that he can participate in marathons and become a member of the club. For Ben, the Marathon Runners Club can be categorized as a(n) _____. a. interest reference group b. primary membership group c. aspirational reference group d. non aspirational reference group

c

The value that a consumer expects to obtain from a purchase is called __________________. a. utilitarian value b. hedonic value c. perceived value d. actual value

c

Though there was a controversy regarding Kentucky Fried Chicken (KFC) and the news media splashed the story, people were quick to forget about the negative press and continued patronizing KFC and its food. Which type of stimuli/perception does this consumer behavior demonstrate? a. Selective exposure b. Selective distortion c. Selective retention d. Level of perception

c

Unlike external stimuli, internal stimuli: a. do not have multiple sources. b. cannot be satisfied through purchases. c. include stimuli such as hunger and thirst. d. include stimuli such as advertisements and videos.

c

Unlike hedonic value, utilitarian value: a. is a form of perceived value. b. is obtained from products rather than services. c. can be viewed as a means to an end. d. can be enjoyed without making a purchase.

c

Which information source is associated with advertising or promotion? a. Family recommendations b. Nonmarketing-controlled c. Marketing-controlled d. Internal information search

c

Which is true of how reference groups influence consumer behavior? a. Reference group norms do not constrain consumer behavior. b. Consumers are prohibited from dissociating themselves from reference groups. c. Consumers generally use the same criteria as their reference groups to make their own consumer decisions. d. Consumers are influenced only by the reference groups to which they belong.

c

Which of the following exerts the most influence on a consumer's buying decisions? a. Social class b. Gender c. Reference groups d. Ethnicity

c

Which of the following is true of the dynamic nature of culture? a. The least defining element of a culture is its values. b. Culture prohibits its environment from changing. c. Culture teaches etiquette regarding technology. d. Consumers are born with a cultural identity.

c

Which of the following statements is true of culture? a. It cannot be learned. b. It influences individuals in a way that they are completely aware of its values. c. It encompasses all the things that consumers do without conscious choice. d. It is static and does not change.

c

Which of the following statements is true of nonmarketing-controlled information sources? a. It includes mass media advertising like television and newspaper advertising. b. It is biased towards a specific product because it originates with marketers promoting that product. c. It includes Internet forums and other forms of public sources of information. d. It is monitored anonymously by marketers acting as nonmarketing agents to promote their product.

c

Which of the following statements is true of post purchase behavior? a. Communication with consumers does not help in reducing cognitive dissonance. b. Marketers encourage customers to have doubts even after they purchase a product. c. Consumers expect certain outcomes from a product after making a purchase. d. Consumers tend to increase dissonance by justifying their purchase decision.

c

Which statement is true of consumer behavior? a. People's value systems do not affect their consumer behavior. b. Consumer behavior cannot be learned. c. The study of consumer behavior includes factors that influence purchase decisions and product use. d. Consumers' product and service preferences are constant and do not change over time.

c

Which statement is true of the factors determining the level of consumer involvement? a. Involvement is not related to consumer interests. b. Consumers are not involved when the perceived risk in purchasing a product is high. c. Consumers become less involved in the purchase of a familiar product. d. Involvement decreases as the social visibility of a product increases.

c

_____ is the most complex type of consumer buying decision and is associated with high involvement on the part of the consumer. a. Limited decision making b. Routine response behavior c. Extensive decision making d. Low-involvement products

c

When considering the roles in decision making that family members play when someone wants to buy a good or service, the member who suggests or plants the seed for the purchase process is called the _________________. a. influencer b. purchaser c. consumer d. initiator

d

Which stage in the consumer decision-making process results from the imbalance between actual and desired states? a. Postpurchase behavior b. Evaluation of alternatives c. Purchase d. Need recognition

d

Which term describes the type of group in which family, friends, or a professional organization influences an individual's purchasing behavior? a. A social group b. A cultural group c. An opinion group d. A reference group

d

_____ is an example of routine response behavior. a. Booking a cruise vacation b. Buying an $800 personal computer c. Buying an air conditioner for the first time d. Purchasing groceries

d

_____ is how consumers see themselves in terms of attitudes, perceptions, beliefs, and self-evaluations. a. Self-image b. Personality c. Socialization d. Self-concept

d

_____ occurs when consumers feel that making the wrong decision might cause some concern or anxiety. a. Physiological risks b. Financial risks c. Social risks d. Psychological risks

d

_____ refers to how an individual actually perceives himself or herself. a. Self-esteem b. Self-actualization c. Ideal self-image d. Real self-image

d

People in a subculture do not share the characteristics of the broader culture which influences them. a. True b. False

false

Perception is the process that creates changes in behavior through experience and practice. a. True b. False

false

Personality refers to how consumers see themselves in terms of attitudes, perceptions, and beliefs. a. True b. False

false

Rapid changes in digital technology have hampered the decision making process for consumers due to an ever-increasing overload of information. a. True b. False

false

12. Personality is a term used to broadly organize and group the consistencies of an individual's reactions to situations. a. True b. False

true

A subculture is a homogeneous group of people who share elements of an overall culture as well as cultural elements unique to their own group. Within subcultures, people's attitudes, values, and purchase decisions are even more similar than they are within the broader culture. a. True b. False

true

According to Maslow's hierarchy of needs theory, self-actualization is the highest human need of all. a. True b. False

true

Consumers practice extensive decision making when purchasing products that are extremely important to them. a. True b. False

true

Consumers try to reduce dissonance by justifying their purchase decision. a. True b. False

true

Having too many choices can confuse consumers and cause them to delay the decision to buy, or in some cases, cause them not to buy at all. a. True b. false

true

How well a consumer's expectations are met from a product determines whether the consumer is satisfied or dissatisfied with the purchase. a. True b. False

true

In terms of making a purchase, the value of a product can derive from an enduring belief shared by a society that a specific mode of conduct is personally or socially preferable to another mode of conduct. a. True b. False

true

Involvement is a marketing term used to describe the amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behavior. a. True b. False

true

Marketers can analyze a consumer's self-concept to anticipate their buying behavior. Self-concept combines the ideal self-image and the real self-image. a. True b. False

true

Marketers often try to create opinion leaders because it is rare to find an opinion leader who spans multiple diverse domains of interest or influence. a. True b. False

true

The Internet has changed the quality of information available to make purchase decisions. a. true b. false

true

Unlike high-involvement products, low-involvement goods and services are generally associated with routine response behavior. a. True b. False

true

A product information source that originates with marketers promoting the product is referred to as a(n) ____________________________________. a. manipulative information source b. internal information source c. secondary information source d. marketing-controlled information source

d

A connected self-schema means that a consumer perceives himself or herself as being distinct and separate from other consumers. a. True b. False

false

Aspirational reference groups, or associative groups, influence our behavior when we try to maintain distance from them. a. True b. False

false

Buying a car is generally an unplanned activity and stopping by a sandwich shop to satiate one's hunger is a planned activity. a. True b. False

false

Consumers can be influenced by reference groups only if they belong to those groups. a. True b. False

false

Emotional involvement is closely related to shopping involvement which represents the personal relevance of the process of shopping because the things that consumers care most about will eventually create high emotional involvement. a. True b. False

false

Internal stimuli are influences from an outside source, and external stimuli are occurrences you experience. a. True b. False

false

Need recognition generally is not triggered by a consumer's exposure to an external stimulus. a. True b. False

false

The Internet has always been the domain of the blue-collar workers and homemakers. a. True b. False

false

The process by which we select, organize, and interpret stimuli into a meaningful and coherent picture is called learning. a. True b. False

false

Unlike affluent upper-class consumers, working-class or middle-class consumers are more likely to be salaried executives or self-employed professionals with at least an undergraduate degree. a. True b. False

false

Unlike experiential learning, conceptual learning occurs when an experience changes your behavior a. true b

false

When evaluating the impact of individual influences on consumer buying decisions, an individual's characteristics generally change greatly over the course of one's life. a. True b. False

false

When purchasing for themselves, consumers' product preferences typically remain unchanged as they move through the stages of the family life cycle. a. True b. False

false

. __________is a learned ability to differentiate among similar products such as different brands of blue jeans. a. Stimulus discrimination b. Stimulus generalization c. Selective perception d. Selective discrimination

a

A family that strongly values good health and fitness encourages their family members to take up sports; their grocery list, too, is full of nutritious choices which aid good health. The children in that family follow the same lifestyle pattern when they raise their families. Which term best describes this pattern of behavior? a. Socialization process b. Traditional lifecycle c. Decision maker d. Influencers

a

A group of brands that results from an information search that a buyer can choose among is referred to as the buyer's ________________________. a. evoked set b. external set c. internal set d. planned set

a

By sending post purchase letters and giving guarantees on products to consumers who have bought their company's products or organization's services, marketing managers can help reduce the consumers' _____. a. cognitive dissonance b. internal stimuli c. selective exposure involvement d. want-got gap

a

Careers often create a _____ for single parents. a. poverty of time b. want-got gap c. cultural complexity d. traditional life cycle

a

Claudia is looking to purchase a good phone. After evaluating her options, she has decided to buy an iPhone X, though other brands that have all her required features are offering good value for less money. Prior to buying an iPhone X, Julie may experience some conflict because she is worried that the phone's top-of-the-line technology, which costs much more than its competitors, will be obsolete in a couple of months. What is the marketing term used to describe this feeling? a. Cognitive dissonance b. Psychological ownership c. Routine response d. Perceived risk of negative consequences

a

Marie and her sister Janet saw an ice-cream vendor. Marie bought herself her favorite chocolate ice cream, and Janet wanted to try a new flavor that the ice-cream man told her about. Marie liked her ice cream, but Janet did not like the new flavor. Which attributes of reinforcement do you observe in this scenario? a. Positive and negative reinforcements b. Only positive reinforcements c. Only negative reinforcements d. Stimulus generalization

a

Recently, Jenny Inc. launched a new laptop in the market. Blake bought the laptop but was disappointed when several cheaper laptops were successfully launched in the market soon after. To deal with his disappointment, he convinced himself that those laptops were inferior in quality. This scenario illustrates _____. a. selective distortion b. stimulus discrimination c. cognitive dissonance d. confirmation bias

a

Reference groups are extremely important to marketers in three ways: (1) They serve as information sources and influence perceptions; (2) they affect an individual's aspiration levels; and (3) ________________________________________. a. their norms either constrain or stimulate consumer behavior b. their connection to consumers is selective c. they can have only negative implications directly influence consumer behavior. d. they only stimulate high-end purchases by upper social classes

a

Rolex is a prestigious brand of watch that is sold as a luxury product. It has a reputation based on quality and attention to detail. When the company introduces new timepieces, it can count on an existing, well-established market for its new products due to: a. stimulus generalization. b. stimulus discrimination. c. perceptual generalization. d. selective distortion.

a

After being influenced by frequent advertisements, Jeremy buys a new cell phone. However, he discovers that the new cell phone does not offer the features he expected. This scenario illustrates that _____ of the purchase is less than Jeremy's expectations. a. the perceived value b. the actual value c. utilitarian value d. hedonic value

b

During an external information search, a consumer is most likely to enlarge his search and consider more alternative brands when: a. the consumer is knowledgeable and well informed about a potential purchase. b. the perceived risk of the product or service to be purchased increases. c. the consumer is confident of making a purchase decision with the information at hand. d. the product or service to be bought is a frequently purchased, low-cost item.

b

In the consumer decision making process, _____ extends customer interactions to new sources of value, such as related products or partnered businesses. a. automation b. journey innovation c. proactive personalization d. contextual interaction

b

Jane and Kyle, who have been married for four years, recently had a baby girl. Given their current stage in the family life cycle, which statement is most likely true of their spending behavior? a. They will spend more than average on alcoholic beverages, education, and entertainment. b. They will increase their spending on health care, clothing, housing, and food. c. They will increase their spending on education and transportation. d. They will increase their spending on vehicles, women's clothing, and health care.

b

Jennifer's favorite soft drink is 7 Up. She orders a 7 Up in a restaurant and is told that the restaurant serves only Coke products, so Jennifer just orders water instead. She also insists that she can tell the difference between 7 Up and Sprite. Which learning concept is Jennifer demonstrating? a. Stimulus generalization b. Stimulus discrimination c. Perceptual generalization d. Selective generalization

b

Linda usually does not spend much time selecting gifts. However, when choosing a fountain pen for her husband's birthday this year, she visited several stores and spent a lot of time asking the sales staff about different features of the pen before making her purchase. This scenario illustrates _____. a. product involvement b. situational involvement c. shopping involvement d. enduring involvement

b

Marketers know that reinforcement and repetition boost ___________________. a. self-esteem b. learning c. self-image d. perception

b

Stefanie's mother always shopped at the supermarket once a month. One reason why Stefanie is such an efficient shopper is that, like her mother, she believes, "Buy only what is essential or needed right now." The norms and values passed on to Stefanie are an example of: a. consumerism. b. the socialization process. c. the role of society in consumer decision making. d. the role opinion leaders play in business decision making.

b

Steve saw a television advertisement for Yamaha Star Venture, a sports touring motorcycle, and wanted to test-drive one. The advertisement is an example of a(n) __________ stimuli. a. direct b. external c. internal d. indirect

b

At the beginning of every trailer for Steven Spielberg's next release Ready Player One, one hears a voice saying, "From the makers who brought you Jaws, E.T., Schindler's List, and Jurassic Park, we are proud to present Ready Player One." In this example, the movie promoters are using: a. stimulus discrimination. b. selective retention. c. stimulus generalization. d. social learning.

c

Becky wants to buy a new cell phone. She asks her friends who are technologically savvy to recommend a good, lightweight phone that is easy to use. In this scenario, Becky is obtaining information using a(n) _____. a. marketing-controlled information source b. internal information search c. non marketing-controlled information source d. need recognition

c

Bethany is hungry and wants to go to a good restaurant to eat and relax. She chooses Morton's The Steakhouse for its ambiance and good food. Her experience provides_____. a. hedonic value b. utilitarian value c. both hedonic and utilitarian value d. perceived value

c

Melina considers herself a fashionista and would like to be perceived as more fashion oriented than her friends and family. However, her family and friends feel she dresses just like them. In this case, the perception of Melina's friends and family contradicts Melina's _____. a. real self-image b. personality c. ideal self-image d. social class

c

The ___________________ is an orderly series of stages in which consumers' attitudes and behavioral tendencies evolve through maturity, experience, and changing income and status. a. socialization process b. consumer decision-making process c. family life cycle d. want-got gap

c

Andrea wants to take her husband, Bill, to an exotic island to surprise him on their tenth wedding anniversary. She has made reservations at an expensive hotel. However, she is now worried whether she is going to get service worth the money she spent. In this scenario, Andrea's inner tension would reduce if: a. she has no other hotel to stay on the island. b. she differentiates between her needs and wants. c. she focuses on her internal stimuli rather than external stimuli. d. her friends also recommend the hotel.

d

If the director of a company aspires to become its managing director, works hard toward that goal, and achieves the position. Which of his needs is fulfilled according to Maslow's hierarchy of needs? a. Physiological need b. Safety need c. Social need d. Self-actualization need

d

In the consumer decision-making process, _____ uses information—either based on past interactions or collected through external sources—to instantaneously customize the customer experience. a. automation b. contextual innovation c. journey innovation d. proactive personalization

d

Opinion leaders are: a. wealthy, highly-educated individuals. b. experts on all high-involvement consumer goods. c. usually the same individuals for all social classes. d. people who influence others.

d

Sam uses public transport to commute to work. However, he has always wanted to own a car and believes commuting by car will save time. This scenario exemplifies Sam's _____. a. selective retention b. cognitive dissonance c. value d. want

d

The imbalance between actual and desired states is sometimes referred to as: a. need recognition. b. an evoked set. c. the got-want gap. d. the want-got gap.

d

Unlike nonmarketing-controlled information sources, marketing-controlled information sources: a. are types of internal information sources. b. include friends and families. c. are unbiased toward a specific product. d. include mass media advertising.

d

When a husband decides to buy his wife a wedding anniversary gift, he takes extensive measures to buy an apt and lovely gift for his wife. Which type of involvement does this consumer behavior demonstrate? a. Enduring involvement b. Situational involvement c. Shopping involvement d. Emotional involvement

d