Chapter 6

Tabitha is interested in purchasing new head phones and has set a budget of up to $350. She's narrowed her choice to Bose, Beats by Dr. Dre and Exeo Psyko. These three brands are known as her _____ set.:

evoked

Learning in consumer behavior is defined as the immediate or expected change that results from:

experience

Which of the following scenarios best illustrates reinforcement in purchasing decisions?

An appliance distributor replaces a dishwasher free of charge and provides excellent after-sales service.

As defined in the text, consumer behavior is a function of the interaction of interpersonal influences and personal factors. Which of the following is an example of an interpersonal influence?

Culture

First time drivers who are trying to decide which car to buy and how to select an insurance company, and newlyweds looking to buy their first home, both undergo the same problem solving processes with respect to their level of involvement in their buying decisions. Which of the following best describes this common buying process?

Extended problem solving

A person's perception of a product results solely from its physical characteristics such as size, color, shape, and weight.

False

Purchasing music from the Apple iTunes website is considered a high-involvement purchase decision because music is a unique personal choice.

False

Repurchasing the same brand of detergent during each trip to the grocery store is an example of limited problem-solving behavior by a consumer.

False

The buying behaviors exhibited by members of the different classes are homogeneous and exclusive.

False

Philippe exhibited extended problem solving when he spent a large amount of time researching and comparing various criteria for a certain product or service. Which scenario in the choices below best describes the extended problem solving that Philippe used?

He pored over college catalogs and visited various campuses before choosing the one his son would attend

You overhear your parents having a conversation about the family's grocery list and which of them is going to do the shopping this coming weekend. Your mother typically does the grocery shopping and has a comprehensive process, which entails researching supermarkets that have the best sales, clipping coupons, and identifying which items she wants from the circulars that are mailed weekly to the house. She prefers to do the shopping herself but has to go out of town, leaving your dad with this responsibility. Your dad generally just buys whatever he thinks you and your siblings will like and prefers to be in and out of the grocery store. What can be said about your parents' purchase decision styles?

Involvement in purchase decisions may vary from one person to the next.

In a marketing context, the immediate or expected change in consumer behavior that results from experience is called a _____.

Learning

As Markel drives by a local restaurant, he realizes that he hasn't eaten all day and is famished. He stops at the restaurant, and without referring to the menu, orders a burger because that's what he typically buys at this particular restaurant. This scenario suggests that:

Low-involvement decisions may sometimes enable consumers to skip steps in the consumer decision-making process.

_____ is an imbalance between a consumer's actual and desired states.

Need

Alexis is very concerned about the environment and sees herself as "an advocate for nature." Thus, she was excited when her dorm installed a filtered water fountain. In fact, she went out the very next day and bought a YETI Rambler water bottle because she hated the idea of throwing away disposable plastic water bottles. Alexis' purchase of the YETI bottle was largely driven by what type of factor?

Psychological factors

Carlos is at the grocery store to pick-up a few items for dinner. While he's in the store, he remembers that he's just run out of laundry detergent. He walks to the aisle where the laundry detergent is and picks up the brand he always buys - Tide liquid. What type of purchasing decision did Carolos make when selecting the Tide detergent?

Routinized response behavior

Which of the following consumer problem-solving behaviors requires the least effort?

Routinized response behavior

According to Maslow's hierarchy, a couple investing in a savings plan for their retirement would be satisfying which level of their consumer needs?

Safety

Be Wise is an insurance firm that helps people save money for retirement and health purposes. It markets its health and life insurance products with a tag line "save for the future." Be Wise is trying to address which of the following needs in the Maslow's hierarchy of needs?

Safety needs

An evoked set is limited in case of an immediate need.

True

Cognitive dissonance is likely to increase when the purchase decision has a major effect on the buyer.

True

Considerable external search for alternatives is typical when consumers are involved in extended problem solving.

True

Consumers are most likely to exhibit routinized response behavior while purchasing low-involvement products.

True

Dale and Lisa, ranchers from Wyoming, found that the meat of their large, slow-growing hogs were not selling in American grocery stores. However, the animals command premium prices in Japan where the meat is enjoyed for its flavor and fat content. The purchasing influence they are experiencing is a cultural influence.

True

Individuals who aspire to become members of a certain group most often adopt its standards of behavior and values.

True

It was not until the introduction of the Chevrolet Nova in Mexico that marketers realized "no va" in Spanish means "won't go." This linguistic error demonstrates how Chevrolet overlooked cultural differences in its product introduction.

True

Motives are inner states that direct a person toward the goal of satisfying a need.

True

Perception is the meaning a person attributes to incoming stimuli gathered through the senses of hearing, taste, smell, touch, and sight.

True

Social class has rankings determined by income, occupation, education, and family background.

True

The influence of reference groups is more significant in case of children, when compared to adults.

True

Understanding of differences among subcultures is essential for developing effective marketing strategies.

Ture

The single group within society that is most vulnerable to reference group influence is:

children, who base most of their buying decisions on outside influences.

Cognitive dissonance is not associated with which stage(s) of the consumer decision process?

cognition, evaluation of alternatives, search

Consumers sometimes experience feelings of uncertainty after a major purchase. This postpurchase anxiety results from an imbalance among the person's knowledge, beliefs, or attitudes. For example, you may have had these feelings when you first went away to college. Was this the best school for me? Is this where I belong? This postpurchase anxiety is known as:

cognitive dissonance

The postpurchase evaluation of the consumer decision process attempts to measure the:

consumer satisfaction with the purchase

A person's values, beliefs, preferences, and tastes are often handed down from one generation to the next. These factors may change over time, but an individual's basic core values do not. These factors are important environmental determinants of consumer behavior. These items are commonly referred to as:

culture

The broadest environmental determinant of consumer behavior is:

culture

Bailee and Gus are expecting their first baby and starting to purchase items for the baby's room. They have a lot of purchases to make such as a crib, rocking chair, and dresser/changing table. While they have purchased furniture in the past, they have no experience buying baby items and are especially concerned about safety. They have been doing a lot of reading and are paying special attention to reviews such as Consumer Reports to help them identify the best brands. They are also asking friends and relatives for their advice and will likely spend several months doing research and shopping before making a purchase decision. What type of decision-making style are Bailee and Gus using for the furniture for their baby's room?

extended problem solving

A consumer was involved with purchasing tickets for a once-in-a-lifetime cruise, and then turned to purchasing inexpensive tickets to a Little League game. This consumer probably shifted from ________ problem solving to ________ problem solving.

extended, limited

Ksenia is excited about going to her first sorority formal next month. However, she is concerned that she does not have anything appropriate to wear. Since realizing that she needs to get a new dress, Ksenia has started paying attention to advertisements, looking at fashion magazines, visiting retail stores, and browsing the Web for the latest fashions. Ksenia is engaged in:

external information search

During the search step of the consumer decision process, the consumer:

gathers information about the attainment of a desired state of affairs

Marketers can influence the outcome of the evaluation stage of the consumer purchase decision process by:

identifying which evaluative criteria are important to the individual, and pointing out which brand best meets those criteria.

A need is a(n) _______ between a consumer's actual and desired states.

imbalance

Jorge plans to buy a car and discusses the purchase with his parents. Their influence on his buying decision is considered:

interpersonal

The evaluative criteria used by consumers in the decision-making process may be:

objective facts or subjective opinions about the alternatives.

Grayson is majoring in marketing and going through the professional sales program. While he has never played golf, he wants to learn how since he heard "more business gets done on the golf course than in the office." Grayson does not know much about the game, but has asked his friend Drake for some advice. Drake is on the university's golf team and a trendsetter in using new golf equipment. Drake enjoys sharing his knowledge experiences about golf equipment with others, who respect his judgment and often follow his advice. As far as golf equipment goes, Drake can be considered a(n):

opinion leader

People who tend to purchase products ahead of others in their group and then influence others' buying decisions are called:

opinion leaders

Compelling package colors such as red or unusually large ad sizes are used by marketers to take advantage of ______, a psychological factor influencing consumer behavior.

perception

The meaning a person attributes to incoming stimuli gathered through their five senses is known as:

perception

Rachel, an advertising executive, shops for clothing at a trendy store in town. The sales clerk shows her the latest styles in bright prints and bold colors. Although these are the styles worn at her office, she rejects them and purchases traditionally formal clothes in neutrals and black. Rachel's decision is most likely driven by _____ factors.

personal

Restaurants think carefully about the décor and background music they play. Do they want a relaxing or fast-paced environment? Do patrons want to be entertained or able to carry on a conversation? The type of furniture, music, and lighting are all part of the restaurant's:

physical surroundings

Sally and Melinda enjoy going to the theater to watch the latest movies. Prior to going to the movie theater, Sally often thinks that she'll just get a drink but once she walks in to the theater complex and smells the popcorn, she just can't resist and buys a tub of popcorn. Sally is most likely affected by _____ to buy popcorn.

physical surroundings

Bristol-Myers Squibb, a large pharmaceutical company, has developed a campaign featuring Lance Armstrong promoting their development of cancer drugs. The campaign has a slogan, "Together We Can Prevail." This marketing strategy is being used by the company to satisfy ____ needs in the Maslow's hierarchy of needs.

physiological

The purchase decisions for high-involvement products differ from those of low-involvement products as high-involvement purchase decisions:

pose greater economic and social consequences

Matt loves a great deal and enjoys going to garage sales to buy everything from furniture, tools, kitchen appliances, books, and clothes. His wedding anniversary is coming up and his wife has mentioned that she'd like to have an espresso maker. He's not sure what brand to purchase and thinks it's probably safer to purchase one from Bed Bath & Beyond in case his wife would like to exchange it for a different model. He hates to pay retail price for anything but this time, it's the safest option since a "happy wife means a happy life." Matt's purchase of the espresso machine is most likely influenced by:

purchase reason

The first week Tyler was on campus he went through rush for the Greek system. He immediately was attracted to Sigma Chi fraternity and joined the 2019 pledge class. Tyler has counted on his fraternity brothers for guidance in choosing a major and classes, and has even starting wearing the same clothing brands as other members of his fraternity. For Tyler, we can say members of his fraternity are a(n):

reference group.

Christina is hosting an open house at her home and is shopping for food and beverages to serve. Since she likes to save money, Christina typically purchases store brands or generic brands instead of brand name products. However, since she is hosting her friends, Christina decides to purchase brand name products—such as Sprite and Coca-Cola instead of the store brand sodas. What type of influence affected Christina's decision about soda?

situational

June joined the alumni association of her college immediately after graduation in order to stay in touch with the campus community. June is addressing her _______ needs.

social

The expectations and values of a person's family are among the ________ influences on her consumer behavior.

social

Mega Caverns opened several years in Louisville, Kentucky and offers a variety of experiences for visitors. During the winter months, there's a holiday-themed Jeep ride through the man-made caverns suitable for families with children or older adults. The business also created a ropes course that's designed as a training area for active adults or kids aged 10 and above. However, the big attraction is a zip line tour covering several parts of the cave with 200-300 foot drops—all in total darkness except the head lamps worn by participants and guides. Thrill seekers and active adventurers enjoy the zip line tour. Mega Caverns is trying to understand how consumer behavior principles apply to their business. What type of influence is "family with kids" that describes the holiday-themed Jeep ride participants?

social influence

Luke and Emma are excited to go see the Twenty Øne Pilots concert on their college campus. They love their music and have downloaded the entire Blurryface album. However, they want to see them in concert because being part of a crowd creates a different experience than just listening to the music. The crowd at the concert is part of the:

social surroundings.

A person's reference group would be unlikely to influence her decision to buy a:

soda, toothpaste, cleaning product.

The demographics of people living in the United States continues to diversify and several groups - Hispanics, African Americans, and Asians represent the largest

subcultures

The looking-glass self is defined as:

the way an individual thinks others see him or her.

It's possible that individuals might fixate on a particular need from Maslow's hierarchy of needs and fail to move beyond it.

true

Marketers of gourmet coffee study the most common evaluative criteria used by their customers. These criteria are likely to include all of the following except:

where the coffee is sold.

Candace has been using the same shampoo brand for decades. When she finally dyes her hair, however, her hairdresser informs her that she will need to find a new shampoo that can help maintain her new color, prevent breakage, and condition her hair. Before going to the beauty supply store, Candace calls a few friends for recommendations and conducts web-based research on shampoos that address her specific needs. What can one infer about purchase decisions?

​Buying shampoo can be a high-involvement purchase decision

When a bride purchases a wedding dress, her problem-solving process is likely to differ from the process she used when buying dresses to wear to work. Once in the wedding dress market, most brides will shift from ____ problem solving to ____ problem solving.

​limited, extended