MAR3023 Chapter 5: Consumer Behavior

Two consumers each earn $87,000 annually but they spend their money quite differently. The first owns four motorcycles and enjoys hunting and fishing. The second plays golf weekly and drives an SUV. The marketing manager might target these two consumers as part of two different segments based on their ______. (one word)

lifestyles

The energizing force that stimulates behavior to satisfy a need is referred to as ______.

motivation

A consumer who is highly involved in a product purchase will typically go through which decision stages? A. The consumer will engage in all five stages with emphasis on external search and alternative evaluation. B. The consumer will try out the product in order to make a decision, and only uses external search. C. The consumer only conducts an internal search for information and minimizes the number of alternatives. D. The consumer actively shops around but only evaluates a few attributes for the products considered.

A. The consumer will engage in all five stages with emphasis on external search and alternative evaluation.

Which situation is NOT a way to perform an internal search for information when deciding where to go get lunch? A. You go to a new area of town and look around. B. You decide not to go to the burger joint since it cooks your meal wrong every time. C. You remember a coworker's great comments about the sushi bar down the street. D. You are in the mood for BBQ and decided to go to your favorite restaurant.

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

What two things are essential to brand loyalty? A. a favorable attitude toward a single brand B. a consistent purchase behavior of single brand C. consumers that consistently use a reward card D. evaluating multiple brands at the point of purchase

A. a favorable attitude toward a single brand B. a consistent purchase behavior of single brand

What three items would most likely be considered low involvement purchases? A. a pack of chewing gum B. a new cell phone C. a bar of soap D. a gallon of milk E. a wedding dress

A. a pack of chewing gum C. a bar of soap D. a gallon of milk

Objective and subjective product criteria are developed during the ______ stage of the purchase decision process so that the decision can be made in the next stage. A. alternative evaluation B. implementation C. prepurchase behavior D. problem recognition

A. alternative evaluation

The purchase task, physical and social surroundings, temporal effects, and antecedent states are all ______ influences that can impact the purchase decision process.

situational

A process that is a repeated cycle of "drive, cue, response, and reinforcement" is called ______. A. behavioral learning B. brand loyalty C. cognitive learning D. limited problem solving

A. behavioral learning

Becky debated between having salad or fish for dinner. She chose the salad without dressing, assuming it to be lighter and noticing that it was also cheaper. Becky used ______ in her decision. A. situational influences B. evaluative criteria C. non-salient attributes D. cognitive dissonance

B. evaluative criteria

Match the following needs with the examples of the application of that motivation. 1. Physiological 2. Safety 3. Social 4. Personal 5. Self-actualization

1. Physiological: The consumer is hungry and buys a fast-food meal while in the car. 2. Safety: The consumer buys a new set of locks for his home's front and back doors. 3. Social: The consumer buys a brand of beer that is popular with his circle of friends. 4. Personal: The consumer buys a riding lawn mower, a bigger, more expensive one than his neighbors have. 5. Self-actualization: A consumer completes a climb of Mt. Kilimanjaro, fulfilling his lifelong dream and ambition.

Drag and drop the correct definition against the corresponding terms. 1. Selective exposure 2. Selective comprehension 3. Selective retention

1. Selective exposure: when people pay attention to messages that are consistent with their attitudes and beliefs and ignore messages that are inconsistent with them 2. Selective comprehension: interpreting information so that it is consistent with your attitudes and beliefs 3. Selective retention: consumers do not remember all the information they see, read, or hear, even minutes after exposure to it

Match the example that best illustrates each of the hierarchical needs for a week's stay in a hotel. 1. Self-actualization 2. Safety 3. Social 4. Personal 5. Physiological

1. Self-actualization: The guest enjoys the hiking and meditation options that are on the mountain very close to the hotel. 2. Safety: There are adequate precautions taken to prevent individuals not staying in the hotel from gaining access to the floors where guest stay. 3. Social: The hotel has a bar on the premises that offers trivia nights and live music with dancing for guests to interact. 4. Personal: Personal Drop zone The hotel offers guest suites at three premium levels beyond the regular room. correct Toggle Button Unavailable. The hotel offers guest suites at three premium levels beyond the regular room. 5. Physiological: One restaurant in the hotel is open 24 hours a day for a nourishing meal.

Put the five stages of the purchase decision process in the sequence in which they occur. (The first stage should be the top item in your list.)

1. problem recognition 2. information search 3. alternative evaluation 4. purchase decision 5. postpurchase behavior

When consumers are evaluating alternatives, they will clarify the information they have gathered in what three ways? A. by suggesting criteria to use for the purchase B. by recognizing there is a problem to be solved C. by coming up with brand names that might meet their criteria D. by developing consumer value perceptions E. by gathering information from family and friends

A. by suggesting criteria to use for the purchase C. by coming up with brand names that might meet their criteria D. by developing consumer value perceptions

Select the three approaches marketers use to change consumer attitudes toward products and brands. A. change beliefs about the extent to which a brand has certain attributes B. add new attributes to the product C. change how consumers interact with the product or brand D. change the perceived importance of attributes

A. change beliefs about the extent to which a brand has certain attributes B. add new attributes to the product D. change the perceived importance of attributes

Selective perception means that a consumer may purposely filter which of the following? A. comprehension B. exposure C. retention D. decision

A. comprehension B. exposure C. retention

Personality is defined as a person's ______ behaviors or responses to recurring situations. A. consistent B. identifiable C. social D. subconscious

A. consistent

A marketer's product, service, or brand points of contact with a consumer from start-to-finish in the purchase decision process are referred to as ______. A. consumer touchpoints B. journey maps C. customer satisfaction D. customer experiences

A. consumer touchpoints

Consumer touchpoints for North Face, an apparel company, would include which of the following? A. discussing North Face with a friend who owns a jacket B. shopping exposure to North Face at Kohl's department store C. seeing a North Face advertisement in Outdoor magazine D. purchasing a jacket from competitor, Patagonia

A. discussing North Face with a friend who owns a jacket B. shopping exposure to North Face at Kohl's department store C. seeing a North Face advertisement in Outdoor magazine

The objective and subjective attributes that are considered as a consumer evaluates a product are known as ______. A. evaluative criteria B. value attributes C. cognitive dissonance D. the consideration set

A. evaluative criteria

When Marriott uses its name on a second line of properties, Courtyard by Marriott hotels, it uses the behavioral learning theory called stimulus ______. A. generalization B. learning C. cue identification D. discrimination

A. generalization

Perception is the process by which an individual selects, organizes, and interprets ______ to create a meaningful picture of the world. A. information B. value C. situations D. social interactions

A. information

What factors increase the depth and duration of a consumer's information search? (Select all that apply) A. little past experience and knowledge B. high risk involved with making a wrong decision C. low cost of gathering information (low time and effort) D. frequent, repetitive buying habits

A. little past experience and knowledge B. high risk involved with making a wrong decision C. low cost of gathering information (low time and effort)

Randall did not go through all the stages of the decision process when he bought potato chips at the convenience store. This is because he has ______ involvement in this purchase. A. low B. high C. purchase D. dissonance

A. low

A favorable attitude toward a single brand, and the consumer's consistent purchase of that brand is referred to as brand ______. A. loyalty B. recognition C. satisfaction D. equity

A. loyalty

The energizing force that stimulates behavior to satisfy a need, such as having no laundry detergent to do the wash or running out of printer paper when you have a term paper due is known as ______. A. motivation B. perception C. involvement D. cognitive dissonance

A. motivation

When tennis great Roger Federer appears on print ads for Rolex watches, he is acting as a(n) ______ leader. A. opinion B. celebrity C. persuasive D. positional

A. opinion

From whom to buy and when to buy are decisions made during which stage of the purchase decision process? A. purchase decision B. channel evaluation C. alternative evaluation D. retail decision

A. purchase decision

Chris goes to Starbucks every morning and plans to today because he has never been disappointed with his purchase before. According to behavioral learning theory, the reward he gets from enjoying his purchase is called ______. A. reinforcement B. cue C. incentive D. motivation

A. reinforcement

As it pertains to behavioral learning, what word is most closely associated with reinforcement? A. reward B. motivation C. incentive D. cue

A. reward

Lily just moved to a new town and she joined a local tennis club to meet some people in her area despite the fact that she had not played in many years. In terms of the hierarchy, by joining the club she hoped to fulfill her ______ needs. A. social B. physiological C. safety D. self-actualization

A. social

Seeing or hearing messages without being aware of them is known as ______ perception. A. subliminal B. selective C. extended D. limited

A. subliminal

Select the things are considered psychological influences on the purchase decision process? (Select all that apply) A. value, beliefs, and attitudes B. learning C. temporal effects D. reference groups

A. value, beliefs, and attitudes B. learning

______, which are a consumer's subjective perception of how a product or brand performs on different attributes, affect attitude formation. A. Needs B. Beliefs C. Personality traits D. Values

B. Beliefs

Casey is looking to buy a new replacement set of golf clubs. After he settles on a particular set of Callaway clubs, what are the next two choices Casey has to make? A. He needs to identify his motivations for purchase. B. He must decide when he will make the purchase. C. He needs to determine from whom he should buy. D. He needs to consider all brands in his consideration set.

B. He must decide when he will make the purchase. C. He needs to determine from whom he should buy.

______ is often identified by researchers through the use of key traits, or enduring characteristics of a person. A. Value-seeking B. Personality C. Motivation D. Consumer behavior

B. Personality

Which two statements are characteristics of high-involvement purchases? A. The purchase is associated with routine problem solving. B. The purchase can have serious personal consequences. C. The purchase is inexpensive. D. The purchase could reflect on one's social image.

B. The purchase can have serious personal consequences. D. The purchase could reflect on one's social image.

Which two of the following are characteristic of attitudes? A. They change frequently. B. They are consistently favorable or unfavorable. C. They are permanent. D. They are learned.

B. They are consistently favorable or unfavorable. D. They are learned.

What two social media platforms are notable for influencer marketing because they are easily and quickly shared with prospective buyers? A. Facebook B. YouTube C. Instagram D. Twitter

B. YouTube C. Instagram

Darius needs a new pair of running shoes. He first thinks about the last pair he bought, how comfortable they are, and how well they have held up. For Darius, this thought process represents ______. A. an external information search B. an internal information search C. cognitive dissonance D. problem recognition

B. an internal information search

Which of the following is most likely to be felt by a consumer experiencing perceived risk? A. complacency B. anxiety C. ambivalence D. anticipation

B. anxiety

There are three approaches used by marketers to change consumers' attitude. They are changing the perceived importance of attributes, adding new attributes to the product, and _____. A. dismissing certain attitudes B. changing beliefs about certain attributes C. changing the communication D. communicating more

B. changing beliefs about certain attributes

Kathy has a broken dishwasher. She searches online for many hours comparing several brands and features. Then she goes to three appliance dealers to review those models and consults with the sales staff about delivery, installation, and price. In the store from which she finally makes her purchase, they give her a demonstration of the machine. Kathy's purchase is an example of a(n) ______ problem-solving. A. limited B. extended C. situational D. routine

B. extended

Regarding consumer attitudes, beliefs are best described as a consumer's subjective perception of ______. A. the effectiveness of a brand's advertising B. how a product or brand performs on different attributes C. how faith and religion interact with evaluation of products D. the consistency of product claims between similar, competing offerings

B. how a product or brand performs on different attributes

After the consumer completes the problem recognition stage in the purchase decision process, the consumer begins the ______ stage. A. secondary needs B. information search C. purchase D. alternative evaluation

B. information search

According to the concepts of selective exposure and selective comprehension, you are most likely to pay attention to and interpret information that ______. A. challenges your current view of the world B. is consistent with your attitudes and beliefs C. is placed in an environment with a lot of other available information D. you have no experience with previously

B. is consistent with your attitudes and beliefs

What behavior does Beth show when she seemed to know the exact location in the grocery store for every item on her shopping list? A. selective attention B. learning C. motivation D. cognitive dissonance

B. learning

Psychographics is considered to be a measure of consumers' ______. A. learning B. lifestyles C. cognition D. habits

B. lifestyles

Harrison needs a new toaster. He ask his friends what brands they have, and is looking for one that can handle bagels. He does not think about looking at any other attributes such as energy consumption or warranties. What type of problem solving is Harrison undertaking? A. routine B. limited C. high involvement D. social involvement

B. limited

Consumers actually consider both ______ attributes of products, known as evaluative criteria, during the alternative evaluation stage of the purchase decision process. A. internal and external B. objective and subjective C. evoked and inert D. available and unavailable

B. objective and subjective

The process by which consumers filter information to limit it to what they want to see is called selective ______. A. purchase B. perception C. risk D. motivation

B. perception

A person's distinctive responses to recurring situations is that person's ______. A. value process B. personality C. motivation D. perception

B. personality

The motivation that drives John to buy a bottle of Gatorade after a 6-mile run and drink it quickly is a(n) ______ need. A. self-actualization B. physiological C. safety D. personal

B. physiological

The needs for shelter and food can be categorized as ______ needs, while the need for designer fashions can be classified as a ______ need. A. psychological; self-actualization B. physiological; personal C. safety; psychological D. personal; social

B. physiological; personal

The final step, and a very important element in retaining and building a loyal customer base, in the purchase decision process is the ______ behavior stage. A. repeat B. postpurchase C. consumer D. evaluation

B. postpurchase

When the product information is lengthy and complex, store employees often give the consumer a brochure to take home. They know that consumers often have selective ______. A. attention B. retention C. exposure D. achievement

B. retention

Information search is the ______ stage in the purchase decision process. A. first B. second C. last D. only required

B. second

Several decades ago many consumers thought that all coffee tasted the same. What theory suggests that consumers might be able to perceive differences between the tastes of Starbucks coffee and other coffee offerings? A. advertising specificity B. stimulus discrimination C. location expansion D. motive differentiation

B. stimulus discrimination

Consumer behavior takes into account which three things? A. A seller's attempt to target the market B. The societal impact a firm has in its local market C. Processes before and after purchase and use D. Actions related to the purchase and use of a product E. Mental and social processes

C. Processes before and after purchase and use D. Actions related to the purchase and use of a product E. Mental and social processes

Which purchase situation is most likely a low involvement purchase for the consumer? A. Jeff is buying a video game to give to his cousin for his birthday. B. Aiden is buying a new snowboard, which is the second one he has bought this winter. C. Tyrone is buying a cup of coffee at the corner coffee shop, which he does most days. D. Wyatt is buying a corsage for his prom date.

C. Tyrone is buying a cup of coffee at the corner coffee shop, which he does most days.

The prominent psychographic system in which consumers are segmented according to their primary motivations for buying and their level of resources is ______. A. ISO B. ATO C. VALS D. JIT

C. VALS

Problem recognition is perceived as ______. A. an ongoing deprivation of essential products B. a situation that is perceived as negative by one's peers C. a difference between a person's ideal and an actual situation D. an issue for which the consumer knows of a possible solution

C. a difference between a person's ideal and an actual situation

A learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way is referred to as ______. A. lifestyle B. personality C. an attitude D. an attribute

C. an attitude

When a product is expensive, can have serious personal consequences, or could reflect on one's social image, those considering buying it are likely to ______. A. use routine problem solving B. skip some steps of the purchase decision process C. be highly involved D. have someone else make the purchase decision

C. be highly involved

The process of developing automatic responses to a situation built up through repeated exposure to it is called ______. A. extended problem solving B. cognitive learning C. behavioral learning D. limited problem solving

C. behavioral learning

When shopping for a new car, Issac asked the salesperson about the Toyota Camry's fuel efficiency, safety rating and available options so he could compare the Camry to other cars he was evaluating. Because the questions represent features that are important to Isaac, they make up what is referred to as his ______. A. product profile B. non-negotiables C. evaluative criteria D. consideration set

C. evaluative criteria

Routine purchases may only require ______ information search, whereas one-time high expense purchases require more ______ information search time. A. need-based; purchase-oriented B. external; internal C. internal; external D. purchase-oriented; need-based

C. internal; external

Mason is trying to decide where to go for lunch. He wants to try a new place. He asks his coworkers for suggestions about where he should go. He is demonstrating which type of problem solving? A. routine B. situational C. limited D. extended

C. limited

A buyer is most likely to skip some stages of the purchase decision process when the buyer is purchasing ______. A. expensive products that will be seen by others B. products about which the buyer knows almost nothing C. low-priced, frequently purchased products D. high-involvement purchases

C. low-priced, frequently purchased products

The process by which a person selects, organizes, and interprets information to create a meaningful picture of the world is called ______. A. attention B. memory C. perception D. comprehension

C. perception

What is not a sociocultural influence that affects a consumer's behavior? A. culture B. social class C. perception D. reference groups

C. perception

Arthur lost his watch and needed to buy a new one. This time, he decided to purchase a Rolex instead of a Timex watch because he felt that Rolex signaled his status better and was a more prestigious watch. His purchase fulfilled which needs? A. self-actualization B. safety C. personal D. physiological

C. personal

Monique really wants a new car, especially now that she admires a coworker's new vehicle every day. What need seems to be motivating Monique to also buy a new car? A. self-actualization need of fulfillment B. social need for love and belonging C. personal need for status and respect D. her safety needs for freedom from harm

C. personal need for status and respect

The fact that Ethan wants to eat something after a long day trekking in the mountains is indicative of his ______ needs for food. A. safety B. psychological C. physiological D. personal

C. physiological

The final step in the purchase decision process is known as ______. A. purchase decision B. disposal C. postpurchase behavior D. loyalty

C. postpurchase behavior

The perception of a difference between a person's ideal and actual situation is known as ______. A. prepurchase behavior B. a gap analysis C. problem recognition D. satisfaction clarification

C. problem recognition

Garrett was just convinced to buy life insurance. In terms of the hierarchy, he is driven by his ______ needs when he seeks financial security for his family should he die unexpectedly. A. personal B. physiological C. safety D. self-actualization

C. safety

A person's ______ is the way people see themselves and the way they believe others see them. A. self-awareness B. self-esteem C. self-concept D. self-comprehension

C. self-concept

When De Beers advertises around the world with the message, "Diamonds are Forever," it is most likely appealing to a woman's need for love and belonging. Which level of Maslow's hierarchy does this represent? A. personal B. self-actualization C. social D. physiological

C. social

______ refers to those behaviors that result from repeated experience and reasoning. A. Perception B. Motivation C. Acquired behavior D. Learning

D. Learning

Evidence regarding subliminal perception suggests that it has what type of effect on behavior? A. an opposite and contradictory effect B. an unconscious but undeniable effect C. a very large effect D. a limited effect, if any

D. a limited effect, if any

Marketers recognize that people have which two types of self-concepts? A. physiological and psychological B. confirmed and unconfirmed C. conscious and subconscious D. actual and ideal

D. actual and ideal

Gretta has never tried Pert shampoo but she doubts that a two-in-one shampoo/conditioner can be as effective as using a separate shampoo and conditioner. Her negative predisposition toward the brand is her ______. A. brand cluster B. attribute C. learned behavior D. attitude E. motive

D. attitude

A consumer's attitude toward Apple is formed because that consumer has developed ______ over time that Apple's products are cutting-edge, innovative, and must-haves. A. ideas B. an understanding C. an affection D. beliefs

D. beliefs

The process by which a firm attempts to have the consumer associate two ideas such as a drug and headache relief is called ______. A. brand loyalty B. behavioral learning C. attitude association D. cognitive learning

D. cognitive learning

The actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions, is known as ______. A. retail buying B. customer loyalty C. cognitive dissonance D. consumer behavior

D. consumer behavior

A(n) ______ search is when the buyer looks for information beyond personal knowledge to help make the buying decision, such as checking the Internet, asking a friend, or visiting a showroom. A. personal B. internal C. alternative D. external

D. external

A consumer's ______ is identified partly by what that person considers important in her environment and what she thinks of herself and the world around her. A. learning B. cognition C. habits D. lifestyle

D. lifestyle

Which purchase decision will probably require the most extensive information search? A. a new file cabinet for the office B. purchasing a wheelbarrow for the first time C. replacing an existing hair dryer D. new windows for a home

D. new windows for a home

Jonah is impressed by the large in-ground swimming pool his next door neighbor bought. He goes to Aqua-life Pools and has an even bigger one installed in his yard. In terms of Maslow's hierarchy, Jonah is responding to his ______ need for status and prestige. A. respect B. social C. self-actualization D. personal

D. personal

Which is the final stage of the purchase decision process? A. alternative evaluation B. purchase decision C. product referral D. postpurchase behavior

D. postpurchase behavior

Motivation, perception, and lifestyle are considered what type of influence on the purchase decision process? A. sociocultural B. marketing mix C. situational D. psychological

D. psychological

Worrying about the expense of a purchase, the possibility that it will harm you in some way, or that your friends will make fun of it are all examples of perceived ______. A. value loss B. threats C. exposure D. risk

D. risk

The five situational influences that have an impact on the purchase decision process are ______. A. habits, routines, problem solving, research, and delayed decisions B. personal influences, the reference group, family, friends, and the Internet C. problem recognition, search, alternative evaluations, the decision process, and postpurchase behavior D. the purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states

D. the purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states

Attitudes toward product are shaped by our ______. A. loyalty and consumerism B. values and behavior C. purchases and behavior D. values and beliefs

D. values and beliefs

Marketing managers often appeal to consumers' ______ when developing the marketing mix to be sure it fits with how they spend their time and money. A. motivations B. evaluative criteria C. reference groups D. perceptions E. lifestyles

E. lifestyles

______ ______ includes observing the outcomes of others' behaviors and adjusting your own accordingly. (Enter one word in each blank.)

cognitive learning

Selective ______ results in consumers forgetting some of what they see, read, or hear, often very quickly.

retention

Hayley works at a convenience store and often is responsible for closing on the weekends. To ease her mind about being alone late at night, she enrolled in a self-defense course. In terms of the hierarchy, she is driven by her ______ needs.

safety