MKT 230 - Chap. 5

When consumers are evaluating alternatives, they will clarify the information they have gathered in what three ways?

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

Consumer behavior takes into account which three things?

- processes before and after purchase and use - actions related to the purchase and use of a product - mental and social processes

Match the example that best illustrates each of the hierarchical needs for a week's stay in a hotel.

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

Which two statements are characteristics of high-involvement purchases?

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

Which two of the following are characteristic of attitudes?

They are learned. They are consistently favorable or unfavorable.

Which purchase situation is most likely a low involvement purchase for the consumer?

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

What three items would most likely be considered low involvement purchases?

a bar of soap a gallon of milk a pack of chewing gum

Problem recognition is perceived as ______.

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

Social class is determined by which two items?

a person's occupation a person's education

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.

alternative evaluation

The five stages of purchase decision process are problem recognition, information search, _______, purchase decision and ________ behavior.

alternative evaluation; postpurchase

Which two characteristics are central to defining culture?

attitudes values

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 ______.

be highly involved

A process that is a repeated cycle of "drive, cue, response, and reinforcement" is called ______.

behavioral learning

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.

safety

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

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

situational

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 ______.

consumer behavior

A ________ shows multiple consumer touchpoints that take on central roles at different times during the purchase process.

consumer journey map

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

motivation

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 ______.

motivation

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. info search 3. alt eval 4. purchase decision 5. post purchase behavior

_____ learning includes observing the outcomes of others' behaviors and adjusting your own accordingly.

Cognitive

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?

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

Match the following needs with the examples of the application of that motivation.

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

When Time, Inc. publishes a kid's version of its Sports Illustrated publication, it is attempting to influence today's children to purchase Sports Illustrated when they become adults. This process is an example of ______.

consumer socialization

The needs for shelter and food can be categorized as ______ needs, while the need for designer fashions can be classified as a ______ need.

physiological; personal

Perception is the process by which an individual selects, organizes, and interprets ________ to create a meaningful picture of the world.

info

For frequently purchased items such as soap, toilet paper, or laundry detergent, a consumer will likely perform a(n) ______ search for information.

internal

A consumer is most likely to primarily use a(n)_________ when he buys a brand such as Apple to which he is very brand loyal, or if he has previously owned an iPod and an iPhone previously.

internal search

Select the things are considered psychological influences on the purchase decision process? (Select all that apply)

learning value, beliefs, and attitudes

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.

low

A buyer is most likely to skip some stages of the purchase decision process when the buyer is purchasing ______.

low-priced, frequently purchased products

The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences is known as

perceived risk

What is NOT a sociocultural influence that affects a consumer's behavior?

perception

_______ is an individualistic process; one sees a Cadillac as a mark of achievement, another sees it as ostentatious.

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?

personal

The fact that Ethan wants to eat something after a long day trekking in the mountains is indicative of his _____ needs for food.

physiological

The motivation that drives John to buy a bottle of Gatorade after a 6-mile run and drink it quickly is a(n) _______ need.

physiological

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.

postpurchase

During the last stage of the purchase decision process, known as ________, a consumer compares a purchased product with his or her expectations.

postpurchase behavior

The perception of a difference between a person's ideal and actual situation is known as ______.

problem recognition

Motivation, perception, and lifestyle are considered what type of influence on the purchase decision process?

psychological

From whom to buy and when to buy are decisions made during which stage of the purchase decision process?

purchase decision

From which two sources is learning derived?

reasoning repeated experience

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 ______.

risk

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.

social

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?

social

What two are sociocultural factors that influence consumer behavior?

social class reference groups

The five situational influences that have an impact on the purchase decision process are ______.

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