MKTG 3803 - Chapter 6
True or False: Universal sets are a subset of retrieval sets and evoked sets.
False
Which stage in the consumer decision process comes immediately after need recognition?
Search for information
The motive that drives Conrad to buy a large bottle of Gatorade after running 3 miles and drink it quickly is a(n) ______ need.
physiological
Retailers use ______ to see how well they are doing at turning potential buyers into actual buyers.
the conversion rate
Which of the following is a social factor that affects consumer decision making?
Culture
Which group is likeliest to speak about their experience with a company?
Customers whose expectations were not met
True or False: The consumer decision process starts with need recognition and ends with the purchase itself.
False
Which of the following best describes postpurchase cognitive dissonance?
An internal conflict
Place the steps of the consumer decision process in order, with the first step at the top.
1. need recognition 2. information search 3. alternative evaluation 4. purchase and consumption 5. postpurchase
Which purchase would most likely be motivated by a safety need?
A burglar alarm
When a consumer uses many evaluative criteria, such as fuel economy, acceleration speed, and the availability of extra features, to make a decision about purchasing a car, the consumer is doing what?
Basing the decision on important features of the car
In addition to customer satisfaction and loyalty, which of the following is also one of the potential postpurchase outcomes?
Cognitive dissonance
In Maslow's hierarchy, __________ needs allow people to satisfy their inner desires.
Esteem
Taking a yoga class or a meditation class to maintain a satisfied outlook on life is appealing to which need in Maslow's hierarchy?
Esteem
Which of the following consist of a set of salient, or important, attributes about a particular product?
Evaluative criteria
Jamie wants to buy a car. She reads car reviews online, asks her friends for advice, and visits the websites of all the major car manufacturers. Next, she goes to several car dealerships to test-drive cars. Jamie is engaging in which type of problem solving to select a car?
Extended
Charley would like to buy a laptop. The Sony laptop he's considering costs 25 percent more than most others he has looked at. What type of risk is Charley experiencing?
Financial
Omar is considering buying a sports car, but he changes his mind when he realizes that the cost of regular maintenance would be exorbitant. Which type of risk kept Omar from making the purchase?
Financial
If you are motivated by physiological needs to make a purchase, which product would you buy?
Food
Arthur lost his watch and needed to buy a new one. This time, he decided to purchase a $3,500 Rolex instead of a $25 Timex watch. It made him feel successful. The purchase fulfilled which of the following type needs?
Functional and psychological
Which of the following is a benefit of a customer believing a company will act on his or her comment or complaint?
He or she will be less likely to spread negative word of mouth.
What are the two types of information search? (Choose every correct answer.)
Internal search External search
Which of the following buyers is worried about physiological risk?
Jiang, who wants a bicycle helmet that is proven to prevent brain damage in most cases
Which scenario is an example of negative word of mouth?
Joe tells his friends that he received poor service.
In which situation did an alternative evaluation option occur within the search process?
Kevin searches for a new car on the Internet before visiting the "The Mile of Cars" store
Sometimes older people join Facebook as a way to keep in touch with younger family members. Which of Maslow's needs motivates their decision to join Facebook?
Love
Which factor does NOT directly influence how the consumer makes a purchase decision?
Macroeconomic factors
Which person is experiencing social risk?
Maria, who is concerned that her friends will think she has poor taste if she buys a tube of purple lipstick
Which of the following are the most serious and potentially damaging consumer behaviors?
Negative word of mouth and spreading rumors
Need recognition would be greatest in which situation?
Pete returned home from work to find that his refrigerator is broken and that his refrigerated and frozen food must be thrown out.
Bennie has been trying to convince his parents to buy him a used Chevy Corvette, a popular American sports car, but his parents are afraid that owning a fast sports car will increase his risk of being injured in an auto accident. Bennie's parents are concerned about which type of risk?
Physiological
Johannes buys an expensive sports car that has a high monthly payment. Two weeks later, he gets laid off from his job and begins to regret buying the car. Johannes is experiencing which of the following?
Postpurchase cognitive dissonance
Maria buys a new bathing suit. The first time she wears it in public, she feels self-conscious because it reveals a lot of skin. What type of risk is Maria experiencing?
Psychological
Which of the following factors typically influence the consumer decision process the same way each time? (Check all that apply.)
Psychological Social
Which risk is associated with the way people will feel if the product or service does not convey the right image?
Psychological risk
What are common characteristics of shopping in brick-and-mortar stores? (Choose every correct answer.)
Reduced perceived risk of purchase Sensory experiences
Which person's perceived lifestyle is aligned with his or her actual lifestyle?
Rico buys a durable and functional pair of yoga pants because he does yoga every day.
Betty buys hand soap for her kitchen and bathrooms in order to prevent the spread of germs. She is motivated by a which of the following needs?
Safety
Which of Maslow's needs is the highest level of needs?
Self-actualization
Determinant attributes and consumer decision rules are examples of which of the following?
Shortcuts consumers use to simplify purchase decisions
Giovanni goes to buy his wife a birthday present. When he arrives at the department store, it is crowded with shoppers, and he leaves. Giovanni's best intentions were thwarted due to which factor?
Situational
Sophie finds a fur coat at a consignment shop. While she really likes it, she is concerned that wearing it will make her the target of animal activists. This is an example of which type of risk?
Social
What is culture?
The shared meanings, beliefs, morals, values, and customs of a group of people
Why would a firm record the number of abandoned virtual carts on its website?
To assess the conversion rate
Which best describes the purpose of determinant attributes?
To help consumers differentiate between competing brands or stores that seem similar
What are common characteristics of shopping online? (Choose every correct answer.)
Transactions are quick and efficient. Search costs are lower. There is greater sensory distance.
True or False: Consumers often evaluate alternatives while still engaged in the search process.
True
True or False: Evaluation of alternatives often takes place during the information search process.
True
True or False: Situational factors sometimes override psychological and social issues.
True
When does the consumer decision process begin?
When consumers realize they have an unfulfilled need and want to reach a different, desired state
Limited problem solving is most likely to occur under which condition?
When the consumer has a purchase decision that calls for, at most, moderate effort and time
When does self-actualization occur?
When you feel completely satisfied with your life and how you live
A(n) __________ is learned, long lasting, and often develops over a long period of time. For instance, you might like your instructor for much of the semester until he or she returns your first exam.
attitude
Gretta has never tried Pert shampoo, but she doubts that a two-in-one shampoo can be as effective as the shampoo and conditioner that she uses daily. Her negative predisposition toward the brand is her ______.
attitude
Having completed an information search, a consumer's next step in decision making is ______.
evaluation of alternatives
Julio is familiar with several brands of mobile phones, but he plans to consider only two brands when he purchases his next phone. Those two brands are his _____ set.
evoked
Octavia is in the market for purchasing a new automobile, but she will only consider buying models made by American companies. The American car makers are part of Octavia's ______ set.
evoked
Consumers often use ______ problem solving for risky purchase decisions.
extended
They are two key types of information searches: internal and
external
Consumers may have different levels of ______, which is known as the consumer's degree of interest in a product or service.
involvement
Randy is relatively indifferent when it comes to the purchase of a six-pack of beer because he will drink any brand that is fairly inexpensive. His low degree of interest in beer classifies him as a low- _____ beer buyer.
involvement
Marketing managers often appeal to consumers' ______ when developing the marketing mix to be sure it fits with how they spend their time and money.
lifestyles
Two consumers each earn $67,000 annually. One owns four motorcycles and enjoys hunting and fishing. The second plays golf weekly and drives an SUV. A marketing manager might target these two consumers as part of two different segments based on their ______.
lifestyles
Wayne buys a new laptop every two years. At this point, rather than research different brands, he simply orders the latest version of the one he already has. For Wayne, the laptop is a(n) ______ problem-solving purchase experience.
limited
Hallmark sells Valentine's Day cards with romantic quotes that are appealing to ______ needs.
love
A(n) ______ is a basic need that drives consumers to solve a problem and satisfy a need, such as a headache that leads a person to purchase a pain reliever.
motive
The impetus that pushes consumers to satisfy their unmet needs, such as having no laundry detergent to do the wash, is a(n) ______.
motive
A very real problem for marketers is ________ word of mouth from dissatisfied customers.
negative
Willmar feels that he has been treated poorly and quite unfairly by the electronics store where he bought speakers. He is a customer who is very likely to spread ______ about the firm to his friends and family.
negative word of mouth
Margaret bought an SUV with four-wheel drive despite the fact she never goes off-road or drives into the wilderness. Her purchase satisfies a significant element of her ______ lifestyle.
perceived
The social influences that affect a consumer's behavior do NOT include _______.
perceptions
The final step in the consumer decision-making process, and a very important element in retaining and building a loyal customer base, is _______ behavior.
postpurchase
Consumer decision making about products and services is influenced by the configuration of the market mix, social influences, ______ factors, and sociological factors.
psychological
The need for food is a functional need, but the need for designer fashions can be classified as a(n) ______ need.
psychological
All of the brands that Miguel can easily call to mind for laundry detergents, whether he would consider buying them or not, comprise his ______ set.
retrieval
When Akeelah is thinking about where she would like to eat lunch, she remembers five places close by where she has eaten before. Although she would not revisit some of them, these restaurants are part of Akeelah's ______ set.
retrieval
The ______ is the second step in the consumer decision process.
search for information
Janelle is very loyal to Jif peanut butter, but ______ factors, such as a difference in time, availability, condition of the buying location, and inventory shortages, may cause her to buy a competing brand.
situational
The external ______ environment that influences consumer behavior includes consumers' family, reference groups, and culture.
social
The consumer decision process is best defined as ______.
the steps consumers experience when making a purchase
The collection of all possible alternatives for a decision, even those the buyers would not consider and might not even be aware of, is referred to as the ______.
universal set