Consumer Decision Making Answers 1

Name  : Clas  s: Dat  e: Chapter 6 - Consumer Decision Making 1. To create a proper marketing mix for a well-defined target market, what must marketing managers have a thorough knowledge of?  a. consumer behaviour  b. marketing services  c. consumerism  d. perceptual mapping ANSWER: a 2. Jane needed a new cell-phone after her old one broke. She must now do research, compare several models and only then will Jane be able to replace her phone. What is this process part of?  a. psychographics  b. business buying behaviour  c. consumerism  d. consumer behaviour ANSWER: d 3. In order, what are the steps of the consumer decision-making process?  a. need recognition, alternative aggregation, re-evaluation, purchase decision, postpurchase behaviour  b. need positioning, stimulus response reactions, evaluation of alternatives, purchase decision,  c. need positioning, alternative aggregation and divestment, purchase decision, postpurchase  d. need recognition, information search, evaluation of alternatives, purchase, and postpurchase postpurchase behaviour evaluation evaluation ANSWER: d 4. Which of the following best describes consumer behaviour?  a. People's value systems do not affect their consumer behaviour.   b. Consumer behaviour cannot be learned. c. The study of consumer behaviour includes factors that influence purchase decisions and product use.  d. Consumers' product and service preferences are constant and do not change over time. ANSWER: c 5. 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. Which of the following does this scenario illustrate?  a. that the perceived value of the purchase is less than Jeremy's expectations  b. that the actual value of the purchase is less than Jeremy's expectations  c. that an evoked set of the purchase is less than Jeremy's expectations  d. that a consumer set of the purchase is less than Jeremy's expectations ANSWER: b Name  : Clas  s: Dat  e: Chapter 6 - Consumer Decision Making 6. How does utilitarian value differ from hedonic value?  a. Utilitarian value is a form of perceived value.    b. Utilitarian value is obtained from products rather than services. c. Utilitarian value can be viewed as a means to an end. d. Utilitarian value can be enjoyed without making a purchase. c ANSWER: 7. 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. What does this scenario exemplify?  a. Sam’s selective retention  b. Sam’s cognitive dissonance  c. Sam’s value  d. Sam’s want d ANSWER: 8. What do we call any unit of input affecting one or more of the five senses (sight, smell, taste, touch, and hearing)?  a.   b. c.  d. a consideration set a need a stimulus a want ANSWER: c 9. Hector will drink only Diet Coke. When offered a Diet Pepsi one afternoon as an alternative, he refused to even consider it as part of his evoked set even though he generally drinks a soft drink around the time of day the offer was made. What does this illustrates about Hector?  a. He is satisfying a want.  b. He is satisfying a need.  c. He is satisfying a belief.  d. He is satisfying a craving. ANSWER: a 10. Which of the following is the best example of an internal stimulus that would create need recognition?  a. A friend comments on how shabby your coat looks.  b. Your mother gives you money to buy a new pair of shoes.   c. After attending a very loud concert, you develop a headache. d. You are invited to a graduation, and you need a gift. ANSWER: c 11. Danny needed a television and had rounded his decision down to three potential options. He began to compare these. These could also have been called his evoked set. What stage of the consumer decision-making Name  : Clas  s: Dat  e: Chapter 6 - Consumer Decision Making process did this occur at?  a. evaluation of alternatives  b. information search  c. cognitive dissonance  d. consideration stage b ANSWER: 12. How do internal stimuli differ from external stimuli?  a. Internal stimuli do not have multiple sources.   b. Internal stimuli cannot be satisfied through purchases. c. Internal stimuli include stimuli such as hunger and thirst.  d. Internal stimuli include stimuli such as advertisements and videos. c ANSWER: 13. 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, how is Becky obtaining information?  a. by using a marketing-controlled information source  b. by using an internal information search  c. by using a nonmarketing-controlled information source  d. by using a marketing-controlled information search c ANSWER: 14. For which of the following products is the purchaser most likely to rely on an external information source?  a. a toothbrush  b. a copy of Macleans magazine  c.  d. a Big Mac a new prescription ANSWER: d 15. Nancy is pregnant and has been shopping for a baby crib. She has visited several websites that provide information about cribs and has consulted a book by a consumer group on how to keep her baby safe. She has also asked several new mothers for recommendations. In her decision-making process, what has Nancy been using?  a. marketing-controlled information  b. demographic information  c. nonmarketing-controlled information sources  d. secondary data sources ANSWER: 16. Which of the following is NOT an example of a marketing-controlled information system?  a. a television ad for RBC insurance c Name  : Clas  s: Dat  e: Chapter 6 - Consumer Decision Making   b. a contest for the Heart & Stroke Foundation c. a $1-off coupon for Campbell’s soup  d. an article in Bicycling magazine about the newest Shimano-brand shoes d ANSWER: 17. As Warren looked for where he should go on vacation this summer, he consulted a publication called Smart Money and learned the islands of Aruba, Bonaire, and Curacao are not in the hurricane belt. Now he will consider only these island resorts as possible vacation destinations. What is this group of resort islands called?  a. Warren’s involvement set  b. Warren’s evaluative set  c. Warren’s choice set  d. Warren’s evoked set d ANSWER: 18. Melyssa has been given a horse and needs to buy a new saddle. She has narrowed the brands of saddles she is considering down to Dale Chavez, Abetta, and Big Horn. What do these three brands of saddles represent for Melyssa?  a. her evaluative criteria  b. her dissonance suppressors  c. her discretionary discriminators  d. her evoked set d ANSWER: 19. Zoran wants to buy a pair of sunglasses he can wear when he is riding his bicycle in competitions. He wants sunglasses with a rubberized nose piece, built-in anti-fogging technology, and the ability to block light from all angles. What do the criteria for his decision appear to be based on?  a. marketing-controlled information sources  b. evoked set finalists  c. routine response behaviour  d. product attributes d ANSWER: 20. What is another name for evoked set?  a. called array  b. reminder assortment  c.  d. induced memory consideration set ANSWER: 21. When do people tend to be more satisfied with a purchase?  a. when they obtain additional information that reinforces their decision d Name  : Clas  s: Dat  e: Chapter 6 - Consumer Decision Making   b. when they feel less competent in their daily lives c. when cognitive dissonance develops  d. when there is inconsistency among opinions and values ANSWER: a 22. Cecelia is a receptionist and just spent $347 on a new riding saddle for her boyfriend Claude, a weekend cowboy. When she got home with the saddle, she experienced a high level of anxiety about whether she had made the right purchase decision. What did Cecelia experience?  a. selective dissatisfaction  b. temporal distortion  c. perceptual disharmony  d. cognitive dissonance ANSWER: d 23. Miller has just purchased a new Allez A1 Specialized bicycle for $1,000. Miller is now weighing the advantages and disadvantages of his purchase. As Miller wonders if he made the right purchase decision, what is he experiencing?  a. attribute remorse  b. cognitive dissonance  c. evaluation distortion  d. perceptual disharmony ANSWER: b 24. What is the term for the amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behaviour?  a. economic value  b. involvement  c. opportunity cost  d. temporal cost ANSWER: b 25. Linda usually does not spend much time selecting gifts while buying them. However, when buying a pen for her husband's birthday, she visited several stores and spent a lot of time selecting the pen. What does this scenario illustrate?  a. product involvement  b. situational involvement  c. shopping involvement  d. enduring involvement ANSWER: b 26. Which of the following strategies is a marketing manager most likely to follow to increase the sales of a high-involvement product? Name  : Clas  s: Dat  e: Chapter 6 - Consumer Decision Making  a. creating advertisements that give consumers all the necessary information to make the purchase  b. focusing on the package design of the product so that it will be eye-catching and easily recognized  c. linking the product to a lower-involvement issue to create publicity  d. offering coupons, cents-off deals, and two-for-one offers on the product decision on the store shelf ANSWER: a 27. What can marketing managers do to increase the sales of low-involvement products?  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 that are used for marketing high-involvement products ANSWER: a 28. What do we call the set of values, norms, attitudes, and other meaningful symbols that shape human behaviour and the artifacts, or products, of that behaviour as they are transmitted from one generation to the next?  a. loyalty  b. culture  c. consumerism  d. perceived value ANSWER: b 29. When the administrative assistant restocks office supplies each month, he places an order for paper, pens, folders, and printer cartridges. Each month the order is the same. What is this type of buying called?  a. buyer’s harmony  b. situational convenience  c. routine response behaviour  d. consistent decision making ANSWER: c 30. Which of the following activities is most likely to be an example of routine response behaviour?  a. the purchase of a three-week vacation cruise  b. the purchase of a Gibson Guitar for $6,000   c. the first-time purchase of a copy machine for a home office d. the purchase of toilet paper ANSWER: 31. Daniel just bought a bar of chocolate. What type of behaviour would he have exhibited?  a. limited decision making d Name  : Clas  s: Dat  e: Chapter 6 - Consumer Decision Making  b.  c.  d. routine response emotional buying intensive decision making b ANSWER: 32. Jackson has moved to a new community and can no longer attend his old church. He is currently visiting churches to make a decision about which one best serves his needs. In making his decision, which type of consumer decision making will Jackson engage in?  a. limited  b. extended  c. habitual  d. classical a ANSWER: 33. A marketer for minor league baseball wants to keep fans who normally attend her team’s games from switching to another sport or source of entertainment. To reduce the likelihood that fans will seek out another activity, what might she do?  a. create a feeling of postpurchase anxiety for fans purchasing tickets  b. offer incentives to get baseball fans to repeatedly purchase tickets for the games until they do it out of habit  c. increase the social visibility of baseball  d. use word-of-mouth to raise visibility to promote the team b ANSWER: 34. When a consumer is purchasing an unfamiliar or expensive product, which process is often used?  a. extensive decision making  b.  c.  d. cognitive harmonizing limited problem solving strategic behaviour a ANSWER: 35. When would a marketing manager expect his or her product to be a high-involvement product for most consumers?   a. b.  c.  d. ANSWER: if it is a product adaptation of a market leader if it is a necessity if it has not been purchased before if it requires substantial financial investment d 36. Which of the following does NOT directly influence consumer levels of involvement in the purchase process? Name  : Clas  s: Dat  e: Chapter 6 - Consumer Decision Making  a.  b.  c. d.  consumer’s level of education previous experience with the product buyer’s interest in the category social visibility of the purchased item a ANSWER: 37. Your best friend has asked your advice on what type of clothing she should buy for a job interview. If she gets the job, she will be assistant to the producer of her favourite television program. She really wants this job and considers it a once-in-a-lifetime opportunity. By asking for your help with her wardrobe, what is your friend most likely trying to do?  a. to eliminate cognitive dissonance  b. to eliminate the low involvement in the decision  c. to reduce perceived risk of negative consequences  d. to increase the chances of selective exposure c ANSWER: 38. Why does Wanda approach the purchase decision of Soy Good soy milk with much lower level of human involvement than the purchase of a new handbag?  a. due to opportunity costs  b. due to the fear of cognitive dissonance  c. due to situational factors  d. due to the social visibility of the two products d ANSWER: 39. What do marketing managers often use in-store promotions to stimulate sales of?  a. technical products  b.  c.  d. high-involvement products high-priced products low-involvement products ANSWER: d 40. What is the term for the set of values, norms, attitudes, and other meaningful symbols that shapes human behaviour and is transmitted from one generation to the next?  a. socialization  b. culture  c. consumerism  d. lifestyle ANSWER: b 41. It is widely accepted that equality between men and women is a fundamental right. In other words there is a belief that one mode of conduct is preferable to another. What is this an example of? Name  : Clas  s: Dat  e: Chapter 6 - Consumer Decision Making  a.  b.  c. d.  a lifestyle a self-concept an attitude a value d ANSWER: 42. What does culture play an important role in shaping and communicating?  a. economic power  b. individual differences  c.  d. self-concepts values d ANSWER: 43. When dealing with Muslim patients, a doctor may need to share a small bit of personal information about himself or herself to gain the patient’s trust. These show that physicians need to be aware of how consumer behaviour is influenced by which of the following?  a. culture  b. perception  c. motivation  d. reference group membership a ANSWER: 44. Which of the following statements about culture as an influence on consumer buying behaviour is true?  a. A subculture has minimal influence.  b. The Internet increases cultural heterogeneity.  c.  d. Language is an important aspect of culture. Core values remain the same for all cultures. ANSWER: c 45. Saraz Inc., a leading brand of apparel, has several branches all over the country. Upon research, the marketing managers identify that teenagers do not prefer their brand as much as other age groups do. Therefore, the firm modifies its existing designs to attract the youth. In this case, what would we call the teenage group?  a. a subculture  b. a social class  c. a popular culture  d. a reference group ANSWER: a 46. Joshua is a millionaire, and he manages several successful companies. He usually socializes with people of similar status. Given this information, what are Joshua and the people he socializes with examples of?  a. a family Name  : Clas  s: Dat  e: Chapter 6 - Consumer Decision Making  b.  c.  d. a social class a popular culture a reference group b ANSWER: 47. Which of the following best describes the social class system in Canada?  a. Interest in organized labour is one of the most common attributes among the working class.    b. The working class spends more on vacation homes, jewellery, vacations, and cruises. c. The majority of Canadians today define themselves as upper class. d. Social class includes people belonging to the same age and gender. a ANSWER: 48. In Canada, what do French Canadians represent?  a. autonomous personal units  b. a probability sample  c.  d. a subculture normative associations c ANSWER: 49. Which of the following groups is leastlikely to be described as a subculture?  a. electrical engineers  b.  c.  d. Vietnamese Canadians college students residents of the 905 area code ANSWER: a 50. What is the name for a group of people who are considered nearly equal in community esteem, regularly socialize among themselves both formally and informally, and share behavioural norms?  a. extended family  b. subculture  c. dissociative group  d. social class ANSWER: d 51. Which of the following best describes how social class can be used as a marketing tool?  a. It is useful for lifestyle distinctions between groups.   b. It is just a simple measure of income level. c. It offers few insights concerning consumer behaviour.  d. Is not used because Canada is a classless society. ANSWER: a