Chapter 5—Consumer Decision Making
TRUE/FALSE
1. A stimulus is a unit of input from either an external or internal source that can affect sight, smell, taste, touch, or hearing
ANS: T REF: p. 143 OBJ: 2 TYPE: Def
2. Once an individual's evoked set has been established, evaluation of those alternatives will determine what information must be obtained during the information search.
ANS: F
The information search yields an evoked set and precedes evaluation of alternatives.
REF: p. 145 OBJ: 2 TYPE: Comp
3. While marketing managers would like to think they play a role, only consumers can reduce their cognitive dissonance.
ANS: F
Marketing managers can also reduce dissonance.
REF: p. 147 OBJ: 3 TYPE: Comp
4.. The purchase of products like vitamins, breakfast cereals, and milk always exemplify routine response behavior.
ANS: F
The introduction of new products in any of these categories can easily move the purchase decision to a different type of decision making process.
REF: p. 148 OBJ: 4 TYPE: App
5. Jason perceives the purchase of athletic shoes to be a socially risky decision because he thinks people will judge him by the shoes he wears. Jody, however, does not perceive buying athletic shoes as a particularly risky behavior. As a result, buying athletic shoes will be a high-involvement activity for Jason, but not for Jody.
ANS: T REF: p. 149 OBJ: 4 TYPE: App
6. Detailed, informative advertisements are most effective for low-involvement products because consumers actively search for additional information prior to making their decisions.
ANS: F
Such informative promotions are most appropriate for high-involvement products.
REF: p. 150 OBJ: 4 TYPE: Comp
7. A new intern at a services marketing company chose the clothes she purchased for work by observing the outfits she saw television actresses wear on jobs that were set in the business world. In this example, the actresses served as primary reference groups.
ANS: F
The intern is not interacting with the actresses face-to-face.
REF: p. 160 OBJ: 6 TYPE: App
8. Opinion leaders are often the first to try new products and services out of pure curiosity.
ANS: T REF: p. 161 OBJ: 6 TYPE: Def
9. The socialization process involves adopting the values of the culture in which a person was raised and is usually strongly influenced by the family.
ANS: T REF: p. 163 OBJ: 6 TYPE: Comp
10. Most family-oriented advertising is effective precisely because it targets the homogeneous wants and needs of each family member.
ANS: F
Because families are made up of distinct personalities, often with wide age variations, individual wants are unique.
REF: p. 163 OBJ: 6 TYPE: Comp
11. A person's buying decisions are influenced by personal characteristics such as gender, age, subculture, personality, and self-concept.
ANS: F
Subculture is NOT a personal characteristic.
REF: p. 164 OBJ: 7 TYPE: Def
12. Tom Potter perceives himself as reasonably intelligent, sociable, and well-liked by his peers. This is his ideal self-image
ANS: F
Because this is how Tom perceives himself, this is his real self-image, not his ideal self-image. His ideal self-image would represent the way he would LIKE to be.
REF: p. 167 OBJ: 7 TYPE: App
13. While lifestyle research is useful for describing consumers, it is not useful for segmenting consumer groups and measuring the size of those groups.
ANS: F
Lifestyle analysis, unlike personality research, has proven valuable in segmentation and targeting.
REF: p. 167 OBJ: 7 TYPE: Def
14. Selective distortion occurs when consumers change information that conflicts with their feelings or beliefs
ANS: T REF: p. 170 OBJ: 8 TYPE: Def
15. Maslow's hierarchy of needs categorizes human needs into five levels: physiological needs, safety needs, social needs, esteem needs and self-actualization.
ANS: T REF: p. 171 OBJ: 8 TYPE: Def
16. Reading about the experience of marketing managers in an introductory textbook is an example of experiential learning.
ANS: F
Reading about the experiences of others, not undergoing the experience yourself, is an example of conceptual learning.
REF: p. 173 OBJ: 8 TYPE: Def
17. If the product element of the four P's provides no reinforcement (positive or negative), activity in some other aspect of the marketing mix may be required to encourage further consumption.
ANS: T REF: p. 174 OBJ: 8 TYPE: Comp
18. By keeping the Coke brand name and the wave design on packaging for several similar Coca-Cola products such as Coke, Cherry Coke, Caffeine Free Coke and their diet counterparts, Coca-Cola marketers are attempting to capitalize on stimulus discrimination.
ANS: F
Keeping a common design on several different products would more appropriately be an example of stimulus generalization.
REF: p. 174 OBJ: 8 TYPE: App
19. Although beliefs and attitudes are separate concepts, they are closely interrelated.
ANS: T REF: p. 175 OBJ: 8 TYPE: Comp
20. Consumer behavior describes how consumers make purchase decisions.
REF: p. 142 OBJ: 1 TYPE: Def
Multiple Choice
1. Marketers often study the processes used and the factors that influence the consumer when making purchase decisions. This is called:
| a. | psychographics |
| b. | marketing |
| c. | consumerism |
| d. | consumer behavior |
| e. | problem recognition |
ANS: D REF: p. 142 OBJ: 1 TYPE: Def
2. The steps of the consumer decision-making process are:
| a. | need recognition, evaluation of alternatives, reevaluation, purchase decision, postpurchase behavior |
| b. | need recognition, stimulus response, evaluation of alternatives, purchase decision, postpurchase behavior |
| c. | need recognition, information search, purchase decision, postpurchase evaluation |
| d. | information search, need redefinition, evaluation of alternatives, product trial, purchase decision, reevaluation |
| e. | need recognition, information search, evaluation of alternatives, purchase, and postpurchase behavior |
ANS: E REF: p. 142 OBJ: 2 TYPE: Def
3. While jogging in her new shoes and listening to her Sony Walkman, Marie hears an advertisement for a new lightweight jogger's stereo and decides to go look at it. The advertisement exemplifies a(n):
| a. | post purchase outcome |
| b. | internal stimulus |
| c. | need recognition |
| d. | external stimulus |
| e. | cognitive dissonance state |
ANS: D
The advertisement is a stimulus that comes from an outside source.
REF: p. 142 OBJ: 2 TYPE: App
REF: p. 143 OBJ: 2 TYPE: App
4. After a need or want is recognized, a consumer may be motivated to clarify the options available and generate an evoked set of brands. This step in the decision process is a(n):
| a. | evaluation of alternatives |
| b. | information search |
| c. | cognitive dissonance |
| d. | classification stage |
| e. | external stimulus |
ANS: B REF: p. 144 OBJ: 2 TYPE: Def
5. When Darrin is in the drugstore to buy suntan lotion the week before spring break, he tries to recall what brand he used last year because he remembers it worked quite well. This part of the purchase decision process is called a(n):
| a. | antecedent states |
| b. | need recognition |
| c. | external information search |
| d. | alternative evaluation |
| e. | internal information search |
ANS: E REF: p. 144 OBJ: 2 TYPE: App
6. The types of products people purchase using only an internal search are typically:
| a. | frequently purchased, low-cost items |
| b. | frequently purchased, high-cost items |
| c. | infrequently purchased, low-cost items |
| d. | infrequently purchased, high-cost items |
| e. | all types of items, regardless of price or frequency of purchase |
ANS: A
Information about frequently purchased, low-cost items is stored in an individual's memory and is sufficient knowledge for the purchase decision.
REF: p. 144 OBJ: 2 TYPE: Comp
7. An external information search is especially important when:
| a. | there is a great deal of past experience |
| b. | there is a high risk of making an incorrect decision |
| c. | the cost of gathering information is high |
| d. | buying frequently purchased, low-cost items |
| e. | there is little risk of making an incorrect decision |
ANS: B
If a consumer perceives a purchase to involve high risk (financial, social, etc.), an external search will lower the risk by providing more information.
REF: p. 144 OBJ: 2 TYPE: Comp
8. As Carrie looks for shampoo, she will consider buying Pert, St. Ives, Clairol, and Finesse brands. This set is called her:
| a. | involvement set |
| b. | evaluative set |
| c. | evolved set |
| d. | evoked set |
| e. | intuitive set |
ANS: D
An evoked set is the set of brands a consumer recalls and would consider as possible purchase choices.
REF: p. 145 OBJ: 2 TYPE: App
9. People tend to be more satisfied with a purchase if:
| a. | an information search was involved |
| b. | they feel less competent in their daily lives |
| c. | cognitive dissonance develops |
| d. | there is inconsistency among opinions and values |
| e. | there is no further contact with the seller |
ANS: A
An information search tends to reduce cognitive dissonance and increases satisfaction.
REF: p. 147 OBJ: 3 TYPE: Comp
10. Theresa spent $279 on a beautiful dress, shoes, earrings, and evening bag for the upcoming New Year's Eve dance. When she gets home with her purchases, she experiences a high level of anxiety about whether she has made the right purchase decision. Theresa experienced:
| a. | selective retention |
| b. | temporal state |
| c. | perceptual distortion |
| d. | cognitive dissonance |
| e. | self-actualization involvement |
ANS: D
Cognitive dissonance is the term for postpurchase tension and anxiety.
REF: p. 147 OBJ: 3 TYPE: App
11. _____ is the amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behavior.
| a. | Economic importance |
| b. | Involvement level |
| c. | Category influence |
| d. | Primary decision attribute |
| e. | Perceived risk |
ANS: B REF: p. 148 OBJ: 4 TYPE: Def
12. When Steve goes to the grocery store each week, he buys the same brands of coffee, milk, cereal, and dog food. This type of buying behavior is called:
| a. | motivational response |
| b. | situation convenience |
| c. | routine response behavior |
| d. | limited decision making |
| e. | extensive decision making |
ANS: C
The buying of frequently purchased, low-cost goods is typically routine response behavior.
REF: p. 148 OBJ: 4 TYPE: App
13. When a consumer is purchasing an unfamiliar, expensive product or an infrequently bought item, the ____ process is often used.
| a. | extensive decision making |
| b. | cognitive dissonance |
| c. | limited problem solving |
| d. | strategic marketing |
| e. | stimulus discrimination |
ANS: A REF: p. 148 OBJ: 4 TYPE: Def
14. Honda Motors introduced Insight, its new hybrid electric-gasoline car, in late 2000. The car gets 70 miles to one gallon of gas. Before buying such an environmentally-friendly car, a buyer will have to evaluate such product attributes as size of engine, riding space, ease of maintenance, and costs as well as his or her own feelings about environmental protection. The purchase of this type of car will most likely involve:
| a. | low-involvement problem solving |
| b. | low-involvement decision making |
| c. | extensive decision making |
| d. | limited decision making |
| e. | routine response behavior |
ANS: C
Customers practice extensive decision making when purchasing an unfamiliar or infrequently used product.
REF: p. 148 OBJ: 4 TYPE: App
15. _____ is characterized by low involvement, a short time frame, an internal-only information search, and low costs.
| a. | Limited decision making |
| b. | Routine response behavior |
| c. | Emotional buying |
| d. | Intensive decision making |
| e. | Fundamental response behavior |
ANS: B
See Exhibit 5.2.
REF: p. 148 OBJ: 4 TYPE: Def
16. All of the following factors directly influence consumers' level of involvement in the purchase process EXCEPT:
| a. | consumer level of education |
| b. | price |
| c. | interest |
| d. | social visibility |
| e. | perceived risk of negative consequences |
ANS: A REF: p. 149 OBJ: 4 TYPE: Comp
17. Your best friend has sought your advice on what type of clothing she should wear at her job interview for a production assistant to the producer of her favorite television program. She really wants this job and considers it a once in a lifetime opportunity. By asking your help with her wardrobe, your friend most likely trying to:
| a. | eliminate cognitive dissonance |
| b. | eliminate the low involvement in the decision |
| c. | reduce perceived risk of negative consequences |
| d. | increase the chances of selective exposure |
| e. | increase the motivation involved in the decision |
ANS: C
What is being sought is a reduction in the anxieties felt, because the best friend cannot anticipate the outcomes, but believes there may be negative consequences.
REF: p. 149 OBJ: 4 TYPE: App
18. Marketing managers often use in-store promotions to stimulate sales of:
| a. | technical products |
| b. | high-involvement products |
| c. | high-priced products |
| d. | industrial products |
| e. | low-involvement products |
ANS: E
Because a low-involvement product has low potential risk for the consumer, it is easier to influence the consumer at the point of purchase. Marketing managers can use attention-getting devices to induce trial purchases.
REF: p. 150 OBJ: 4 TYPE: Comp
19. _____ is the set of values, norms, attitudes, and other meaningful symbols that shape human behavior and is transmitted from one generation to the next.
| a. | Socialization |
| b. | Personality |
| c. | Social class |
| d. | Life style |
| e. | Culture |
ANS: E REF: p. 152 OBJ: 5 TYPE: Def
20. Culture is the chief shaper and transmitter of:
| a. | economic power |
| b. | class stratification |
| c. | self-concepts |
| d. | values |
| e. | individual differences |
ANS: D
Human interaction from one generation to the next shapes the values held by society. This shaping of societal values is culture.
REF: p. 152 OBJ: 5 TYPE: Def
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21. Which of the following terms accurately describe a culture?
| a. | functional |
| b. | dynamic |
| c. | learned |
| d. | pervasive |
| e. | all of the above |
ANS: E REF: p. 152-153 OBJ: 5 TYPE: Def
22. Homogeneous groups within a culture that share elements of the overall culture as well as e elements unique to that groups are called:
| a. | autonomous personal units |
| b. | learning groups |
| c. | subcultures |
| d. | normative groups |
| e. | dissociative groups |
ANS: C REF: p. 155 OBJ: 5 TYPE: Def
23. _____ is a group of people who are considered nearly equal in community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms.
| a. | Life cycle stage |
| b. | Subculture |
| c. | Market segment |
| d. | Social class |
| e. | Family |
ANS: D REF: p. 157 OBJ: 5 TYPE: Def
24. Which of the following lists social influences on consumer buying decisions?
| a. | society, culture, and family |
| b. | reference groups, society, opinion leaders, and family |
| c. | personality, lifestyle, and reference groups |
| d. | reference groups, opinion leaders, and family |
| e. | lifestyle, reference groups, and family |
ANS: D
Lifestyle and personality are individual influences. Culture, and society and cultural factors.
REF: p. 160 OBJ: 6 TYPE: Def
25. Which of the following statements about reference groups is true?
| a. | Reference groups stimulate, but do not constrain, consumption behavior. |
| b. | Reference groups have strong influence on all brands and product purchases. |
| c. | A person can only belong to one reference group. |
| d. | Reference groups serve as information sources and influence perceptions. |
| e. | All of the above statements about reference groups are true. |
ANS: D
Reference groups directly influence consumer behavior and provide signals (information) for appropriate behavior.
REF: p. 161 OBJ: 6 TYPE: Comp
26. Opinion leaders are:
| a. | wealthy, well-educated individuals |
| b. | experts on all high-involvement consumer goods |
| c. | usually the same individuals for all social classes |
| d. | people who influence others |
| e. | easy to locate and target |
ANS: D
An opinion leader can influence the purchasing behavior of others in the reference group. However, opinion leaders are not always influential, not the same for all social classes, and not always wealthy or well educated. Opinion leaders rapidly change and are a casual, often inconspicuous, phenomenon.
REF: p. 162 OBJ: 6 TYPE: Def
REF: p. 163 OBJ: 6 TYPE: App
27. Woodie tends to buy the same brands of toothpaste, soap, and tissue products as his _____, which is often the strongest source of group influence upon the individual for many product purchases.
| a. | psychographic group |
| b. | social class |
| c. | family |
| d. | subculture |
| e. | dissociative group |
ANS: C
The family is the most important social institution for many consumers.
REF: p. 163 OBJ: 6 TYPE: App
28. All of the following are examples of individual factors that affect the decision-making process for consumers EXCEPT:
| a. | learning |
| b. | perception |
| c. | reference groups |
| d. | lifestyles |
| e. | personality |
ANS: C
Reference groups are a social influence.
REF: p. 165 OBJ: 7 TYPE: Def
29. Which of the following is a composite of psychological makeup and environmental forces and provides consistency to an individual's reactions to situations?
| a. | self esteem |
| b. | ego |
| c. | personality |
| d. | learning |
| e. | attitude |
ANS: C REF: p. 167 OBJ: 7 TYPE: Def
30. An individual's attitudes, perceptions, beliefs, and evaluations of his or her self is called his or her:
| a. | self esteem |
| b. | personality |
| c. | self perception |
| d. | motivation |
| e. | self-concept |
ANS: E REF: p. 167 OBJ: 7 TYPE: Def
31. Scott's purchase behavior is influenced by his hobbies of golf, working out, and fishing; his interest in cars, music, and travel; and his deeply held political and cause-related opinions. All of these things are part of the personal influence factor called:
| a. | attitude |
| b. | personality |
| c. | beliefs |
| d. | lifestyle |
| e. | experiential learning |
ANS: D
Lifestyle is defined by one's activities, interests, and opinions.
REF: p. 168 OBJ: 7 TYPE: App
32. To analyze consumer lifestyles, marketers look at consumers:
| a. | activities, interests, and opinions |
| b. | attitudes, intentions, and opinions |
| c. | attitudes, income, and opinions |
| d. | activities, income, and objectives |
| e. | attitudes, interests, and objectives |
ANS: A REF: p. 169 OBJ: 7 TYPE: Def
33. On any given day, a person may be subjected to over 150 advertising messages but may only be aware of ten to twenty of them. This is called:
| a. | selective distortion |
| b. | selective learning |
| c. | reinforcement |
| d. | selective performance |
| e. | selective exposure |
ANS: E
Consumers use selective exposure to decide which stimuli to select (attend to) and which to ignore.
REF: p. 169 OBJ: 8 TYPE: Comp
34. When consumers change or distort information that conflicts with their feelings or beliefs, it is called:
| a. | selective distortion |
| b. | perception |
| c. | reinforcement |
| d. | selective retention |
| e. | selective exposure |
ANS: A REF: p. 170 OBJ: 8 TYPE: Def
35. When consumers remember only information which supports personal feelings or beliefs, it is called:
| a. | reinforcement |
| b. | selective exposure |
| c. | selective retention |
| d. | perception |
| e. | selective distortion |
ANS: C REF: p. 170 OBJ: 8 TYPE: Def
36. Ranked from the lowest to the highest level, Maslow's hierarchy of needs model includes:
| a. | safety, self-esteem, social, physiological, and self-actualization |
| b. | physiological, social, self-esteem, economic, and self-actualization |
| c. | psychological, safety, economic, self-esteem, and social |
| d. | physiological, safety, social, self-esteem, and self-actualization |
| e. | safety, economic, social, self-esteem, and self-development |
ANS: D REF: p. 172 OBJ: 8 TYPE: Def
37. According to Maslow's hierarchy of needs model, the first needs most people would try to satisfy are their _____ needs.
| a. | safety |
| b. | physiological |
| c. | economic |
| d. | esteem |
| e. | derived |
ANS: B REF: p. 172 OBJ: 8 TYPE: Def
38. Motivation theory research suggests:
| a. | individuals try to satisfy a set of needs rather than just one after another in sequence |
| b. | all consumers satisfy needs in the same order at the same times in their life cycles |
| c. | consumers tend to place the same degree of importance on needs in each level |
| d. | higher level needs will not develop until lower level needs are completely satisfied |
| e. | eventually all consumers reach the highest level |
ANS: A
Various levels of needs are more dominant at times, but each individual experiences more than one need at a time.
REF: p. 173 OBJ: 8 TYPE: Comp
39. Antoine saw an advertisement for an Internet bank that does not charge any service fees. He immediately went on line that day and moved his checking and savings account to the Internet bank. The process that created changes in Antoine's immediate behavior is called:
| a. | consumer decision making |
| b. | perception |
| c. | attitudes |
| d. | psychographics |
| e. | learning |
ANS: E
Learning is the process that creates changes in behavior. The question implies Antoine learned from the ad.
REF: p. 173 OBJ: 8 TYPE: App
40. _____ is the process that creates changes in behavior.
| a. | Behaviorism |
| b. | Learning |
| c. | Perception |
| d. | Attitudes |
| e. | Beliefs |
ANS: E REF: p. 173 OBJ: 8 TYPE: Def
41. _____ tend to be more enduring and complex than beliefs, because they consist of clusters of interrelated beliefs.
| a. | Drives |
| b. | Cultures |
| c. | Lifestyles |
| d. | Perceptions |
| e. | Attitudes |
ANS: E REF: p. 175 OBJ: 8 TYPE: Def
42. Marketers are interested in attitudes because attitudes are:
| a. | always correct in predicting buying behavior |
| b. | easy to change |
| c. | learned tendencies to respond in a consistent manner |
| d. | unrelated to brand image |
| e. | a social influence factor |
ANS: C
Attitudes are learned tendencies to respond consistently toward a given object such as a brand.
REF: p. 175 OBJ: 8 TYPE: Comp
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