Chapter 5 CONSUMER BEHAVIOR Test Item Table

Major Section of the Chapter Level 1: Definition (Knows Basic Terms & Facts) Savvy Automakers Know Thy Custom(h)er (pp. 99-100) Consumer Purchase Decision Process (pp. 100-104) Psychological Influences on Consumer Behavior (pp. 104-111) Level of Learning Level 2: Conceptual (Understands Concepts & Principles) 1, 2 Level 3: Application (Applies Principles) 3

Sociocultural Influences on Consumer Behavior (pp. 112-117) Video Case: Ken Davis Products. Inc.: Barbecue Sauces for Nonimprovisers (pp. 118-119)

4, 5, 7, 16, 20, 22, 23, 24, 27, 28, 30, 36, 37, 38, 41, 43, 46, 49, 51, 52, 179 58, 59, 60, 64, 65, 66, 68, 69, 73, 74, 75, 76, 80, 81, 84, 87, 89, 91, 94, 95, 98, 100, 101, 103, 104, 107, 108, 112, 115, 119, 120, 125, 126, 131, 132, 133, 134, 135, 183 139, 141, 143, 144, 147, 148, 149, 154, 155, 157, 167, 173, 174, 186

8, 9, 10, 11, 12, 13, 15, 18, 19, 21, 25, 29, 31, 33, 34, 35, 42, 48, 50, 53, 54, 55, 56, 57, 178 62, 63, 67, 78, 83, 86, 90, 93, 96, 105, 106, 109, 110, 116, 117, 118, 121, 127, 129, 130, 181, 182, 184

6, 14, 17, 26, 32, 39, 40, 44, 45, 47, 177, 180 61, 70, 71, 72, 77, 79, 82, 85, 88, 92, 97, 99, 102, 111, 113, 114, 122, 123, 124, 128, 136, 181, 183

137, 138, 142, 145, 153, 156, 158, 160, 161, 162, 163, 168, 169, 170, 171, 186, 187, 188 175, 176

140, 146, 150, 151, 152, 159, 164, 165, 166, 172, 185, 188, 189

Note: Bold numbers indicate short essay questions.

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CHAPTER 5 CONSUMER BEHAVIOR MULTIPLE CHOICE QUESTIONS
5-1 CHAPTER OPENING EXAMPLE: THE AUTO CUSTOM(H)ER Which of the following statements about how women buy cars today is true? a. b. c. d. e. Women have no particular likes or dislikes which makes it very difficult to view them as a viable target market. Most women actually enjoy the price negotiation process. To accommodate women customers, automobile dealers have not changed the way they sell cars in the last three decades. Women are most likely to make their car purchase selection as a result of information provided by a friend or a relative. Women rely more heavily on promotional information to make their final car purchase decision than men do. CONCEPTUAL

Answer: d Page: 99 Rationale: Choice d is a correct statement. Regarding the incorrect choices, recognition of women as purchasers and influencers in car and truck buying has altered the behavior of dealers, including doing away with negotiation. Women look at promotional material, but do not rely on it to make their final decision. 5-2 CHAPTER OPENING EXAMPLE: THE AUTO CUSTOM(H)ER Who buys 60 percent of all new cars and light trucks? a. b. c. d. e. Men Women Teens People representing ethnic minority groups None of the above. CONCEPTUAL

Answer: b Page: 99 Rationale: Women buy about 60 percent of new cars and light trucks. As a group, they spend over $81 billion on new cars and trucks for their personal use, and influence 80 percent of all new car sales.

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5-3 CHAPTER OPENING EXAMPLE: THE AUTO CUSTOM(H)ER

APPLICATION

When General Motors started selling its Saturn cars, it announced that the cars would have a nonnegotiable price. A customer who wanted to buy a Saturn would pay the posted price. General Motors probably adopted this pricing policy because: a. b. c. d. e. the industry was discussing the abandonment of self-regulation practices. women have an intense dislike of the car-buying process, yet still want to buy a car. many recent immigrants into the United States were not accustomed to negotiation. research showed that price negotiation was socially irresponsible. a sluggish economy guaranteed that negotiations would produce a less than adequate return on investment.

Answer: b Page: 100 Rationale: General Motors, like the other car manufacturers, was aware that women buy 60 percent of all new cars and light trucks. Additional research had shown them that 78 percent of women disliked the car-buying process and often refuse to negotiate the price. (Many of the recent immigrants to the U.S. come from countries where negotiations are expected for each purchase.) 5-4 CONSUMER BEHAVIOR DEFINITION

__________ describes the actions a person takes in purchasing and using products and services. a. b. c. d. e. Marketing Market research Consumer behavior Consumer management Purchase development

Answer: c Page: 100 Other Location: web Rationale: Key term definition—consumer behavior 5-5 PURCHASE DECISION PROCESS DEFINITION

The stages a buyer passes through in making choices about which products and services to buy is called the: a. b. c. d. e. situational analysis sequence. VALS inventory. purchase decision process. hierarchy of learning. routine response sequence.

Answer: c Page: 100 Rationale: Key term definition—purchase decision process

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it rebounds more completely. Nike believes this new characteristic—promoted as reflex response—will make the new shoe a superior product.5-6 PROBLEM RECOGNITION APPLICATION Nike has developed a new cushioning substance for use in the soles of athletic shoes. e. b. Based on responses of people who have tried the new product. To have a favorable evaluation. b. c. The initial step in the process is problem recognition. e. consult a personal source of information. 5-7 PROBLEM RECOGNITION DEFINITION During the purchase decision process. experience problem recognition. c. a buyer passes through five stages of the purchase decision process when making choices about which products and services to buy. d. consumers must first: a. The new substance not only absorbs shock better. consult a public source of information. problem recognition alternative evaluation cognitive dissonance routine response behavior post purchase behavior Answer: a Page: 100. Answer: a Page: 100. Nike is confident consumers will have a relatively favorable evaluation of the shoe. a person at the __________ stage will realize that the difference between what he or she has and what he or she would like to have is big enough to actually do something about it a. thereby improving the wearer's speed and jumping ability. experience cognitive dissonance. Figure 5-1 Rationale: Text term definition—problem recognition 255 . make a purchase decision. Figure 5-1 Rationale: As Figure 5-1 illustrates. d. Due to increased costs of materials and production. the price will be about $150.

c. d. Problem recognition Information search Alternative evaluation Purchase decision Post purchase evaluation Answer: b Page: 100 Rationale: After recognizing a problem. 5-9 PROBLEM RECOGNITION CONCEPTUAL When Marty attended his first statistics class. an individual at the problem recognition will perceive differences between his or her ideal and actual situations as big enough to trigger a decision. Purchase decision Alternative evaluation Information search Problem recognition Postpurchase behavior Answer: d Page: 100 Rationale: During the purchase decision process. e. b. b. a consumer begins to search for information about what product or service might satisfy the newly discovered need. In which stage of the consumer purchase decision process was Marty when he made this realization? a. b. c. The student perceives she would be unable to get to class on time without a car. “It's really hard for me to get to class on time without a car. he realized that he ought to buy a calculator or else he would be unable to do his assignments. 5-10 INFORMATION SEARCH CONCEPTUAL Which stage in the consumer purchase decision process suggests criteria to use for the purchase. e.5-8 PROBLEM RECOGNITION CONCEPTUAL When the marketing student said. and develops consumer value perceptions? a. 256 . Information search Problem recognition Purchase behavior Alternative evaluation Pre-purchase cognition Answer: b Page: 100 Other Location: web Rationale: During the purchase decision process. yields brand names that might meet the criteria. c.” she was entering which stage of the consumer decision process? a. Marty realized that he was unable to do his assignments without a calculator. an individual at the problem recognition stage will perceive differences between his or her ideal and actual situations as big enough to trigger a decision. e. d. d.

"Is installation included in the price of this air conditioner?" a. He thinks games would be more enjoyable on a big screen television. c. and the cost of gathering information is low. b. the consumer may seek information from external sources. 5-13 INFORMATION SEARCH CONCEPTUAL Eddie. a. 5-12 INFORMATION SEARCH CONCEPTUAL In which stage in the consumer purchase decision process would a consumer ask. In which step of the purchase decision making process is Eddie engaged? a. d. Problem recognition Information search Alternative evaluation Purchase decision Evaluation Answer: b Page: 100 Rationale: After recognizing a problem.5-11 INFORMATION SEARCH CONCEPTUAL The question “How long is the warranty for this CD player?” would be asked during the __________ stage in the consumer purchase decision process. d. Answer: b Page: 100 Rationale: After recognizing a problem. 257 . Primary external sources of information for many consumers are family and friends. b. problem recognition information search alternative evaluation purchase decision All of the above. e. c. a consumer begins to search for information about what product or service might satisfy the newly discovered need. When past experience or personal knowledge does not provide adequate information upon which a consumer can make a decision. e. a consumer begins to search for information about what product or service might satisfy the newly discovered need. d. Problem recognition Evaluation of alternatives Purchase decision Information search Post purchase evaluation Answer: d Page: 100 Rationale: After a consumer has recognized a problem. the next step in the decision making process is to search for information. is glued to the television every Sunday afternoon as he watches his favorite teams. e. the risk of making a bad decision is high. an avid football fan. c. b. Eddie started talking with his friends to learn more about the various brands of big screen televisions.

5-14 INFORMATION SEARCH

APPLICATION

When an elementary school teacher needed to buy poster board for her class, she remembered that she had found some poster board at three stores: her local 99 Cents Only store, Walgreen’s, and at her Family Dollar Store. What term best describes the information search method used by the teacher? a. b. c. d. e. Personal external source Public external source Market-dominated external source Internal search Market-dominated internal source

Answer: d Page: 100 Rationale: When a person scans his or her memory for previous experiences with products or brands, he or she is engaged in an internal search. 5-15 INFORMATION SEARCH CONCEPTUAL

Thao's friend Mike turns 21 next week and will have a party. Thao decided to purchase a CD as a present. Because they like the same music, Thao scanned her memory for various CD options. This is an example of what action in the consumer purchase decision process? a. b. c. d. e. Memorization External search Evaluative criteria Antecedent states Internal search

Answer: e Page: 100 Rationale: When a person scans his or her memory for previous experiences with products or brands, he or she is engaged in an internal search such as Thao recalling various CD options. 5-16 INTERNAL SEARCH DEFINITION

A(n) __________ in the consumer purchase decision process occurs when consumers scan their memory for previous experiences with products or brands. a. b. c. d. e. problem recognition internal search external search purchase task antecedent state

Answer: b Page: 100 Rationale: Text term definition—internal search

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5-17 INTERNAL SEARCH

APPLICATION

A mother of two toddlers would most likely use an internal search process exclusively when purchasing: a. b. c. d. e. a gift for a best friend. a DVD player. disposable diapers. perfume. a weekend getaway.

Answer: c Page: 100 Rationale: When a person scans his or her memory for previous experiences with products or brands, he or she is engaged in an internal search. Because diapers are frequently purchased items, the mother would likely recall from memory which brand she prefers. 5-18 INTERNAL SEARCH CONCEPTUAL

Amy is an avid mystery reader and has decided to purchase a mystery book for her best friend. Since the two friends enjoy the same types of mysteries, Amy will know exactly which book her friend would like. When Amy was scanning her memory for various mystery book options, she was engaged in: a. b. c. d. e. problem recognition. an internal search. an external search. a purchase task. the creation of an antecedent state.

Answer: b Page: 100 Rationale: When a person scans his or her memory for previous experiences with products or brands, he or she is engaged in an internal search. 5-19 EXTERNAL SEARCH An external search for product information is especially important when: a. b. c. d. e. the cost of gathering information is low. review of past experience provides adequate information. the risk of making a wrong purchase decision is low. the item is frequently purchased. any of the above conditions exist. CONCEPTUAL

Answer: a Page: 100 Rationale: An external search for information is especially needed when past experience is insufficient, the risk of making a wrong decision is high, and the cost of gathering information is low.

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5-20 EXTERNAL SEARCH

DEFINITION

In the consumer purchase decision process an external search for product information occurs when: a. b. c. d. e. the consumer gathers information from outside sources. the consumer gathers information from friends. the consumer gathers information from product-rating organizations. the consumer gathers information from advertising. any of the above conditions exist.

Answer: e Page: 100 Rationale: Text-term definition—external search 5-21 EXTERNAL SEARCH CONCEPTUAL

Christina wants to purchase a new computer. She is unsure about what hardware and software she will need. As a result, she has begun asking for advice from friends and relatives. In addition, she has talked to several computer salespeople and has looked at some websites. Christina is engaging in: a. b. c. d. e. problem recognition. an internal search. an external search. a purchase task. the creation of an antecedent state.

Answer: c Page: 100 Rationale: Christina is externally searching for information about computers. An external search is especially important when the cost of gathering information is low, when past experience is insufficient and when the risk of making a wrong decision is high. 5-22 PERSONAL SOURCES DEFINITION

Examples of personal sources of information for an external information search include: a. b. c. d. e. advertising. Consumer Reports magazine. sales personnel. friends and relatives. point of purchase displays.

Answer: d Page: 101 Rationale: Text term definition—personal sources

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e. When Marlon saw the television ad for chocolate-stuffed Oreo cookies. consumer programs on talk radio stations. friends and relatives. advertising. d. e. Answer: e Page: 101 Rationale: Text term definition—marketer-dominated sources 5-25 MARKETER-DOMINATED SOURCES CONCEPTUAL Marlon was hungry. c. Answer: b Page: 101 Other Location: web Rationale: Text term definition—public sources 5-24 MARKETER-DOMINATED SOURCES DEFINITION An example of a marketer-dominated source of information for an external information search is: a. Consumer Reports magazine. sales personnel.5-23 PUBLIC SOURCES DEFINITION An example of a public source of information for an external information search is: a. c. he knew exactly what he wanted. but he couldn't decide what he wanted to eat. 261 . b. a. b. c. and include advertising. point of purchase displays. personal experience. friends and relatives. Consumer Reports magazine. d. e. Marlon's information search was shorted by the appearance of a __________ source. and point-of-purchase displays in stores. private information consumer-controlled public information family marketer-dominated Answer: e Page: 101 Rationale: Marketer-dominated sources of information originate with the sellers of products and services. d. b. salespeople. point of purchase displays.

b. 5-27 EVALUATIVE CRITERIA DEFINITION The objective and subjective attributes of a brand consumers use to compare different products are called: a. temporal states. In this case the purchase will be a car. d. the information search stage helped the consumer to collect needed information to use to seek value. b." In which stage of the purchase decision process is Keisha? a. e.5-26 ALTERNATIVE EVALUATION APPLICATION Keisha is in the process of buying a new car appropriate to her role as the newest vice president at her company. antecedent states. e. the evoked set. d. hot buttons informational alternatives evaluative criteria buying decision-makers consumer attributes Answer: c Page: 101 Other Location: web Rationale: Text term definition—evaluative criteria 262 . c. factors you might consider before purchase are called __________. She was overheard telling a co-worker. a. b. Problem recognition Information search Alternative evaluation Purchase decision Post purchase evaluation Answer: c Page: 101 Rationale: The problem recognition stage was prompted by the need for appropriate transportation. but the Cadillac has front and back stereo speakers. Answer: d Page: 101 Rationale: Text term definition—evaluative criteria 5-28 EVALUATIVE CRITERIA DEFINITION When you set out to buy a DVD player for yourself. c. evaluative criteria. d. "The Volvo has reclining bucket seats. the alternative evaluation stage provides evaluative criteria by which to make a decision. which represent both the objective attributes of a brand and the subjective ones you use to compare different products and brands. information sources. c. the bucket seats or an exceptional stereo represent the alternatives that need to be evaluated. e.

hot buttons informational alternatives evaluative criteria buying decision-makers consumer attributes Answer: c Page: 101 Rationale: Evaluative criteria represent both the objective attributes of a brand (the ability to attach under a cabinet) and the subjective ones (sleek styling) a person uses to compare different products and brands. d. c. and Wheaties.5-29 EVALUATIVE CRITERIA CONCEPTUAL When Judy decided to buy an electric can opener as a wedding present. You can think of three brands that you consider acceptable from among all the brands of which you are aware: Post Toasties. e. aspiration group. 263 . Answer: c Page: 101 Rationale: Text term definition—evoked set 5-31 EVOKED SET CONCEPTUAL You want to buy some dry breakfast cereal and you are in the mood for unsweetened flakes. she wanted to buy a brand name opener that attached under a cabinet and that had sleek styling. a. 5-30 EVOKED SET DEFINITION The group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware is the: a. d. evolved set. alternative selection group. Collectively. e. e. These are __________ Judy used during the alternative evaluation stage of the purchase decision process. d. evoked set. b. b. c. A value group An evoked set An evaluative criterion An impulse set A discriminative group Answer: b Page: 101 Rationale: The evoked set is the group of brands a consumer would consider acceptable from among all the brands in a product class. evaluative set. such as the different unsweetened flake cereals. c. b. what is this group of cereal brands called? a. Kellogg's Corn Flakes.

which matches the evaluative criteria employed by consumers. the consumer makes a purchase decision. it most likely should focus on: a.” The co-worker was in which stage in the consumer purchase decision process? a. c. as illustrated in Figure 5-1. creating personality profiles for skateboarders. The most important evaluative criteria establish the brands in consumers' evoked set. Answer: d Page: 102 Rationale: The key influence in determining the products in the evoked set is to have a set of important attributes. which matches consumers' interests. e. BMW is concerned with making sure its skateboard is in the evoked sets of potential skateboard buyers. e. Therefore. 264 . making appeals directed towards motivational ego needs. making sure its advertisements get on the air during sporting events. 5-33 PURCHASE DECISION CONCEPTUAL Raul overheard one of his co-workers in a phone conversation say. d. which stabilizes the board's sleek design and allows for greater control around sharp curves. by identifying the most important attributes a firm can design a product. c. “Thank you for taking my call so quickly. I'd like to order number 1284H. d. b. the 12 inch covered omelet pan and use the easy pay plan. such as exhibition skateboarding. Problem recognition Alternative evaluation Information search Purchase decision Post purchase evaluation Answer: d Page: 102 Rationale: Having examined the alternatives of the evoked set.5-32 EVOKED SET APPLICATION BMW StreetCarver is a skateboard that features BMW's technology in its wheel suspension. trying to determine the most important evaluative criteria skateboarders use when judging the product. b. In this case. reducing the post-purchase dissatisfaction that may result from purchasing its product.

All of the above statements about the purchase stage of the consumer purchase decision process are true. a consumer compares the purchased product with his or her expectations and is either satisfied or dissatisfied. b. I have really enjoyed the fact that its stream service gives me an always-on connection to the Internet. e. 5-35 POSTPURCHASE BEHAVIOR CONCEPTUAL Maria has just told her supervisor. and economic significance of a purchase to the consumer.5-34 PURCHASE DECISION CONCEPTUAL Which of the following statements about the purchase stage of the consumer purchase decision process is true? a. “I'm so glad I bought the Motorola P280 phone rather than those other models I was looking at. d. The purchase stage requires choosing from whom to buy. social. b. Two choices remain in this step: 1) from whom to buy and 2) when to buy. Figure 5-1 illustrates the consumer purchase decision process. c. consumers are almost ready to make a purchase decision.” Which stage of the consumer purchase decision process is demonstrated by Maria's conversation? a. a. Satisfied buyers tell three other people about their experience and dissatisfied buyers tell nine people about their experience. Figure 5-1 Rationale: Having examined the alternatives in the evoked set. Problem recognition Information search Alternative evaluation Purchase decision Postpurchase behavior Answer: e Page: 102 Rationale: During the postpurchase stage. b. d. d. 5-36 INVOLVEMENT DEFINITION A consumer's __________ refers to the personal. c. e. e. The purchase stage follows the alternative evaluation stage in the consumer purchase decision process. The purchase stage includes deciding when to buy. c. The act of picking a brand is the result of the purchase decision. involvement aspiration acculturative response motivation selective perception Answer: a Page: 102 Rationale: Key term definition—involvement 265 . Answer: e Page: 102. I haven't seen another phone with that feature.

be characterized by none of the above. c. involvement. Answer: a Page: 102 Rationale: Key term definition—involvement 5-38 INVOLVEMENT High-involvement purchases tend to: a. aspiration. Make good use of Dasani stock-outs. d. reflect one’s social image. How can a marketer convince people to buy Dasani instead of one of the numerous other brands displayed on retailers' shelves? a. 266 . e. social. have serious personal consequences. c. be expensive. b. d. Do any or all of the above Answer: c Page: 102 Rationale: Regarding the incorrect options. b. b. culture.5-37 INVOLVEMENT DEFINITION The personal. e. d. avoiding stock-out decisions would benefit Dasani. and economic significance of a purchase to the consumer is called: a. e. selective perception. Convince retailers to only offer Dasani water. Persuading retailers to stock only one brand is unlikely unless they are paid. Make the purchase decision high involvement. The decision is and will remain a low-involvement one. be characterized by all of the above. making good use of Dasahi stock-outs does not make sense. DEFINITION Answer: d Page: 102 Rationale: Key term definition—involvement 5-39 INVOLVEMENT APPLICATION The purchase of a bottle of water is a low-involvement purchase. motivation. Offer coupons for Dasani bottled water. c.

d. Figure 5-3 Rationale: As illustrated by Figure 5-3. Their choices are generally made quickly and with little or no effort to consider alternative product offerings. b.5-40 ROUTINE PROBLEM SOLVING APPLICATION Which problem solving variation would normally be used to purchase such items as toothpaste. routine problem solving uses minimal time spent searching. make a decision. c. extensive problem solving situations. routine problem solving situations. and spend little effort seeking external information and evaluating alternatives. 267 . e. is virtually a habit. e. routine problem solving limited problem solving extended problem solving situational problem solving rational problem solving Answer: a Page: 103 Rationale: Routine problem solving is typically the case for low-priced. Answer: b Page: 103. b. b. Routine problem solving Limited problem solving Extended problem solving Simulated selection Integrated problem solving Answer: a Page: 103 Other Location: web Rationale: For these types of products. called __________. consumers recognize a problem. c. Consumers typically spend very little effort or time seeking or evaluating alternatives. The college students are involved in: a. d. d. unlimited problem solving situations. e. limited problem solving situations. 5-42 ROUTINE PROBLEM SOLVING CONCEPTUAL Between classes. c. or chewing gum? a. soda. intensive problem solving situations. many college students stop at conveniently located vending machines for their favorite candy bar and soft drink. These behaviors are characteristics of routine problem solving. a. The purchase process for such items. 5-41 ROUTINE PROBLEM SOLVING DEFINITION Consumers spend little effort seeking external information and evaluating alternatives in the purchase of soap and milk. frequently purchased products. and typifies low-involvement decision-making.

consumers typically seek some information. Figure 5-3 Rationale: As illustrated by Figure 5-3. and typifies low-involvement decision-making. in limited problem solving. a restaurant for dinner.5-43 ROUTINE PROBLEM SOLVING DEFINITION The purchase process used when consumers spend little effort seeking external information and evaluating alternatives is called __________. c. d. b. There is little time or effort used in researching options in these situations. c. from a few number of external information sources to help them evaluate alternatives. a. 5-44 LIMITED PROBLEM SOLVING APPLICATION A typical consumer would most likely use __________ in choosing a blender. e. or electric can openers? a. a. There is little time or effort used in researching options in these situations. b. is virtually a habit. d. e. e. b. frequently purchased products. 268 . sheets and towels. consumers typically seek some information. Routine response behavior Limited problem solving Extended problem solving Simulated selection Integrated problem solving Answer: b Page: 103. d. c. routine response behavior limited problem solving extended problem solving simulated selection classical conditioning Answer: b Page: 103. routine problem solving limited problem solving extended problem solving situational problem solving rational problem solving Answer: a Page: 103 Rationale: Routine problem solving is typically the case for low-priced. in limited problem solving. from a few number of external information sources to help them evaluate alternatives. Figure 5-3 Rationale: As illustrated by Figure 5-3. 5-45 LIMITED PROBLEM SOLVING APPLICATION Which problem solving variation would likely be used for clothing. or a pair of sandals.

269 . d. 5-48 EXTENDED PROBLEM SOLVING CONCEPTUAL Which problem solving variation would likely be used for real estate. a. extended problem solving makes use of each stage of the consumer purchase decision process including considerable time and effort on external information search and in identifying and evaluating alternatives. Figure 5-3 Rationale: As illustrated by Figure 5-3. b. d. d. e.5-46 LIMITED PROBLEM SOLVING DEFINITION Consumers seek some information or rely on a friend to help them evaluate alternatives when they are engaged in a __________ process. as long as she receives a very liberal return policy should anything go wrong. or personal computers? a. automobiles. c. In making her decision Elizabeth will engage in which of the following problem solving methods? a. c. Limited Extended Habitual Classical Routine Answer: a Page: 103: Figure 5-3 Rationale: In this case the person seeks some information but has little interest in spending time or effort in searching out the right place to purchase the item. Routine response behavior Limited problem solving Extended problem solving Simulated selection Integrated problem solving Answer: c Page: 103. b. These are characteristics of limited problem solving. e. consumers typically seek some information or rely on a friend to help them evaluate alternatives. c. e. routine problem solving limited problem solving extended problem solving situational problem solving rational problem solving Answer: b Page: 103 Rationale: In limited problem solving. She is NOT concerned about where she buys it. 5-47 LIMITED PROBLEM SOLVING APPLICATION Elizabeth has decided to purchase a radar detector and plans to call several friends for information about alternative brands. b. which are illustrated in Figure 5-3.

b. which affect the purchase decision process. temporal effects. and antecedent states are all examples of __________. b. a. they are using which of the following? a. social surroundings. c. c. 5-51 SITUATIONAL INFLUENCES DEFINITION The purchase task. limited problem solving. She started looking for the gift last month and expects to spend another couple of months. d. if needed. marketing mix influences psychological influences situational influences sociocultural influences evaluative criteria Answer: c Page: 103 Rationale: Text term definition—situational influences 270 . physical surroundings. c. extended problem solving. b. and considerable time and effort is spent on external information search and in identifying and evaluating alternatives. e. e. Answer: c Page: 103. e. Robin is engaging in: a.5-49 EXTENDED PROBLEM SOLVING DEFINITION When consumers use each of the five stages of the consumer purchase decision process in the purchase of a product. to find a gift they both will like. integrated problem solving. routine problem solving limited problem solving extended problem solving situational problem solving rational problem solving Answer: c Page: 103 Rationale: Extended problem solving uses each of the five stages of the consumer purchase decision process. Figure 5-3 Rationale: As illustrated by Figure 5-3. 5-50 EXTENDED PROBLEM SOLVING CONCEPTUAL Robin wants to find the perfect gift for her grandparents' 50th wedding anniversary. d. simulated selection. extended problem solving makes use of each stage of the consumer purchase decision process including considerable time and effort on external information search and in identifying and evaluating alternatives. routine response behavior. d.

d.5-52 SITUATIONAL INFLUENCES DEFINITION The five situational influences that have an impact on a consumer's purchase decision process are the purchase task. d. b. b. social surroundings. b. including other people present when a purchase decision is made. “How do you think this outfit looks?" This situation is most closely related to which of the following situational influences? a. 5-54 SITUATIONAL INFLUENCES: SOCIAL SURROUNDINGS CONCEPTUAL Three teenaged girls spent hours at the store trying on various outfits. "This is for my son's first birthday. may affect what is purchased. antecedent states. Purchase task Social surroundings Physical surroundings Temporal effects Antecedent states Answer: b Page: 103 Rationale: Social surroundings. c. and: a. c." which situational influence has he demonstrated? a. d. c. dependent variables. and asking each other. frame of mind. temporal effects. 271 . Purchase task Social surroundings Physical surroundings Temporal effects Antecedent states Answer: a Page: 103 Rationale: The reason for engaging in the decision process (the son’s first birthday) is called the purchase task. looking at possible combinations. e. e. e. Answer: b Page: 103 Rationale: Text term definition—situational influences 5-53 SITUATIONAL INFLUENCES: PURCHASE TASK CONCEPTUAL When a man picks up a teddy bear in a toy store and tells the clerk. independent variables. physical surroundings. spatial surroundings.

5-57 SITUATIONAL INFLUENCES: TEMPORAL EFFECTS CONCEPTUAL Two colleagues discuss where to go for lunch. As a result of __________. Purchase task Social surroundings Physical surroundings Temporal effects Antecedent states Answer: d Page: 103 Rationale: Temporal effects. and crowded aisles may alter how purchase decisions are made. Carlos thought. b. can influence purchase behavior and choice. c. e. he has vowed never to shop at that store again. such as time of day or the amount of time available. Which situational influence is Visa using to show the benefits offered by its debit cards? a. c. One says to the other. so most of the restaurants will be crowded.” Then he banged his cart into the side of a display because the aisle was so crowded. but are unable to do so because the retailer won't accept a check without several forms of identification. purchase task social surroundings physical surroundings temporal effects spatial surroundings Answer: c Page: 103 Rationale: Physical surroundings such as decor. so we could take an extra hour and relax a bit. But the boss is out of town. e. e. b. music in retail stores.5-55 SITUATIONAL INFLUENCES: PHYSICAL SURROUNDINGS CONCEPTUAL As he hunted for tomato juice. d. "Nothing in this store is logically arranged. 5-56 SITUATIONAL INFLUENCES: ANTECEDENT STATES CONCEPTUAL The ads for Visa debit cards show people who need to make a purchase quickly. which include the consumer's mood or amount of cash on hand.” Their conversation illustrates which situational influence? a. will influence where consumers have breakfast and lunch and what is ordered 272 . “Its noon. b. d. Purchase task Social surroundings Physical surroundings Temporal effects Antecedent states Answer: e Page: 103 Other Location: web Rationale: Antecedent states. d. a. c.

5-60 MOTIVATION __________ is the energizing force that stimulates behavior to satisfy a need. attitudes. learning. a. c. routine problem solving influences. beliefs. d. 5-59 PSYCHOLOGICAL INFLUENCES DEFINITION The concepts useful for interpreting buying processes and directing marketing efforts such as motivation and personality. learning. b. e. values. b. attitudes. values. and attitudes. e. e. perception. Answer: b Page: 104 Rationale: Psychological concepts such as motivation and personality. values. d. beliefs. and lifestyle are called: a. motivation personality perception antecedent state lifestyle DEFINITION Answer: d Page: 104.5-58 PSYCHOLOGICAL INFLUENCES Which of the following is NOT considered a psychological influence? a. Antecedent states are a situational influence. perception. c. Selective perception Antecedent state Motivation Cognitive dissonance Perception DEFINITION Answer: c Page: 105 Rationale: Key term definition—motivation 273 . beliefs. situational influences. learning. Figure 5-4 Rationale: The five psychological influences are: motivation and personality. perception. c. social influences. rational influences. and lifestyle are useful for interpreting buying processes. psychological influences. d. b. and lifestyle.

physiological. social. Intellectual needs Emotional needs Self-actualization needs Domination needs Psychological needs Answer: c Page: 105. e. and personal Self-actualization. 5-63 MOTIVATION : HIERARCHY OF NEEDS CONCEPTUAL The most basic of our needs are physiological. and self-actualization. Once the physiological needs are met. safety. According to the hierarchy of needs. b. 274 . "Be all that you can be" relied on which of the psychological influences on behavior? a. followed by safety. Motivation Learning Perception Antecedent states Lifestyle Answer: a Page: 105 Rationale: The slogan suggested that the Army could satisfy an individual's need for selfactualization. physiological. social. personal.5-61 MOTIVATION APPLICATION The U. c. Figure 5-5 Rationale: Figure 5-5 illustrates the hierarchy of needs. Figure 5-5 Other Location: web Rationale: People have both physiological needs and learned needs. b. psychological. social. b. Army former advertising theme. safety. d. e. personal. physiological. and social Answer: b Page: 105. social.S. c. 5-62 MOTIVATION : HIERARCHY OF NEEDS CONCEPTUAL Which of the following lists the hierarchy of needs in its correct order. and physiological Safety. The hierarchy of needs pyramid is illustrated in Figure 5-5. what category of needs is of the highest order? a. c. d. beginning with the most basic? a. personal. self-actualization. and self-actualization Safety. d. Personal. with self-actualization needs at the top. social. e. and safety Physiological. people seek to satisfy their learned needs. and personal type needs.

safety needs. and shelter would be considered __________ needs. Figure 5-5 Rationale: Text term definition—physiological needs 5-66 MOTIVATION : HIERARCHY OF NEEDS DEFINITION In the hierarchy of needs. Figure 5-5 Rationale: Text term definition—safety needs. a. c. e. 275 . d. self-preservation and physical well-being would be examples of __________ needs. food. e. physiological safety social personal self actualization Answer: b Page: 105. physiological safety social personal psychological Answer: a Page: 105. b. c. e. personal needs. Figure 5-5 Rationale: Text term definition—physiological needs 5-65 MOTIVATION : HIERARCHY OF NEEDS DEFINITION In the hierarchy of needs water. social needs. d. DEFINITION Answer: a Page: 105. d. self actualization needs. b. physiological needs.5-64 MOTIVATION : HIERARCHY OF NEEDS Those needs which are basic to survival and which must be satisfied first are: a. a. b. c.

a. b. c. d. c. 5-68 MOTIVATION : HIERARCHY OF NEEDS DEFINITION Those needs that are concerned with love and friendship are __________ needs. d. and self-respect are __________ needs. Figure 5-5 Rationale: Text term definition—social needs 5-69 MOTIVATION : HIERARCHY OF NEEDS DEFINITION Those needs that are represented by the need for achievement. e. e. b. a. c. physiological safety social personal self-actualization Answer: b Page: 105 Rationale: The Michelin tire ad seeks to appeal to parents' needs to ensure the safety of their children. physiological safety social personal self actualization Answer: c Page: 105. The ad copy touts the dramatically improved traction of Michelin radial tires in rain and snow and informs parents of the ways in which the tires will help them protect and ensure the well-being of their children. prestige. The marketers of Michelin tires are attempting to appeal to consumers' __________ needs. status. b. physiological safety social personal self actualization Answer: d Page: 105 Rationale: Text term definition—personal needs 276 . d.5-67 MOTIVATION : HIERARCHY OF NEEDS CONCEPTUAL A magazine ad shows a cherubic baby sitting inside an automobile tire. e. a.

5-71 MOTIVATION : HIERARCHY OF NEEDS APPLICATION An ad for Conesco's life insurance asks the question. physiological needs. Providing security for one's family would help to satisfy that need. Physiological needs Safety needs Social needs Personal needs Self actualization needs Answer: b Page: 105 Rationale: Safety needs involve self-preservation and physical well being. 5-72 MOTIVATION : HIERARCHY OF NEEDS APPLICATION An ad for The King's Daughters' School. “How do you plan on supporting your family after you pass away?” The ad shows a tombstone with a sign that offers the face of the stone as ad space.” This ad is appealing to the parents' desire to satisfy their children's: a. b. a private academy for children. has the headline. c. d. 277 . The ad is intended to appeal to which of the needs in the hierarchy of needs? a. prestige. b. e.5-70 MOTIVATION : HIERARCHY OF NEEDS APPLICATION An ad for Acura is headlined by a quote from Henry David Thoreau. d. b. “Living Up to Their Potential. Self-actualization needs involve personal fulfillment. e. “Go in the Direction of Your Dreams. physiological safety social personal psychological Answer: d Page: 105 Rationale: Personal needs are needs that are represented by the need for achievement. and self-respect. self actualization needs. Answer: e Page: 105 Rationale: The school wants the parents to know that the school will make sure that each student achieves as much as possible. c.” This ad is most likely to appeal to people's __________ need. social needs. a. c. safety needs. d. e. status. personal needs.

e. Answer: e Page: 105 Rationale: Key term definition—personality 5-75 PERSONALITY Personality is: a. perception. b. e. d. physiological needs safety needs social needs personal needs self actualization needs DEFINITION Answer: e Page: 105 Rationale: Text term definition—self-actualization needs 5-74 PERSONALITY DEFINITION Someone’s consistent behaviors or responses to recurring situations refer to his or her: a. b. c. d. needed to achieve prestige. personality. motivation. culture. someone’s consistent behaviors or responses to recurring situations. e. DEFINITION Answer: a Page: 105 Rationale: Key term definition—personality 278 . b. d.5-73 MOTIVATION : HIERARCHY OF NEEDS Which of the following needs involves personal fulfillment? a. not important to consumer behavior. purchase process. c. c. essential to developing culture. based on perception.

c. d. e. Feeling young may be an important element of a person’s self-concept. Subliminal messages are legal in the United States. e. d. c. c. The text gives an example of a current Times Warner CD game that uses subliminal messaging. b. Subliminal messages are illegal in the United States. CONCEPTUAL Answer: d Page: 106 Other Location: web Rationale: Regarding the incorrect options. b. b. self-concept greed lust avarice hedonism Answer: a Page: 106 Rationale: Self-concept is the way people see themselves and the way they believe others see them. No organizations have used subliminal messages since the time people used to regularly go to drive-ins to watch movies. a. 279 . Self-evaluation Self-concept Aspirational concept Individualized perception Personal perception Answer: b Page: 106 Rationale: Text term definition—self-concept 5-77 SELF-CONCEPT APPLICATION The ad for Dove body wash asks the question. The Federal Communications Commission (FCC) supports the usage of subliminal perception.5-76 PERSONALITY: SELF-CONCEPT DEFINITION __________ is the way people see themselves and the way they believe others see them. a. 5-78 ETHICS AND SOCIAL RESPONSIBILITY ALERT Which of the following statements about subliminal perception is true? a. the FCC has denounced subliminal messaging as deceitful. The use of subliminal messaging is monitored by the Better Business Bureau. “How old will you be when you stop feeling 29?” The ad is using __________ to appeal to its target market. d. There is no substantive scientific support for the concept of subliminal perception. e.

In other words. e. d. c. c. selective attention. selective retention. organizes. selective exposure. a. e. Answer: d Page: 106 Rationale: Text term definition—selective perception 280 . b. The soft drink company may not have paid a fair price to have the images of its logo placed in the movie. and interprets information to create a meaningful picture of the world. selective perception. The soft drink company would be attempting to influence the behavior of the consumers in a manner the consumers might object to if they were aware of what was occurring. Answer: c Page: 106 Other Location: web Rationale: The strongest ethical argument against subliminal advertising is that it exploits a psychological vulnerability in human perception to persuade consumers to act in a manner they might not if they were consciously making the choice. b. Soft drinks can cause tooth decay. d. 5-80 PERCEPTION DEFINITION __________ is the process by which an individual selects. the human brain attempts to organize and interpret information with a process called: a. e. stimulus discrimination. d. Which of the following is the strongest argument that such a marketing strategy would be unethical? a. Motivation Attitude formation Conformance Perception Illumination Answer: d Page: 106 Rationale: Key term definition—perception 5-81 SELECTIVE PERCEPTION DEFINITION Because the average consumer operates in a complex information-rich environment. The images of the product logo might interfere with the plot and impact of the movie. subliminal advertising might rob the consumer of the freedom to make a choice. if it did have any effect on behavior. b. c.5-79 ETHICS AND SOCIAL RESPONSIBILITY ALERT APPLICATION Suppose a soft drink company sponsored a made-for-television movie with the understanding that subliminal images of its product logo would be interspersed throughout the program. Children might be watching the program.

remembered. b. and antilock brakes. c. b. selective intuition. selective attention. as indicated in the film footage. This is an example of __________ perception. But you do notice that it has a high-performance engine that can take it to high speeds. stimulus discrimination. or made available to the conscious mind. The selective perception process filters the information so that only some of it is understood. e. selective perception. c. and they are unable to respond to all stimuli to which they are exposed. once he read an article about palindromes for his English class. remembered. side impact bars. This is probably the result of: a. 281 . and they are unable to respond to all stimuli to which they are exposed. d. he saw the term three more times that week. or made available to the conscious mind. d. retentive interpretive reclusive selective subliminal Answer: d Page: 107 Rationale: Selective perception occurs because consumers operate in a complex environment. 5-83 SELECTIVE PERCEPTION CONCEPTUAL You watch a television commercial for a new automobile and you do not notice it has dual airbags. selective retention. While Marshall was unaware of the term. a. The selective perception process filters the information so that only some of it is understood. e.5-82 SELECTIVE PERCEPTION APPLICATION Many have described 2002 as the year of the palindrome—a word or phrase that reads the same whether read from right or left. Answer: d Page: 107 Rationale: Selective perception occurs because consumers operate in a complex environment.

selective comprehension.5-84 SELECTIVE EXPOSURE DEFINITION The tendency to pay attention to messages consistent with one's attitudes and beliefs and to ignore messages that are inconsistent is called: a. b. d. 282 . The report was contained in the newspaper that Marla reads daily. such as the need for a new car. retention. c. d. selective retention. selective exposure. stimulus discrimination. stimulus discrimination. e. Answer: b Page: 107 Rationale: Selective exposure is the tendency to pay attention to messages consistent with one's attitudes and beliefs. Answer: c Page: 107 Rationale: Text term definition—selective exposure 5-85 SELECTIVE EXPOSURE APPLICATION Because Marla is so strongly committed to a fat-free diet. selective comprehension. d. b. and to ignore messages that are inconsistent with one’s attitudes and beliefs. she did not see a recent report by the New England Journal of Medicine that suggested that some fat in our diet is healthy. behavioral learning. c. He begins to notice ads for many cars he wasn't aware of previously. selective perception. Answer: c Page: 107 Rationale: Selective exposure is the tendency to pay attention to messages consistent with one's attitudes and beliefs and to ignore messages that are inconsistent. selective perception. subliminal perception. selective exposure. e. selective retention. e. 5-86 SELECTIVE EXPOSURE CONCEPTUAL Charlie needs to purchase an automobile to drive to his new job in the city center. such as information that some fat is healthy when Marla is so committed to a fat-free diet. but the reason Marla did not see it is probably the result of: a. selective exposure. c. tuning out. b. This is an example of: a.

stimulus discrimination. a. selective retention. selective comprehension. selective retention selective comprehension selective exposure selective perception subliminal discrimination Answer: a Page: 107 Rationale: Text term definition—selective retention 283 . b. Due to __________. selective retention selective comprehension selective exposure selective analysis stimulus discrimination Answer: b Page: 107 Rationale: A consumer using selective comprehension is interpreting information so that it is consistent with his or her attitudes and beliefs. selective exposure. c.5-87 SELECTIVE COMPREHENSION DEFINITION Interpreting information so that it is consistent with your attitudes and beliefs is called: a. e. c. c. Tyler will not purchase this product. or hear even minutes after exposure to it. She believes that the name is demeaning to women and that its use means the manufacturer is unsympathetic to women. Answer: b Page: 107 Rationale: Text term definition—selective comprehension 5-88 SELECTIVE COMPREHENSION APPLICATION Tyler was offended by the brand name of a new product for women. a. e. b. d. d. d. 5-89 SELECTIVE RETENTION DEFINITION As a result of __________. e. selective analysis. consumers do not remember all the information they see. read. b.

d. spatial uncertainty. temporal uncertainty. 5-91 PERCEIVED RISK DEFINITION The anxiety felt because the consumer cannot anticipate the outcomes of a purchase. c. perceived risk. A magazine subscription to Glamour A cell phone Flowers to decorate her new apartment A new outfit for her first day at work A pair of jeans to wear on weekends Answer: d Page: 107 Other Location: web Rationale: Perceived risk is the anxiety felt because the consumer cannot anticipate the outcomes of a purchase. Answer: c Page: 107 Other Location: web Rationale: Selective retention means consumers do not remember all they see. 284 . but believes there may be a negative consequence associated with making the wrong purchase decision. c. or read. hear. d. adopting advertising campaigns that use bright colors and/or snappy background music. even minutes after exposure to it. a negative antecedent. Furniture and automobile retailers often give consumers product brochures to take home after they leave the showroom to help them remember. e. d. CONCEPTUAL hiring well known celebrities to sponsor their products.5-90 SELECTIVE RETENTION Retailers can reduce problems associated with selective retention by: a. b. e. Answer: b Page: 107 Rationale: Key term definition—perceived risk 5-92 PERCEIVED RISK APPLICATION For which of the following products is perceived risk likely to be the greatest for a female who has just taken her first job after college graduation? a. providing brochures for consumers to take home. Wearing the new outfit represents a perceived risk as she does not know how she may be thought of at her new job based on how she looks in her new outfit. b. but believes there may be a negative consequence is called: a. using a more convoluted store layout. buyers' remorse. e. c. b. offering extended service warranties.

d. d. b.5-93 PERCEIVED RISK CONCEPTUAL Which of the following is a method marketers can use to reduce perceived risk for consumers? a. Obtain seals of approval for products Secure endorsements from influential people Provide trial usage of the product Provide warranties and guarantees All of the above Answer: e Page: 108 Rationale: Recognizing the importance of perceived risk. companies develop strategies to make consumers feel more at ease about their purchases. b. 5-94 LEARNING DEFINITION __________ refers to those behaviors that result from repeated experience and reasoning. e. a. d. e. a. b. c. c. Perceptual Retentive Functional Motivated Behavioral Answer: e Page: 108 Rationale: Text term definition—behavioral learning 285 . Psychosocial perception Acculturation Attitudinal identification Dynamic growth Learning Answer: e Page: 108 Rationale: Key term definition—learning 5-95 BEHAVIORAL LEARNING DEFINITION __________ learning is the process of developing automatic responses to a type of situation built up through repeated exposure to it. c. e.

e. d. b. The perfume's manufacturer is Demeter and it makes over 150 different fragrances with names like Dirt. e. Pavlov presented dogs with food at the same time he rang a bell resulted in dogs that salivated when the bell was rung. DEFINITION Answer: a Page: 108 Rationale: Text term definition—drive 286 . c. even when food was not presented. Brownie. functional adaptation. e. the appeal of the scent is due to: a. d. d. behavioral learning. Dandelion. cue.5-96 BEHAVIORAL LEARNING CONCEPTUAL The famous experiment wherein Dr. reinforcement. Woodsmoke. This experiment is an example of: a. selective learning. Lobster. b. c. 5-97 BEHAVIORAL LEARNING APPLICATION There are many perfumes on the market. response. and Turpentine. cognitive learning. cognitive dissonance. but only one that breaks down fragrances into elements so people can wear the particular scents with which they have emotional ties. Because repeated exposure to these scents have made people connect them with some important event or memory. attitude. c. drive. Sugar Cookie. 5-98 BEHAVIORAL LEARNING: DRIVE A need that moves an individual to action is a(n): a. b. Changing antecedent states The scientific method Tone as a motivator Cognitive dissonance Behavioral learning Answer: e Page: 108 Rationale: Behavioral learning is the process of developing automatic responses to a situation built up through repeated exposure to it. Answer: c Page: 108 Rationale: Behavioral learning is the process of developing automatic responses to a situation built up through repeated exposure to it. Leather. This is what the classic Pavlov experiment proved.

and Turpentine. e. Dandelion. cues. responses. Leather. Answer: b Page: 108 Rationale: A cue is a stimulus (in this case a smell) perceived by consumers. but only one that breaks down fragrances into elements so people can wear the particular scents with which they have emotional ties. Lobster. b. d. a. Sugar Cookie. The perfume's manufacturer is Demeter. b. b. drive cue attitude response reinforcement DEFINITION Answer: b Page: 108 Rationale: Text term definition—cue 5-101 BEHAVIORAL LEARNING: RESPONSE A(n) __________ is the action taken to satisfy a drive. e.5-99 BEHAVIORAL LEARNING: CUE APPLICATION There are many perfumes on the market. Woodsmoke. Brownie. reinforcements. drives. d. The maker of Demeter perfumes treats smells as if they were: a. d. e. attitudes. c. cue demotivator motivation response stimulus DEFINITION Answer: d Page: 108 Rationale: Text term definition—response 287 . 5-100 BEHAVIORAL LEARNING: CUE A(n) __________ is a stimulus or symbol that one perceives. a. and it makes over 150 different fragrances with names like Dirt. c. c.

reinforcement. the great taste of the food is a(n): a. In terms of behavioral learning. a. e. A negative cue A demotivator Negative reinforcement Negative response Negative stimulus Answer: c Page: 108 Rationale: Text term definition—negative reinforcement 288 . b. she sees an advertisement (cue). d. preference. b.5-102 BEHAVIORAL LEARNING: REINFORCEMENT APPLICATION Joan is hungry (drive). a. c. e. Answer: c Page: 108 Rationale: The reinforcement is the reward. c. d. b. e. achievement drive. cue reinforcement motivation response stimulus DEFINITION Answer: b Page: 108 Rationale: Text term definition—reinforcement 5-104 BEHAVIORAL LEARNING: NEGATIVE REINFORCEMENT DEFINITION ___________ has occurred if what the consumer experiences upon responding to a stimulus is not pleasant. prestige. goes to the store and buys the product (response). c. d. 5-103 BEHAVIORAL LEARNING: REINFORCEMENT A(n) __________ is the reward for satisfying a drive.

Selective comprehension Selective retention Stimulus generalization Stimulus discrimination Cognitive learning Answer: c Page: 108 Rationale: Stimulus generalization occurs when a response brought about by one stimulus is generalized to another stimulus. selective comprehension selective retention stimulus generalization stimulus discrimination routine response behavior Answer: c Page: 108 Other Location: web Rationale: Stimulus generalization occurs when a response brought about by one stimulus (cue) is generalized to another stimulus. 5-106 BEHAVIORAL LEARNING: STIMULUS GENERALIZATION CONCEPTUAL When the television production company that produces the Law & Order series uses the Law & Order name on two other series (Law & Order: Special Victim’s Unit. Using the same brand name to launch new products is one common application of this concept. d. The consumer would have the same feelings toward one Law & Order series as for another.5-105 BEHAVIORAL LEARNING: STIMULUS GENERALIZATION CONCEPTUAL Using the same brand name for different products is an application of which concept from behavioral learning theory? a. it relies on __________ to convince fans of the original show that the new shows will be equally well crafted. b. c. a. a. 5-107 BEHAVIORAL LEARNING: STIMULUS GENERALIZATION DEFINITION __________ occurs when a response brought about by one stimulus is generalized to another stimulus. Stimulus discrimination Stimulus generalization Reinforcement Behavioral learning Selective retention Answer: b Page: 108 Rationale: Text term definition—stimulus generalization 289 . e. e. b. b. d. and Law & Order: Criminal Intent). even before the new show was seen. c. d. e. c.

5-110 BEHAVIORAL LEARNING: STIMULUS DISCRIMINATION CONCEPTUAL Betty contends that she can taste the difference between fat-free cheese and cheese with regular fat content. cognitive dissonance selective retention selective comprehension stimulus generalization stimulus discrimination Answer: e Page: 108 Rationale: Stimulus discrimination refers to one’s ability to perceive differences among similar products. e. stimulus generalization. e. 290 . selective retention. while Tom does not. d. Tom says that he cannot tell a difference between the two products. b. a. Stimulus discrimination Stimulus generalization Reinforcement Behavioral learning Selective retention Answer: a Page: 108 Rationale: Text term definition—stimulus discrimination 5-109 BEHAVIORAL LEARNING: STIMULUS DISCRIMINATION CONCEPTUAL Consumers' ability to perceive taste differences in chocolate bars is an example of: a. b. c. such as chocolate bar tastes. If they are to be believed. c. Answer: e Page: 108 Rationale: Stimulus discrimination refers to one’s ability to perceive differences among similar products. cognitive dissonance. e. selective comprehension. d. a. Betty exhibits __________. such as fat-free and regular cheese.5-108 BEHAVIORAL LEARNING: STIMULUS DISCRIMINATION DEFINITION __________ refers to a person’s ability to perceive differences among similar products. d. stimulus discrimination. c. b.

b. cognitive learning cognitive dissonance behavioral learning functional adaptation selective learning Answer: a Page: 108 Rationale: Cognitive learning involves making the connections between two or more ideas or simply observing the outcomes of others’ behavior and adjusting your own accordingly. 5-112 COGNITIVE LEARNING DEFINITION Making connections between two or more ideas or simply observing the outcomes of others' behaviors and adjusting one's own behavior accordingly is what type of learning? a. d. the authors describe how marketing is not something alien to you like Shakespeare or physics—it is something you are already very familiar with because you observe marketing throughout many different facets of life. e. d. cognitive dissonance selective retention selective comprehension stimulus generalization stimulus discrimination Answer: e Page: 111 Rationale: Stimulus discrimination refers to a person's ability to perceive differences among similar products. c. Stimulus discrimination Cognitive learning Brand loyalty Stimulus generalization Behavioral learning Answer: b Page: 108 Other Location: web Rationale: Text term definition—cognitive learning 5-113 COGNITIVE LEARNING APPLICATION In the first chapter of this text. b. 291 . e. d. Marketers who use comparative advertising are trying to use __________ to make consumers believe that its product is better than the other one. The authors hoped you would use __________ to conclude marketing is an interesting subject and worthy of your time and effort. b.5-111 BEHAVIORAL LEARNING: STIMULUS DISCRIMINATION APPLICATION Comparative advertising in which one brand is compared to another is intended to cause consumers to perceive differences between the products featured in the advertising. c. c. e. a. a.

Learning is closely connected to brand loyalty because habits are learned. e. Brand loyalty results from the positive reinforcement of previous actions. c. Brand bias Brand discrimination Brand loyalty Behavioral learning Selective perception Answer: c Page: 109 Rationale: Key term definition—brand loyalty 5-116 BRAND LOYALTY Which of the following statements about brand loyalty is true? a.5-114 COGNITIVE LEARNING APPLICATION When Betty Crocker advertises that baking a cake from one of its mixes tastes just like homemade. b. In this case. e. b. a. The incidence of brand loyalty is declining in North America. c. d. 292 . d. Brand loyalty is accurately described by all of the above. Brand loyalty can reduce the perceived risk associated with the buying of certain products. c. b. Betty Crocker is linking a box mix to home cooking. CONCEPTUAL Answer: e Page: 109 Rationale: Brand loyalty is a favorable attitude toward and consistent purchase of a single brand over time. 5-115 BRAND LOYALTY DEFINITION __________ is a favorable attitude toward and consistent purchase of a single brand over time. d. e. it is influencing which type of learning? a. Stimulus discrimination Cognitive learning Brand loyalty Stimulus generalization Behavioral learning Answer: b Page: 108 Rationale: Marketers attempt to influence cognitive learning by linking a brand with an idea.

attitude. and cosmetics. belief value attitude motivation perception Answer: c Page: 109 Rationale: Key term definition—attitude 293 . taste or use of the products without labels). 5-118 ATTITUDE A learned predisposition to be thrifty or patriotic reflects a(n): a. e. and there is a close link between habits and brand loyalty. extended problem solving. even when prices are similar. Answer: c Page: 109 Rationale: Habit formation is the basis of routine problem solving. c. b. This strong brand preference is the result of: a. a. high-involvement problem solving. c. e. motivation.e. liquors. d. Such products include cigarettes. routine problem solving. c. CONCEPTUAL Answer: c Page: 109 Rationale: An attitude is a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way. value. b.5-117 BRAND LOYALTY CONCEPTUAL Considerable research has documented that in many product categories. e. consumers have strong preferences for specific brands of these products. perception. b. belief. d. consumers are unable to distinguish among brands when given blind tests (i. 5-119 ATTITUDE DEFINITION A(n) __________ is a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way. Nonetheless. d. beer. personal problem solving. limited problem solving.

b. Marketers attempt to change attitudes by changing the perceived importance of attributes. All of the above statements about changing consumer attitudes are true. c. Marketers spend lots of money on activities to change attitudes. Answer: c Page: 110 Rationale: Adding a new attribute--always-on feature—is one of three methods of attitude change available to marketers. b. Marketers attempt to change attitudes by changing beliefs about the extent to which a brand has certain attributes. Cell phones that can be connected to computer modems and used to upload or download information are commonplace. reducing perceived risk. e. Companies have spent millions of dollars in their attempts to change consumer attitudes. d. Motorola joined with VoiceStream to create a phone that has an always-on Internet connection. d. e. d. c. a. because it is so difficult to do. b. Answer: e Page: 110 Rationale: Marketers use all of the first three approaches in attempts to change consumer attitudes. but slow. Beliefs Values Attitudes Predispositions Opinions Answer: a Page: 109 Rationale: Key term definition—beliefs 5-121 ATTITUDE CHANGE CONCEPTUAL Which of the following statements about changing consumer attitudes is true? a. 294 . Promoting a new benefit of continuous Internet connection should lead to a favorable attitude toward the cell phone by: a. c. 5-122 ATTITUDE CHANGES APPLICATION Cell phones have been available for quite awhile and Motorola is a recognized brand name of cell phones. stimulus generalization. changing the importance of a specific attribute. e. changing beliefs about a specific attribute. Marketers attempt to change attitudes by adding new attributes to a product.5-120 BELIEFS DEFINITION __________ are one’s perception of how a product or brand performs on different attributes. adding a new important attribute.

Since consumers know Tums already contains calcium. adding a new attribute to the product. culture subculture social class lifestyle reference group Answer: d Page: 110 Rationale: Text term definition—lifestyle 295 . When Febreeze was introduced. b. d. b. e. a. b. e. changing the perceived importance of the attribute. c. adding a new attribute to the product. changing beliefs about the extent to which a brand has certain attributes.5-123 ATTITUDE CHANGE APPLICATION Tums antacid stresses the fact that it is a calcium supplement in its advertisements. The new promotion is trying to change the attitude toward Tums by: a. and what they think of themselves and the world around them. 5-125 LIFESTYLE DEFINITION A __________ is a way of living that is identified by how people spend their time and resources. By focusing on this attribute. This promotion to debunk a false claim changed consumers' attitudes by: a. c. adding a new attribute and re-positioning the product. 5-124 ATTITUDE CHANGE APPLICATION Febreeze is an odor-controlling spray manufactured by Procter & Gamble. d. P&G had to spend lots of money debunking the false claim and request help from the ASPCA before consumers would purchase the product in the numbers expected. e. c. It also stresses the health benefits of calcium. it is hoped consumers will have a more favorable attitude towards Tums. what they consider important in their environment. Most people already know Tums contains calcium. changing the basic product. a new attribute had not been added. adding a new attribute and re-positioning the product. lowering the price. it was tagged as a pet killer. lowering the price. Answer: a Page: 110 Other Location: web Rationale: P&G had to change consumers' beliefs that the spray was deadly to their pets before consumers could see the value of its odor controlling capabilities. d. Answer: a Page: 110 Rationale: Tums is trying to change the perceived importance of consuming calcium. changing the basic product.

d. c. psychographics. consumer socialization. including eating out. e. d. Answer: d Page: 110 Rationale: One aspect of lifestyle is way of living. b. demographics. c. b. Interests Activities Opinions Norms Hobbies Answer: d Page: 110 Rationale: Lifestyle is a way of living that is identified by how people spend their time and resources (activities.5-126 PSYCHOGRAPHICS Another name for the analysis of consumer lifestyle is: a. or psychographics? a. e. c. and what they think of themselves and the world (opinions). including hobbies). 5-128 LIFESTYLE APPLICATION Ads depicting happy families in Red Lobster restaurants are segmenting the market based on: a. e. DEFINITION Answer: b Page: 110 Rationale: Text term definition—psychographics 5-127 LIFESTYLE CONCEPTUAL Which of the following is NOT a good measure of consumer lifestyle. family life cycle. physiological needs. cognitive learning level. b. what they consider important (interests). which is identified by how people spend their time. social statistics. sociographics. stage of the decision process. lifestyles. d. 296 .

CONCEPTUAL Answer: b Page: 110 Other Location: web Rationale: VALS stands for Values and Lifestyles. d. Believers and Fulfilleds are both classified as action-oriented consumers. language study programs. which consumer group tries to match their behavior with their views of how the world is or should be? a. e. 5-131 LIFESTYLE: PRINCIPLE-ORIENTED CONSUMERS DEFINITION According to the VALS program. Principle-oriented Status-oriented Action-oriented Reward-oriented Achievement-oriented Answer: a Page: 110. The acronym VALS stands for Value. b. d. studies on the hierarchy of effects. b. Believers and Fulfilleds are both classified as principle-oriented consumers. Principle-oriented consumers are older consumers. learning theories studies. b. lifestyle analysis programs. Attitudes. c. CONCEPTUAL Answer: d Page: 110 Rationale: The most prominent example of lifestyle (or psychographic) analysis is the VALS program. and Learned Suppositions. d.5-129 LIFESTYLE: VALS PROGRAM The SRI's VALS Program is one of the most prominent examples of: a. Experiencers and Makers are both classified as action-oriented consumers. e. purchasing behavior studies. c. 5-130 LIFESTYLE: VALS PROGRAM Which of the following statements about the VALS program is true? a. c. The VALS program seeks to explain why and how consumers make purchase decisions. Figure 5-6 Rationale: Text term definition—principle-oriented consumers 297 . Principle-oriented consumers are members of Generation X. Experiencers and Makers are both classified as status-oriented consumers. developed by SRI International and currently run by SRI Consulting Business Intelligence. e.

b. e. d. e. b. c. c. 298 . Answer: c Page: 110. achievement-oriented. active. enjoy variety. fulfillers. sophisticated. action-oriented. DEFINITION Answer: b Page: 110. action-oriented. Figure 5-6 illustrates the complete VALS psychographic segmentation. and are risktakers are: a. d. achievers. d. status-oriented.5-132 LIFESTYLE: STATUS-ORIENTED CONSUMERS Consumers who are motivated by the actions and opinions of others are: a. actualizers. Figure 5-6 Rationale: Text term definition—action-oriented consumers 5-134 LIFESTYLE: ACTUALIZERS DEFINITION According to the VALS profile. take-charge people with high self-esteem and abundant resources are called: a. Figure 5-6 Rationale: These are all characteristics of actualizers. consumers who account for eight percent of the population and are successful. Figure 5-6 Rationale: Text term definition—status-oriented consumers 5-133 LIFESTYLE: ACTION-ORIENTED CONSUMERS DEFINITION Consumers who are intensely involved in social and physical activity. strugglers. c. principle-oriented. b. reward-oriented. Answer: a Page: 111. principle-oriented. e. achievement-oriented. reward-oriented. status-oriented. believers.

psychographics and demographics. achievers. believers. which will bloom in consumers' gardens just a few weeks after spring planting so people who didn't or couldn't plant bulbs in the fall will have spring flowers. lifestyle and motivation. Figure 5-6 illustrates the complete VALS psyhchographic segmentation. Answer: e Page: 111. They also have the most resources to spend on things they value. Two important aspects of personal influence are: a. Which of the following VALS segments would be most suitable for their product? a. personality and lifestyle. d. b. e. often uneducated and frequently concerned about their well-being are called: a. d. Answer: c Page: 112 Rationale: Opinion leaders exert direct or indirect influence over others and word-of-mouth activity influences others through conversation. opinions. c. c. b. e. d. Figure 5-6 Rationale: Actualizers enjoy the finer things in life and are receptive to new products. often uneducated. 5-136 LIFESTYLE: ACTUALIZERS APPLICATION Dutch tulip growers have developed pre-sprouted bulbs.5-135 LIFESTYLE: STRUGGLERS DEFINITION According to the VALS profile. Nurseries plan to promote the pre-sprouted tulips to people who appreciate “finer things” and will pay the premium. consumers who are poor. c. 299 . Strugglers Believers Makers Actualizers Experiencers Answer: d Page: 111. fulfillers. actualizers. word-of-mouth activity and psychographics. and frequently concerned about their well-being. or behavior of others. Figure 5-6 Rationale: Members of the strugglers segment have the least resources and are poor. b. 5-137 PERSONAL INFLUENCE CONCEPTUAL A consumer's purchases are often influenced by the views. strugglers. e. opinion leadership and word-of-mouth activity.

b. opinion leaders. brand loyal consumers. achievers. They are more likely to be important for products that provide a form of self-expression. d. e. syncratic decision makers aspirational opinion leaders autonomous leaders joint decision makers Answer: c Page: 112 Rationale: Opinion leaders are individuals who exert direct or indirect social influence over others. e. 300 . This group consists of __________ for activewear clothing. Two aspects of personal influence that are important to marketing are __________ and word of mouth activity. or behaviors of others. d. c. decision makers. c. DEFINITION Answer: e Page: 112 Rationale: Key term definition—opinion leaders 5-140 OPINION LEADERS APPLICATION Your company is introducing a new line of activewear for teenagers and invites the members of the cheerleading squad to a private display of the line. e.5-138 PERSONAL INFLUENCE CONCEPTUAL A consumer's purchases are often influenced by the views. 5-139 OPINION LEADERS Individuals who have social influence over others are called: a. c. a reference group. parental guidance peer pressure opinion leadership government regulation pricing levels Answer: c Page: 112 Rationale: Opinion leaders exert direct or indirect influence over others and word-of-mouth activity influences others through conversation. b. opinions. b. d. a. a.

personal selling. d. a. c. 5-143 REFERENCE GROUPS DEFINITION __________ are people to whom an individual looks as a basis for self-appraisal or as a source of personal standards. When Febreeze was introduced. b. consumer ethnocentrism. d. e. DEFINITION Answer: d Page: 112 Rationale: Key term definition—word of mouth 5-142 WORD OF MOUTH CONCEPTUAL Febreeze is an odor-controlling spray that is manufactured by Procter & Gamble. If Procter & Gamble had not been so convinced it was a potentially very successful product. opinion making. Action-oriented consumers Principle-oriented consumers Suncultures Social classes Reference groups Answer: e Page: 113 Rationale: Key term definition—reference groups 301 . publicity. word of mouth. it was tagged as a pet killer by people in a chat room and the rumor spread. e. which is people influencing each other in personal conversations. e. negative word of mouth. Answer: a Page: 112 Rationale: The rumor is an example of negative word of mouth. b. misinformed business strategy. b. d. action-oriented communication. c. cultural insensitivity. c. Febreeze could have been deleted from the P&G product line as a result of: a.5-141 WORD OF MOUTH People influencing each other during conversations is called: a. a lack of back translation.

c. achieving aspiration dissociative pressure involvement Answer: b Page: 113 Rationale: An aspiration group is one to which a person wishes to belong or wishes to be identified with. c. d. a. 302 . b. d. dissociative aspiration membership identification political Answer: c Page: 113 Other Location: web Rationale: Consumers have many reference groups. a. new members should view the golf club members as an aspiration group. a golf club would focus its marketing efforts on people who view the current members as a (n) __________ group. d.5-144 REFERENCE GROUPS: MEMBERSHIP GROUP DEFINITION A reference group to which a person actually belongs is called a(n) __________ group. An aspiration group is one to which a person wishes to belong or wishes to be identified with. but three groups have clear marketing implications. b. 5-146 REFERENCE GROUPS: ASPIRATION GROUP APPLICATION To attract new members. primary reference membership aspiration disassociative integrated Answer: b Page: 113 Rationale: Text term definition—membership group 5-145 REFERENCE GROUPS: MEMBERSHIP GROUP CONCEPTUAL Students who wear sweatshirts displaying the Greek letters for fraternities or sororities to which they belong are demonstrating pride in a(n) __________ group a. b. c. e. A membership group is one to which a person actually belongs. Besides wanting the chance to play. e. A dissociative group is one that a person wishes to maintain a distance from because of differences in values or behaviors. e.

d. d. e. e. that a person feels is excessively high above him or her socioeconomically. c. that a person knows he or she can never really fit into because of basic cultural differences. c. preference membership aspiration disassociative integrated Answer: c Page: 113 Rationale: Text term definition—aspiration group 5-148 REFERENCE GROUPS: ASPIRATION GROUP An aspiration group is a group: a. that a person wishes to maintain a distance from because of differences in values or behaviors. DEFINITION Answer: b Page: 113 Other Location: web Rationale: Text term definition—aspiration group 5-149 REFERENCE GROUPS: DISASSOCIATIVE GROUP DEFINITION A reference group that a person wishes to maintain distance from because of differences in values or behaviors is called a(n) __________ group. c. that a person wishes to be a member of or wishes to be identified with.5-147 REFERENCE GROUPS: ASPIRATION GROUP DEFINITION A reference group to which a person wishes to belong or wishes to be associated with is called a(n): __________ group. b. b. e. including fraternities and social clubs. to which a person belongs. primary reference membership aspiration disassociative integrated Answer: d Page: 113 Rationale: Text term definition—disassociative group 303 . d. a. a. b.

c. If you were the marketing VP for Quality Electronics. d. 5-152 REFERENCE GROUPS: ASPIRATION GROUP APPLICATION If a fraternity wanted to attract new members. c. 304 . e.. Aspiration group Dissociative group Secondary reference group Integrated group Membership group Answer: a Page: 113 Rationale: An aspiration group is one that a person wishes to be a member of or wishes to be identified with. which influence source would you most likely build into your promotional messages? a. b. and your market was primarily made up of people just like Wright. He believes having the right equipment is important because many people will see the stereo when they visit his home. membership aspiration dissociative reference involvement Answer: b Page: 113 Rationale: Since a fraternity is a membership group. potential new members should view the fraternity as an aspiration group.5-150 REFERENCE GROUPS: ASPIRATION GROUP APPLICATION The American Express advertising claim that "membership has its privileges" creates which type of reference group? a. Situational influences Perceptual risk influences Self-concept influences Reference group influences Cognitive dissonance influences Answer: d Page: 113 Rationale: Reference groups have an important influence on the purchase of luxury products but not of necessities—groups exert a strong influence on the brand chosen when its use and consumption is highly visible to others. Inc. 5-151 REFERENCE GROUPS APPLICATION Frank Wright is a stereo buff who will go to great lengths when making stereo equipment purchases. b. it should focus on people who viewed the current members as a(n) __________ group. d. d. e. b. e. a. c.

necessary to function as consumers. Functional Demographic Family Social Personal Answer: c Page: 113 Rationale: Family influence on consumer behavior results from three sources: consumer socialization. knowledge. d. b. c. important to being able to know the manager at the point of sale when they go shopping. a. passage through the family life cycle. and attitudes necessary to function as consumers. b.5-153 FAMILY INFLUENCE CONCEPTUAL __________ influences on consumer behavior result from consumer socialization. c. Answer: e Page: 113 Rationale: Text term definition—consumer socialization 305 . knowledge. and decision-making within the family. Consumer acclamation Consumer socialization Consumer enculturation Purchasing socialization Purchasing enculturation Answer: b Page: 113 Other Location: web Rationale: Text term definition—consumer socialization 5-155 CONSUMER SOCIALIZATION DEFINITION Consumer socialization is the process by which people acquire the skills. required to get along with other consumers at the supermarket and in other retail outlets. a. and attitudes: a. b. necessary to earn the approval of their family. and decision-making within the family or household. e. 5-154 CONSUMER SOCIALIZATION DEFINITION __________ is the process by which people acquire the skills. necessary to spot special sales and report them to other retailers. d. e. passage through the family life cycle. d. e. c.

pay for it herself. 306 . In this way. e. CONCEPTUAL Answer: b Page: 113 Rationale: Regarding the incorrect options. purchasing enculturation. she is allowed to make her own selection. e. b. The majority of households today are composed of traditional families. Megan's mother suggests she save her money until she has enough saved to pay for the desired item.5 percent of all households today are composed of traditional families. Answer: b Page: 113 Rationale: Consumer socialization is the process by which people acquire the skills. b. d. and consumer electronics. d. The family life cycle concept describes a continuum along which developing families can be arbitrarily placed. each bringing with it identifiable purchasing behaviors. a. e. When Megan purchases the item. the family life cycle concept describes the distinct phases a family progresses through from formation to retirement. Megan's mother encourages the development of: a. c.5-156 CONSUMER SOCIALIZATION CONCEPTUAL Beth gives Megan $2 allowance a week. Then she takes Megan shopping and allows her to select what she wants to buy. Young marrieds with children are the most likely group to buy life insurance. Only 23. purchasing socialization. consumer socialization. 5-157 FAMILY LIFE CYCLE DEFINITION The family life cycle concept describes the distinct phases a family progresses through. Young singles are more likely to buy life insurance than any other group. If the item desired costs more than $2. The most financially secure of any of the family groups is singles with children. b. Young singles represent a target market for recreational travel. knowledge. automobiles. d. c. consumer enculturation. and engage in interaction necessary with the sales clerk. consumer acclamation. Singles with children are the least financially secure of households with children. from __________. c. and attitudes necessary to function as consumers. birth to death formation to retirement the birth of children to retirement the birth of children until children leave home marriage to retirement unless a divorce occurs Answer: b Page: 113 Rationale: Key term definition—family life cycle 5-158 FAMILY LIFE CYCLE Which of the following statements about the family life cycle is true? a.

both the husband and the wife make most decisions. 5-160 FAMILY DECISION MAKING The two major styles of family decision making are: a. d. The two types of family decision making are joint and spouse-dominant. Spouse dominant decisions are those for which either the husband or wife is responsible. Wives typically make decisions about food and medicine. e. The two types of family decision making are joint and autonomous. Which of the following is most likely to be present in this report? a. c. medicine. Decisions about cars. The use of joint decision making is related to the educational levels achieved by the spouses. the husband would make all the decisions about groceries. vacation. democratic and autocratic. joint decision making increases with the education of the spouses. d. With autonomous decision making. 5-161 FAMILY DECISION MAKING Which of the following statements about family decision making is true? a. and homes. CONCEPTUAL Answer: a Page: 114 Rationale: As a rule. The firm’s customers have very active life-styles.5-159 FAMILY LIFE CYCLE APPLICATION Cathy is the director of marketing for a manufacturer of laundry detergent. 307 . each phase bringing with it identifiable purchasing behaviors. b. Young married couples with children are heavy users of her company’s products. joint and judgmental. and homes are typically made jointly. Only introverts use competitors’ products. Answer: e Page: 114 Rationale: Since family life cycle concept describes the stages a family progresses through from formation to retirement. With a joint decision-making style. vacation. Her company sells products that are likely to produce cognitive dissonance. the information in answer e is most likely to be in the report. spouse-dominant and spouse-submissive. e. CONCEPTUAL Answer: c Page: 114 Rationale: Two decision-making styles exist: spouse dominant and joint decision-making. b. joint and family-integrated. c. Middle class customers will be very receptive to the firm’s promotional campaigns. d. Husbands tend to make all decisions about cars. With autonomous decision making. b. most decisions are made by the male. joint and spouse-dominant. and car maintenance. She has just received a research report using family life cycle related data. e. c.

Gatekeeper is not one of the five roles listed in the text. an influencer. c. Keith took on all the roles except that of purchaser. e. Keith did not take on the role of decision maker. purchaser. opinion leader. and decision-maker. Which of the following sentences BEST describes the roles the individual family members played in making this decision? a. Wendy acted as a user and an influencer. because she was having some problems with her wrists. e. Mrs. and a gatekeeper. achiever. Family members assume different roles for different products and services and this knowledge is important to marketers. a user. and user. Monroe and Wendy acted as users and influencers. and decision makers. d. influencer. Monroe said what they bought would depend on what Keith learned. CONCEPTUAL membership group. and user. emulator. b. b. aspiration group. and user. Monroe and Wendy acted as information gatherers. Mr. Monroe suggested the new computer needed an ergonomic keyboard. decision-maker. c. Wendy Monroe asked that the new computer have a faster modem for her chat room visits. he told Keith to do that. Monroe did not engage in information gathering. d. c. Mr. outer directed. users. decision-maker. decision-maker. the father told Keith to determine what features were needed and some costs. Mrs. belonger. Mr.5-162 FAMILY DECISION MAKING The five roles of individual family members in family decision making are: a. influencer. influencer. opinion leader. d. Answer: d Page: 114 Rationale: The five roles are information gatherer. information gatherer. e. Monroe acted as an information gatherer. Monroe took on all of the roles. experiential. decision-maker. Answer: d Page: 114 Other Location: web Rationale: Mrs. need driven. sustainer. that role was taken by his father. opinion leader. 308 . inner directed. 5-163 FAMILY DECISION MAKING CONCEPTUAL Which type of purchase is most likely to be the result of joint family decision making? a. purchaser. Car tires Children's toys Family vacations Medicine All of the above Answer: c Page: 114 Rationale: Family vacations are typically selected jointly. and user. b. 5-164 FAMILY DECISION MAKING APPLICATION When Keith Monroe told his father the family needed a new computer. purchaser. Mrs.

c. The father asks his mother to determine how much a trip to New York would cost the family and if they could stay with relatives while they were there. d. d. she is also an information gatherer. who lives with them. influencer. Therefore. a father. information gatherer. 5-166 FAMILY DECISION MAKING APPLICATION The Lee family is composed of five children. e. The grandmother plays the roles of user. c. and one set of grandparents. a mother. the grandparents are the only family members who will have the role of: a. he has taken on all of the roles. In terms of the roles played by individual family members. Because the father asks her to find out the cost and accommodations for a trip to New York. Answer: a Page: 114 Rationale: The grandparents are the only people who will be living in the assisted living facility. want to go to the beach. The females in the family only play two roles—users and influencers. Mary. 309 . e. The mother and the daughter. The paternal grandmother. they are the only ones to have the role of user. gatekeeper. The family has to decide to move the grandparents to an assisted living facility. given her choice to go to New York. influencer. wants to visit relatives in New York. Answer: e Page: 114 Rationale: The grandmother is an influencer. The father wants to stay home this year and use the vacation money to work on the house. b.5-165 FAMILY DECISION MAKING APPLICATION It is time for the Ramirez family to plan its annual vacation. decision maker. user. There is no family member serving as information gatherer. and information gatherer. Which of the following sentences BEST describes the roles the individual family members played in making this decision? a. Since the father will make the final vacation decision. The only role played by the mother and the grandmother is influencer. b.

African-American women spend more on health and beauty products than white women. For example. Answer: e Page: 115 Rationale: Although similarities outweigh differences. While price-conscious. All of the above statements about African-American buying patterns are true. culture with unique values. Answer: d Page: 115 Other Location: web Rationale: Key term definition—subculture 5-168 AFRICAN-AMERICAN BUYING PATTERNS CONCEPTUAL Which of the following statements about African-American buying patterns is true? a. b. e. reference groups. d. footwear. African-American men spend more on health and beauty products than white men. b. While African-Americans are price conscious. all of the alternatives describe consumption patterns that differ between African-Americans and whites. they are strongly motivated by quality and choice. c. family life-cycle stages. African American women spend three times more on health and beauty products than while women. African-Americans spend more than whites on children’s apparel. African-Americans are strongly motivated by quality and choice. c. The typical African-American family is five years younger than the typical white family. e.5-167 SUBCULTURE DEFINITION Subgroups within the larger. All of the above statements about African-American buying patterns are true. disassociative groups. normative groups. and telephone services. 310 . or national. b. The typical African-American family is five years older than the typical white family. c. Recent research indicates that while African-Americans are price conscious. African-Americans respond more to products that appeal to their heritage. d. 5-169 AFRICAN-AMERICAN BUYING PATTERNS CONCEPTUAL Which of the following statements about African-American buying patterns is true? a. e. There are no differences between African-Americans buying patterns and white buying patterns. Answer: d Page: 115 Rationale: There are differing consumption patterns between African-Americans and whites. d. ideas. and attitudes are referred to as: a. they are strongly motivated by quality and choice. subcultures.

with respect to food preparation or consumption. CONCEPTUAL Hispanics are willing to pay a premium price for premium quality and are brand loyal. 5-171 ASIAN BUYING PATTERNS Which of the following statements about Asian buying patterns is true? a.5-170 HISPANIC BUYING PATTERNS Which of the following statements about Hispanic buying patterns is true? a. Hispanics consider advertising a credible product information source. Assimilated Asian-Americans exhibit buying patterns very much like the typical American consumer. Consumer research on Asian-Americans suggests individuals and families divide into three groups—assimilated. All of the above statements about Hispanic buying patterns are true. e. Generalizations about buying patterns of Asian-Americans are difficult to make because there is great diversity among its members. Asian-Americans are the fastest growing racial/ethnic subculture. c. d. c. Consumer research on Asian-Americans suggests that individuals and families divide into assimilated and non assimilated. All of the above statements about Asian-American buying patterns are true. Asian-Americans are the slowest growing racial/ethnic subculture. b. Hispanic buying preferences are strongly influenced by family and peers. e. 311 . c. and d. b. d. b. non-assimilated. Convenience of use is not an important product attribute to Hispanic homemakers. CONCEPTUAL Answer: a Page: 116 Rationale: The diversity of the Asian subculture is so great that generalizations about buying patterns of this group are difficult to make. Assimilated Asian-Americans exhibit buying patterns very different from the typical American consumer. Answer: e Page: 116 Rationale: Research on Hispanic buying practices has uncovered each of the buying patterns described in a. and recent immigrants.

d. b. The family is likely to exhibit which of the following Asian buying patterns? a. Non-assimilated.5-172 ASIAN BUYING PATTERNS APPLICATION An Asian family living in San Francisco for four generations has three children. Fred is a second-year business student. clinging to their ancestral language and customs Assimilated. and exhibit buying patterns very much like the typical American consumer. Non-assimilated Assimilated Recent Typical Atypical Answer: a Page: 116 Rationale: Text term definition—nonassimilated 312 . George. d. a. is in medical school. b. The oldest son. c. highly educated. highly educated. c. Non-assimilated Assimilated Recent Typical Atypical Answer: b Page: 116 Rationale: Text term definition--assimilated 5-174 ASIAN BUYING PATTERNS: NONASSIMILATED ASIAN DEFINITION __________ Asian Americans are recent immigrants who still cling to their native languages and customs. exhibiting buying patterns very much like other typical American consumers Recent immigrants. 5-173 ASIAN BUYING PATTERNS: ASSIMILATED ASIAN DEFINITION __________ Asian Americans are conversant in English. and exhibit buying patterns very like other typical American consumers. hold professional and managerial positions. requiring eight different varieties of California-grown rice. each with a different Asian label The diversity of the Asian subculture is so great the generalizations about the buying patterns are difficult to make All of the above Answer: b Page: 116 Rationale: Assimilated Asian-Americans are conversant in English. c. d. Susan is a concert pianist at the age of 21. b. e. e. e. a.

d.5-175 VIDEO CASE: KEN DAVIS PRODUCTS. CONCEPTUAL What is the primary form of market research conducted by Ken Davis Products. e.. to: a. Inc. is focus group studies. Inc. e. b... Mail surveys Telephone surveys In-depth personal interviews Focus group studies The firm does not do market research Answer: d Page: 119 Rationale: Although Barbara Davis solicits informal feedback from current and potential customers. INC. to its being a local company. Inc. Barbara Davis attributes the success of Ken Davis Products. its entrance into electronic technologies. c. Inc.? a. its being a local company. the case indicates that the primary form of market research conducted by Ken Davis Products. b. the efficiency of its national distribution. 5-176 VIDEO CASE: KEN DAVIS PRODUCTS. CONCEPTUAL Answer: a Page: 118 Rationale: Barbara Davis attributes the success of Ken Davis Products. INC. 313 . the variety of its products. none of the above. d. c.

You currently do not have one. and extended problem solving. 4) Purchase decision: decision made after judging the alternatives. so you will need a car. frequently purchased products such as toothpaste or milk. or situations where little time or effort is possible. (Student examples will vary. Using the five steps in the purchase decision process. The new position requires some traveling. has social consequences. Page: 100-102 5-178 PROBLEM-SOLVING VARIATIONS CONCEPTUAL Compare and contrast routine problem solving. describe the process you will go through to make this purchase. Give an example of when each might be used. Routine problem solving is used for low-priced. and features. 3) Alternative evaluation: consider objective and subjective attributes from evoked set. Extended problem solving uses each of the five stages of the consumer purchase decision process because the item to be purchased is expensive. automobiles.CHAPTER 5 CONSUMER BEHAVIOR SHORT ESSAY QUESTIONS 5-177 PURCHASE DECISION PROCESS APPLICATION You will be graduating soon and have been offered your dream job. limited.) Page: 103 314 . Little effort is made to seek information or evaluate alternatives. consumers typically seek some information or rely on a friend to help evaluate alternatives. limited problem solving. Answer: Routine. and investments typically require extended problem solving. 5) Post-purchase evaluation: evaluate car in terms of expectations. or could reflect on the consumer's image. In limited problem solving. Answer: This purchase would require five purchase decision stages: 1) Problem recognition: the car is needed for the new job. and extended problem solving are three general variations in the consumer purchase decision process. Products such as stereo equipment. models. 2) Information search: check internal and external sources for information about different car makes. This process may apply to the purchase of a toaster or a decision on a restaurant.

the reason for engaging in the decision in the first place. Ruth knows she will be ready to buy every baby thing she sees because she wishes so much that she were pregnant. Page: 103 5-180 SITUATIONAL INFLUENCES APPLICATION Ruth. 5) antecedent states. 3) physical surroundings. Identify each of the situational influences that are described in this question. Her desire to have a baby of her own is an antecedent state. The fact that she has limited shopping time is the temporal effect. too. 2) social surroundings. 4) temporal effects. Answer: Situational influences are: 1) the purchase task. she must shop today during her lunch break. and crowding in retail stores that may alter how purchase decisions are made.5-179 SITUATIONAL INFLUENCES DEFINITION Name and briefly describe the five situational influences that affect the purchase decision processes. Since she won't have any time between work and the shower. such as time of day or the amount of time available that may influence consumer purchase decisions. include surroundings such as décor. Having her sister with her while she is shopping relates to the social surroundings. include the other people present when a purchase decision is made and may also affect what is purchased. Which situational influence was not described? Answer: The purchase of a special baby gift for a best friend is the purchase task. who has no children. The only situational influence not mentioned is physical surroundings. which is this evening. She is planning on taking her sister with her to help make the selection. include the consumer’s mood or the amount of cash on hand which influence purchase behavior and choice. Page: 103 315 . wants to buy a special baby gift for her best friend's baby shower. music.

2) Changing the perceived importance of attributes—Ford might try to increase the perceived importance of pollution control in automobiles and then create awareness of Ford's pollution control characteristics. but shortly after it was over. For example. in general.) Page: 106-107 5-182 LEARNING Why is learning important to marketing? Answer: Learning is important to marketing because much consumer behavior is learned. a loud and intrusive television commercial for a used car lot might attract the attention of a viewer. when the caller finished the listener might say that the caller made no sense at all. This might occur when a radio talk show had a caller whose political views were contrary to those of the listener. or hear." and therefore as having no effect on gaining weight. Answer: The human brain employs a process called selective perception to organize and interpret information. (Student examples will vary. Page: 110 316 . selective comprehension. how to make purchase decisions. selective exposure. and hope consumers will perceive this new attribute favorably. Selective retention means consumers do not remember all the information they see. 3) Adding new attributes to the product—Ford might add a new attribute. and selective retention differ? Provide an example to illustrate each. and. a person who was trying to lose weight might interpret a "low fat" mayonnaise as "no fat. Page: 108 5-183 ATTITUDE CHANGE DEFINITION/APPLICATION CONCEPTUAL What are the three approaches marketers use to change consumers attitudes? How might Ford Motor Company apply these three methods in its marketing activities? Answer: 1) Changing beliefs about the extent to which a brand has certain attitudes—Ford may emphasize quality control in its ads to reduce consumers concerns about reliability. read. For example. even minutes after exposure to it. which evaluative criteria to use when assessing alternatives. Selective exposure occurs when people pay attention to messages that are consistent with their attitudes and beliefs and ignore messages that are inconsistent. however logical the message had actually been. Consumers learn which information sources to use. the viewer might be unable to name the advertiser. such as a video tape player for people in back seat.5-181 SELECTIVE PERCEPTION CONCEPTUAL/APPLICATION How do selective perception. Learning is also important because it relates to habit formation which is the basis of routine problem solving and brand loyalty. Selective comprehension involves interpreting information so it is consistent with one's attitudes and beliefs.

Page: 113 317 . what they consider important in their environment (interests). he was selected for the Dr Pepper ads with the hope he would act as an opinion leader—an individual with a social influence over other people. Page: 112 5-186 CONSUMER SOCIALIZATION DEFINITION/CONCEPTUAL What is consumer socialization? How do children learn how to purchase? Answer: Consumer socialization is a process by which people acquire the skills. Children learn how to purchase by: 1) interacting with adults in purchase situations. lifestyle analysis has proven useful in segmenting and targeting consumers for new and existing products. 2) their own purchasing and product usage experiences. In other words. and attitudes necessary to function as consumers. For example. knowledge. children may develop brand preferences which may last a lifetime. the makers of Dr. The analysis of consumer life-styles (also called psychographics) has produced many insights into consumer's behavior. Page: 110 5-185 OPINION LEADERS APPLICATION Why would Dr Pepper select country music performer Garth Brooks to appear in an ad campaign? How would he be a sociocultural influence on consumer behavior? Answer: Garth Brooks is a famous country music performer and he would have a personal influence on consumers. Pepper hope that consumers are influenced to buy Dr. As early as age two. Because he is famous and many people regard him favorably. and what they think of themselves and the world around them (opinions).5-184 LIFESTYLE What does lifestyle mean and why is it important to marketers? CONCEPTUAL Answer: Lifestyle is a way of living that is identifiable by how people spend their time (activities). Pepper because of Brooks’ endorsement of the product.

Therefore. and attitudes within the larger. Page: 115-117 318 . When one recognizes that one in four Americans today is African American. young singles' buying preferences are for nondurable items. whereas people of Hungarian ancestry may prefer carp soup and lots of paprika in their stews. while young married couples without children typically purchase home furnishings and gifts for each other.5-187 FAMILY LIFE CYCLE How is the family life cycle related to marketing? CONCEPTUAL Answer: Consumers act and purchase differently as they go through life. but may include the observation that a subculture made up of people of English ancestry may like creamed fish and minced beef in a cup of Yorkshire pudding. ProLine beauty products for Blacks. whereas Texans may prefer chicken fried steak. Answer: Student example will vary. or national. These differences can be observed on the menus of restaurants and in the product inventories of grocery stores where such subcultures represent a significant portion of the local population. Examples of some marketing efforts directed at American subcultures include McDonald's promotions in Spanish. Variations in American subcultures also involve styles of dress. and special Campbell's soups for the Southwest. ideas. Hispanic.) Page: 115-117 5-189 SUBCULTURE APPLICATION From your own experience. which holds that each family progresses through a number of distinct phases from point of formation to retirement. types of music enjoyed. each phase bringing with it identifiable purchasing behaviors. subculture is frequently used to target markets. For example. From this observation comes the family life cycle concept. among many other factors. and attitudes of a particular American subculture can affect the marketing of a product. or from what you have heard from a friend or relative. the importance of subcultural differences becomes apparent. or Asian American. culture. A Pennsylvania-Ohio subculture can favor scrapple for breakfast. ideas. and home decor. (Student examples will vary. all of which affect consumer marketing significantly. Page: 113 5-188 SUBCULTURE CONCEPTUAL/APPLICATION What is a subculture? What are some examples of products targeted at American subcultures? Answer: Subculture refers to a subgroup with unique values. describe how the values. Companies recognize that the norms and values of subculture also affect purchasing behavior.

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