Contemporary Marketing 16th Edition Boone Test Bank 1

Contemporary Marketing 16th Edition Boone
Kurtz ISBN 113362846X 9781133628460

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Chapter 6: Consumer Behavior
TRUE/FALSE
1. Consumer behavior refers to the process through which ultimate buyers make their purchase
decisions.
ANS: T PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 6-1 NAT: BUSPROG: Analytic STA: DISC: Customer
TOP: A-Head: Chapter Overview KEY: Bloom's: Knowledge
2. Kurt Lewin’s theory of human behavior defines behavior as a function of the interactions of
personal influences and pressures exerted by external environmental forces.

3. Human behavior is solely a function of pressures exerted by external environmental forces

on the individual.
ANS: F PTS: 1 DIF: Difficulty: Easy

4. According to Kurt Lewin’s theory of human behavior, the personal factors affecting
consumer behavior are one’s attitudes, learning, and perception.

5. The only inputs that affect a consumer’s purchasing decisions are those provided by his or
her psychological makeup.

6. Culture refers to the values, beliefs, preferences, and tastes that are handed down from one
generation to the next.

TOP: A-Head: Interpersonal Determinants of Consumer Behavior
KEY: Bloom's: Knowledge
7. Culture is the broadest interpersonal determinant of consumer behavior.

8. The core values of American culture include work ethic and the desire to accumulate wealth.

9. The basic core values of a culture are highly dynamic and flexible.

10. The baby boomer generation is most adept at learning and using rapidly changing
communications technology.
ANS: F PTS: 1 DIF: Difficulty: Moderate

KEY: Bloom's: Comprehension
11. Marketing strategies that prove successful in one country are invariably applied successfully
in international markets as well.

12. Dale and Lisa, ranchers from Wyoming, found that the meat of their large, slow-growing
hogs were not selling in American grocery stores. However, the animals command premium
prices in Japan where the meat is enjoyed for its flavor and fat content. The purchasing
influence they are experiencing is a cultural influence.
ANS: T PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 6-2 NAT: BUSPROG: Reflective Thinking STA: DISC: Customer
KEY: Bloom's: Application
13. It was not until the introduction of the Chevrolet Nova in Mexico that marketers realized
“no va” in Spanish means “won’t go.” This linguistic error demonstrates how Chevrolet
overlooked cultural differences in its product introduction.

14. Understanding of differences among subcultures is essential for developing effective

marketing strategies.

OBJ: LO: 6-2 NAT: BUSPROG: Diversity STA: DISC: Customer
15. Subcultures are groups within a larger culture that have their own distinct modes of
behavior.

16. The three largest and fastest-growing U.S. ethnic subcultures are Hispanic Americans,
African Americans, and Asian Americans.

17. The American population is becoming increasingly homogenous as the ethnic and racial
minority groups are adopting the U.S. culture through acculturation.

18. All Hispanics speak the single universal form of Spanish.

19. The Hispanic American population is not a single homogeneous group, but a composite of a
number of culturally distinct groups.

20. The increase in the Hispanic population is fueled by a sharp rise in births.

21. African Americans are part of every economic group in the United States.

22. African Americans possess buying power that nearly equals Hispanics in the United States.

23. The Asian American subculture consists of numerous ethnic groups, each of which brings
its own language, religion, and values to the marketplace.

24. Individuals who aspire to become members of a certain group most often adopt its standards
of behavior and values.

25. Group membership influences an individual’s purchase decisions and behavior in both overt
and subtle ways.

26. Groups do not intentionally create formal roles, nor do they ever have expectations that
roles and statuses will develop within their membership.

27. If a middle manager buys a SAAB automobile because several top executives in the firm
own SAABs, this demonstrates the influence of membership groups.

28. The buying behavior of an individual in a group is not only affected by the norms of the
group, but also by that individual’s role and status within the group.

29. Chris decides to proceed with a majority decision, even though the decision goes against his
beliefs. Chris is exhibiting the Asch phenomenon in this scenario.

30. A reference group’s influence on the purchasing decision of a member is often greater when
the product is more conspicuous and not commonly owned.

31. Groups whose value structures and standards influence a person’s behavior are known as
reference groups.

32. The influence of reference groups is more significant in case of children, when compared to
adults.

33. While cultural and family influences significantly affect consumer behavior, the influence of
reference groups on consumer behavior tends to be minimal, especially for children.

34. Social class is determined by the sole criterion of income.

35. Social class has rankings determined by income, occupation, education, family background,
and location of residence.
36. The buying behaviors exhibited by members of the different classes are homogeneous and
exclusive.

37. Well-known luxury retailers offer unique or prestigious products at price ranges slightly
lower than their premium brands to attract middle-class consumers aspiring to the upper-
class.

38. Opinion leaders are the first consumers to try new products and then share their experience
by word of mouth.

39. Opinion leaders rise to prominence because of their interest and expertise in certain
products.

40. Syncratic role is seen when partners independently make an equal number of purchase
decisions.

41. A life insurance salesperson explaining the benefits of a policy to both husband and wife in
a two-income family is perceiving the adoption of the policy to be a syncratic purchase
decision.

42. Marketers are finding new product opportunities with two-income families demanding
goods and services that fill the need for convenience, health, safety, and time constraints.

43. Households with two wage earners are more likely than others to make joint purchasing
decisions.

44. A need is an imbalance between the consumer’s actual and desired states.

TOP: A-Head: Personal Determinants of Consumer Behavior
45. Motives are inner states that direct a person toward the goal of satisfying a need.

46. According to Maslow’s hierarchy of needs, some people fixate on a need and fail to move
beyond it.

47. Maslow’s hierarchy of needs begins with self-actualization needs and progresses to
physiological needs at the highest level.
48. According to Maslow’s hierarchy of needs, the desire to accomplish, achieve, and command
respect is a safety need.

49. Critics of Maslow pointed out that depending on the personal value system of an individual,
he/she might skip the level of esteem needs and move directly toward self-actualization.

50. Perception is the meaning a person attributes to incoming stimuli gathered through the
senses of hearing, taste, smell, touch, and sight.

51. A person’s perception of a product results solely from its physical characteristics such as
size, color, shape, and weight.

52. Closure refers to a person’s tendency to be influenced by messages that close the gap
between a product’s real and perceived advantages.

53. Advertisements that utilize closure have a good chance of catching the attention of
consumers as they try to complete the advertising message with a limited amount of stimuli.
54. Consumers with strong loyalties to certain products are more difficult to reach with
competitive advertising.

55. Brand loyalty is valued by marketers as it not only ensures that the consumer purchases the
product but it also acts as a buffer against competitive messages getting to the consumer.

56. Subliminal advertising has proven to be successful in inducing the desired purchasing
behavior in numerous experiments.

57. Attitudes of a person toward some object or idea are highly resistant to change.

58. The cognitive component of attitude essentially deals with feelings or emotional reactions.

59. Jacqueline plans to purchase a 40-inch flat-screen television. After reading Consumer
Reports, comparing technologies and prices on the Internet, and talking with friends and
family who have made similar purchases, Jacqueline makes her selection. The component of
attitude that is most apparent in this situation is the cognitive component.
ANS: T PTS: 1 DIF: Difficulty: Challenging

60. Aston decides to buy all electronic goods from a particular retailer because of his
satisfactory past experiences with the retailer. Aston is exhibiting the affective component
of attitude.

61. Over the past decade, the market for fresh spinach has increased dramatically. However, an
outbreak of E. coli bacteria from certain spinach fields reduced spinach sales temporarily.
The behavioral component of attitude was most likely affected by this event.
ANS: T PTS: 1 DIF: Difficulty: Challenging

62. Marketers can attempt to change consumer attitudes by engaging them in new buying
behavior.

63. A restaurant-owner who places signs along the interstate highway to advertise his service
knows that the signs will act as a cue for hunger causing consumers to stop at the restaurant.

64. A frequent-flyer program usually announced by airlines is a form of purchasing

reinforcement.

65. When making purchasing decisions, consumers will most likely choose products that move
them closer to their real self-images.
66. The self-image is the image to which an individual aspires and hence, it serves as a personal
set of objectives.

67. The consumer decision process does not apply to low-involvement purchases.

TOP: A-Head: The Consumer Decision Process
68. Purchasing music from the Apple iTunes website is considered a high-involvement purchase
decision because music is a unique personal choice.

69. The number of brands included in the evoked set may vary according to the situation and the
person.

70. An evoked set is limited in case of an immediate need.

71. Cognitive dissonance is likely to increase when the purchase decision has a major effect on
the buyer.

72. After purchasing a new oven and a cooking range, Martha was contacted by the store where
she purchased the products. The salesperson inquired about the delivery, installation, and
her overall satisfaction with the purchase. Such strategies employed by marketers help in
reducing cognitive dissonance.

73. The situation in which a consumer makes a purchase by rapidly choosing a preferred brand
is referred to as limited problem solving.

74. Repurchasing the same brand of detergent during each trip to the grocery store is an
example of limited problem-solving behavior by a consumer.

75. Consumers are most likely to exhibit routinized response behavior while purchasing low-
involvement products.

76. The degree of external search increases as purchasing behavior moves from routine to
limited to extended problem solving.

77. Considerable external search for alternatives is typical when consumers are involved in
extended problem solving.

78. The understanding of the consumer decision process can be used by marketers to change
consumers’ attitudes about their products.

MULTIPLE CHOICE
1. If ‘B’ represents consumer behavior, ‘I’ represents interpersonal influences, ‘P’ represents
personal influences, and ‘E’ represents pressures exerted by outside environmental forces,
Kurt Lewin’s statement, rewritten to apply to consumer behavior, states that:
a. B = f (I,P).
b. P = f (B,P).
c. B = (I,E).
d. P = (I,E).
ANS: A PTS: 1 DIF: Difficulty: Easy
2. Kurt Lewin’s theory of consumer behavior asserts that consumer behavior is a function of
personal factors and their interaction with:
a. perceptual forces.
b. learning.
c. innate attitudes.
d. interpersonal influences.
ANS: D PTS: 1 DIF: Difficulty: Easy
3. According to psychologist Kurt Lewin, understanding consumer behavior is facilitated by an

understanding of the two key factors of:
a. learning levels and group power.
b. psychological makeup and inputs from others.
c. attitudes and perception.
d. reference groups and group norms.
ANS: B PTS: 1 DIF: Difficulty: Easy
4. Jorge plans to buy a car and discusses the purchase with his parents. Their influence on his
buying decision is considered:
a. impersonal.
b. interpersonal.
c. personal.
d. institutional.
ANS: B PTS: 1 DIF: Difficulty: Moderate
TOP: A-Head: Chapter Overview KEY: Bloom's: Application
5. Rachel, an advertising executive, shops for clothing at a trendy store in town. The sales
clerk shows her the latest styles in bright prints and bold colors. Although these are the
styles worn at her office, she rejects them and purchases traditionally formal clothes in
neutrals and black. Rachel’s decision is most likely driven by _____ factors.
a. impersonal
b. interpersonal
c. personal
d. institutional
ANS: C PTS: 1 DIF: Difficulty: Moderate
TOP: A-Head: Chapter Overview KEY: Bloom's: Application
6. Which of the following statements reflects Carla’s interpersonal determinants concerning

her purchase of an Apple computer?
a. She believes you get what you pay for when purchasing products.
b. She perceives that Apple offers the best customer service though her family and
friends do not share this opinion.
c. She makes purchases to satisfy the expectations of her family members who insist
on buying Apple products.
d. She identifies with the brand and periodically purchases new Apple products.
7. The broadest environmental determinant of consumer behavior is:

a. income or purchasing power.
b. educational background.
c. culture.
d. social status.
ANS: C PTS: 1 DIF: Difficulty: Easy
8. The interpersonal influences on consumer behavior include a person’s _____.

a. attitudes
b. perceptions
c. family
d. self-concept
9. Which of the following is true of culture in the United States today?

a. The basic core values in the American society have changed to collectivism and
spirituality.
b. The American culture still emphasizes the importance of family and home life
despite changes in the family structures over the years.
c. The marketing strategies that are successful in one state can be extended to other
states as well due to lack of diversity among different American states.
d. The U.S. culture is composed of relatively few subcultures compared to other
developed nations.
10. Which of the following is a core value emphasized by the American culture?
a. Collectivism
b. High power distance
c. Aversion to consumerism
d. Efficiency
11. A shift in cultural values away from accumulating material possessions to spending time
with family and friends benefit those who market:
a. expensive automobiles.
b. luxury cars.
c. amusement parks and picnic areas.
d. children’s designer clothes.
12. Cultural differences are particularly important for:

a. firms marketing internationally.
b. local not-for-profit organizations.
c. firms marketing to a specific target market in a single city.
d. firms that are marketing to the same segment of consumers for years.
ANS: A PTS: 1 DIF: Difficulty: Moderate
13. Majority of the Hispanic population in the United States originate from _____.
a. Brazil
b. Peru
c. Cuba
d. Mexico
14. Which of the following is true of the Hispanic population in the United States?
a. They have mostly descended from families who have lived in the United States for
many generations.
b. They tend to be younger than the typical Americans.
c. They are a homogenous group.
d. They are rising in proportion primarily because of their high birth rate.
ANS: D PTS: 1 DIF: Difficulty: Moderate
15. Marketing to Asian American consumers is challenging as:

a. they belong to multiple ethnic groups with their own language, religion, and value
systems.
b. they have a high acculturation rate.
c. they are widely spread in different regions of the United States.
d. they have considerably less disposable income compared to other minority groups.
16. When groups establish values and behaviors they deem appropriate for their members, those
values and behaviors are called group _____.
a. cliques
b. norms
c. dyads
d. shifts
17. The relative position of an individual member in a group is called _____.
a. dyad
b. norm
c. status
d. stereotype
18. The Asch phenomenon states that individuals will:

a. follow their personal influences more closely than any other influence.
b. conform to majority rule, even if it contradicts their beliefs.
c. purchase products that the majority deems unfit.
d. avoid problem-solving behavior for all purchases.
19. An individual’s reference group is most likely to influence his purchase decision while
buying a(n) _____.
a. external hard drive
b. automobile
c. frozen dinner
d. latte
20. Reference groups have a greater impact on the purchasing decision when the:
a. consumer is already established as the opinion leader in the group.
b. product is hard to recognize or see by the group.
c. purchased product is a commonly used commodity.
d. purchase is unique and conspicuous.
21. The single group within society that is most vulnerable to reference group influence is:
a. the older consumer who feels somewhat left out of things.
b. unmarried women, many of whom feel a need for stability in their lives.
c. new immigrants who want to capture the American dream.
d. children, who base most of their buying decisions on outside influences.
22. It is crucial for marketers to focus their marketing strategies on opinion leaders in a group as
opinion leaders:
a. limit their purchases to the products and services typical of the social class they
belong to, rather than imitating the reference group.
b. represent the only medium to carry information about products to general public.
c. represent the trendsetters who purchase products before others in the group and
then influence the buying decisions of other group members.
d. possess the highest purchasing power in a group.
23. _____ are determined by occupation, income, education, family background, and residence
location.
a. Class rankings
b. Opinion leaders
c. Reference groups
d. Subcultures
24. A(n) _____ role is seen when the partners independently make equal numbers of decisions
regarding household purchases.
a. syncratic
b. husband-dominant
c. autonomic
d. wife-dominant
25. Autonomic role in decision making differs from syncratic role as autonomic role:
a. occurs when the husband makes most of the purchase decisions.
b. occurs when the partners independently make equal number of purchase decisions.
c. occurs when the wife is allowed to make certain purchase decisions independently.
d. occurs when both the partners jointly make purchase decisions.
26. A _____ role is typically seen in purchase of products such as garden supplies and
electronic equipments.
a. wife-dominant
b. syncratic
c. husband-dominant
d. autonomic
27. Which of the following products is typically a wife-dominant purchase?

a. Apartment
b. Auto Insurance
c. Food Processor
d. Furniture
28. _____ roles are mostly seen in households with two wage earners while making purchase
decisions.
a. Syncratic
b. Husband-dominated
c. Wife-dominated
d. Dictatorial
29. A newly married couple is looking to rent an apartment. This decision is most likely to be:
a. syncratic.
b. made by the husband.
c. made by the wife as she will manage the household.
d. autocratic.
30. The purchase of which of the following products will follow a syncratic pattern?
a. Health insurance
b. Shampoo
c. Lawnmower
d. Children’s clothes
31. Which of the following would fall under the category of personal determinants of consumer
behavior?
a. The culture in which a person is raised
b. The needs and motives of the individual
c. The subculture to which one belongs
d. The reference groups that the individual looks up for guidance
32. _____ is an imbalance between a consumer’s actual and desired states.

a. Need
b. Attitude
c. Affect
d. Equilibrium
33. A motive is an inner state that directs a person to create:

a. equilibrium between the actual and desired states.
b. excitement in attaining the need satisfaction.
c. equity between the cost and benefits of the need satisfaction.
d. a sense of cognitive dissonance in the process of need satisfaction.
34. According to Maslow, _____ needs concern essential requirements for survival such as
food, water, shelter, and clothing.
a. self-actualization
b. esteem
c. physiological
d. belongingness
35. Bristol-Myers Squibb, a large pharmaceutical company, has developed a campaign featuring
Lance Armstrong promoting their development of cancer drugs. The campaign has a slogan,
“Together We Can Prevail.” This marketing strategy is being used by the company to satisfy
____ needs in the Maslow’s hierarchy of needs.
a. esteem
b. safety
c. self-actualization
d. physiological
36. Helene made sure that her company car was equipped with OnStar devices in case she ever
has car trouble or gets lost while traveling between appointments. Which level of Maslow’s
hierarchy of needs is Helene addressing?
a. Social needs
b. Safety needs
c. Esteem needs
d. Self-actualization needs
37. Be Wise is an insurance firm that helps people save money for retirement and health
purposes. It markets its health and life insurance products with a tag line “save for future.”
Be Wise is trying to address which of the following needs in the Maslow’s hierarchy of
needs?
a. Esteem needs
b. Safety needs
c. Physiological needs
d. Social needs
38. In Maslow’s hierarchy of needs, _____ needs refer to the desire of a person to be accepted
by people and groups important to that individual.
b. safety
c. belongingness
d. physiological
39. According to Maslow, an individual’s desire to realize his full potential and find fulfillment
by expressing his unique talents and capabilities can be regarded as his _____ needs.
b. physiological
c. social
d. esteem
40. Martin, a marketing manager, contributes toward community development and volunteers
for various civic awareness programs. These activities help Martin in satisfying his _____
needs.
a. physiological
b. belongingness
c. self-actualization
d. safety
41. Joining a local bowling league for social interaction is an attempt to meet _____ needs.
b. belongingness
c. physiological
d. safety
42. Which of the following products is aimed at satisfying the esteem needs of people?
a. Basic goods
b. Cleaning products
c. Auto safety features
d. Luxury watch
43. Peoples’ perception of an object or event results from an interaction between their:
a. likes and dislikes.
b. emotions and thoughts.
c. stimulus factors and individual factors.
d. needs and wants.
44. Which of the following is most likely to break through a person’s perceptual screen?
a. Unique packaging
b. Black-and-white classified ad
c. Simple message, simple background
d. Fewer colors used in an ad
45. Neuromarketing is defined as:

a. using the Internet to view products on informational websites.
b. selling products solely through the brick and mortar stores.
c. eliciting emotions to motivate people toward a purchase.
d. using data analysis techniques to project consumption data.
46. Which of the following can be categorized under the cognitive component of an attitude?
a. Buying behaviors
b. Emotional reactions
c. Knowledge of the product
d. Value placed upon the product
47. Food manufacturers often set up tables in grocery stores where customers can sample
featured products. The goal of this type of promotion is to specifically influence the _____
component of attitude.
a. behavioral
b. emotional
c. cognitive
d. affective
48. The _____ component of attitude specifically involves tendencies to act in a certain manner.
a. cognitive
b. affective
c. behavioral
d. intellectual
49. An advertisement that creates warm feelings of goodwill toward the advertiser and his
products is altering the _____ component of attitude.
a. tangible
b. behavioral
c. traditional
d. affective
50. In the learning process, reinforcement is:

a. the expected change in behavior that results from experience.
b. the reduction in drive that results from a proper response.
c. an individual’s reaction to a set of cues.
d. any strong stimulus that impels action.
51. Which of the following scenarios best illustrates reinforcement in purchasing decisions?
a. A chef purchases mushrooms for a second time from a wholesaler, even though the
first order was disappointing.
b. An appliance distributor replaces a dishwasher free of charge and provides
excellent after-sales service.
c. A needle on the gas gauge signals a driver to pull into a gas station.
d. The smell of hot dogs at a ballpark induces an obese man to order “a dog with
everything on it.”
ANS: B PTS: 1 DIF: Difficulty: Challenging
52. In a marketing context, the immediate or expected change in consumer behavior that results
from experience is called a _____.
a. drive
b. script
c. perception
d. learning
53. The process of applying a series of rewards and reinforcements to permit more complex
consumer behavior to evolve is known as ____.
a. scaling
b. screening
c. shaping
d. shadowing
54. At specific mileage intervals, Capitol sends certificates to owners of their automobiles
offering discounts on repair services through the dealerships. Each repair visit is overseen
by a trained service representative and the completed repairs are followed up to ensure
customer satisfaction. The attention given by the dealership is called _____.
a. scaling
b. screening
c. shaping
d. shadowing
55. A company that manufactures frozen food items is employing the shaping process to get
consumers to try its products. The free samples offered by the company along with discount
coupons have been received well by the consumers. The next step in the shaping process is
to:
a. motivate the customers to make repeat purchases at moderate costs.
b. entice the customers to buy the product at low prices with little financial risk.
c. sell the product at moderate costs with no additional discount coupons.
d. sell the product at its true price to the customers.
56. Which of the following actions is shaped by the effective application of learning theory
within the marketing strategy context?
a. Repeat purchase behavior
b. Impulse buying behavior
c. Cognitive dissonance
d. Domino effect
57. While making purchasing decisions, consumers are likely to buy products they believe will
move them closer to their _____ self.
a. real
b. neutral
c. actual
d. ideal
58. In the area of self-concept theory, the real self is:

a. the self which has achieved self-actualization.
b. the way the individual thinks other people see him or her.
c. the individual’s personal set of objectives to which he or she aspires.
d. the objective view of the total person.
59. The looking-glass self is defined as:

a. the objective view of oneself.
b. the way an individual thinks others see him or her.
c. the way an individual views himself or herself.
d. the ideal view one has of oneself.
60. The purchase decisions for high-involvement products differ from those of low-involvement
products as high-involvement purchase decisions:
a. pose little risk to the consumer.
b. require less time and less research on information.
c. require limited problem solving and limited efforts for external searches.
d. pose greater economic and social consequences.
61. Which of the following is a low-involvement product?

a. Cars
b. Laptops
c. Stationery
d. Jewelry
62. Which of the following product purchases would most likely require a high-involvement
decision?
a. Shampoo
b. Magazine subscription
c. Car
d. Hair dryer
63. Purchases that have substantial social or economic consequences:

a. usually require relatively less investment of time and effort.
b. represent routine purchases that pose little risk.
c. require independent decision making.
d. represent high-involvement purchase decisions.
64. During the search step of the consumer decision process, the consumer:
a. realizes that it is time to make a change from the present situation.
b. develops a set of evaluative criteria to guide the purchase decision.
c. begins to notice favorable word-of-mouth communication about the product.
d. gathers information about the attainment of a desired state of affairs.
65. In which of the following steps of the consumer decision-making process does the marketer
try to help prospective buyers identify and identify potential needs?
a. Search
b. Problem or opportunity recognition
c. Evaluation of alternatives
d. Postpurchase evaluation
66. The number of alternatives a consumer actually considers in making a purchase decision is
referred to as the _____.
a. evoked set
b. postpurchase evaluation
c. evaluative criteria
d. problem space
67. Product features that consumers consider while choosing among alternatives are known as
the:
a. evoked sets.
b. evaluative criteria.
c. heuristics.
d. problem sets.
68. Sharon is purchasing a food processor and has done an extensive research on all the models
available in the market. She is convinced about a particular product and is trying to finalize
a store from where to make the purchase. Sharon is in the _____ stage of consumer decision
process.
a. purchase decision and purchase act
b. search
c. postpurchase evaluation
d. problem recognition
69. The evaluative criteria used by consumers in the decision-making process may be:
a. set aside if the consumer finds a better means of making the purchase decision.
b. used to identify alternative brands for consideration and possible purchase.
c. invoked during the first stage of the consumer decision process.
d. objective facts or subjective opinions about the alternatives.
70. Edward is looking to purchase a laptop as he is not satisfied with the features of his old
laptop. He gathers information from his coworkers about the new models available in the
market with the desired features and lists down all the available options. The next step in
Edward’s decision-making process is to:
a. continue looking for more options available in the market.
b. identify the problem he is facing with his current computer.
c. purchase the product from a trusted dealer recommended by his family.
d. compare the prices and features of all the available brands in his list.
71. Marketers can influence the outcome of the evaluation stage of the consumer purchase
decision process by:
a. attempting to convince consumers that certain attributes are more important than
others in deciding which product to buy from among an array of them.
b. identifying which evaluative criteria are important to the individual, and pointing
out which brand best meets those criteria.
c. trying to get the customer to reduce the size of the evoked set to exclude many of
the choices.
d. attempting to convince the consumer to spend more than what was budgeted for
the purchase to acquire more features they might prefer.
72. When a consumer begins to feel dissatisfied with a product or service recently purchased,
the anxiety they feel is called:
a. cognitive dissonance.
b. functional fixedness.
c. product revaluation.
d. mental set.
73. At which stage of the consumer decision-making process is cognitive dissonance most likely
to occur?
a. Search
b. Evaluation
c. Purchase decision and purchase act
d. Post purchase evaluation
74. The post purchase evaluation of the consumer decision process attempts to measure the:
a. selling success experienced by the vendor.
b. follow-up effectiveness of the firm.
c. consumer satisfaction with the purchase.
d. advertising influence on the purchase.
75. Consumers are more likely to experience cognitive dissonance when:

a. the purchase has been made at discount prices.
b. the purchase decision has potential economic consequences.
c. the purchased product has routine uses.
d. the product company offers excellent after-sales service.
76. Marketers can attempt to shape the outcome of the post purchase evaluation by:
a. helping consumers to identify potential problems or needs.
b. offering personal assistance with any problem experienced with the product.
c. attempting to convince consumers that a competing brand does not meet their
criteria.
d. trying to get consumers to expand their evoked sets to include their product.
77. Which of the following consumer problem-solving behaviors requires the least effort?
a. Extended problem solving
b. Limited problem solving
c. Routinized response behavior
d. Variety seeking buying behavior
78. The introduction of a new brand into an array of familiar brands for which a consumer has
previously set evaluative criteria may create the need for:
a. limited problem solving.
b. extended problem solving.
c. routinized problem solving.
d. intensive problem solving.
79. When a product is unique or difficult to categorize, the thought process involved in a
purchase decision is known as:
a. research analysis.
b. extensive buying analysis.
c. limited problem solving.
d. extended problem solving.
80. Trevor Miguel, a Mexican national, is relocating to America. He is in search of a house and
is following up closely with the realtor and his agents. Trevor would be involved in which
of the consumer problem-solving behaviors?
a. Routinized response behavior
b. Variety-seeking buying behavior
c. Extended problem solving
d. Limited problem solving
81. Cynthia and William enter Franklin’s Electronics to buy a television set. They had
previously planned to replace their 10-year-old color set with a new model of the same
brand but are surprised by the array of brands the store offers, each having a special feature.
They decide to take their time and look at every type of TV Franklin’s has to offer. Cynthia
and William are exhibiting _____ response behavior.
a. routinized
b. variety seeking
c. extended
d. limited
MATCHING
Match each definition to the corresponding term.
a. evoked set k. learning

b. consumer behavior l. subliminal perception
c. culture m. high-involvement purchase decision
d. reference group n. closure
e. Asch phenomenon o. cognitive dissonance
f. opinion leader p. routinized response behavior
g. need q. shaping
h. motive r. perceptual screens
i. perception s. evaluative criteria
j. attitude t. self-concept
1. _____ is the process through which the ultimate buyers make purchasing decisions about a
product or service.
2. _____ describes the values, beliefs, preferences, and tastes handed down from one
generation to the next.
3. The _____ describes the tendency of people to conform to majority rule.
4. _____ are people or institutions whose opinions are valued and to whom a person looks for
guidance in his or her own behavior.
5. A(n) _____ is a trendsetter who purchases new products before others in a group and then
influences others in their purchases.
6. A(n) _____ is an imbalance between a consumer’s actual and desired states.
7. An inner state that directs a person toward the goal of satisfying a need is a(n) _____.
8. _____ is the meaning that a person attributes to incoming stimuli gathered through the five
senses.
9. _____ is a psychological concept that refers to the human tendency to perceive a complete
picture from an incomplete stimulus.
10. _____ are the mental filtering processes of a person through which all inputs must pass.
11. A person’s enduring favorable or unfavorable evaluation, emotion, or action toward some
object or idea is referred to as _____.
12. _____ is knowledge or skill that is acquired as a result of experience, which changes
consumer behavior.
13. The process of applying a series of rewards and reinforcements to permit more complex
behavior to evolve is called _____.
14. _____ is a person’s multifaceted picture of himself or herself.
15. The subconscious receipt of incoming information is referred to as _____.
16. A(n) _____ is one with high levels of potential social or economic consequences.
17. The number of alternatives the consumer actually considers in the purchasing decision is
called the _____.
18. _____ are the features a consumer considers in choosing among alternatives.
19. The imbalance among a person’s knowledge, beliefs, and attitudes that occurs after an
action or decision is called _____.
20. A consumer problem solving behavior in which the consumer makes purchases ordinarily
by choosing a preferred brand or one of a limited group of acceptable brands is called
_____.
1. ANS: B PTS: 1 DIF: Difficulty: Easy

2. ANS: C PTS: 1 DIF: Difficulty: Easy
3. ANS: E PTS: 1 DIF: Difficulty: Easy
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20. ANS: P PTS: 1 DIF: Difficulty: Easy
ESSAY
1. Define consumer behavior. Describe Kurt Lewin’s proposition and how it has been adapted
for consumer behavior.
ANS:
Consumer behavior is the process through which the ultimate buyers make purchase
decisions.
Lewin defines behavior (B) as a function (f) of the interactions of personal influences (P)
and the pressures exerted by outside environmental forces (E) or B=f (P, E).
This statement is rewritten to apply to consumer behavior as follows: B = f (I , P)
Consumer behavior (B) is a function (f) of the interactions of interpersonal influences (I),
such as culture, friends, classmates, coworkers, and relatives, and personal factors (P), such
as attitudes, learning, and perception.
PTS: 1 DIF: Difficulty: Moderate OBJ: LO: 6-1

NAT: BUSPROG: Analytic STA: DISC: Customer
TOP: A-Head: Chapter Overview KEY: Bloom's: Comprehension
2. What are the interpersonal determinants of consumer behavior? Describe the influence of
culture on consumer behavior.
ANS:
Cultural, social, and family influences are the interpersonal determinants of consumer
behavior.
Culture can be defined as the values, beliefs, preferences, and tastes handed down from one
generation to the next. Culture is the broadest environmental determinant of consumer
behavior. Some cultural values change over time, but basic core values do not. Core values
include importance of education, freedom, youth, volunteerism, work ethic, and efficiency.
Each of these values influence consumer behavior. Values that change over time also have
their effects. As technology rapidly changes the way people exchange information,
consumers adopt values that include communicating with anyone, anytime, anywhere in the
world.
Cultural differences are particularly important for international marketers as marketing
strategies that prove successful in one country often cannot be successfully extended to
other international markets because of cultural variations.

3. What are subcultures? Why should marketers pay attention to subcultures?
ANS:
Subcultures are groups with their own distinct modes of behavior. Cultures are not
homogeneous entities with universal values, but include numerous subcultures.
Understanding the differences among subcultures can help marketers develop more effective
marketing strategies. Marketers need to be sensitive to the shifts in the population, and the
differences in shopping patterns and buying habits of the members of the different
subcultures. Understanding these differences will help them to develop marketing messages
that consider the needs of these different types of consumers.

4. Describe the Asch phenomenon. Discuss the influence of reference groups on consumer
behavior.
ANS:
The Asch phenomenon describes the impact of groups and group norms on individual
behavior. S.E Asch through his research found that individuals conformed to the majority
rule, even if it went against their beliefs. The Asch phenomenon can play a major role in
purchase decisions.
The value structures and the standards of reference groups influence a person’s behavior.
Consumers usually try to coordinate their purchase behavior with the perceptions of the
values of their reference groups. The influence of a reference group on a member’s purchase
decision requires two conditions:
1. The purchased product must be one that others can see and identify.
2. The purchased item must be conspicuous; it must stand out as something unusual, a brand
or product that not everyone owns.
The influence of reference groups might also create elastic consumers, consumers who make
decisions to save or splurge in the same economy.

5. What are the different social classes in a society? What are the factors that determine the
class rankings?
ANS:
W. Lloyd Warner through his research identified six classes within the social structures: the
upper-upper, lower-upper, upper-middle, lower-middle classes, followed by working class
and lower class. Class rankings in a society are usually determined by occupation, income,
education, family background, and residence location.

NAT: BUSPROG: Diversity STA: DISC: Customer
6. Who are opinion leaders? Why are they important to marketers?
ANS:
Opinion leaders are trendsetters who purchase new products before others in a group and
then influence others in their purchases. In every reference group, a few members act as
opinion leaders. Individuals tend to act as opinion leaders for specific goods or services
based on their knowledge of or interest in those products.
Opinion leaders are important for marketers as they are the first people to buy new products
and share their experiences and opinions via word of mouth. The purchase decisions of the
other members of the reference groups are influenced by the reports of the opinion leaders.
Some opinion leaders influence purchases by others merely through their own actions.

7. Marketers define the role of each spouse in terms of four categories. List the categories and
provide an example of a purchase decision that traditionally falls into each category.
ANS:
Autonomic role is seen when the partners independently make equal numbers of purchase
decisions. Purchases of personal-care products fall into this category.
Husband-dominant role occurs when the husband usually makes certain purchase decisions.
Purchase of a generator or woodstove most often fall into this category.
Wife-dominant role has the wife making most of certain buying decisions. Children’s
clothing is a typical wife-dominant purchase.
Syncratic role refers to joint decisions by spouses. The purchase of a house follows a
syncratic pattern.

8. Discuss the role of children and teenagers in the consumer marketplace. How are marketers
targeting this market?
ANS:
Children and teenagers represent a huge market and they influence what their parents buy,
from cereal to automobiles. These consumers are bombarded with messages from a variety
of media. They are presented with a wide array of choices. Young people now wield $211
billion of their own spending power. They also have a significant influence over the goods
and services their families purchase. As teens obtain their driver’s licenses, they put
pressure on their families to purchase more vehicles. While parents tend to focus on safety
features and cost, teens lean toward style and performance. But teens don’t necessarily shy
away from practicality. In fact, some studies show they want fuel-efficient cars that are
environmentally friendly and cheaper to fill with gas.

9. Differentiate between a need and a motive.
ANS:
A need is an imbalance between the consumer’s actual and desired states. A person who
recognizes or feels a significant or urgent need then seeks to correct the imbalance.
A motive is an inner state that directs a person toward the goal of satisfying a need. The
individual takes action to reduce the state of tension and return to a condition of equilibrium.

10. Discuss Maslow’s hierarchy of needs and list a product that can be promoted to fulfill each
of the different levels of needs.
ANS:
Psychologist Abraham H. Maslow developed a theory that characterized needs and arranged
them into a hierarchy. He identified five levels of needs, beginning with physiological needs
and progressing to the need for self-actualization. According to Maslow, a person must at
least partially satisfy lower-level needs, before higher needs can influence behavior.
Physiological needs are at the most basic level and concern essential requirements for
survival, such as food, water, shelter, and clothing. Products such as food, water, medicines,
and exercise equipments can be used to satisfy this need.
Safety needs at the second level include financial or lifestyle security, protection from
physical harm, and avoidance of the unexpected. Products such as health and life insurance,
auto safety features, and antibacterial cleaners can be promoted to fulfill this need.
Social/belongingness needs refer to the desire of an individual to be accepted by people and
groups important to that individual. Products such as cosmetics, entertainment, home
furnishings, clubs, and organizations can be promoted to fulfill this need.
Esteem needs refer to the desire for a sense of accomplishment and achievement. It is the
desire to gain the respect of others and even exceed others’ performance. Products such as
electronics, gourmet foods, travel, spas, and credit cards can be used to fulfill this need.
Self-actualization needs refers to the desire of individuals to realize their full potential and
find fulfillment by expressing their unique talents and capabilities. Products such as
education, cultural events, travel, sports, and hobbies can be used to fulfill this need.

11. What is perception? What are the factors that influence a person’s perception of an object or
event?
ANS:
Perception is the meaning that a person attributes to incoming stimuli gathered through the
five senses of sight, hearing, touch, taste, and smell. A person’s perception of an object or
event results from the interaction of two types of factors:
1. stimulus factors, such as characteristics of the physical object such as size, color, weight,
and shape.
2. individual factors, like unique characteristics of the individual, including not only sensory
processes but also experiences with similar inputs and basic motivations and expectations.

12. What are perceptual screens? Explain the different marketing strategies that companies can
use to break through these screens.
ANS:
Perceptual screens are the mental filtering processes of an individual through which all
inputs must pass. People respond selectively to messages that break through their perceptual
screens.
Doubling the size of an ad, using certain colors or graphics, or developing unique packaging
are some techniques that marketers use to elicit a positive response from consumers. The
psychological concept of closure also helps marketers create messages that stand out.
Closure is the human tendency to perceive a complete picture from an incomplete stimulus.
Advertisements that allow consumers to do this often succeed in breaking through
perceptual screens. Old marketing techniques, such as use of billboards incorporated with
one or more life-sized mannequins and word of mouth are also effective. High-tech
marketing tools such as virtual reality and social media also assist marketers in breaking
through the perceptual screens.

13. What are the three components of attitude? How can marketers attempt to change consumer
attitudes?
ANS:
An attitude has cognitive, affective, and behavioral components. The cognitive component
refers to the individual’s information and knowledge about an object or concept. The
affective component deals with feelings or emotional reactions. The behavioral component
involves tendencies to act in a certain manner.
Marketers can attempt to change consumer attitudes in one of the two ways:
1. By attempting to produce consumer attitudes that will lead to the purchase of an existing
product.
2. By evaluating existing consumer attitudes and creating or modifying products to appeal to
these attitudes.
It’s always easier to create and maintain a positive attitude toward a product than it is to
change an unfavorable one to favorable. But if consumers view a product unfavorably, the
seller might redesign the product, offer new or desired options, or enhance service.
Sometimes an attitude isn’t unfavorable, but consumers just don’t feel a need for the
product. They aren’t motivated to make the purchase. So marketers must find a way to
change shoppers’ attitude to include the desire to buy. Marketers can also modify attitudes
by providing evidence of product benefits and by correcting misconceptions. They can also
change attitudes of consumers by engaging them in new buying behavior such as providing
free samples. Use of new technologies, such as Internet coupons and personalized shopping
alerts can also encourage consumers to change their attitudes.

14. As a marketing research intern for a personal-care products company, you are asked to
present information on the learning process to the marketing department. Discuss the
elements of learning you would include in your presentation. What advice would you give
your peers about shaping?
ANS:
Learning, in a marketing context, refers to immediate or expected changes in consumer
behavior as a result of experience. The learning process includes the component of drive,
which is any strong stimulus that impels action. Fear, pride, greed, jealousy, hunger, thirst,
comfort, and rivalry are examples of drives. Learning also relies on a cue—any object or
signal in the environment that determines the nature of the consumer’s response to a drive.
A response is the individual’s reaction to a set of cues and drives.
Marketers must find a way to develop a desired outcome such as repeat purchase behavior
gradually over time. Shaping is the process of applying a series of rewards and
reinforcements to permit more complex behavior to evolve.
Marketers can use various strategies to motivate consumers to become regular buyers of
certain merchandise. Offering a free sample package that includes a substantial discount
coupon for the next purchase is the first step in getting consumers to buy a product. The
second step is to entice the consumer to buy the product at little financial risk and the
discount coupon enclosed within the free sample performs this function. The third step is to
motivate the person to buy the item again at a moderate cost. A discount coupon
accomplishes this objective, but this time the purchased package includes no additional
coupon. The only reinforcement comes from satisfactory product performance. The final test
comes when the consumer decides whether to buy the item at its true price without a
discount coupon. Satisfaction with product performance provides continuing reinforcement.
Repeat purchase behavior literally is shaped by effective application of learning theory
within a marketing strategy context.

15. Discuss the four components of self-concept and explain how marketers can utilize this
information.
ANS:
Self-concept is a person’s multifaceted picture of himself or herself and has following four
components:
1. The real self: It is an objective view of the total person.
2. The self-image: It is the way an individual views himself or herself.
3. The looking-glass self: It is the way an individual thinks others see him or her.
4. The ideal-self: This serves as a personal set of objectives, because it is the image to which
the individual aspires.
When making purchase decisions, consumers will more likely choose products that move
them closer to their ideal self-images. Marketers can use this knowledge to convince
customers that buying certain products will move them closer to their ideal self-images.

16. Differentiate between a high-involvement purchase decision and a low-involvement

purchase decision. Give an example for each.
ANS:
Purchases with high levels of potential social or economic consequences are said to be high-
involvement purchase decisions. Buying a car or deciding where to go to college are
examples of high-involvement decisions.
Routine purchases that pose little risk are low-involvement purchase decisions. Buying a
loaf of bread or a pint of ice cream at the corner grocery store is a good example.
Consumers generally invest more time and effort in buying decisions for high-involvement
products than in those for low-involvement products. Both decisions go through the steps of
the consumer decision-making process, but it is on a more compressed scale for low-
involvement products.

17. Briefly describe the steps involved in the consumer decision process.
ANS:
The following are the various steps in the consumer decision process:
1. Problem recognition: This is the first stage in the decision-making process during which
the consumer becomes aware of a gap between the existing situation and a desired situation.
2. Search: During this stage the consumer gathers information about the attainment of a
desired state. This search identifies different ways to solve the problem. A high-involvement
purchase might mean conducting an extensive search for information, whereas a low-
involvement purchase might require much less research. The collection of alternatives a
consumer actually considers in making a purchase decision is known in marketing as the
evoked set.
3. Evaluation of alternatives: The third step in the consumer decision process is to evaluate
the evoked set of options. The outcome of the evaluation stage is the choice of a brand or
product within the evoked set, or possibly a decision to keep looking for alternatives.
4. Purchase decision and purchase act: The search and alternative evaluation stages of the
decision process result in the purchase decision and the actual purchase. At this stage, the
consumer has evaluated each alternative in the evoked set based on his or her personal set of
evaluative criteria and narrowed the alternatives down to one. The consumer then decides
where and from whom to make the purchase and sometimes this decision is part of the
evaluation.
5. Postpurchase evaluation: The buyer feels either satisfaction at the removal of the
discrepancy between the existing and desired states or dissatisfaction with the purchase.
Consumers are generally satisfied if purchases meet, or exceed their expectations. But
sometimes they experience postpurchase anxiety called cognitive dissonance.

18. What are evaluative criteria? What are some of the evaluative criteria a consumer might use
while searching for an apartment?
ANS:
Evaluative criteria are the features that a consumer considers in choosing among
alternatives. These criteria can either be objective facts or subjective impressions. For many
consumers, while shopping for an apartment, some of the evaluative criteria would be
monthly rent, location, constructed area, type of unit, number of bedrooms, and availability
of parking.

19. Define cognitive dissonance. How can marketers manage a consumer’s cognitive
dissonance?
ANS:
Cognitive dissonance is the anxiety that results from an imbalance among a person’s
knowledge, beliefs, and attitudes that occurs after an action or a decision, such as a
purchase. Dissonance is more likely with high-involvement purchases than with those that
require low involvement.
Marketers can help buyers reduce cognitive dissonance by providing information that
supports the chosen item. Advertisements that stress customer satisfaction also help reduce
cognitive dissonance. A final method of dealing with cognitive dissonance is to change
products. The consumer may ultimately decide that one of the rejected alternatives would
have been the best choice, and vow to purchase that item in the future. Marketers may
capitalize on this with advertising campaigns that focus on the benefits of their products or
with effective tag lines.

20. Describe the three categories of problem-solving behavior with examples.
ANS:
Marketers recognize three categories of problem-solving behavior:
1. Routinized response behavior: Consumers make many purchases routinely by choosing a
preferred brand or one of a limited group of acceptable brands. The consumer has already
set evaluative criteria and identified available options. External search is limited in such
cases, which characterize extremely low-involvement products. This type of rapid consumer
problem-solving is referred to as routinized response behavior. A routine purchase of the
same brand of dog food or the renewal of a magazine subscription are examples.
2. Limited problem-solving: This is usually seen in situations when the consumer already
has set evaluative criteria for a particular kind of purchase but then encounters a new,
unknown brand. The consumer knows the evaluative criteria for the product but has not
applied these criteria to assess the new brand. Such situations demand moderate amounts of
time and effort for external searches. Limited problem-solving is affected by the number of
evaluative criteria and brands, the extent of external search, and the process for determining
preferences. The introduction of a new shampoo is an example of a limited problem-solving
situation.
3. Extended problem-solving: This results when brands are difficult to categorize or
evaluate. The first step is to compare one item with similar ones. The consumer needs to
understand the product features before evaluating alternatives. Most extended problem-
solving efforts involve lengthy external searches. High-involvement purchase decisions,
such as cars, homes, and colleges usually require extended problem solving.


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Chapter 6: Consumer Behavior

ANS: T PTS: 1 DIF: Difficulty: Easy

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3. Human behavior is solely a function of pressures exerted by external environmental forces

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7. Culture is the broadest interpersonal determinant of consumer behavior.

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14. Understanding of differences among subcultures is essential for developing effective

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18. All Hispanics speak the single universal form of Spanish.

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34. Social class is determined by the sole criterion of income.

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