Contemporary Marketing 2013 Update 15th Edition Boone Test Bank 1

Contemporary Marketing 2013 Update
15th Edition by Boone Kurtz ISBN

1111579717 9781111579715
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Chapter 5—Consumer Behavior
TRUE/FALSE
1. Consumer behavior refers to the process of ultimate buyers making purchasing decisions.
ANS: T PTS: 1 DIF: 1 REF: 138

OBJ: 5-1
NAT: AACSB Analytic | CB&E Model Customer | R&D Knowledge of human behavior & society
MSC: KN
2. Kurt Lewin’s model of human behavior defines behavior as a function of the interactions of personal
influences and pressures exerted on them by outside environmental forces.

OBJ: 5-1
MSC: KN
3. To better understand how consumers make buying decisions, marketers borrow extensively from the
sciences of physics and biology.
ANS: F PTS: 1 DIF: 1 REF: 138

OBJ: 5-1
MSC: KN
4. Generally speaking, human behavior is primarily a function of pressures exerted by outside

environmental forces on the individual.
167
Copyright ©2013 by South-Western, a division of Cengage Learning. All rights reserved.
Consumer Behavior

OBJ: 5-1
MSC: KN
5. Kurt Lewin’s theory of human behavior has been modified by marketers to create a model for
understanding consumer behavior. In the adaptation, consumer behavior (B) is a function of the
interactions of interpersonal influences (I) and personal factors (P), or essentially B = f (I, P).
ANS: T PTS: 1 DIF: 2 REF: 138-139

OBJ: 5-1
MSC: KN
6. According to Kurt Lewin’s theory of human behavior, among the personal factors that come into play
affecting consumer behavior are one’s attitudes, learning and perception.

OBJ: 5-1
MSC: KN
7. The only inputs that affect a consumer’s purchasing decisions are those provided by his or her
psychological makeup.

OBJ: 5-1
MSC: KN
8. Culture can be defined as values, beliefs, preferences, and tastes that are handed down from one
generation to the next.

OBJ: 5-2
MSC: KN
9. Culture is the narrowest interpersonal determinant of consumer behavior.

OBJ: 5-2
MSC: KN
10. The core values of American culture include work ethic and the desire to accumulate wealth.

OBJ: 5-2
168
Consumer Behavior
MSC: KN
11. While some cultural values change over time, basic core values do not.

OBJ: 5-2
MSC: KN
12. The United States and Europe are finding that cultural influences are growing less important in
determining the purchasing behavior of consumers.

OBJ: 5-2
MSC: KN
13. 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: 2 REF: 140-141

OBJ: 5-2
NAT: AACSB Reflective Thinking | CB&E Model Customer | R&D Knowledge of human behavior
& society MSC: AP
14. When using an e-tail Web site, the UK audience will become frustrated if there is no clear information
on which geography the Web site covers. Often, they will assume the site will not ship to them and
move on. American audiences are more accepting of Web sites that do not designate geography, and
assume the site will ship to their location. This example illustrates the cultural differences between
U.S. and UK consumers.
ANS: T PTS: 1 DIF: 2 REF: 140-141

OBJ: 5-2
& society MSC: AP
15. 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.
ANS: T PTS: 1 DIF: 2 REF: 140-141

OBJ: 5-2
169
Consumer Behavior
& society MSC: AP
16. Understanding culture alone will not lead a marketer to success; understanding subculture is just as
essential.

OBJ: 5-2
MSC: KN
17. Any non-homogeneous society will have numerous subcultures with identical modes of behavior.

OBJ: 5-2
MSC: KN
18. Subcultures are groups within a larger culture that have their own distinct modes of behavior.

OBJ: 5-2
MSC: KN
19. The three largest and fastest-growing U.S. ethnic subcultures are Hispanic Americans, African
Americans and Asian Americans.

OBJ: 5-2
MSC: KN
20. America’s population is becoming more homogeneous as ethnic and racial minority groups blend in
through assimilation into the culture.

OBJ: 5-2
MSC: KN
21. The cultural differences among Hispanic Americans usually do not affect their preferences as
consumers.

OBJ: 5-2
MSC: KN
22. The Hispanic American population is not a single, homogeneous group, but instead a number of
groups, each of which differs culturally from the others.
170
Consumer Behavior

OBJ: 5-2
MSC: KN
23. Marketers are more concerned with the acculturation experience of a Hispanic American than the
country of national origin.

OBJ: 5-2
MSC: KN
24. Highly acculturated Hispanic Americans are predominately born in the United States, and most speak
English by the third generation.

OBJ: 5-2
MSC: KN
25. The African American culture in the United States runs the gamut from new immigrants to
multigenerational American families. However, this fact should be of little importance to a marketer
targeting subcultures within the group.

OBJ: 5-2
MSC: KN
26. Although they share a common heritage, the African American community should be regarded as
different subcultures due to ranges in education, income, acculturation levels and demographics.

OBJ: 5-2
MSC: KN
27. The Asian American subculture consists of more than two dozen ethnic groups, each of which brings
its own language, religion and values to the marketplace.
ANS: T PTS: 1 DIF: 1 REF: 142-143

OBJ: 5-2
MSC: KN
28. Individuals who aspire to become members of a certain group will often follow that group’s norms
before becoming a group member.
171
Consumer Behavior
OBJ: 5-2
MSC: KN
29. Group membership influences an individual’s purchase decisions and behavior in both overt and subtle
ways.

OBJ: 5-2
MSC: KN
30. Status is the relative prominence of an individual who is not a member of a particular reference group.

OBJ: 5-2
MSC: KN
31. Groups do not intentionally create formal roles, nor do they ever have expectations that roles and
status will develop within their membership.

OBJ: 5-2
MSC: KN
32. If a middle manager buys a SAAB automobile because several top executives in the firm own SAABs,
this demonstrates the influence of membership groups.

OBJ: 5-2
& society MSC: AP
33. 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.

OBJ: 5-2
MSC: KN
34. Chris decides to proceed with a majority decision, even though the decision goes against his beliefs.
Chris is exhibiting the Asch phenomenon.
ANS: T PTS: 1 DIF: 1 REF: 144-145

OBJ: 5-2
172
Consumer Behavior
& society MSC: AP
35. A reference group’s influence on a purchasing decision of a member is often greater when the product
is more conspicuous and not commonly owned.

OBJ: 5-2
MSC: KN
36. Groups whose value structures and standards influence a person’s behavior are known as reference
groups.

OBJ: 5-2
MSC: KN
37. While cultural and family influences significantly affect consumer behavior, the influence of reference
groups on consumer behavior tends to be minimal, especially for children.

OBJ: 5-2
MSC: KN
38. Social class is determined by a multitude of factors including wealth, IQ, and social connections.

OBJ: 5-2
MSC: KN
39. Social class has rankings determined by income, occupation, education, family background, and
location of residence.

OBJ: 5-2
MSC: KN
40. In determining class ranking, income is the most important variable.

OBJ: 5-2
MSC: KN
173
Consumer Behavior
41. 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.

OBJ: 5-2
& society MSC: AP
42. Opinion leaders are the first consumers to try products and then share their experience by word of
mouth.

OBJ: 5-2
MSC: KN
43. Opinion leaders rise to prominence because of their interest and expertise in certain products.

OBJ: 5-2
MSC: KN
44. Opinion leaders gather their information only from magazines and newspapers, and then pass the
information directly to the public through word of mouth.
ANS: F PTS: 1 DIF: 1 REF: 146-147

OBJ: 5-2
MSC: KN
45. The Internet and other media advertising have made family influences insignificant as a variable in
determining purchasing behavior.

OBJ: 5-2
MSC: KN
46. 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 purchasing decision.

OBJ: 5-2
& society MSC: AP
174
Consumer Behavior
47. 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.

OBJ: 5-2
MSC: KN
48. Familiarity with technology and individualism are two important characteristics of the teen group.

OBJ: 5-2
& society MSC: AP
49. Motives are external states that direct a person toward the goal of satisfying a need.

OBJ: 5-3
MSC: KN
50. Consumers are often motivated to purchase a product in the hopes of filling a need.

OBJ: 5-3
MSC: KN
51. A need is an imbalance between the consumer’s actual and desired states.

OBJ: 5-3
MSC: KN
52. According to Maslow’s Hierarchy of Needs, some people fixate on a need and fail to move beyond it.

OBJ: 5-3
MSC: KN
53. Maslow’s Hierarchy of Needs begins with self-actualization needs at the lowest level, and progresses
to physiological needs at the highest.

OBJ: 5-3
MSC: KN
175
Consumer Behavior
54. According to Maslow’s Hierarchy of Needs, the desire to feel accomplishment, achievement, and
respect is a social need.

OBJ: 5-3
MSC: KN
55. Critics of Maslow’s reasoning pointed out that, depending on the personal value system of an
individual, he/she might skip the esteem level of Maslow’s Hierarchy of Needs and move directly
toward self-actualization.

OBJ: 5-3
MSC: KN
56. Perception is the meaning a person attributes to incoming stimuli gathered through the senses of
hearing, taste, smell, touch, and sight.

OBJ: 5-3
MSC: KN
57. A person’s perception of a product results solely from its physical characteristics such as size, color,
shape, and weight.

OBJ: 5-3
MSC: KN
58. Blogs, social networking sites, and electronic bulletin boards are effective ways for a marketer to
infiltrate the perceptual screens of consumers.

OBJ: 5-3
NAT: AACSB Technology | CB&E Model Customer | R&D Knowledge of human behavior &
society MSC: KN
59. Closure refers to a person’s tendency to be influenced by messages that close the gap between a
product’s real and perceived advantages.

OBJ: 5-3
MSC: KN
176
Consumer Behavior
60. Marketers are challenged to create better packaging, dynamic advertising, and eye-catching
promotional materials in order to maintain the perceptual screens of loyal consumers.

OBJ: 5-3
MSC: KN
61. Advertising that utilizes closure has a good chance of catching the attention of consumers as they try to
complete the advertising message with a limited amount of stimuli.

OBJ: 5-3
MSC: KN
62. Consumers with strong loyalties to certain products are more difficult to reach with competitive
advertising.

OBJ: 5-3
MSC: KN
63. Brand loyalty is valued by marketers as it not only keeps consumer purchasing the product, it also acts
as a buffer against competitive messages getting to the consumer.

OBJ: 5-3
MSC: KN
64. Subliminal advertising has proven to be very successful in inducing the purchasing behavior desired
by the marketer.

OBJ: 5-3
MSC: KN
65. Marketers realize that attitudes are highly erratic and cannot be used to determine the purchasing
behaviors of consumers.

OBJ: 5-3
MSC: KN
177
Consumer Behavior
66. Of all the variables that marketers study, attitudes are the most important because they change
frequently and can be easily influenced in favor of buying a particular product.

OBJ: 5-3
MSC: KN
67. An attitude has three components - behavioral, affective, and cognitive.

OBJ: 5-3
MSC: KN
68. 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
a similar purchase, Jacqueline makes her selection. The attitude component most apparent in this
situation is cognitive behavior.

OBJ: 5-3
& society MSC: AP
69. Aston avoids buying certain products because of an unsatisfactory past experience with the
manufacturer. Aston is exhibiting the behavioral component of attitude.

OBJ: 5-3
& society MSC: AP
70. Marketing success depends on a positive attitude, defined by a stable and balanced relationship
between the behavioral, affective, and cognitive components.

OBJ: 5-3
MSC: KN
71. The decision on which retail store to shop is more often influenced by advertising and coupons than a
consumer’s previous history with the store.

OBJ: 5-3
& society MSC: AP
178
Consumer Behavior
72. Shaquille purchases a refrigerator for his newly remodeled kitchen. His positive attitude about the
product is a balance in the relationship between the behavioral, cognitive, and affective components of
his buying decision.

OBJ: 5-3
& society MSC: AP
73. 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 and changed consumer attitude
about the product during that time. The behavioral component of attitude was most likely affected by
this event.

OBJ: 5-3
& society MSC: AP
74. Marketers can turn consumer attitudes toward their products favorable by either attempting to produce
consumer attitudes that would lead to purchase of an existing product or modifying the product to
appeal to existing attitudes.

OBJ: 5-3
MSC: KN
75. Marketers are more concerned with the current status of consumer decisions than they are with the
process of how these decisions change over time.

OBJ: 5-3
MSC: KN
76. A restaurant that places signs along the interstate to advertise its location knows the signs will act as
cues, and hunger will create a drive causing consumers to stop at the restaurant.

OBJ: 5-3
& society MSC: AP
77. A frequent-flyer program usually announced by airlines is a form of purchasing reinforcement.
179
Consumer Behavior

OBJ: 5-3
MSC: KN
78. At specific mileage intervals, Honda 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 completed repairs are followed up to ensure customer satisfaction. The attention
given by the dealership is called shaping - creating the desire for the customer to return to their service
department whenever a repair is needed.

OBJ: 5-3
& society MSC: AP
79. Successful shaping leads to strong brand loyalty.

OBJ: 5-3
MSC: KN
80. People tend to buy products they believe will bring them closer to their looking-glass self images.

OBJ: 5-3
MSC: KN
81. Self-image and the looking-glass self are usually very similar, and marketers understand these are the
images that drive purchasing decisions.

OBJ: 5-3
MSC: AP
82. Mark, a junior partner at a law firm, is looking for a new car. Although his financial statements suggest
he consider getting a car under $30,000, Mark is determined to purchase a new Mercedes because that
is the car all the senior partners in his law firm drive. Mark’s purchasing behavior is being influenced
by his ideal self-image.

OBJ: 5-3
180
Consumer Behavior
& society MSC: AP
83. Purchase decisions with significant potential social and economic consequences are defined as low-
involvement decisions.

OBJ: 5-4
MSC: KN
84. Purchasing music from the Apple iTunes Web site is considered a high-involvement purchase decision
because music is a unique personal choice.

OBJ: 5-4
& society MSC: AP
85. Consumers buy more lower-priced items than higher-priced items during the course of a year. The
frequency of lower-priced purchasing decisions categorizes them as high involvement.

OBJ: 5-4
& society MSC: AP
86. The consumer decision process is defined by six steps that move the consumer from the first step of
need identification to the final step of purchasing the product.

OBJ: 5-5
MSC: KN
87. The steps in the consumer purchasing decision are passed through faster if a marketer has successfully
shaped the consumer’s behavior.

OBJ: 5-5
MSC: KN
88. The number of brands included in the evoked set may vary according to the situation and the person.

OBJ: 5-5
& society MSC: AP
89. The evoked set used in the search process can vary as per the urgency of the need.
181
Consumer Behavior

OBJ: 5-5
MSC: KN
90. Marketers can induce customers to include their product in the evoked set by demonstrating how the
product’s benefits meet the consumer evaluative criteria.

OBJ: 5-5
MSC: KN
91. The phenomenon that occurs when a consumer feels anxiety after a purchase is known as cognitive
dissonance.

OBJ: 5-5
MSC: KN
92. The probability of experiencing cognitive dissonance is directly related to the price of the item
involved in the purchase.

OBJ: 5-5
MSC: KN
93. After purchasing a new oven and a cooking range, Marta was contacted by the store where she
purchased the products. The salesperson inquired about the delivery, installation, and her overall
satisfaction. Contacting Marta after the purchase not only reduced any cognitive dissonance she felt,
but also provided reinforcement for revisiting the store for future purchases.

OBJ: 5-5
& society MSC: AP
94. Resolving to buy a different brand in the future may reduce cognitive dissonance in the present.

OBJ: 5-5
& society MSC: AP
182
Consumer Behavior
95. A purchase made on the basis of a preferred brand or a limited group of acceptable brands is called
limited response behavior on the part of a consumer.

OBJ: 5-6
MSC: KN
96. Purchasing decisions involve three types of decision making: routine response, impulse buying, and
complex problem solving.

OBJ: 5-6
MSC: KN
97. Repurchasing the same brand of detergent during each trip to the grocery store is an example of
limited problem-solving behavior by a consumer.

OBJ: 5-6
& society MSC: AP
98. Cynthia and William enter Franklin’s Electronics to buy a television set. They had previously planned
to replace their 20-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. The situation they are most likely experiencing is limited
problem solving.

OBJ: 5-6
& society MSC: AP
99. The introduction of a new brand into an array of familiar products often triggers limited problem-
solving behavior on the part of consumers.

OBJ: 5-6
MSC: KN
100. When consumers are minimally involved and experience little risk in a buying decision, it is likely to
be a routinized response behavior.

OBJ: 5-6
MSC: KN
183
Consumer Behavior
101. The degree of external search increases as purchasing behavior moves from routine to limited to
extended problem solving.

OBJ: 5-6
MSC: KN
102. Considerable external searching for alternatives is typical when consumers are involved in extended
problem solving.

OBJ: 5-6
MSC: KN
103. High-involvement purchases and a careful analysis of information and choices would be classified as
extended problem-solving situations.

OBJ: 5-6
& society MSC: AP
104. When extended problem solving by a consumer occurs in a buying situation, the chance of
experiencing cognitive dissonance is greater than when routine response behavior is involved.

OBJ: 5-6
& society MSC: AP
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:
a. B = f (I, P).
b. B = f (E, P).
c. B = (I, E).
d. P = (I, E).
ANS: A PTS: 1 DIF: 2 REF: 138
OBJ: 5-1
MSC: KN
2. Kurt Lewin’s theory of consumer behavior asserts that consumer behavior is a function of personal
factors and their interaction with:
a. perception.
184
Consumer Behavior
b. learning.
c. attitudes.
d. interpersonal influences.
ANS: D PTS: 1 DIF: 2 REF: 138
OBJ: 5-1
MSC: KN
3. According to psychologist Kurt Lewin, understanding consumer behavior is facilitated by an

understanding of:
a. individual’s learning levels and group power.
b. individual’s psychological makeup and the influences of others.
c. attitudes and perception.
d. reference groups and personal inferences.
ANS: B PTS: 1 DIF: 2 REF: 139
OBJ: 5-1
MSC: KN
4. Jorge plans to buy a car and discusses the purchase with his parents. Their influence on this buying
decision is considered:
a. impersonal.
b. interpersonal.
c. personal.
d. institutional.
OBJ: 5-1
& society MSC: AP
5. Rachael, 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 a wardrobe in neutrals and black. Rachael’s decision is most likely
driven by _____ factors.
a. impersonal
b. interpersonal
c. personal
d. institutional
ANS: C PTS: 1 DIF: 2 REF: 139
OBJ: 5-1
& society MSC: AP
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.
c. Her family always insists on buying Apple products.
185
Consumer Behavior
d. She purchased a condo in a trendy area of town and wants her furnishings to reflect the
lifestyle she leads.
OBJ: 5-2
& society MSC: AP
7. The broadest environmental determinant of consumer behavior is:

a. income or purchasing power.
b. educational background.
c. culture.
d. social status.
OBJ: 5-2
MSC: KN
8. The interpersonal influences on consumer behavior include a person’s _____.

a. attitudes
b. perceptions
c. family
d. self-concept
OBJ: 5-2
MSC: KN
9. An example of a core value of the United States culture would be the:

a. desire to accumulate wealth.
b. focus on population control.
c. dignity of the elderly.
d. importance of personal achievement.
OBJ: 5-2
MSC: KN
10. The basic core values of the U.S. society:

a. change slowly over time.
b. change annually.
c. are defined in the U.S. Constitution.
d. never change.
OBJ: 5-2
MSC: KN
186
Consumer Behavior
11. A shift in cultural values away from accumulating material possessions to spending time with family
and friends benefit those who market:
a. designer clothes.
b. luxury cars.
c. state parks and picnic areas.
d. children’s games and toys.
OBJ: 5-2
& society MSC: AP
12. Education, individualism, freedom, health, and volunteerism are some of the:
a. considerations involved in the formation of family groups.
b. objectives reached by most people across the globe.
c. buying activities related to and based internationally.
d. core values in U.S. culture.
OBJ: 5-2
MSC: KN
13. Cultural differences are particularly important for:

a. firms marketing internationally.
b. not-for-profit organizations.
c. firms marketing to a specific target market in a single city.
d. dealing with issues having historical significance.
OBJ: 5-2
MSC: KN
14. From which country do the majority of the Hispanic population in the U.S. originate from?
a. Brazil
b. Puerto Rico
c. Cuba
d. Mexico
OBJ: 5-2
187
Consumer Behavior
MSC: KN
15. Analysis of the Hispanic demographics in the United States shows that all of the following statements
are correct except:
a. the Hispanic market is growing rapidly.
b. Hispanics tend to be younger than the typical Americans.
c. Hispanics are geographically concentrated.
d. all Hispanics understand Spanish.
OBJ: 5-2
MSC: KN
16. All of the following statements concerning Asian American consumers are correct except:
a. marketing to Asian Americans presents many of the same challenges as marketing to
Hispanics.
b. Asian Americans have assimilated into the American culture, and have ceased to use their
own language.
c. Asian American subculture is comprised of more than two dozen ethnic groups.
d. each Asian American ethnic group has its own language and culture.
ANS: B PTS: 1 DIF: 2 REF: 142-143
OBJ: 5-2
MSC: KN
17. When groups establish values and behaviors they deem appropriate for their members, those values
and behaviors are called group _____.
a. roles
b. norms
c. ideals
d. behaviors
OBJ: 5-2
MSC: KN
18. The relative position of an individual within a group is called _____.

a. cultural assimilation
b. a role
c. status
d. the Asch phenomenon
188
Consumer Behavior
OBJ: 5-2
MSC: KN
19. The Asch phenomenon states that individuals will:

a. follow their personal influences more closely than any other influence.
b. follow the majority opinion even if it contradicts the individual’s beliefs.
c. purchase products that maintain a positive looking-glass self.
d. avoid extended problem-solving behavior.
ANS: B PTS: 1 DIF: 2 REF: 144-145
OBJ: 5-2
MSC: KN
20. Peer pressure is closely related to which purchasing behavior concept?

a. Cognitive dissonance
b. Opinion leaders
c. Cultural influences
d. Asch phenomenon
OBJ: 5-2
MSC: KN
21. Reference group influences would most likely have the greatest impact on which product purchase?
a. Refrigerator
b. Mercedes Benz
c. iPod
d. Starbucks latte
OBJ: 5-2
& society MSC: AP
22. 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. purchase is hard to recognize or see by the group.
c. product is common.
d. purchase is unique and conspicuous.
OBJ: 5-2
& society MSC: AP
189
Consumer Behavior
23. 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.
OBJ: 5-2
MSC: KN
24. Opinion leaders are trendsetters, most likely to purchase new products before others in the group, and
then share their experiences and opinions via _____.
a. mass media
b. television
c. word of mouth
d. blogging
OBJ: 5-2
MSC: KN
25. _____ are determined by occupation, income, education, family background, and residence location.
a. Class rankings
b. Opinion leaders
c. Reference groups
d. Subcultures
OBJ: 5-2
MSC: KN
26. When spouses independently make equal numbers of decisions about product purchases, they are said
to be acting:
a. syncratically.
b. in a wife-dominant fashion.
c. autonomic.
d. entirely independently.
OBJ: 5-2
190
Consumer Behavior
MSC: KN
27. The role of each spouse in the purchasing decision is categorized by all of the roles below except the
_____ role.
a. syncratic
b. husband-dominated
c. opinion leader
d. autonomic
OBJ: 5-2
MSC: KN
28. A newly married couple is looking to rent an apartment. The decision is likely to be:
a. syncratic.
b. made by the partner with the best credit history.
c. made by the partner with the higher income.
d. autonomic.
OBJ: 5-2
& society MSC: AP
29. The personal determinants of consumer behavior include:

a. the culture in which a person is raised.
b. an individual’s needs and motives.
c. the family to which one belongs.
d. the society from which one comes.
OBJ: 5-3
MSC: KN
30. An imbalance between a consumer’s actual and desired states is a(n) _____.
a. need
b. attitude
c. motive
d. self-concept
OBJ: 5-3
& society MSC: KN
191
Consumer Behavior
31. Motives are 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. energy to participate in the limited problem-solving process.
OBJ: 5-3
MSC: KN
32. A person who is satisfying the most basic level of needs is operating at which level of Maslow’s
Hierarchy of Needs?
a. Self-actualization
b. Esteem
c. Physiological
d. Belongingness
OBJ: 5-3
MSC: KN
33. Bristol-Myers Squibb, a large pharmaceutical company, has developed a campaign featuring Lance
Armstrong promoting their development of anti-cancer drugs. The campaign slogan, “Together We
Can Prevail” meets which criteria in Maslow’s Hierarchy of Needs?
a. Esteem
b. Safety
c. Self-actualization
d. Physiological
OBJ: 5-3
& society MSC: AP
34. Helene, an industrial sales representative, made sure her company car was equipped with OnStar
devices in case she ever had car trouble or got lost while traveling between appointments. Which level
of Maslow’s Hierarchy of Needs is Helene addressing?
a. Physiological
b. Safety
c. Esteem
d. Self-actualization
192
Consumer Behavior
OBJ: 5-3
& society MSC: AP
35. In order for an e-tailer to be successful in the long run, what consumer need must be met regardless of
the products or services they are selling?
a. Esteem
b. Belongingness
c. Self-actualization
d. Safety
OBJ: 5-3
& society MSC: AP
36. The needs for fulfillment, realizing one’s own potential, and fully using one’s talents and capabilities
are examples of _____ needs.
a. self-actualization
b. physiological
c. social
d. esteem
OBJ: 5-3
MSC: KN
37. Joining a local bowling league for social interaction is an attempt to meet _____ needs.
a. self-actualization
b. belongingness
c. esteem
d. safety
OBJ: 5-3
& society MSC: AP
38. Peoples’ perception of an object or event result from an interaction between their:
a. likes and dislikes.
b. emotions and thoughts.
c. stimulus and individual factors.
d. needs and wants.
OBJ: 5-3
MSC: KN
193
Consumer Behavior
39. All of the following are stimulus factors, except:

a. price of the object.
b. size of the object.
c. the object’s weight.
d. the object’s shape.
OBJ: 5-3
MSC: KN
40. Which of the following would be most likely to break through a person’s perceptual screen?
a. Double sized advertisement
b. Black-and-white classified ad
c. Simple message, simple background
d. Using fewer colors in an ad
OBJ: 5-3
& society MSC: AP
41. Virtual reality is the:

a. transmission of marketing information in a three dimensional fashion.
b. least effective method for advertising high priced products.
c. only way that automobile dealerships can sell cars online.
d. perception that consumers can be better satisfied by offering online products.
OBJ: 5-3
MSC: KN
42. Advertising can break through perceptual screens with all of the following examples, except:
a. closure.
b. subliminal ads.
c. blogs and electronic bulletin boards.
d. virtual reality.
OBJ: 5-3
& society MSC: AP
194
Consumer Behavior
43. Neuromarketing is defined as:

a. using the Internet to view products on informational Web sites.
b. selling products through subliminal perception.
c. eliciting emotions to stimulate purchases.
d. using technical data to appeal to the cognitive decision making tendencies in consumers.
OBJ: 5-3
NAT: AACSB Technology | CB&E Model Customer | R&D Knowledge of human behavior &
society MSC: KN
44. The cognitive component of attitude:

a. is a measure of the emotional content of the attitude.
b. deals with the aesthetic content of the attitude.
c. refers to the individual’s knowledge and information about an object or concept.
d. measures the speed with which one learns about the attitude object.
OBJ: 5-3
MSC: KN
45. Food manufacturers often set up tables in grocery stores where customers can sample featured
products. The goal of this type of promotion is to influence the _____ component of attitude.
a. behavioral
b. rational
c. cognitive
d. affective
OBJ: 5-3
& society MSC: AP
46. An advertisement that creates warm feelings of goodwill toward the advertiser and its products is
altering which component of attitude?
a. Cognitive
b. Behavioral
c. Traditional
d. Affective
OBJ: 5-3
& society MSC: AP
195
Consumer Behavior
47. In the learning process, reinforcement is:

a. the immediate 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.
OBJ: 5-3
MSC: KN
48. Reinforcement in the purchasing process is illustrated in which of the following scenarios?
a. A chef purchases mushrooms for a second time from a wholesaler, even though the first
order was disappointing. When the quality is poor once again, the chef cancels all future
orders.
b. An appliance distributor replaces a warranted dishwasher free of charge within two days
of a service call.
c. A needle on the gas gauge signals a driver pull into a gas station.
d. The smell of hot dogs at a ballpark induces a dieting man to order “a dog with everything
on it.”
OBJ: 5-3
& society MSC: AP
49. In a marketing context, the immediate or expected change in consumer behavior that results from
experience is called:
a. a drive.
b. a cue.
c. perception.
d. learning.
OBJ: 5-3
MSC: KN
50. The process of applying a series of rewards and reinforcements to permit more complex consumer
behavior to evolve is known as ____.
a. learning
b. screening
c. shaping
d. chaining
196
Consumer Behavior
OBJ: 5-3
MSC: KN
51. Which of the following actions is shaped by effective application of learning theory within a marketing
strategy context?
a. Repeat purchase behavior
b. Selective perception process
c. Bandwagon effect
d. Domino effect
OBJ: 5-3
MSC: KN
52. While making purchasing decisions, consumers are likely to buy products they believe will move them
closer to their _____ self.
a. real
b. looking-glass
c. model
d. ideal
OBJ: 5-3
MSC: KN
53. In the area of self-concept theory, the real self is:

a. the way the individual views himself or herself.
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. an objective view of the total person.
OBJ: 5-3
MSC: KN
54. The looking-glass self is defined as:

a. an 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. a personal view of how a person wants to be.
OBJ: 5-3
MSC: KN
197
Consumer Behavior
55. High-involvement decisions typically involve _____ and _____ products.

a. inexpensive; rarely purchased
b. inexpensive; frequently purchased
c. expensive; relatively simple
d. expensive; complicated
OBJ: 5-4
MSC: KN
56. All of the following are low-involvement decisions, except:

a. buying a latte from Starbucks
b. trying a new brand of shampoo
c. moving a checking account to a new bank
d. deciding where to order take-out pizza
OBJ: 5-4
& society MSC: AP
57. Which of the following product purchases would most likely require a high-involvement decision?
a. Patio furniture
b. Magazine subscription
c. Car
d. Hair dryer
OBJ: 5-4
& society MSC: AP
58. Purchases that have potentially high levels of social or economic consequences:
a. usually require relatively little investment of time and effort.
b. are known as low-involvement decisions.
c. usually require independent decision making.
d. are known as high-involvement purchase decisions.
OBJ: 5-4
MSC: KN
198
Consumer Behavior
59. During the search step of the consumer decision process, the consumer:
a. realizes it’s 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.
OBJ: 5-5
MSC: KN
60. In which of the following steps of the consumer decision making process, the marketer tries to help
prospective buyers identify and recognize potential problems or needs?
a. Search
b. Problem or opportunity recognition
c. Evaluation of alternatives
d. Postpurchase evaluation
OBJ: 5-5
MSC: KN
61. The number of alternatives a consumer actually considers in making a purchase decision is referred to
as _____.
a. the evoked set
b. the customer opinion
c. the evaluative criteria
d. the cognitive choice
OBJ: 5-5
MSC: KN
62. Product features that consumers consider while choosing among alternatives are known as:
a. appraisal standards.
b. the evaluative criteria.
c. assessment parameters.
d. selection rules.
OBJ: 5-5
MSC: KN
199
Consumer Behavior
63. 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 decision process.
d. objective facts or subjective opinions about the alternatives.
OBJ: 5-5
MSC: KN
64. 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 was budgeted for the purchase to
acquire more features they might prefer.
OBJ: 5-5
MSC: KN
65. When a consumer begins to feel dissatisfied with a product or service recently purchased, the anxiety
they feel is called:
a. cognitive dissonance.
b. post purchase regret.
c. product revaluation.
d. purchase rejection.
OBJ: 5-5
MSC: KN
66. At which stage of the consumer decision-making process might cognitive dissonance occur?
a. Search
b. Evaluation
c. Purchase decision and purchase act
d. Post purchase evaluation
OBJ: 5-5
200
Consumer Behavior
MSC: KN
67. 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.
OBJ: 5-5
MSC: KN
68. Cognitive dissonance:

a. is defined as pre-purchase excitement and doubt.
b. is more likely to occur as the cost and complexity of the purchase increases.
c. is more likely to occur when there is a balance between attitudes, beliefs, and knowledge.
d. decreases if the product does not have the desired features.
OBJ: 5-5
MSC: KN
69. 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.
OBJ: 5-5
MSC: KN
70. 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
ANS: C PTS: 1 DIF: 1 REF: 160-161
OBJ: 5-6
MSC: KN
201
Consumer Behavior
71. 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. comparison shopping.
d. brand evaluation.
OBJ: 5-6
MSC: KN
72. 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 analysis buying.
c. limited problem solving.
d. extended problem solving.
OBJ: 5-6
MSC: KN
73. Trevor Miguel, a Mexican national, is relocating to America. He is in search of a home, and is highly
involved in the purchase decision. Trevor would be involved in which of the consumer problem-
solving behavior?
a. Routinized response behavior
b. Variety seeking buying behavior
c. Extended problem solving
d. Limited problem solving
OBJ: 5-6
& society MSC: AP
MATCHING
Match each definition to the corresponding term.
a. evoked set j. attitude

b. consumer behavior k. learning
c. culture l. self concept
d. reference group m. high-involvement purchase decision
e. Asch phenomenon n. closure
f. opinion leader o. cognitive dissonance
202
Consumer Behavior
g. need p. routinized response behavior

h. motive q. limited problem solving
i. perception r. neuromarketing
1. _____ is the process through which the ultimate buyers make purchasing decisions about a product or
service.
2. A(n) _____ 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. People or an institution whose opinions are valued and to whom a person looks for guidance is called
a(n) _____.
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.
9. _____ is the human tendency to perceive a complete message given an incomplete amount of stimuli.
10. Motivating the purchasing decision by eliciting either conscious or subconscious emotions is called
_____.
11. A person’s enduring favorable or unfavorable evaluation, emotion, or action toward some object or
idea is a(n) _____.
12. _____ is knowledge or skill that is acquired as a result of experience.
13. A person’s multifaceted picture of himself or herself is called _____.
14. A(n) _____ is one with high levels of potential social or economic consequences.
15. The number of alternatives the consumer actually considers in the purchasing decision is the _____.
16. Imbalance between beliefs and attitudes that occurs after an action or decision is taken is called _____.
17. _____ is rapid consumer problem solving in which no new information is considered.
18. A situation in which the consumer invests only a small amount of time and energy is called _____.
1. ANS: B PTS: 1 DIF: 1 REF: 138

OBJ: 5-1
MSC: KN
2. ANS: C PTS: 1 DIF: 1 REF: 139
OBJ: 5-2
MSC: KN
3. ANS: E PTS: 1 DIF: 1 REF: 144
OBJ: 5-2
MSC: KN
4. ANS: D PTS: 1 DIF: 1 REF: 145
OBJ: 5-2
MSC: KN
5. ANS: F PTS: 1 DIF: 1 REF: 146
OBJ: 5-2
MSC: KN
6. ANS: G PTS: 1 DIF: 1 REF: 148
203
Consumer Behavior
OBJ: 5-3
MSC: KN
7. ANS: H PTS: 11 DIF: 1 REF: 148
OBJ: 5-3
MSC: KN
8. ANS: I PTS: 1 DIF: 1 REF: 150
OBJ: 5-3
MSC: KN
9. ANS: N PTS: 1 DIF: 1 REF: 151
OBJ: 5-3
MSC: KN
10. ANS: R PTS: 1 DIF: 1 REF: 152
OBJ: 5-3
MSC: KN
11. ANS: J PTS: 1 DIF: 1 REF: 152
OBJ: 5-3
MSC: KN
12. ANS: K PTS: 1 DIF: 1 REF: 154
OBJ: 5-3
MSC: KN
13. ANS: L PTS: 1 DIF: 1 REF: 155
OBJ: 5-3
MSC: KN
14. ANS: M PTS: 1 DIF: 1 REF: 156
OBJ: 5-4
MSC: KN
15. ANS: A PTS: 1 DIF: 1 REF: 159
OBJ: 5-5
MSC: KN
16. ANS: O PTS: 1 DIF: 1 REF: 160
OBJ: 5-5
MSC: KN
17. ANS: P PTS: 1 DIF: 1 REF: 160
OBJ: 5-6
MSC: KN
18. ANS: Q PTS: 1 DIF: 1 REF: 161
OBJ: 5-6
204
Consumer Behavior
MSC: KN
ESSAY
1. Define consumer behavior. Discuss the Lewin model and how it has been adapted for consumer
behavior.
ANS:
Consumer behavior is the process through which the individual buyer makes purchase decisions.
The Lewin model defines behavioral influences as a function of the interaction of personal influences
and the pressures of the external environment, or B=f (P, E). Applied to consumer behavior,
purchasing decisions are a function of individual influences (learning, attitudes, perception) interacting
with interpersonal influences (culture, family, relationships, peers) or B=f (P, I).
PTS: 1 DIF: 3 REF: 138 OBJ: 5-1

MSC: KN
2. Discuss the classifications of consumer behavior influences.
ANS:
Consumer behavior can be classified into two categories, defined as personal and interpersonal
influences. Personal influences include an individual’s attitudes, learning, and perceptions.
Interpersonal influences include cultural, family, and social influences.
PTS: 1 DIF: 1 REF: 139 OBJ: 5-1

MSC: KN
3. Discuss the three categories of interpersonal determinants of consumer behavior.
ANS:
a) Cultural influences: the complex of values, beliefs, preferences, and tastes handed down
from one generation to another in a society. Included among these would be the subcultural
influences of groups within the larger culture possessing their own unique modes of
behavior.
b) Social influences: the effects of groups to which individuals belong or with whom they
relate in some other fashion, either through aspiration or dissociation, and from which they
acquire status and roles that have an influence on purchasing decisions.
c) Family influences: often with the strongest influence, this is the influence of household
members on the purchase decision process.
PTS: 1 DIF: 2 REF: 139-148 OBJ: 5-2

MSC: KN
205
Consumer Behavior
4. What is a subculture? Why should marketers pay attention to subcultures? Give some examples of
subculture markets that companies might pursue.
ANS:
Cultures are not homogeneous entities with universal values. Each culture includes numerous
subcultures—groups with their own distinct modes of behavior. In the United States, the three major
ethnic minorities, alone, are comprised of many different subcultures that provide marketers with
many untapped market opportunities. By understanding the cultures and the subcultures within,
marketers can target specific segments of the society that were previously not serviced. Because of the
growing demographics of these groups and the purchasing power that they carry, companies will profit
tremendously by meeting their needs. Companies in recent years have identified profit potentials
marketing to preteens and teens, as well as Hispanic and Asian subcultures.
PTS: 1 DIF: 3 REF: 141-143 OBJ: 5-2

MSC: KN
5. Describe the Asch phenomenon and discuss its relationship to the concept of reference groups.
ANS:
The Asch phenomenon is the tendency of individuals to conform to majority rule, even if that majority
rule acts against the beliefs of the individual. Reference groups are groups whose value structures and
standards influence a person’s behavior. Therefore, the Asch phenomenon may be stronger if the
individual considers the majority a reference group.
PTS: 1 DIF: 2 REF: 144-145 OBJ: 5-2

MSC: KN
6. Discuss the concept of social class, and name the six levels of class ranking. What variables are used
to determine social class?
ANS:
Social class is the categorization of people based upon their income, education, occupation, family
background, and place of residence. Occupations and incomes of working parents are usually the
determining factor. The six categories are upper-upper class, lower-upper class, upper-middle, lower-
middle class, working class and lower class. Buying behavior can be affected by the class that one
aspires to reach. Marketers use this to their advantage by producing more affordable versions of high-
end products. Upper-upper class consumers are lured with one-of-a-kind products and services.
PTS: 1 DIF: 2 REF: 146 OBJ: 5-2

MSC: KN
206
Consumer Behavior
7. Who is an opinion leader? Why are they important to marketers, and how has the Internet affected the
power of opinion leaders?
ANS:
Opinion leaders are usually the trendsetters of a group. They are willing to try products first and
convey their experiences by word of mouth. Their testimonials set the tone for purchases by others in
the group. Opinion leaders are usually experts, or at least have a strong interest in certain products.
This interest motivates them to seek out information through advertising, the Internet, manufacturers,
and other sources. With the advent of the Internet, opinion leaders quickly share information with
other opinion leaders. The collective sum of information filters down to individuals and can even be
used by the marketers in a more formal fashion to promote the product(s).
PTS: 1 DIF: 2 REF: 146-147 OBJ: 5-2

& society MSC: AP
8. 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: An equal number of decisions are made by spouses acting independently. Purchases
of personal-care products fall into this category.
Husband-dominant: The husband ultimately makes the purchase decision. Life insurance and
investments most often fall into this category.
Wife-dominant: The wife makes the purchase decisions. More often than not, these are the smaller
consumer products for home and family including clothing, home accessories and furnishings.
Syncratic: Refers to joint decisions by spouses. Buying a home, automobile or other high-priced
consumer products usually falls into this category.
PTS: 1 DIF: 3 REF: 147 OBJ: 5-2

& society MSC: AP
207
Consumer Behavior
9. Discuss the role of children and teenagers in the consumer marketplace. How are marketers targeting
this market?
ANS:
Over the past few decades, the purchasing power of the huge market that children and teenagers
represent has increased tremendously. Both children and teens have more purchasing say within the
families - influencing everything from breakfast cereals to electronics purchases. Marketers recognize
this and build youth-oriented messages into the general advertising campaign. 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, marketing research shows that they want fuel-efficient cars that
are environmentally friendly and cheaper to fill with gas. Children and teens are wired. Most teens and
even some preteens make their own purchases online. Both genders download music, play games, and
participate in interactive marketing online.While just as influenced as children, teens add the element
of individualism to the marketing dynamics. They want to belong to the group, but somehow stand out.
Hence, marketers are finding creative ways to allow them to customize or personalize products.
PTS: 1 DIF: 3 REF: 148 OBJ: 5-2

MSC: KN
10. Explain the difference between a need and a motive. Provide examples of each.
ANS:
A need is an imbalance between a consumer’s actual and desired states. An example of a need would
be an individual purchasing an umbrella to use while walking from the commuter train to the office. A
motive is an inner state that directs a person toward the goal of satisfying a need. Staying dry would be
the motive for an individual to purchase the umbrella.
PTS: 1 DIF: 1 REF: 148-149 OBJ: 5-3

& society MSC: AP
11. Discuss Maslow’s hierarchy of needs, and list a product that can be promoted to fulfill each need.
What is the primary criticism of this theory?
ANS:
Maslow developed a hierarchy with different levels of needs. A person must at least partially satisfy
lower-level needs, according to Maslow, before higher needs can affect behavior. The five levels of
needs are physiological needs, safety needs, social/belongingness needs, esteem needs and self-
actualization needs. Maslow believed that a satisfied need no longer has to be met. Once the
physiological needs are met, the individual moves on to pursue satisfaction of higher-order needs.
Some products that can fill needs include exercise equipment (physiological), baby gates (safety),
designer jeans (belongingness), luxury automobile (esteem) and participation in a charity event (self-
actualization).
Although Maslow pointed out that individuals can get stuck at certain levels, his critics discovered that
some individuals can actually skip levels.
PTS: 1 DIF: 3 REF: 149-150 OBJ: 5-3

208
Consumer Behavior
& society MSC: AP
12. What is perception?
ANS:
Perception is the meaning that a person attributes to incoming stimuli gathered through the five senses
of sight, hearing, touch, taste, and smell (called the stimulus factors), and the individual factors that
includes experiences, motivations and expectations.
PTS: 1 DIF: 1 REF: 150 OBJ: 5-3

MSC: KN
13. What are perceptual screens? Explain ways in which marketers can overcome these screens.
ANS:
Since consumers are bombarded with marketing messages, many pay attention to only those messages
that manage to break through their perceptual screens - the mental filtering processes through which all
inputs must pass.
Marketers must determine which stimuli evoke responses from consumers, and then create a message
that will stand out and gain the attention of prospective customers. Some evidence indicates that
consumers respond best to large ads. Color and contrast in advertising are also important stimuli. The
concept of closure - the human tendency to perceive a complete picture from an incomplete stimulus -
can help marketers create a message that stands out. Testimonials from opinion leaders and other
experienced purchasers can open individuals to new products.
PTS: 1 DIF: 3 REF: 151 OBJ: 5-3

MSC: KN
14. Discuss the three components of attitude and how marketers can change attitudes.
ANS:
The three components of attitude are cognitive, affective, and behavioral.
The cognitive component refers to the individual’s information and knowledge about an object or
concept. It may be changed by introducing new information to the consumer.
The affective component deals with feelings or emotional reactions. It may be changed by appealing to
a consumer’s emotions (especially powerful emotions, such as fear and love).
The behavioral component involves tendencies to act in a certain manner. It is the tendency to act a
certain way. Marketers can use incentives such as coupons, samples, or rebates to alter consumer
behavior and change consumer attitudes.
PTS: 1 DIF: 2 REF: 151 OBJ: 5-3

MSC: KN
209
Consumer Behavior
15. 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, as used in marketing, refers to the immediate or expected changes in consumer behavior as a
result of experience. The learning process includes drive, or the stimulus that impels action. It relies on
cues, which are any objects in the environment that determines the nature of the response to a drive,
and finally the response - the individuals’s reaction to the cues and the drive.
After the response is made, there is reinforcement. This post purchase variable is the reduction in drive
that results from a proper response. The stronger the reinforcement, the more likely the consumer will
recreate the response, or purchase, in the future. Reinforcement is the rationale that underlies frequent-
buyer programs that reward repeat purchasers for their loyalty. These programs may offer points for
premiums or discounts.
Through the creation of a series of reward and reinforcement scenarios for positive purchasing
decisions, a consumer will be shaped. Satisfaction with product performance provides continuing
reinforcement. Repeat purchase behavior literally is shaped by effective application of learning theory
within a marketing strategy context.Ultimately, shaping creates a brand-loyal customer.
PTS: 1 DIF: 3 REF: 154-155 OBJ: 5-3

& society MSC: AP
16. Discuss the four components of self-concept and explain how marketers can utilize this information.
ANS:
Self-concept refers to the way a person thinks about himself/herself, and is comprised of the following
four components:
a) Real self - an objective view of the total person.
b) Self-image - the way a person sees himself/herself.
c) Looking-glass self - the way an individual thinks others see him/her
d) Ideal self - the view to which an individual aspires; this represents what individuals want to
be, and can be used by marketers to convince consumers that buying certain products or
services will move them closer to their ideal self-images.
PTS: 1 DIF: 2 REF: 155-156 OBJ: 5-3

MSC: KN
210
Consumer Behavior
17. Explain the difference between a high-involvement purchase decision and a low-involvement purchase
decision. Give an example of each.
ANS:
A high-involvement purchase decision is one with potentially large social or economic consequences.
A low-involvement purchase decision is more of a routine decision that involves little risk.
An example of a high-involvement purchase decision would be the decision to purchase a new car (an
expensive purchase that is often financed over several years). An example of a low-involvement
decision would be buying toothpaste (an inexpensive product that is purchased frequently). Making a
mistake while buying a car has much greater economic consequences than buying the wrong
toothpaste.
PTS: 1 DIF: 3 REF: 156 OBJ: 5-4

& society MSC: AP
18. List and describe the steps in the consumer decision process.
ANS:
The steps in the consumer decision process include:
a) Problem recognition - the consumer becomes aware of a significant discrepancy between

the existing state of affairs and a desired state of affairs.
b) Search - gathers information related to attaining the desired state of affairs.
c) Evaluation of alternatives - evaluating alternatives identified in the search process.
d) Purchase decision and purchase act - narrowing the alternatives down to one.
e) Post purchase evaluation - eliminating dissonance, if needed.
PTS: 1 DIF: 2 REF: 158 OBJ: 5-5

MSC: KN
19. 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.
PTS: 1 DIF: 2 REF: 159 OBJ: 5-5

& society MSC: AP
211
Consumer Behavior
20. Define cognitive dissonance. How can marketers manage a consumer’s cognitive dissonance?
ANS:
Cognitive dissonance is the anxiety that results from an imbalance between a person’s attitudes, beliefs
and knowledge. Dissonance tends to occur more with high-involvement and higher-priced products,
especially when the alternatives would have proven to be a better choice. Marketers can eliminate
dissonance by providing information to support the product, either written or through customer
service. Courtesy phone calls as follow-up are examples of one-to-one marketing to ensure customer
satisfaction. Marketers can also capitalize on the failure of competitors to satisfy consumers with
previous sales by enticing the consumer to switch products, thus increasing consumer satisfaction.
PTS: 1 DIF: 2 REF: 160 OBJ: 5-5

MSC: KN
21. Describe the three categories of problem solving behavior and provide an example for each.
ANS:
The three categories of problem solving behavior are:
a) Routinized response behavior - Consumers purchase items by choosing a preferred brand or
from a limited group of acceptable brands. Purchasing shampoo is an example.
b) Limited problem solving - Consumers set evaluative criteria but encounter a new, unknown
brand. Alternatively, an old choice changes, requiring re-evaluation. An example would be
the introduction of a new flavor to the Coffeemate non-dairy cream line.
c) Extended problem solving - Consumers encounter brands that are new to them or are
difficult to categorize or evaluate. The number of choices and the speed at which new
technologies are being introduced cause consumers shopping for televisions to spend a
large amount of time deciding on which format would best meet their needs.
PTS: 1 DIF: 3 REF: 160-161 OBJ: 5-6

& society MSC: AP
212

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Contemporary Marketing 2013 Update

15th Edition by Boone Kurtz ISBN

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Chapter 5—Consumer Behavior

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4. Generally speaking, human behavior is primarily a function of pressures exerted by outside

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9. Culture is the narrowest interpersonal determinant of consumer behavior.

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& society MSC: AP

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& society MSC: AP

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40. In determining class ranking, income is the most important variable.

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