Principles of Contemporary Marketing 14th Edition Kurtz Test Bank 1

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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: 134

OBJ: 5-1
NAT: AACSB Analytic | CB&E Model Customer | R&D Knowledge of human behavior & society
TYP: 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
TYP: AP
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: 134

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

environmental forces on the individual.

OBJ: 5-1
NAT: AACSB Reflective Thinking | CB&E Model Customer | R&D Knowledge of human behavior
& society TYP: AP
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).

OBJ: 5-1
155
© 2010 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different
from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
Consumer Behavior
TYP: 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
TYP: KN
7. The only inputs that affect a consumer’s purchasing decisions are those provided by his or her
psychological makeup.

OBJ: 5-1
TYP: 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
TYP: KN
9. Culture is the narrowest interpersonal determinant of consumer behavior.

OBJ: 5-2
& society TYP: AP
10. The core values of American culture include humanitarianism and the desire to accumulate wealth.

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

OBJ: 5-2
& society TYP: AP
156
Consumer Behavior
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
& society TYP: AP
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.

OBJ: 5-2
& society TYP: AP
14. When using an e-tail Web site, the UK audience becomes 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.

OBJ: 5-2
& society TYP: 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.

OBJ: 5-2
& society TYP: AP
16. Understanding culture alone will not lead a marketer to success; understanding subculture is just as
essential.
ANS: T PTS: 1 DIF: 1 REF: 136-137

OBJ: 5-2
& society TYP: AP
157
Consumer Behavior
17. Any non-homogeneous society will have numerous subcultures with identical modes of behavior.

OBJ: 5-2
& society TYP: AP
18. Subcultures are groups within a larger culture that have their own distinct modes of behavior.

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

OBJ: 5-2
& society TYP: AP
20. The cultural differences among Hispanic Americans usually do not affect their preferences as
consumers.

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

OBJ: 5-2
TYP: 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.

OBJ: 5-2
TYP: KN
158
Consumer Behavior
23. Marketers are more concerned with the acculturation experience of a Hispanic American than the
country of national origin.

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

OBJ: 5-2
TYP: 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
& society TYP: AP
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
& society TYP: AP
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.

OBJ: 5-2
TYP: KN
28. Group membership influences an individual’s purchase decisions and behavior in both overt and subtle
ways.

OBJ: 5-2
159
Consumer Behavior
& society TYP: AP
29. Status is the relative prominence of an individual who is not a member of a particular reference group.

OBJ: 5-2
TYP: KN
30. 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
& society TYP: AP
31. Individuals who aspire to become members of a certain group will often follow that group’s norms
before becoming a group member.

OBJ: 5-2
& society TYP: AP
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 TYP: 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
& society TYP: AP
34. Chris decides to proceed with a majority decision, even though the decision goes against his beliefs.
Chris is exhibiting the Asch phenomenon.

OBJ: 5-2
& society TYP: AP
160
Consumer Behavior
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
TYP: KN
36. Groups whose value structures and standards influence a person’s behavior are known as reference
groups.

OBJ: 5-2
TYP: 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
& society TYP: AP
38. Social class is determined by a multitude of factors including wealth, IQ and social connections.

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

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

OBJ: 5-2
TYP: KN
161
Consumer Behavior
41. Marketers find various methods like providing exclusive, unique or prestigious products to attract and
impress the upper classes.

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

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

OBJ: 5-2
TYP: 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.

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

OBJ: 5-2
TYP: KN
46. A life insurance salesperson is selling a policy to a husband and wife, and directs his conversation both
the husband and the wife. We can assume the salesperson perceives this to be a syncratic purchasing
decision.

OBJ: 5-2
& society TYP: AP
162
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
TYP: KN
48. Familiarity with technology and individualism are two important characteristics of the teen group.

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

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

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

OBJ: 5-3
TYP: KN
52. According to Maslow’s Hierarchy of Needs, some people fixate on a need and never move beyond it.
ANS: F PTS: 1 DIF: 2 REF: 145-146

OBJ: 5-3
& society TYP: AP
53. Maslow’s Hierarchy of Needs begins with self-actualization needs at the lowest level, and progresses
to physiological needs at the highest.
ANS: F PTS: 1 DIF: 1 REF: 145-146
163
Consumer Behavior
OBJ: 5-3
TYP: KN
54. According to Maslow’s Hierarchy of Needs, the desire to feel accomplishment, achievement and
respect is a social need.

OBJ: 5-3
TYP: KN
55. Later research has shown 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
& society TYP: AP
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
TYP: 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
TYP: KN
58. When creating an advertisement, marketers use color instead of contrast to break through the
perceptual screens of consumers.

OBJ: 5-3
TYP: KN
59. 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 TYP: AP
164
Consumer Behavior
60. 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
TYP: KN
61. Marketers are challenged to create better packaging, dynamic advertising and eye-catching
promotional materials in order to maintain the perceptual screens of loyal consumers.
ANS: F PTS: 1 DIF: 2 REF: 147-148

OBJ: 5-3
& society TYP: AP
62. 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.
ANS: T PTS: 1 DIF: 2 REF: 147-148

OBJ: 5-4
& society TYP: AP
63. Consumers with strong loyalties to certain products are more difficult to reach with competitive
advertising.

OBJ: 5-3
& society TYP: AP
64. 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
& society TYP: AP
65. Subliminal advertising has proven to be a very successful way to induce the purchasing behavior
desired by the marketer.

OBJ: 5-3
TYP: KN
165
Consumer Behavior
66. Marketers realize that attitudes are highly erratic and cannot be used to determine the purchasing
behaviors of consumers.

OBJ: 5-4
TYP: KN
67. 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
& society TYP: AP
68. The three components of an attitude are behavioral, affective and cognitive.

OBJ: 5-3
TYP: KN
69. 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 TYP: AP
70. Ashok avoids buying certain products because of an unsatisfactory past experience with the
manufacturer. Ashok is exhibiting the behavioral component of attitude.

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

OBJ: 5-3
TYP: KN
166
Consumer Behavior
72. 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 TYP: AP
73. 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 TYP: AP
74. 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 attitude component most likely affected by this event was the
behavioral.

OBJ: 5-3
& society TYP: AP
75. Marketers have two ways of convincing consumers to adopt favorable attitudes toward their products:
attempting to change the attitudes of consumers, or changing the product to appeal to existing
attitudes.

OBJ: 5-4
& society TYP: AP
76. 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
& society TYP: AP
167
Consumer Behavior
77. A restaurant that places signs along the interstate to advertise its location knows the signs will act as
cues, and hunger will be the drive that will create the desired response of the consumer stopping at the
restaurant.

OBJ: 5-3
& society TYP: AP
78. A money-back guarantee is a form of purchasing reinforcement.

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

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

OBJ: 5-3
& society TYP: AP
82. 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
& society TYP: AP
168
Consumer Behavior
83. Mark 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 junior
partners in his law firm drive. Mark’s purchasing behavior is being influenced by his ideal self-image.

OBJ: 5-3
& society TYP: AP
84. Purchase decisions with significant psychological and economic consequences are defined as low-
involvement decisions.

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

OBJ: 5-4
& society TYP: AP
86. 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 TYP: AP
87. 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: 5-4
TYP: KN
88. The steps in the consumer purchasing decision are passed through faster if a marketer has successfully
shaped the consumer’s behavior.

OBJ: 5-4
TYP: KN
169
Consumer Behavior
89. The last step in the consumer decision process may include a form of reinforcement.

OBJ: 5-4
TYP: KN
90. The number of brands included in the evoked set vary depending on both the situation and the person.

OBJ: 5-5
& society TYP: AP
91. The evoked set used in the search process can vary depending upon the urgency of the need.

OBJ: 5-5
TYP: KN
92. Technology has a tremendous impact on the search process, not only due to the ease of accessing
information but also for the options available for competitive shopping.

OBJ: 5-5
NAT: AACSB Technology | CB&E Model Customer | R&D Knowledge of technology, design, &
production TYP: KN
93. Marketers can expand an evoked set by demonstrating how a product’s benefits meet the consumer
evaluative criteria.

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

OBJ: 5-5
TYP: KN
170
Consumer Behavior
95. The probability of experiencing cognitive dissonance is directly related to the price of the item
involved in the purchase.

OBJ: 5-5
TYP: KN
96. After purchasing a new oven and 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 TYP: AP
97. Resolving to buy a different brand in the future may reduce cognitive dissonance in the present.

OBJ: 5-5
& society TYP: AP
98. 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
TYP: KN
99. 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 TYP: AP
100. Cynthia and William enter Franklin’s Electronics to buy a television. They are replacing their 20-year-
old color set, and are surprised by the array of choices utilizing the latest technology. They decide to
take their time and look at every type of TV Franklin’s has to offer. The behavior they are most likely
experiencing is limited problem solving.

OBJ: 5-6
171
Consumer Behavior
& society TYP: AP
101. 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
TYP: KN
102. Purchasing decisions involve three types of decision making: routine response, impulse buying, and
complex problem solving.

OBJ: 5-6
TYP: KN
103. 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
TYP: KN
104. The degree of external search increases as purchasing behavior moves from routine to limited problem
solving to extended problem solving.

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

OBJ: 5-6
& society TYP: AP
106. Choosing from an array of products that include a new, unfamiliar brand in a familiar purchase
situation would be considered extended problem solving.

OBJ: 5-6
& society TYP: AP
172
Consumer Behavior
107. High-involvement purchases and a careful analysis of information and choices would be classified as
extended problem-solving situations.

OBJ: 5-6
& society TYP: AP
108. 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 TYP: AP
MULTIPLE CHOICE
1. Consumer behavior refers to:

a. organizational and consumer purchase decision-making behavior.
b. customer spending patterns.
c. post-purchase decision-making behavior.
d. the consumer decision-making process.
ANS: D PTS: 1 DIF: 1 REF: 134
OBJ: 5-1
TYP: KN
2. 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: 134
OBJ: 5-1
TYP: KN
3. According to psychologist Kurt Lewin, understanding consumer behavior is facilitated by an

understanding of:
a. individual learning levels and group power.
b. individual psychological makeup and the influences of others.
c. attitudes and perception.
d. reference groups and personal inferences.
ANS: B PTS: 1 DIF: 2 REF: 134
OBJ: 5-1
173
Consumer Behavior
TYP: KN
4. Kurt Lewin’s theory of consumer behavior asserts that consumer behavior is a function of personal
factors and their interaction with:
a. perception.
b. learning.
c. attitudes.
d. interpersonal influences.
OBJ: 5-1
TYP: KN
5. 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 TYP: AP
6. 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. Despite the fact these are the styles worn at her
office, she rejects them and purchases a wardrobe in neutrals and black. Rachael’s decision is mostly
likely driven by _____ influences.
a. impersonal
b. interpersonal
c. personal
d. institutional
ANS: C PTS: 1 DIF: 2 REF: 134
OBJ: 5-1
& society TYP: AP
7. 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 will only buy Apple products.
d. She purchased a condo in a trendy area of town and wants her furnishings to reflect the
lifestyle she leads.
OBJ: 5-1
& society TYP: AP
174
Consumer Behavior
8. The broadest environmental determinant of consumer behavior is:

a. folklore.
b. tradition.
c. culture.
d. status.
OBJ: 5-2
TYP: KN
9. The interpersonal influences on consumer behavior include a person’s:

a. attitudes.
b. perceptions.
c. family.
d. self-concept.
OBJ: 5-1
TYP: KN
10. An example of a core value of the United States culture would be the:
a. work ethic.
b. importance of team spirit.
c. dignity of the elderly.
d. importance of personal achievement.
OBJ: 5-2
TYP: KN
11. The core values of 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
TYP: KN
175
Consumer Behavior
12. 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 TYP: AP
13. Education, individualism, freedom, health and humanitarianism are some of the:
a. considerations involved in the formation of family groups.
b. objectives reached by most people.
c. buying activities related to and based internationally.
d. core values in U.S. culture.
OBJ: 5-2
TYP: KN
14. 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
TYP: KN
15. 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
TYP: KN
176
Consumer Behavior
16. 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 American.
c. Hispanics are geographically concentrated.
d. All Hispanics understand Spanish.
ANS: D PTS: 1 DIF: 2 REF: 138-139
OBJ: 5-2
TYP: KN
17. 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 are geographically dispersed throughout the country.
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.
OBJ: 5-2
TYP: KN
18. When groups establish values and behaviors they deem appropriate for their members, those values
and behaviors are called group:
a. rules.
b. norms.
c. ideals.
d. behaviors.
OBJ: 5-2
TYP: KN
19. The relative position of an individual within a group is called:

a. cultural assimilation.
b. a role.
c. status.
d. the Asch phenomenon.
OBJ: 5-2
TYP: KN
177
Consumer Behavior
20. 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.
OBJ: 5-2
TYP: KN
21. 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
TYP: KN
22. 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 TYP: AP
23. 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 TYP: AP
178
Consumer Behavior
24. 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
& society TYP: AP
25. Opinion leaders tend to:

a. lead the group on most issues.
b. purchase products before other consumers, and then quickly pass on their impressions of
the products.
c. have above-average income.
d. avoid extended problem-solving behavior.
OBJ: 5-2
& society TYP: AP
26. When spouses independently make equal numbers of decisions about the purchases of products, they
are said to be acting:
a. syncratically.
b. in a wife-dominant fashion.
c. autonomic.
d. entirely independently.
OBJ: 5-2
& society TYP: AP
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
TYP: KN
179
Consumer Behavior
28. A newly married couple is looking to rent an apartment. The decision is likely to be:
a. syncratic.
b. made by the individual with the best credit history.
c. made by the individual with the highest income.
d. autonomic.
OBJ: 5-2
& society TYP: AP
29. Due to the purchasing power of teen consumers, manufacturers and retailers are creating products that
appeal to their:
a. limited attention span.
b. desire to be part of a group.
c. tendency toward individualism.
d. growing independence.
OBJ: 5-2
& society TYP: AP
30. The personal determinants of consumer behavior include the:

a. culture in which a person is raised.
b. individual’s needs and motives.
c. family to which one belongs.
d. society from which one comes.
OBJ: 5-2
TYP: KN
31. 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 TYP: KN
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Consumer Behavior
32. 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
& society TYP: AP
33. 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
TYP: KN
34. 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. Belongingness
c. Safety
d. Physiological
OBJ: 5-3
& society TYP: AP
35. Helene, an industrial sales representative, made sure her company car was equipped with OnStar 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
OBJ: 5-3
& society TYP: AP
181
Consumer Behavior
36. 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 TYP: AP
37. 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
TYP: KN
38. 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 TYP: AP
39. Perception is defined as a blend of:

a. likes and dislikes.
b. emotions and thoughts.
c. actual stimuli and wanted perception.
d. needs and wants.
ANS: C PTS: 1 DIF: 2 REF: 146-147
OBJ: 5-3
TYP: KN
182
Consumer Behavior
40. All of the following are stimulus factors except:
a. basic motivations of the individual.
b. size of the object.
c. the object’s weight.
d. the object’s shape.
OBJ: 5-3
TYP: KN
41. Which of the following would be most likely to break through a person’s perceptual screen?
a. Newspaper ad featuring white type on a black background
b. Black-and-white classified ad
c. Reducing the size of an ad
d. Using fewer colors in an ad
OBJ: 5-3
& society TYP: AP
42. 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 purchasing products online.
ANS: A PTS: 1 DIF: 2 REF: 147-148
OBJ: 5-3
society TYP: KN
43. 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.
ANS: B PTS: 1 DIF: 1 REF: 147-148
OBJ: 5-3
& society TYP: AP
183
Consumer Behavior
44. 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
TYP: KN
45. 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
TYP: KN
46. 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 TYP: AP
47. An advertisement that creates warm feelings of goodwill toward the advertiser and its products is
altering which component of attitudes?
a. Cognitive
b. Behavioral
c. Traditional
d. Affective
OBJ: 5-3
& society TYP: AP
184
Consumer Behavior
48. Rewarding purchasers of a product by sending coupons to encourage further purchases is an example
of:
a. a marketer trying to revive a failing product.
b. promotional activities aimed at increasing store traffic.
c. neuromarketing.
d. reinforcement.
OBJ: 5-3
& society TYP: AP
49. In the learning process, reinforcement is:

a. the immediate expected change in behavior as a result of 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
TYP: KN
50. 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 warrantied dishwasher free of charge within two days
of a service call.
c. A needle on the gas gauge signals a driver pull into a service 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 TYP: AP
51. People 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
TYP: KN
185
Consumer Behavior
52. 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
TYP: KN
53. 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
TYP: KN
54. High-involvement decisions typically involve _____ and _____ products.

a. inexpensive; rarely purchased
b. inexpensive; frequently purchased
c. expensive; relatively simple
d. expensive; complicated
OBJ: 5-5
TYP: KN
55. 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: 5-5
& society TYP: AP
186
Consumer Behavior
56. 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: 5-5
& society TYP: AP
57. Purchases that have a potentially high level of social or economic consequences are:
a. usually undertaken with relatively little investment of time and effort.
b. known as low-involvement decisions.
c. generally made alone without the involvement of others.
d. known as high-involvement purchase decisions.
OBJ: 5-5
& society TYP: AP
58. 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
TYP: KN
59. The number of alternatives a consumer actually considers in making a purchase decision is referred to
as:
a. the evoked set.
b. customer options.
c. evaluative criteria.
d. cognitive choices.
OBJ: 5-5
TYP: KN
187
Consumer Behavior
60. The product features that a consumer considers while choosing among alternatives is known as the:
a. appraisal standards.
b. evaluative criteria.
c. assessment parameters.
d. selection rules.
OBJ: 5-5
TYP: KN
61. 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
TYP: KN
62. One of the ways in which marketers can attempt to affect the outcome of the alternative evaluation
stage of the consumer decision-making process is by:
a. trying to get consumers to expand their evoked sets to include their product.
b. attempting to convince consumers that a competing brand does not meet their criteria.
c. providing persuasive evidence about their products in a useful format.
d. helping consumers to identify potential problems or needs.
OBJ: 5-5
& society TYP: AP
63. 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: 5-6
& society TYP: AP
188
Consumer Behavior
64. Marketers can help e decision and purchase act phases of the consumer decision-making process by:
a. introducing new variables such as a price change.
b. helping customers arrange for financing and delivery.
c. explaining the difference between two product alternatives.
d. keeping out of the way as much as possible.
OBJ: 5-5
& society TYP: AP
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 reevaluation.
d. purchase rejection.
OBJ: 5-5
TYP: 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
TYP: 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
TYP: KN
189
Consumer Behavior
68. Cognitive dissonance:
a. is defined as pre-purchase anxiety 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
TYP: 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
& society TYP: AP
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. Impulsive buying
OBJ: 5-6
& society TYP: AP
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
TYP: KN
190
Consumer Behavior
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
TYP: KN
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
g. need p. routinized response behavior
h. motive q. limited problem solving
i. perception r. neuromarketing
1. Motivating the purchasing decision by eliciting either conscious or subconscious emotions is called
_____.
2. The number of alternatives the consumer actually considers in the purchasing decision is the _____.
3. A situation in which the consumer invests only a small amount of time and energy is called _____.
4. _____ is the process through which the ultimate buyers makes purchasing decisions about a product or
service.
5. _____ is rapid consumer problem solving in which no new information is considered.
6. A(n) _____ describes the values, beliefs, preferences and tastes handed down from one generation to
the next.
7. Imbalance between beliefs and attitudes that occurs after an action or decision is taken is called _____.
8. People or an institution whose opinions are valued and to whom a person looks for guidance is called
a(n) _____.
9. A(n) _____ is one with high levels of potential social or economic consequences.
10. The _____ describes the tendency of people to conform to majority rule.
11. _____ is the human tendency to perceive a complete message given an incomplete amount of stimuli.
12. A(n) _____ is a trendsetter who purchases new products before others in a group, and then influences
others in their purchases.
13. A person’s multifaceted picture of himself or herself is called _____.
14. A(n) _____ is an imbalance between a consumer’s actual and desired states.
15. _____ is knowledge or skill that is acquired as a result of experience.
16. An inner state that directs a person toward the goal of satisfying a need is a(n) _____.
17. _____ is the meaning that a person attributes to incoming stimuli.
191
Consumer Behavior
18. A person’s enduring favorable or unfavorable evaluation, emotion, or action toward some object or
idea is a(n) _____.
1. ANS: R PTS: 1 DIF: 1 REF: 148

OBJ: 5-5
TYP: KN
2. ANS: A PTS: 1 DIF: 1 REF: 154
OBJ: 5-4
TYP: KN
3. ANS: Q PTS: 1 DIF: 1 REF: 157
OBJ: 5-6
TYP: KN
4. ANS: B PTS: 1 DIF: 1 REF: 134
OBJ: 5-1
TYP: KN
5. ANS: P PTS: 1 DIF: 1 REF: 157
OBJ: 5-6
TYP: KN
6. ANS: C PTS: 1 DIF: 1 REF: 135
OBJ: 5-2
TYP: KN
7. ANS: O PTS: 1 DIF: 1 REF: 156
OBJ: 5-5
TYP: KN
8. ANS: D PTS: 1 DIF: 1 REF: 141
OBJ: 5-2
TYP: KN
9. ANS: M PTS: 1 DIF: 1 REF: 159
OBJ: 5-4
TYP: KN
10. ANS: E PTS: 1 DIF: 1 REF: 141
OBJ: 5-2
TYP: KN
11. ANS: N PTS: 1 DIF: 1 REF: 147
OBJ: 5-3
TYP: KN
192
Consumer Behavior
12. ANS: F PTS: 1 DIF: 1
REF: 142
OBJ: 5-2
TYP: KN
13. ANS: L PTS: 1 DIF: 1 REF: 152
OBJ: 5-3
TYP: KN
14. ANS: G PTS: 1 DIF: 1 REF: 145
OBJ: 5-3
TYP: KN
15. ANS: K PTS: 1 DIF: 1 REF: 150
OBJ: 5-3
TYP: KN
16. ANS: H PTS: 11 DIF: 1 REF: 145
OBJ: 5-3
TYP: KN
17. ANS: I PTS: 1 DIF: 1 REF: 146
OBJ: 5-3
TYP: KN
18. ANS: J PTS: 1 DIF: 1 REF: 148
OBJ: 5-3
TYP: 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: 134 OBJ: 5-1

& society TYP: AP
193
Consumer Behavior
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 culture, family and peers.
PTS: 1 DIF: 1 REF: 134 OBJ: 5-1

TYP: 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: 135-144 OBJ: 5-2

TYP: KN
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 include 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: 137-138 OBJ: 5-2

& society TYP: AP
194
Consumer Behavior
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: 141 OBJ: 5-2

& society TYP: AP
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: 3 REF: 142 OBJ: 5-2

TYP: KN
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: 142-143 OBJ: 5-2

& society TYP: AP
195
Consumer Behavior
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: 143 OBJ: 5-2

& society TYP: AP
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. Parents, especially in the Hispanic subculture, tend to spend
more discretionary dollars on their children than past generations. 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. Use of celebrity endorsements has risen as children are more likely to want a product that a
celebrity endorses. 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: 144 OBJ: 5-2

& society TYP: AP
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: 145 OBJ: 5-3

& society TYP: AP
196
Consumer Behavior
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. 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: 145-146 OBJ: 5-3

& society TYP: 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: 146 OBJ: 5-3

TYP: 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: 147-148 OBJ: 5-3

& society TYP: AP
197
Consumer Behavior
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: 149 OBJ: 5-3

& society TYP: AP
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. Through the creation of a series of reward and reinforcement
scenarios for positive purchasing decisions, a consumer will be shaped. Ultimately, shaping creates a
brand-loyal customer.
PTS: 1 DIF: 3 REF: 151 OBJ: 5-3

& society TYP: 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: 152 OBJ: 5-3

TYP: KN
198
Consumer Behavior
17. Explain the difference between a high-involvement purchase decision and a low-involvement purchase
decision. Give an example of each and explain your classifications.
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: 152-153 OBJ: 5-4

& society TYP: 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: 153 OBJ: 5-5

TYP: 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. For
many consumers, while shopping for an apartment, some of the evaluative criteria would be monthly
rent, location, type of unit, number of bedrooms and availability of parking.
PTS: 1 DIF: 2 REF: 154 OBJ: 5-5

& society TYP: AP
199
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: 156 OBJ: 5-6

TYP: 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: 157 OBJ: 5-6

& society TYP: AP
200

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Test Bank for Principles of Contemporary Marketing 14th

Edition Kurtz Boone 032458203X 9780324582031

ANS: T PTS: 1 DIF: 1 REF: 134

ANS: T PTS: 1 DIF: 2 REF: 134

ANS: F PTS: 1 DIF: 1 REF: 134

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

ANS: F PTS: 1 DIF: 1 REF: 134

ANS: T PTS: 1 DIF: 2 REF: 134

ANS: T PTS: 1 DIF: 1 REF: 134

ANS: F PTS: 1 DIF: 1 REF: 134

ANS: T PTS: 1 DIF: 1 REF: 135

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

ANS: F PTS: 1 DIF: 2 REF: 135

ANS: T PTS: 1 DIF: 1 REF: 135

ANS: T PTS: 1 DIF: 2 REF: 135

ANS: F PTS: 1 DIF: 2 REF: 136

ANS: T PTS: 1 DIF: 2 REF: 136

ANS: T PTS: 1 DIF: 2 REF: 136

ANS: T PTS: 1 DIF: 2 REF: 136

ANS: T PTS: 1 DIF: 1 REF: 136-137

ANS: F PTS: 1 DIF: 2 REF: 137

ANS: T PTS: 1 DIF: 1 REF: 137

ANS: F PTS: 1 DIF: 2 REF: 137

ANS: F PTS: 1 DIF: 1 REF: 137

ANS: T PTS: 1 DIF: 1 REF: 138

ANS: T PTS: 1 DIF: 1 REF: 138

ANS: T PTS: 1 DIF: 1 REF: 138

ANS: T PTS: 1 DIF: 2 REF: 138

ANS: F PTS: 1 DIF: 1 REF: 138

ANS: T PTS: 1 DIF: 2 REF: 139

ANS: T PTS: 1 DIF: 1 REF: 140

ANS: T PTS: 1 DIF: 1 REF: 140

ANS: F PTS: 1 DIF: 1 REF: 140

ANS: F PTS: 1 DIF: 1 REF: 140

ANS: T PTS: 1 DIF: 1 REF: 141

ANS: T PTS: 1 DIF: 2 REF: 141

ANS: T PTS: 1 DIF: 2 REF: 141

ANS: T PTS: 1 DIF: 1 REF: 141

ANS: T PTS: 1 DIF: 1 REF: 141

ANS: T PTS: 1 DIF: 1 REF: 141

ANS: F PTS: 1 DIF: 2 REF: 141

ANS: F PTS: 1 DIF: 2 REF: 142

ANS: T PTS: 1 DIF: 2 REF: 142

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

ANS: F PTS: 1 DIF: 2 REF: 142

ANS: T PTS: 1 DIF: 2 REF: 142

ANS: T PTS: 1 DIF: 1 REF: 142

ANS: T PTS: 1 DIF: 1 REF: 142

ANS: F PTS: 1 DIF: 1 REF: 142

ANS: F PTS: 1 DIF: 1 REF: 143

ANS: T PTS: 1 DIF: 2 REF: 143

ANS: T PTS: 1 DIF: 1 REF: 143

ANS: T PTS: 1 DIF: 1 REF: 144

ANS: F PTS: 1 DIF: 1 REF: 145

ANS: T PTS: 1 DIF: 1 REF: 145

ANS: T PTS: 1 DIF: 1 REF: 145

ANS: F PTS: 1 DIF: 2 REF: 145-146

ANS: F PTS: 1 DIF: 1 REF: 145-146