Consumer Behavior NAME: Le Duc Minh

Quiz 7, Consumer Decision making

For each question, select the BEST answer and indicate your choice on the answer sheet provided.
Write your name on BOTH the answer sheet and the questions.
a. Price, quantity
1) As discussed in class, Louboutin red soled shoes b. Quality, smell
solve ___ needs. c. Price, quality
a. Functional d. Price, taste
b. Income
c. Psychological 10) If a person is happy with their Colgate toothpaste they
d. Safety will buy more without a full search. This is called:
e. Physical a. unplanned purchase
b. Impulse purchase
2) An ad showing a very fit person running on a treadmill is c. the inert set
encouraging the reader to envision his or her: d. habitual decision making
A) self image. e. the five step process
B) social self image.
C) ideal self image. 11) A camera lover may often engage in _____.
D) ideal social self image. a. Habitual Decision Making
b. Need Recognition
3) If people are seriously thinking about a car, they are c. Ongoing Search
ready and make a full search and go through all five steps. d. Problem recognition
This is an example of:
a) low involvement 12) Most people purchase a Toyota Corolla because of its…
b.) high involvement a. hedonic value
c.) Indecisiveness b. utilitarian value
d.) none of the above c. emotion
d. motivation
4) What is the most important factor a consumer must feel in e. Maslow’s need for security
order for re-purchase?
a.) satisfaction 13) As discussed in class. it is a good idea to take a friend
b.) melancholy when getting a tattoo because it involves _________ risk.
c.) responsibility a. performance
d.) anger b. physical
c. safety
5) A person partaking in an ongoing search is most likely to: d. social
a.) buy the product
b.) enjoy collecting information 14) After going on a run on hot day, a runner stops at a gas
c.) order the product online station to buy water. She doesn’t even look at brand names,
d.) find the product unaffordable but grabs the closest one she can get. She is satisfying a:
a. Psychological need
6) What would be an example of extended problem solving? b. Functional need
a. Buying toothpaste c. Behavioral need
b. Going to Wal-Mart d. Cognitive need
c. Buying a fish
d. Picking a college 15) It is important for marketers to understand the
perception of ______ and reduce it:
7) When your perceived state is not equal to your desired a. Risk
state you have: b. Purchasing
a. Problem recognition c. Problem solving
b. Problem solving d. Problem recognition
c. Information overload
d. Problem sensitivity 16) What is the best reason why consumer satisfaction is
important?
8) When a person rejects Sam’s Choice cola, Sam’s Choice a. Because satisfaction means companies can charge
is in the ________ set. more money
a. Inept b. Because satisfied people will re-purchase products
b. Inert c. Because satisfaction is a key company goal
c. Objective d. Because satisfaction allows companies to hire more
d. Trustworthy employees
17) People do not like to search for full information and
often do not make optimum choices. The practice of
9) What two product attributes are used across almost all accepting the choice that is ‘good enough’ is called _____.
consumer decisions? a. modeling
b. satisficing having which type of evaluative response?
c. shilling a. Bounded-based evaluation
d. shaping b. Attribute-based evaluation
e. renquing c. Utilitarian-based evaluation
d. Affect-based evaluation
18) Bounded rationality refers to when there is limited time,
resources or options, the consumer does not make an 27) “I bought a Toyota Prius because it was the best on fuel
optimal choice. The best example of this would be: economy, and that is most important to me.” This person
a.) A mother at the grocery store with two screaming used the ______ rule.
kids in the cart a. Compensatory
b.) A college student picking up toiletries b. Determinant criteria
c.) A father shopping for groceries c. Lexicographic (chọn theo tiêu chí qtrong nhất)
d.) A high school student online shopping for clothing d. Conjunctive
e. Disjunctive
19) The perception that twist off wine bottles are of lesser
value than cork wine bottles is an example of: 28) Sam always has coffee at Tans, a coffee shop that claims
a.) choice Heuristic: mental shortcut to use “authentic Tanzanian peaberry coffee” because he
b.) Just noticeable difference likes to be seen in a sophisticated place with sophisticated
c.) Quality perception people. This is an example of product choice influenced by
d.) A&C _____.
a. time of day influences
20) Signals include all of the following EXCEPT: b. expert opinions
a.) brand name c. online sources
b.) price d. social comparison
c.) appearance e. marketing communications
d.) distributors
29). _______ is a superordinate category, while ________ is
21) If you are reducing value how should you do it? a subordinate category.
a. Tell your consumers a. Lemon juice, lemons
b. Advertise it b. Breakfast, coffee
c. Keep it below the just noticeable difference c. Beverages, sports drinks
d. Put it in small print on the product d. Coca Cola, juice

22) When shopping for cars, John is at a Honda dealership.

He compares the ‘thunk’ of a Honda door and an Acura door
in the showroom. He comes to the conclusion that the Acura
is more solidly built. This is an example of a…
a. just noticeable difference
b. quality perception
c. value feature
d. hedonic criteria

23) There are many examples of quality perception. Black

packaging is an example of _____.
A. Wealth
B. Sophistication
C. Happiness
D. Depression
E. Death

24) “When price is low, the quality is low and when price
goes up, quality goes up” is an example of:
a. Just noticeable difference
b. Attribute correlation (heuristic)
c. Brand name perceptions
d. Quality perceptions

25) If a consumer purchases a product specifically to give

away as a gift, what factor affected their evaluative criteria?
a. Product knowledge
b. Social influences
c. Situational influences
d. Marketing communications

26) If a consumer purchases breakfast at Subway due to

emotional feelings of novelty and excitement, they are