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Chapter 06
Test Bank
1. Generally, people buy one product or service instead of another because they perceive it to be a better value.
TRUE
AACSB: Analytical Thinking

Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 06-01 Articulate the steps in the consumer buying process.
Topic: Consumer Purchase Decision Process
Feedback: Value is the difference between what we get and what we must give to get it. Perceptions of value usually drive purchase decisions.
2. The consumer decision process begins with a comparison of available alternatives.

FALSE

Blooms: Remember
Difficulty: 1 Easy
Feedback: The consumer decision process begins with need recognition.
3. The greater the difference between a consumer's unsatisfied need and the desired state, the greater the need recognition will be.
TRUE

Blooms: Remember
Difficulty: 1 Easy
Feedback: The consumer decision process begins when consumers recognize they have an unsatisfied need and they would like to go from their actual,
needy state to a different, desired state. The greater the discrepancy between these two states, the greater the need recognition will be.
4. Brenda wants a new car that will be dependable transportation and look good. She wants to satisfy both functional and psychological needs.
TRUE

Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 06-02 Describe the difference between functional and psychological needs.
Feedback: A functional need relates to product performance—for example, dependable transportation. A psychological need relates to personal
gratification—for example, having a car that looks good.
5. When Glen is thirsty, he always buys a Coke. Like many consumers, Glen engages in considerable alternative evaluation when buying habitual
products like his Coke.
FALSE

Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 06-03 Describe factors that affect information search.
Feedback: Habitual decision making involves little conscious effort—these are purchases that we make regularly and by habit, without even
considering alternatives.
6. One benefit of having satisfied customers is that they may spread positive word of mouth.
TRUE

Blooms: Remember
6-1
Copyright © 2018 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Difficulty: 1 Easy
Learning Objective: 06-04 Discuss postpurchase outcomes.
Topic: Enhancing Customer Satisfaction
Feedback: Satisfied customers sometimes spread positive word of mouth. They are also likely to become loyal and to purchase again.
7. Setting high customer expectations is a good strategy that will help avoid customer dissatisfaction in the long run.
FALSE

Blooms: Understand
Feedback: Setting unrealistically high consumer expectations of the product through advertising, personal selling, or other types of promotion may lead
to higher initial sales, but it eventually will result in dissatisfaction if the product fails to achieve high performance expectations.
8. Customers are more likely to talk about service that exceeded their expectation than about service that did not meet their expectation.
FALSE

Blooms: Understand
Feedback: Negative word of mouth occurs when consumers spread negative information about a product, service, or store to others. When customers’
expectations are met or even exceeded, they often don’t tell anyone about it. But when consumers believe that they have been treated unfairly in some
way, they usually want to complain, often to many people.
9. Maslow's hierarchy of needs is an interesting concept for psychology, but it has little relevance for marketing.
FALSE

Blooms: Understand
Learning Objective: 06-05 List the factors that affect the consumer decision process.
Feedback: Maslow's hierarchy of needs helps explain motives, which are needs or wants that are strong enough to cause someone to seek satisfaction. In
many cases, satisfaction is tied to a purchase decision.
10. Situational factors sometimes override psychological and social factors in the consumer decision process.
TRUE

Blooms: Understand
Topic: Situational Influences
Feedback: Situational factors can lead to different decisions than the consumer would make otherwise. This is one reason why it is so difficult to predict
how a consumer will behave in a specific instance.
11. Frazier is out of milk and bread and needs to decide what is for dinner. He will be stopping at the grocery store on the way home. Frazier will likely
engage in limited problem solving.
TRUE

Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 06-06 Describe how involvement influences the consumer decision process.
Topic: Limited Decisions
Feedback: Milk and bread might be habitual purchases, or Frazier might consider different types of bread or different-sized containers of milk. He must
also decide on a menu for dinner and purchase the groceries he needs. None of this requires extended problem solving—in each case he will probably
consider only a few alternatives—but a small amount of thought will be needed. This is an example of limited problem solving.
6-2
12. Consumers involved in habitual decision making engage in little conscious decision making.
TRUE

Blooms: Remember
Difficulty: 1 Easy
Topic: Routine Decisions
Feedback: Habitual decision making involves little conscious thought; instead, the consumer simply follows habitual patterns, usually without
considering other brands.
13. As manager of a local donut shop, Arnie greets his regular customers by name and often begins making their order when he sees them drive into the
parking lot. Arnie knows habitual purchasers with strong store loyalty are great customers.
TRUE
AACSB: Knowledge Application

Blooms: Apply
Difficulty: 3 Hard
Feedback: These customers rarely even consider alternative brands or stores, and so they are excellent customers.
14. Rachael is visiting colleges before applying to schools. Rachael is likely to be involved in an impulse buying process.
FALSE

Blooms: Apply
Difficulty: 3 Hard
Topic: Extended Problem Solving
Feedback: It is very unlikely that Rachael will make such an important decision impulsively. The fact that she is visiting schools in advance of applying
indicates that she is conducting extensive information search, and is probably involved in extended problem solving.
15. When making an important purchase, consumers often consult friends and family. This is considered an external search for information.
TRUE

Blooms: Remember
Difficulty: 1 Easy
Feedback: An external search for information occurs when the buyer seeks information outside his or her personal knowledge base to help make the
buying decision.
16. Mary will not consider purchasing an "American" car brand based on negative comments made by her parents; therefore, she has developed a
negative attitude toward American brand cars.
TRUE

Blooms: Understand
Feedback: An attitude is a person's enduring evaluation of his or her feelings about and behavioral tendencies toward an object or idea. An attitude
consists of three components: cognitive, affective, and behavioral. Mary's knowledge of her parents' comments could have influenced one, two, or all
three of these components of her attitude.
17. A reference group may have direct or indirect influence on your attitude toward a particular clothing store.
TRUE

Blooms: Remember
Difficulty: 1 Easy
6-3
Feedback: A reference group is one or more persons whom an individual uses as a basis for comparison regarding beliefs, feelings, and behaviors.
Reference groups provide information to consumers directly through conversation, either face-to-face or electronically, or indirectly through
observation.
18. After purchasing an expensive pair of shoes, you may question whether or not the shoes are any better than the less expensive shoes you could have
purchased instead. This is an example of postpurchase cognitive dissonance.
TRUE

Blooms: Understand
Feedback: Postpurchase cognitive dissonance is an internal conflict that arises from an inconsistency between two beliefs, or between beliefs and
behavior. In this case, someone who spends a lot of money on shoes may feel a conflict due to the possibility that a cheaper pair would have satisfied the
need for shoes just as well, leaving the extra money available for another use.
19. Pam didn't go see the movie Gravity because her friends all said she wouldn't be able to handle it. When she found out how good it was, she blamed
her friends. Pam is demonstrating an internal locus of control.
FALSE

Blooms: Apply
Difficulty: 3 Hard
Feedback: By letting her friends' opinions control her actions, and then blaming them for her decision, she is demonstrating an external locus of control.
With an external locus of control, consumers believe that fate or other external factors control all outcomes. In that case, they believe it doesn’t matter
how much information they gather; if they make a wise decision, it isn’t to their credit, and if they make a poor one, it isn’t their fault.
20. Another name for physiological risk is safety risk.

TRUE

Blooms: Remember
Difficulty: 1 Easy
Feedback: As it relates to a purchase decision, physiological (or safety) risk refers to the fear of an actual harm should the product not perform properly.
21. Jason usually buys Nike shoes, so when his friend asked him what shoes he should buy, he said Nike without thinking about it. Jason's response was
an evoked set.
FALSE

Blooms: Apply
Difficulty: 3 Hard
Feedback: This is a retrieval set because it is the brand that was readily brought forth from memory without considering other brands.
22. When Hakim asked Marta where she wanted to go for lunch, she said Chili's because she went there at least once a week and always liked it. Marta
conducted an internal search for information.
TRUE

Blooms: Apply
Difficulty: 3 Hard
Feedback: In an internal search for information, the buyer examines his or her own memory and knowledge about the product or service, gathered
through past experiences.
6-4
23. Vladimir decided not to purchase the iPod shuffle because he didn't think it would hold all of his songs. Vladimir was using his assessment of the
iPod shuffle's financial risk in making his decision.
FALSE

Blooms: Apply
Difficulty: 3 Hard
Feedback: Vladimir is worried about the performance risk, which involves the perceived danger inherent in a poorly performing product or service.
24. Determinant attributes are product or service features that are important to the buyer and on which competing brands or stores are perceived to
differ.
TRUE

Blooms: Remember
Difficulty: 1 Easy
Feedback: This is the definition of determinant attributes.
25. According to Maslow's hierarchy of needs, safety needs are the needs that people first seek to meet.
FALSE

Blooms: Remember
Difficulty: 1 Easy
Feedback: In Maslow's hierarchy of needs, physiological needs, those dealing with the basic biological necessities of life, are the needs people seek to
meet first.
Multiple Choice Questions
26. Marketers often use principles and theories from sociology and psychology to better understand consumers' actions and to
A. develop basic strategies for dealing with their behavior.
B. contribute to the theoretical knowledge in those disciplines.
C. avoid cultural reference group problems.
D. maximize postpurchase cognitive dissonance.
E. satisfy ritual consumption needs while avoiding overconsumption.

Blooms: Understand
Feedback: Sociology and psychology have both contributed many theories to marketing knowledge. Marketers have used these theories to decipher
many consumer choices and develop basic strategies for dealing with consumers' behavior.
27. Generally, people buy one product or service instead of another because they
A. want to get the lowest price possible.
B. perceive it to be the better value for them.
C. prefer to avoid doing extended problem solving.
D. have conducted a thorough internal search for information.
E. are unaware of key determinant attributes.

Blooms: Understand
Feedback: Value, the difference between what the customer gives and gets in an exchange, drives most consumer decision making.
6-5
28. The consumer decision process model represents
A. the concept of habitual decision making.
B. the retrieval of an evoked set based on physiological needs.
C. the steps that consumers go through before, during, and after making purchases.
D. the shift from an internal to an external locus of control.
E. the types of decisions all consumers must make.

Blooms: Remember
Difficulty: 1 Easy
Feedback: The consumer decision process model identifies steps involved in purchasing decisions, including before, during, and after making
purchases.
29. The consumer buying process begins when

A. a consumer enters a store.
B. consumers' functional needs are greater than their psychological needs.
C. a consumer's performance risk is minimized.
D. a consumer recognizes an unsatisfied need.
E. learning follows perception.

Blooms: Remember
Difficulty: 1 Easy
Feedback: Need recognition is the first step in the consumer buying process.
30. When Karen realized her dog had fleas, Karen was faced with
A. a social-perceptual incongruence.
B. a psychological need.
C. a cognitive learning failure.
D. a universal shopping need.
E. an unsatisfied need.

Blooms: Apply
Difficulty: 3 Hard
Feedback: Need recognition is the first step in the consumer buying process.
31. The greater the discrepancy between a consumer's needy state and the desired state, the greater
A. time needed to satisfy the need.
B. the effort consumers will invest in searching for alternatives.
C. the consumer's need recognition will be.
D. the size of the universal set will be.
E. the amount of external information search will be needed.

Blooms: Understand
Feedback: A greater discrepancy will create a stronger drive to satisfy the need.
32. The greater the discrepancy between a consumer's __________, the greater the consumer's need recognition will be.
A. financial risk and performance risk
B. search for alternatives and alternatives found
C. needy state and desired state
D. universal set and evoked set
E. external and internal information search
6-6
Blooms: Understand
Feedback: The consumer decision process begins when consumers recognize they have an unsatisfied need, and they would like to go from their actual,
needy state to a different, desired state. The greater the discrepancy between these two states, the greater the need recognition will be.
33. Upscale men's and women's clothing stores like Nordstrom, Neiman Marcus, or Saks Fifth Avenue are more likely to appeal to consumers'
__________ needs.
A. functional
B. postpurchase
C. safety
D. psychological
E. situational

Blooms: Understand
Feedback: Upscale clothing can improve a person's image or make him or her feel a certain way, both of which are examples of psychological needs.
34. When mountain climbers purchase clothing for scaling Mount Everest, their purchases are primarily addressing __________ needs.
A. functional
B. prepurchase
C. social
D. psychological
E. functional and psychological

Blooms: Understand
Feedback: Mountain climbers need clothing that will allow them to handle the tough conditions on a Mount Everest climb. This is an example of a
functional need.
35. Laura has an almost-new economy car, but she wants a Ford Mustang because she thinks it would be exciting to own one. If she decides to purchase
a sports car such as the Mustang, she will be primarily fulfilling a __________ need.
A. functional
B. postpurchase
C. safety
D. psychological

Blooms: Apply
Difficulty: 3 Hard
Feedback: Since Laura already has a car that works, she does not have a functional need for a car. A choice to purchase a sports car would represent a
psychological need. Perhaps the car makes her feel "cool" or adventurous.
36. A key to successful marketing is determining how to meet the correct balance of __________ needs that best appeals to the firm's target markets.
A. functional and social
B. postpurchase and prepurchase
C. safety and situational
D. psychological and physiological

Blooms: Understand
6-7
Feedback: Marketers must understand what needs are most likely to drive customers to consider their products, and design offerings to meet those
needs.
37. By producing motorcycles that do more than get riders to their destinations and back, Harley-Davidson is addressing consumers' __________ needs.
A. functional and social
B. postpurchase and prepurchase
C. safety and situational
D. psychological and physiological

Blooms: Understand
Feedback: A motorcycle fulfills a need for transportation, but by doing more than that, the motorcycle may also be providing entertainment or
excitement.
38. When the floor rusted through on her old car, Kelly knew she had a problem. Logically, Kelly's next step in the consumer decision process would be
to
A. identify her need.
B. search for information about cars.
C. evaluate alternatives.
D. purchase a new car.
E. assess her satisfaction with the car she purchased.

Blooms: Apply
Difficulty: 3 Hard
Feedback: After recognizing a need (to solve the problem of the rusted floor), the next step in the consumer buying process is to search for information.
39. When Kelly began searching for a new car to replace her old, rusty one, she probably relied on __________ sources of information.
A. interpersonal and sensual
B. compensatory and noncompensatory
C. ritual and spiritual
D. psychological and functional
E. internal and external

Blooms: Apply
Difficulty: 3 Hard
Feedback: Since Kelly has already owned a car, she has some personal experience (an example of internal information). She may also know about
certain brands (also internal information). But she would probably also want to educate herself by visiting car-related websites, reading expert opinions,
or asking friends for advice (all examples of external information).
40. When Brandon decided he needed a new car, he immediately called his old college roommate, who owns a BMW dealership, to ask questions about
options and financing. Brandon was searching for information from
A. an external source.
B. an internal locus of control.
C. a reference source.
D. an internal source.
E. a situational factor group.

Blooms: Apply
Difficulty: 3 Hard
6-8
Feedback: Brandon's friend is an external information source. An internal source would come from Brandon's own memory and experience.
41. Peter wanted an unbiased source of information to help him decide what brand of appliances to buy for his new condominium. Peter would most likely
search for information from
A. the Sears catalog.
B. the Consumer Reports website.
C. the local Better Business Bureau.
D. the website for Best Buy
E. Psychology Today magazine.

Blooms: Apply
Difficulty: 3 Hard
Feedback: Of the sources listed, the Consumer Reports website is the best choice. The Sears catalog would be biased toward its own products. While
Best Buy sells many brands, it might favor some more than others and so can't be 100 percent trusted to be objective. Psychology Today would be an
irrelevant source. The Better Business Bureau, while it would probably be objective, would have information about the trustworthiness of a company,
not the quality of its products.
42. Once consumers have recognized a need, they begin to search for ways to satisfy that need. The internal search is characterized by
A. looking through the internal records of a firm, often found on the company website.
B. examining personal memories and knowledge.
C. using the Internet to find what other consumers feel about a specific product or service.
D. consulting close friends and families before expanding the search to a wider, external group.
E. being influenced by advertising.

Blooms: Understand
Feedback: Internal information comes from the individual's own memory and experience.
43. Every time Katie wants to eat salad for lunch, she and her friends go to Sweet Tomatoes, but if she’s craving dessert, she heads straight to The
Cheesecake Factory. In making these choices, she relies on a(n)
A. perceived benefits analysis.
B. external locus of control.
C. exceptional marketing campaign.
D. external source of information.
E. internal search for information.

Blooms: Analyze
Feedback: In an internal search for information, the buyer examines his or her own memory and knowledge about the product or service gathered
through past experiences. For example, every time Katie wants to eat salad for lunch, she and her friends go to Sweet Tomatoes, but if she’s craving
dessert, she heads straight to The Cheesecake Factory. In making these choices, she relies on her memory of past experiences when she has eaten at
these restaurant chains.
44. Ryan believes he is responsible for his actions, and he will conduct extensive searches before making a purchase. Michael's favorite phrase, when
confronted by the need to make a decision, is "Whatever." In marketing terms, Ryan is said to have a(n) __________ and Michael, a(n) __________.
A. obsessive personality; laissez-faire approach
B. formal search function; casual search function
C. increased search anxiety; decreased search anxiety
D. internal locus of control; external locus of control
E. focused sense of information; unfocused sense of information

Blooms: Apply
Difficulty: 3 Hard
6-9
Feedback: An internal locus of control refers to a situation where an individual feels that he or she has control over the outcome, which is Ryan's
situation. Michael's response of "Whatever" suggests that he has an external locus of control, feeling that he has no control over the outcome and that
therefore it doesn't matter what he does.
45. In the consumer decision process, we decide how much time and effort to expend searching for information based partly on
A. postpurchase dissonance.
B. the outcome of the alternative evaluation process.
C. the degree of perceived risk associated with the product or service being considered.
D. the results of habitual decision making.
E. the results of the external search.

Blooms: Understand
Feedback: Perceived risk is a key factor in deciding how much time and effort to devote to information search. The remaining factors listed come later
in the decision process.
46. Kathy has naturally curly hair and has often been disappointed with the haircuts she has received. When she moved to a new town, she approached
her new office mates and several strangers with curly hair and asked them where they had their hair cut. She chose to spend considerable effort finding
a new hair stylist based on the __________ associated with her purchase decision.
A. evoked set
B. reference group
C. physiological risk
D. performance risk
E. financial risk

Blooms: Apply
Difficulty: 3 Hard
Feedback: Kathy is afraid of getting another bad haircut. This represents performance risk, in that Kathy is worried about the quality of the service she
will receive.
47. Before flying, Jaden researches the types of planes the airline uses, scans the plane for defects as it taxis up to the terminal, and follows the pilot and
crew as they come through the airport. He has no experience as a pilot or airplane mechanic. Jaden probably has a misguided sense of his
B. locus of control.
C. reference group identification.
D. attribute sets.
E. social risk.

Blooms: Apply
Difficulty: 3 Hard
Feedback: Jaden seems to have an internal locus of control for this flight—he thinks he has control over the outcome. This seems misguided, since he
lacks the experience to evaluate the condition of the aircraft and since he does not know how to fly a plane.
48. Every year before he puts his boat in the water, James has his mechanic put a new battery in the boat. James is most likely concerned with __________
risk.
A. psychological
B. financial
C. performance
D. social
E. physiological

Blooms: Apply
Difficulty: 3 Hard
6-10
Feedback: A boat with a dead battery represents a performance risk, which James hopes to avoid by getting a new battery.
49. Jordana is a travel agent. Whenever she sells an expensive vacation package, she encourages the customer to buy travel insurance, which provides
reimbursement in case of trip cancellation due to illness or another emergency. Jordana is trying to reduce her customers' __________ risk.
A. psychological
B. financial
C. performance
D. social
E. physiological

Blooms: Apply
Difficulty: 3 Hard
Feedback: If a traveler had to cancel a trip at the last minute, deposits already paid would probably be lost. This is an example of financial risk. The
travel insurance reduces this risk by reimbursing these deposits under at least some circumstances.
50. André was afraid his new condominium would look shabby to his future in-laws, so he had it painted just before their visit. André was addressing his
__________ risk.
A. social
B. financial
C. performance
D. psychological
E. physiological

Blooms: Apply
Difficulty: 3 Hard
Feedback: André was worried that his in-laws would judge him by the condition of his condo, which represents a social risk since it relates to the way
others see him. If André had done the painting to preserve his self-image, that would be related to psychological risk.
51. Consumers consider universal, retrieval, and evoked sets during which stage of the consumer decision process?
A. need recognition
B. postpurchase evaluation
C. information search
D. situational analysis
E. evaluation of alternatives

Blooms: Remember
Difficulty: 1 Easy
Feedback: Different sets of alternatives are a factor during the third stage of the consumer decision process, evaluation of alternatives.
52. When Magda decided to buy a new computer, she considered all the brands she could recall seeing advertised. This represents Magda's __________
set.
A. universal
B. retrieval
C. evoked
D. deterministic
E. behavioral

Blooms: Apply
Difficulty: 3 Hard
Feedback: The universal set represents all brands, regardless of whether or not the consumer is aware of them. The retrieval set represents all brands the
6-11
consumer can recall (as in this case). The evoked set represents all brands the consumer would consider buying.
53. When Maya decided to buy a new computer, she thought about all the brands she could recall seeing advertised, but she would consider only those
brands she could buy at her local Best Buy electronics store. This represents Maya's __________ set.
A. universal
B. retrieval
C. evoked
D. deterministic
E. behavioral

Blooms: Apply
Difficulty: 3 Hard
consumer can recall. The evoked set represents all brands the consumer would consider buying (as in this case).
54. Marketers particularly want their brands and products to be in consumers' __________ sets.
A. universal
B. retrieval
C. evoked
D. deterministic
E. behavioral

Blooms: Remember
Difficulty: 1 Easy
consumer can recall. The evoked set represents all brands the consumer would consider buying. Marketers want their brands to be in evoked sets, since
this gives those brands a serious chance of being selected for purchase.
55. Elena is in the process of buying a new car. There are many possible cars to choose from, but she is focused on a few she would actually consider
buying. These make up her __________ set.
A. universal
B. retrieval
C. immediate
D. evoked
E. focus

Blooms: Apply
Difficulty: 3 Hard
consumer can recall. The evoked set represents all brands the consumer would consider buying (as in this case).
56. The Wall Street Journal provides a set of guidelines each year for purchasing a laptop computer. The guidelines include recommendations for hard disk
capacity, memory size, battery life, and several other attributes. The Wall Street Journal is providing consumers with
A. an evoked set.
B. psychological needs.
C. social concerns.
D. evaluative criteria.
E. biased information.

Blooms: Apply
Difficulty: 3 Hard
Feedback: These attribute recommendations are examples of evaluative criteria, which are the salient, or important, attributes about a particular product
6-12
a consumer considers when evaluating available alternatives.
57. __________ attributes are product or service features that are important to buyers and that are used to differentiate among choices.
A. Retrieval
B. Financial
C. Social
D. Determinant
E. Safety/performance

Blooms: Remember
Difficulty: 1 Easy
Feedback: Determinant attributes are product features that are important to buyers, and that the buyer perceives to be different between brands.
58. Andrea and Karl got married a year ago and are ready to move out of their apartment and into a new home. After looking at several houses, they have
developed a list of features that are important to them and that are different among the homes they have visited. The features on their list are called
A. an evoked set.
B. determinant attributes.
C. short lists.
D. perceived risk factors.
E. trade-off elements.

Blooms: Apply
Difficulty: 3 Hard
Feedback: Determinant attributes are product features that are important to buyers, and that buyers perceive to be different between brands.
59. Jonathan prefers shirts made with 100 percent cotton, but he will sometimes buy shirts with less cotton if they are less expensive. Jonathan uses
__________ to decide which shirts to buy.
A. a compensatory decision rule
B. a noncompensatory decision rule
C. habitual decision making
D. social factors
E. temporal factors

Blooms: Apply
Difficulty: 3 Hard
Feedback: This is a compensatory decision rule because an advantage in price can compensate for a lower cotton content.
60. Dawn flies regularly between Atlanta and Los Angeles. She almost always uses Delta Airlines and has lots of Delta Sky Miles credit (Delta's
frequent-flyer program). Still, she uses an online fare comparison website each time to see if a competitor has a better price or a more convenient
schedule. Dawn uses __________ to decide which airline to fly.
A. a compensatory decision rule
B. a noncompensatory decision rule
C. habitual decision making
D. social factors
E. temporal factors

Blooms: Apply
Difficulty: 3 Hard
Feedback: This is a compensatory decision rule because Dawn makes trade-offs when evaluating the flights available. A low price or a convenient
schedule can compensate for the lack of Delta frequent-flyer credit.
61. Jordana is buying a laptop computer to take on trips. Although she has looked at several brands, she refuses to buy a computer that weighs more than
6-13
five pounds. Jordana is basing her decision on
A. a compensatory decision rule.
B. a noncompensatory decision rule.
C. habitual decision making.
D. social factors.
E. temporal factors.

Blooms: Apply
Difficulty: 3 Hard
Feedback: This is a noncompensatory decision rule because no trade-off is possible. No matter how inexpensive or powerful a computer may be, if it
weighs more than five pounds, Jordana will not buy it.
62. Marketers are particularly interested in postpurchase behavior because it

A. involves both compensatory and noncompensatory consumers.
B. offers insights into information search methods.
C. avoids situational conflicts.
D. involves actual rather than potential customers.
E. involves both actual and potential customers.

Blooms: Understand
Feedback: Unlike prepurchase behavior, postpurchase behavior reflects the characteristics of actual customers. Satisfied customers may be a source of
future purchases and/or positive word of mouth.
63. Sometimes consumers have second thoughts after buying goods that are expensive, infrequently purchased, or associated with a high level of risk.
This is an especially critical time for marketers, as their customers are dealing with
A. criteria reevaluation.
B. buyer's remorse.
C. competitive leverage.
D. purchase uncertainty.
E. consumer vulnerability.

Blooms: Understand
Feedback: Buyer's remorse, or postpurchase cognitive dissonance, is felt most often for expensive products purchased infrequently and/or associated
with high levels of risk.
64. Many teenagers, both male and female, have clothes they purchased in the past that they "would not be caught dead in" today. When they
occasionally see those clothes hanging in the back of their closet, these teenagers probably feel
A. cognitive bias.
B. postpurchase cognitive dissonance.
C. psychological risk.
D. need recognition.
E. physiological risk.

Blooms: Apply
Difficulty: 3 Hard
Feedback: This is an example of buyer's remorse, or postpurchase cognitive dissonance.
65. Postpurchase cognitive dissonance is especially likely for products that are
A. cheap, poorly made, and made of plastic.
B. personally valuable, antique, or foreign-made.
6-14
C. simple, easily copied, and new.
D. psychologically soothing, purchased impulsively, and part of a consumer's evoked set.
E. expensive, infrequently purchased, or associated with high levels of risk.

Blooms: Understand
Feedback: Postpurchase cognitive dissonance is especially likely for products that are expensive, are infrequently purchased, do not work as intended,
or are associated with high levels of risk.
66. Marketers frequently design customer relationship management programs to

A. retain loyal customers.
B. attract consumers who have safety needs.
C. reinforce postpurchase cognitive dissonance.
D. increase internal information search.
E. improve profit margins.

Blooms: Understand
Topic: CRM
Feedback: Customer relationship management programs are aimed at current customers, to build loyalty.
67. Marketers fear negative word of mouth because when consumers are dissatisfied, they
A. are less likely to say something than when they are satisfied.
B. often want to complain to many people.
C. buy more of the product to prove they were correct in their criticism.
D. often file a lawsuit.
E. don't buy any of the company's other products.

Blooms: Remember
Difficulty: 1 Easy
Feedback: Dissatisfied customers are very likely to complain to others, whereas satisfied customers often tell no one.
68. Most firms maintain customer complaint services online, in the store, or over the telephone. Firms attempt to respond quickly to complaints, hoping
to
A. get themselves into the universal set.
B. reduce the cost of postpurchase advertising.
C. minimize negative word of mouth and rumors.
D. extend decision rules to the customer complaint desk.
E. offset performance risk with financial risk.

Blooms: Understand
Feedback: By handling complaints promptly and efficiently, firms may be able to prevent or reduce the amount of complaining the customer does to
friends and acquaintances (or online).
69. Maslow's hierarchy of needs includes physiological needs at the lowest level and self-actualization at the top. The three levels in between are
A. material goods, safety, and love.
B. community, family, and self.
C. safety, stability, and striving.
D. health, wealth, and happiness.
E. safety, love, and esteem.
6-15
Blooms: Remember
Difficulty: 1 Easy
Feedback: Maslow's hierarchy, in order from lowest to highest, is (1) physiological, (2) safety, (3) love, (4) esteem, and (5) self-actualization.
70. After Sharon graduated from college, she found a steady and good-paying job, got married and began to raise a family, and began to receive
recognition at work and in the community. Eventually, she began to devote more time and effort to intellectual and aesthetic pursuits. Sharon is moving
up to what level on Maslow's Hierarchy of Needs?
A. self-fulfillment
B. self-esteem
C. self-confidence
D. self-actualization
E. self-care

Blooms: Apply
Difficulty: 3 Hard
Feedback: Sharon's steady job took care of the two lowest levels in Maslow's hierarchy (physiological and safety needs). Marriage took care of the third
level (love), and recognition addressed needs for esteem, the fourth level. Sharon's current activities address the final level, self-actualization.
71. A(n) __________ is a need or want strong enough to cause a person to seek satisfaction.
A. locus of control
B. motive
C. attitude
D. perception
E. learning curve

Blooms: Remember
Difficulty: 1 Easy
Feedback: A motive is a need or want that is strong enough to cause the person to seek satisfaction
72. There are approximately 1 billion people living in India. Only about 200 million of these people earn more than the equivalent of $1,000 per year.
According to Maslow's hierarchy, most of the other 800 million Indian consumers are primarily addressing their __________ needs.
A. social
B. personal
C. psychological
D. esteem
E. physiological

Blooms: Understand
Feedback: Many people in India are living at a subsistence level, able to afford little but basic necessities (if that). This indicates that they are at the
lowest level in Maslow's hierarchy, physiological needs.
73. Negative attitudes are typically difficult for marketers to change because
A. most consumers' attitudes depend on prices.
B. consumers weigh performance risk against functional needs when assessing their attitudes.
C. attitudes are learned and long lasting.
D. attitudes shift consumers from limited to extended problem-solving situations.
E. consumers' attitudes are derived from unchanging decision rules.

Blooms: Understand
6-16
Feedback: While attitude change is possible, it is difficult since attitudes are long lasting.
74. Though he has never owned a Jaguar, Jerry thinks they are poorly made and have many mechanical problems. For Jaguar to sell Jerry a car, the
company would need to change the __________ component of Jerry's attitude.
A. social
B. affective
C. functional
D. cognitive
E. physiological

Blooms: Apply
Difficulty: 3 Hard
Feedback: Thinking that Jaguars are poorly made and have mechanical problems are part of the cognitive component of Jerry's attitude since they
reflect his belief system, or what he believes to be true. The affective component is represented by his emotional responses to the car (he may feel anger,
remembering a time he rode in someone else's Jaguar and it broke down). The behavioral component is represented by what he actually does (driving
past a Jaguar dealer and not even looking at the cars as he goes by).
75. Apple computer users tend to like the company and love its products. Apple has nurtured this __________ component of its customers' attitudes.
A. social
B. affective
C. psychological
D. cognitive
E. physiological

Blooms: Understand
Feedback: The words like and love are important here, as they represent feelings, which make up the affective component of an attitude. The cognitive
component would be represented by beliefs (for example, the belief that Apple is better at innovation than its competitors). The behavioral component
would be represented by actions (for example, the choice to buy an Apple computer instead of a Windows PC).
76. __________ refer(s) to the process by which consumers select, organize, and interpret information to form a meaningful picture of the world.
A. Attitude
B. Learning
C. Perception
D. Values
E. Consumption

Blooms: Remember
Difficulty: 1 Easy
Feedback: Perception is the process by which we select, organize, and interpret information to form a meaningful picture of the world. Perception in
marketing influences our acquisition and consumption of goods and services through our tendency to assign meaning to such things as color, symbols,
taste, and packaging.
77. American visitors to the Indonesian island of Bali are often aghast when they see the sign for the Swastika resort. Americans associate the swastika
symbol with Nazi Germany while Indonesians associate the symbol with the four major elements on Earth. The two groups have different
A. lifestyles.
B. risk factors.
C. perceptions.
D. factual norms.
E. postpurchase dissonance.

Blooms: Apply
Difficulty: 3 Hard
6-17
Feedback: The cultural differences between Americans and Indonesians have led to different perceptions of the meaning of the swastika symbol.
78. Learning refers to a change in a person's thought process or behavior that arises from
A. attitudes.
B. experience.
C. risk analysis.
D. cultural norms.
E. postpurchase dissonance.

Blooms: Remember
Difficulty: 1 Easy
Feedback: Learning refers to a change in a person’s thought process or behavior that arises from experience and takes place throughout the consumer
decision process.
79. Stuart wanted to impress Janet with the perfect engagement ring. He had been saving money for months, and he noticed his attitudes and perceptions
about diamond rings changing as he began paying attention to ads for rings. Marketers call this process
A. consumer confidence building.
B. self-actualization.
C. a decision rule.
D. reducing prepurchase dissonance.
E. learning.

Blooms: Apply
Difficulty: 3 Hard
Feedback: Stuart is receiving new information through the experience of paying attention to the ads, and this is likely to change his attitudes about the
purchase. This is the process of learning.
80. Among the factors affecting the consumer decision-making process is the way consumers spend their time and money to live, otherwise known as
A. lifestyle.
B. conspicuous consumption.
C. the demonstration effect.
D. external validation.
E. life standards.

Blooms: Remember
Difficulty: 1 Easy
Feedback: Lifestyle refers to the way consumers spend their time and money to live.
81. Christopher bought Timberland boots because he felt they were perfect for his outdoor activities. Patrick bought the same kind of boots because he
felt they were stylish, especially with the logo clearly visible. The psychological factor driving Patrick's behavior is
A. a functional need.
B. lifestyle.
C. his universal set.
D. learned behavior.
E. his evoked set.

Blooms: Apply
Difficulty: 3 Hard
Feedback: Of the factors listed, lifestyle is the best choice because it represents the way Patrick chooses to spend his time and money. He wants to be
stylish, and so he chooses the boots. This is an example of a psychological, not a functional, need.
6-18
82. A consumer's external social environment includes
A. impulse, habitual, and limited problem-solving processes.
B. functional and psychological needs.
C. universal, retrieval, and evoked sets.
D. cognitive, affective, and behavioral environments.
E. the customer's family, reference groups, and culture.

Blooms: Remember
Difficulty: 1 Easy
Topic: Social-cultural Environment
Feedback: External social factors include the customer's family, reference groups, and culture.
83. Jennifer's spending decisions are heavily influenced by her family, her peers, and her religious education. These influences on her spending
decisions are all ________ influences.
A. psychological risk
B. external social environment
C. physiological need
D. cognitive need
E. evoked set

Blooms: Apply
Difficulty: 3 Hard
Feedback: Jennifer's decisions are influenced by her family, her reference group (peers), and her religious training (an aspect of culture). These are the
three categories of the external social environment.
84. Natalie and her fiancé Dow are planning their wedding. She knows her mother wants her to have a traditional church wedding with a Roman
Catholic priest officiating. Natalie would like to have an informal ceremony on the beach, since that type of wedding has become popular with her
friends. Furthermore, Dow is from Thailand and would like to have a monk officiate. Natalie and Dow's wedding decisions are most influenced by
A. impulse, habitual, and limited problem-solving processes.
B. functional and psychological profit.
C. universal, retrieval, and evoked sets.
D. cognitive, affective, and behavioral environments.
E. family, reference groups, and culture.

Blooms: Apply
Difficulty: 3 Hard
Feedback: The wedding decision is being influenced by family (Natalie's mother), reference groups (Natalie's friends who have gotten married on the
beach), and culture (Dow's Thai heritage).
85. Many Hollywood movie stars were among the first to buy electric and hybrid vehicles. These stars often become __________, influencing other
consumers' behavior.
A. reference groups
B. internal loci of control
C. cultural icons
D. cognitive parameters
E. evoked images

Blooms: Remember
Difficulty: 1 Easy
Feedback: Celebrities can serve as a reference group, since some consumers like to identify with celebrities and to follow their lead.
86. The shared meanings, beliefs, morals, values, and customs of a group of people constitute its
6-19
A. reference group.
B. family.
C. culture.
D. cognitive frame.
E. evoked set.

Blooms: Remember
Difficulty: 1 Easy
Feedback: This is the definition of culture.
87. Beverage firms sometimes hire attractive young people to sit at fashionable bars, sipping the company's latest product offering. The firms hope these
"models" will serve as a(n) __________ and influence consumers.
A. reference group
B. risk avoider
C. cultural determinant
D. cognitive learning experiment
E. evoked set

Blooms: Understand
Feedback: The firms hope the models will serve as a reference group, due to their attractiveness, and that others will identify with them and copy their
behavior.
88. Before going on his first business trip to China, Brad asked his Chinese American friend to advise him on customs and values common among the
Chinese businesspeople he will likely encounter. Brad is trying to avoid __________ business blunders.
A. reference group
B. situational
C. cultural
D. cognitive
E. evoked

Blooms: Apply
Difficulty: 3 Hard
Feedback: Brad is concerned about meanings, beliefs, values, and customs that he will not understand: in other words, the culture in China.
89. Where Caroline grew up, everyone knew everyone else, no one locked their doors, and a person's word could be trusted. When she went to work in
another part of the country, she was surprised by how few people had similar values and beliefs. Caroline had to adjust to __________ differences.
A. reference group
B. situational
C. cognitive
D. cultural
E. evoked

Blooms: Apply
Difficulty: 3 Hard
Feedback: Caroline comes from a place that values friendliness and honesty as part of its culture; she is now in a place with a different culture.
90. The traditional marketing strategy of selling umbrellas when it is raining is an example of how __________ factors influence consumers' decisions.
A. situational
B. psychological
C. shopping
D. interpersonal
6-20
E. economic

Blooms: Understand
Feedback: This is an example of a situational factor, taking advantage of a weather condition that creates specific needs.
91. __________ factors override or at least influence psychological and social issues.
A. Situational
B. Extended habitual
C. Postpurchase dissonance
D. Interpersonal
E. Economic

Blooms: Remember
Difficulty: 1 Easy
Feedback: Sometimes situational factors, or factors specific to the situation, override or at least influence psychological and social issues. These
situational factors are related to the purchase and shopping situation as well as to temporal states.
92. Paula is about to open a new hardware store. She is making decisions regarding lighting, colors, and layout of merchandise. Paula knows these
__________ factors will influence consumers' purchase decisions.
A. interpersonal
B. extended habitual
C. postpurchase dissonance
D. store atmosphere
E. social

Blooms: Apply
Difficulty: 3 Hard
Feedback: Lighting, color, and merchandise layout are examples of store atmosphere factors.
93. Steve wasn't sure what kind of salsa he wanted to get for his upcoming Super Bowl party. It seemed like there were dozens of varieties to choose
from. He noticed that he could sample a few at a station in the store. He tried four, rejected two, and bought several jars of the two he really liked. He
also ended up buying a different—and more expensive—kind of tortilla chip after tasting it. Marketers identify this as a success story of
A. learning.
B. decision rules.
C. social factors.
D. advertisements.
E. in-store demonstrations.

Blooms: Apply
Difficulty: 3 Hard
Topic: Buying Situations
Feedback: The in-store demonstration of the salsa and chips influenced Steve's purchases.
94. Brenda was planning a small dinner party, and had gone to a new specialty food store with coupons she'd found in the food section of the paper. At
the store she also found a "buy one, get one free" deal, and a gift offered with the purchase of a particular dessert. She altered the menu as a result of the
__________ and ended up spending less than she'd planned.
A. in-store demonstrations
B. packaging
C. in-store promotion
D. product placement
E. store atmosphere
6-21
Blooms: Apply
Difficulty: 3 Hard
Feedback: Promotions in stores can influence purchase decisions, as in this case.
95. Many states have laws regulating the prices businesses charge during emergencies like hurricanes. These laws are designed to protect consumers
whose __________ state may impair their ability to make sound purchase decisions.
A. shopping
B. social
C. theoretical
D. temporal
E. physical

Blooms: Understand
Feedback: A temporal state is a temporary state of mind, such as the fear that would be aroused by an impending hurricane.
96. There is a saying "Never go to the grocery store hungry." This saying suggests that a consumer's __________ state may adversely affect purchasing
decisions.
A. shopping
B. social
C. theoretical
D. external
E. temporal

Blooms: Understand
Feedback: Hunger is an example of a temporal state, a temporary state of mind that can influence decision making. In this case, the suggestion is that
hunger will cause the consumer to purchase things he or she wouldn't buy otherwise.
97. The consumer's level of involvement can lead to two types of buying decisions: __________ or
A. extended problem solving; limited problem solving.
B. culturally influenced; autonomous.
C. economic; social.
D. physiological/safety; esteem/self-actualization.
E. habitual; extended.

Blooms: Understand
Feedback: Extended problem solving typically occurs under a high level of involvement; limited problem solving typically occurs under a low level of
involvement.
98. Consumers use and process different aspects of advertising or messages. __________ yields greater attention and deeper processing, and leads to
strong attitudes and purchase intentions.
A. An external locus of control
B. High involvement
C. Low involvement
D. Differential content
E. Internet advertising

Blooms: Understand
6-22
Topic: Involvement
Feedback: High involvement often leads to extended problem solving, with more attention to the task, more information sought, and more evaluation of
alternatives. This involves greater attention and deeper processing.
99. Thanh has to decide which college to attend. This is the most important, riskiest, and most expensive decision she has ever made. She will be
engaged in
A. low-involvement decision making.
B. extended problem solving.
C. habitual decision making.
D. prepurchase dissonance.
E. limited problem solving.

Blooms: Apply
Difficulty: 3 Hard
Feedback: Due to the cost, importance, and relative risk involved, Thanh will probably engage in extended problem solving.
100. Limited problem solving usually relies on

A. past experience more than on external information.
B. situational stimuli and attitudes.
C. external searches for information.
D. financial analysis of performance risk.
E. evaluation of the universal set.

Blooms: Understand
Feedback: Limited problem solving occurs during a purchase decision that calls for, at most, a moderate amount of effort and time. Customers engage
in this type of buying process when they have had some prior experience with the product or service and the perceived risk is moderate. Limited
problem solving usually relies on past experience more than on external information.
101. Last semester, Henri bought his textbooks over the Internet and saved a considerable amount of money. Classes start in a few days, and he needs to
decide right away how and where to purchase his books. Henri will most likely engage in a(n) __________ process.
A. impulse buying
B. limited problem-solving
C. extended problem-solving
D. ritual consumption
E. affective decision

Blooms: Apply
Difficulty: 3 Hard
Feedback: Henri will probably use a limited problem-solving process. He doesn't have time for extended evaluation of all his options. Besides, his
recent positive experience buying books online will probably influence him to do the same this time (unless he has waited too long and can't get his
books in time).
102. Most big box retailers regularly move products from one aisle to another. They also put personal care products in the pharmacy area, many aisles
away from the grocery products. They do this because consumers who spend more time walking through the store are likely to buy things they hadn't
planned to buy, or make
A. impulse purchases.
B. limited problem-solving decisions.
C. extended problem-solving decisions.
D. ritual consumption purchases.
E. affective alternative decisions.

Blooms: Apply
6-23
Difficulty: 3 Hard
Topic: Involvement
Feedback: A common type of limited problem solving is impulse buying, a buying decision made by customers on the spot when they see the
merchandise.
103. Marketers love consumers who engage in __________, buying their company's product with little thought or consideration of alternatives.
A. compensatory decisions
B. personal problem solving
C. extended problem solving
D. reference group consumption
E. habitual decision making

Blooms: Understand
Feedback: Habitual decision making describes a purchase decision process in which consumers engage in little conscious effort.
104. To attract and maintain habitual purchasers, marketers spend considerable effort
A. analyzing consumer data for postpurchase dissonance signals.
B. creating strong brands and store loyalty.
C. cultivating cultural decision making.
D. reducing financial risk and increasing psychological payout.
E. offering alternative brands.

Blooms: Understand
Topic: Involvement
Feedback: Habitual purchasers are most likely to remain loyal to strong brands, and to respond to efforts to build their loyalty further.
105. For which of the following purchases would consumers most likely engage in limited problem solving?
A. college courses
B. a new car
C. a home
D. coffee to go, for a regular coffee drinker
E. a location for a large wedding reception

Blooms: Understand
Feedback: A new car, a home, and a wedding location are major decisions that will probably lead to extended problem solving. Coffee to go for a
regular coffee drinker is probably a habitual purchase. But college courses will probably lead to limited problem solving. Students will check available
options, consider their choices, and might consult friends or past course evaluations for more information; however, they are unlikely to engage in
extensive information search or extensive evaluation of alternatives, especially since some courses will be required for a degree.
106. The three components of an attitude are

A. cognitive, affective, and behavioral.
B. connected, applicable, and bearable.
C. confident, achievable, and believable.
D. consistent, affordable, and particular.
E. controlled, uncontrolled, and visible.

Blooms: Remember
Difficulty: 1 Easy
Feedback: An attitude consists of three components: cognitive, affective, and behavioral.

6-24
107. Alex decides to make a donation to the Autism Research Institute. Which component of Alex's attitude toward autism research does this represent?
A. behavioral component
B. affective component
C. cognitive component
D. affordable component
E. connected component

Blooms: Understand
Feedback: An attitude consists of three components: cognitive, affective, and behavioral. In this case, Alex is demonstrating an attitude through his
behavior by donating to the organization.
108. An online retailer needs to be able to measure how well its website converts purchase intentions into actual purchases. This is known as the
A. conversion rate.
B. collection ratio.
C. consumer index.
D. customer total.
E. buyer quotient.

Blooms: Understand
Topic: Marketing Metrics
Feedback: The conversion rate is the percentage of purchase intentions that are converted into actual purchases.
109. Zappos.com constantly reminds customers of recently viewed items and informs them when stock is low in an effort to entice the customer to make
a purchase. Zappos is trying to improve its
A. conversion rate.
B. collection ratio.
C. consumer index.
D. customer total.
E. culture quotient.

Blooms: Understand
Feedback: The conversion rate is the percentage of purchase intentions that are converted into actual purchases.
110. Tomas, a bank employee, doesn't feel that his coworkers accept him. He decides to dress more casually, as they do, hoping to be accepted. Which
level of Maslow's hierarchy of needs is Tomas trying to work on?
A. esteem
B. physiological
C. safety
D. love
E. self-actualization

Blooms: Apply
Difficulty: 3 Hard
Feedback: The five needs are physiological, safety, love, esteem, and self-actualization. Tomas seeks acceptance from his colleagues, which represents
the love level.
111. There are five types of risks associated with purchase decisions. Which of the following best describes a situation where your new car stalls in the
middle of a busy intersection?
A. physiological risk
6-25
B. social risk
C. financial risk
D. functional risk
E. psychological risk

Blooms: Understand
Feedback: Physiological risk (or safety risk) refers to the fear of actual harm, as could happen in this situation. This might also be considered an example
of performance risk, since the product has failed, but it was not one of the options offered.
112. Barak is considering buying a hybrid car, but he's not sure that he believes the gas mileage estimates. Barak is concerned about
A. physiological risk.
B. social risk.
C. financial risk.
D. safety risk.
E. performance risk.

Blooms: Apply
Difficulty: 3 Hard
Feedback: Performance risk is the risk that the product will fail to operate correctly, in this case referring to poorer-than-expected gas mileage.
113. A home security company will advertise the need for home surveillance products to appeal to which level of Maslow's Hierarchy of Needs?
A. safety
B. love
C. esteem
D. self-actualization
E. physiological

Blooms: Understand
Feedback: Safety needs pertain to protection and physical well-being.
114. Joanna lives according to her own rules, unconcerned about designer labels, brand names, and luxury items. Joanna is at which level in Maslow's
hierarchy of needs?
A. self-actualization
B. safety
C. love
D. esteem
E. physiological

Blooms: Apply
Difficulty: 3 Hard
Feedback: Self-actualization occurs when you feel completely satisfied with your life and how you live, and are not concerned about what others think.
115. Some websites allow consumers to shop while getting opinions from online friends. Which of the influences on the consumer buying process does
this represent?
A. psychological
B. social
C. situational
D. motives
E. perception
6-26
Blooms: Apply
Difficulty: 3 Hard
Feedback: Friends are likely to be part of the shopper's reference group, which is a social factor.
116. __________ are the three types of attribute sets.

A. Universal, retrieval, and evoked
B. University, relatives, and expression
C. United, relations, and exploration
D. Urban, random, and exchange
E. Unanimity, rule, and express

Blooms: Remember
Difficulty: 1 Easy
Feedback: Research has shown that the consumer's mind organizes and categorizes alternatives to aid his or her decision process. Universal sets,
retrieval sets, and evoked sets are the three types of sets identified.
117. While on vacation, Martha had her camera stolen. Not wanting to waste vacation time shopping for a new camera, Martha simply purchased
another camera just like her old one. For Martha, the __________ was low.
A. perceived benefit versus perceived cost of search
B. locus of control for this decision
C. determinant attribute for this decision
D. universal set of camera options
E. prepurchase dissonance factor

Blooms: Apply
Difficulty: 3 Hard
Feedback: Martha could have used her experience with her current camera to find an even better one—perhaps a newer model—but her vacation time
was worth a great deal to her and she didn't want to spend it shopping for a camera. Furthermore, her old camera had apparently met her needs fairly
well. So she could spend little or no time and purchase a satisfactory product, which made more sense to her than spending time in order to buy an only
slightly better camera.
118. Reginald greets his regular customers by name every morning when they come in for coffee. He offers them a taste of anything special he is
cooking that day. He has a database with their birthdays, and offers them free meals on their birthdays. Reginald hopes that this attention to his
"regulars" will encourage them to
A. assist him in meeting his functional needs.
B. always include his firm in their universal set.
C. extend problem solving beyond ritual consumption.
D. internalize impulse attitudes.
E. spread positive word of mouth.

Blooms: Apply
Difficulty: 3 Hard
Feedback: Although people are more likely to complain when dissatisfied than to praise when satisfied, Reginald can still encourage positive word of
mouth from his regulars.
119. "Black Friday," as the day after Thanksgiving has come to be known in the United States, is a day marked by many special deals in most retail
stores, including deep-discounted products available in limited quantities, called "doorbusters," and designed to get shoppers into the store. But one
danger of running out of the doorbuster deals is that a shopper may become angry or discouraged at failing to get the special item, and decide not to do
any more shopping. This is an example of the impact of __________ on the consumer decision process.
A. the purchase situation
B. lifestyle
C. setting high expectations
6-27
D. perception
E. learning

Blooms: Apply
Difficulty: 3 Hard
Feedback: Setting high expectations may cause a store to lose a customer if those expectations aren't met.
120. Americans often equate "bigger" with "better," and prefer larger cars, TV screens, homes, even meals. Researchers suspect that in doing so, we are
trying to reduce __________ risk in the consumer decision process.
A. psychological
B. financial
C. performance
D. social
E. physiological

Blooms: Understand
Feedback: Choosing larger items may make us feel more powerful and increase status, reducing psychological risk for consumers who may otherwise
feel powerless.
121. Zappos online shoe and clothing store has a unique way of dealing with abandoned shopping carts. If a site visitor places items into the shopping
cart and then leaves the site without making a purchase, several days later Zappos sends a humorous e-mail saying, "Let us show you what your
shopping cart did while you were gone," along with a photo of a cute dog intended to represent the shopping cart. This attention-getting device is
designed to improve the site's
B. selective perception.
C. conversion rate.
D. reference group influence.
E. position in the evoked set.

Blooms: Apply
Difficulty: 3 Hard
Feedback: If Zappos can encourage consumers to return to the site and purchase items in the shopping cart, this improves its conversion rate (the
percentage of site visitors who take the firm's desired action—in this case, making a purchase).
Essay Questions
122. Marketers believe that the decision-making process begins with a consumer's need recognition. Not everyone agrees. How would you answer
critics who believe marketers can force people to buy things they don't want?
Students may have passionate responses to this question, but the response should include a description of need recognition and the desire to satisfy that
need. By understanding the decision-making process, marketers can help consumers satisfy needs of which they may not even be aware. It is not likely
that customers will buy without satisfying some kind of need.

Blooms: Apply
Difficulty: 3 Hard
123. What is the difference between a functional need and a psychological need? How can getting a college education fulfill both types of needs?
A functional need relates to product performance, whereas a psychological need pertains to personal gratification associated with a product or service.
A college education fulfills a functional need when it makes graduates eligible for certain jobs and careers that they would not have been considered for
without a degree. A degree also satisfies many students' personal needs for attaining a goal, learning, or self-esteem.
6-28
Blooms: Apply
Difficulty: 3 Hard
124. After her first year in college, Veronica wants to decide on a major. What internal and external sources of information will she use to help her in
making a decision?
After defining a need or want (to decide on a major), Veronica will likely begin to search for information. She might begin with an internal search:
topics that interest her, and whatever she can recall from first-year student orientation and from courses she liked. She will likely search the school's
catalog, website, course listings, and degree requirements, all of which are external sources. Since it is an important decision, Veronica will probably
also talk with professors, other students, and advisors.

Blooms: Understand
125. Using automobiles as an example, explain the differences between universal, retrieval, and evoked sets, and identify the one that is most important
to marketers.
The universal set is all the automobiles available in the market. All the automobiles you can name would be the retrieval set. All the autos you would
consider when deciding to buy a car would be the evoked set. Marketers would definitely prefer to be part of a consumer's evoked set.

Blooms: Understand
126. Provide two decision-making examples: one of an occasion when a consumer might use a compensatory decision rule, and one when the consumer
might use a noncompensatory decision rule. For each, briefly identify the characteristics of the decision that would make a compensatory or
noncompensatory rule the best choice. Be specific.
Responses will vary widely. The discussion should include an understanding of the terms compensatory and noncompensatory. A compensatory
decision rule assumes that the consumer, when evaluating alternatives, trades off one characteristic against another, such that good characteristics
compensate for bad characteristics. When a consumer uses a noncompensatory decision rule, he or she chooses a product or service on the basis of one
characteristic or one subset of a characteristic, regardless of the values of its other attributes.

Blooms: Apply
Difficulty: 3 Hard
127. What evaluative criteria would consumers be likely to use in choosing a family physician?
Most consumers would begin by assessing the physician's reputation, primarily through word of mouth. Nurses are often an excellent source of
information. A second criterion might be convenience. How far is the physician's office from a family's home or business? A third criterion might be
availability. Can you get an appointment in a reasonable period of time? The fourth criterion might be comfort. Do you feel comfortable with the
physician? Participation in the consumer's insurance plan would be another criterion. Price probably would not be a criterion unless an individual lacked
health insurance.

Blooms: Understand
128. Assume you are the manager of a resort property that is close to the mountains, to several recreational sites, and to a few luxury restaurants and
stores. How would you manage customer expectations to enhance postpurchase satisfaction? Be specific.
Students might select any of the following: building realistic expectations by listing the nearby attractions and showing photos, offering demonstrations
by posting videos of the area, reducing risk through guarantees or similar programs, and encouraging feedback and communication with customers,
even after the purchase.

Blooms: Apply
Difficulty: 3 Hard
129. Fred's Heating and Air Conditioning Service is considering using the slogan, "We fix it the first time, every time." Why might this slogan be a bad
6-29
idea if Fred wants to maximize postpurchase satisfaction? Create a better slogan for Fred.
Fred should create realistic expectations. His proposed slogan is risky because it makes a promise he probably can't keep, thus setting unreasonably high
expectations that are likely to lead to dissatisfied customers if, for example, he can't make a repair on the first visit because a part needs to be ordered.
Suggested slogans will vary but might include: "We fix it the first time, or the next time is on us."

Blooms: Apply
Difficulty: 3 Hard
130. At a convenience store, Brian bought a bag of chips he had never tried before. Driving down the road, Brian opened the bag, took a bite, and
realized he had purchased pork rinds by mistake. Being a vegetarian, Brian threw away the chips. Brian felt very little buyer's remorse and soon forgot
about the experience. Why?
Buyer's remorse or postpurchase cognitive dissonance is generally greater for products that are expensive, infrequently purchased, and involve
perceived risk. None of that applies to snack food purchases.

Blooms: Understand
131. Often political candidates position themselves as "outsiders," not part of the establishment. These candidates assume that voters have a negative
attitude toward incumbent politicians (i.e., those currently in office). Describe three components of attitudes voters might have toward incumbent
politicians.
The three components are:
Cognitive—what voters believe to be true or untrue about a politician

Affective—how voters feel about a politician or political issue
Behavioral—how voters may vote

Blooms: Apply
Difficulty: 3 Hard
132. Why are attitudes important in consumer decision making?
Attitudes are learned and long lasting, and they might develop over a long period of time, though they can also abruptly change. Astute students will
include consideration of the three components: cognitive, affective, and behavioral. From the marketer's perspective, attitudes influence the
decision-making process. At a minimum, the marketer should know what prevailing attitudes are, and how they might affect the overall process.

Blooms: Understand
133. How does the shopping situation affect consumer behavior, both positively and negatively?
Handled well, the shopping situation can support the purchase. Handled poorly, it can drive the customer to a competitor. Elements in the student
response should include store atmosphere, salespeople and other personnel, crowding, demonstrations, promotions, packaging, and more.

Blooms: Understand
134. Using examples, describe the difference between impulse buying and habitual decision making.
Impulse buying occurs when decisions are made on the spot when people see the merchandise. Retailers put candy, soft drinks, WD-40 (in a hardware
store), and other impulse items near the checkout counter. Impulse items for kids are often lower on the shelf at the checkout counter. Habitual decision
making describes purchases made with even less thought than impulse buying. Consumers who buy the same item every day are making habitual
purchases. Consumers who have the same coffee, tea, or chai each morning, the same beverage after work, or order the same meal at a restaurant are
making habitual purchases.

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Blooms: Apply
Difficulty: 3 Hard
Topic: Involvement
135. Marketers often use the principles and theories from other disciplines to understand consumer actions and develop marketing strategies. According
to the text, what disciplines are most useful to marketers trying to understand consumer behavior?
Marketers often use the principles and theories from psychology and sociology.

Blooms: Remember
Difficulty: 1 Easy
136. Harley-Davidson knows that many of its customers today are professional people who want the pride of owning a Harley. Harley-Davidson also
appeals to its more traditional market: cyclists who want a smooth, powerful ride. To be successful, Harley-Davidson needs to appeal to which type(s)
of needs?
It needs to appeal to both psychological and functional needs of its customers.

Blooms: Understand
137. When Dee has business in Denver, she often goes out for a fancy meal. When deciding where to go, the restaurants she usually chooses are the
local Thai restaurant and the elegant French restaurant. Do these two restaurants represent her universal, retrieval, or evoked set of choices?
These are her retrieval set. There are obviously many other restaurants, and she may be aware of some of these others, but she considers only these two
because they are the first ones she thinks of due to past experience.

Blooms: Apply
Difficulty: 3 Hard
138. Larry operates a fishing resort in the Galapagos Islands. Few guests visit his remote island more than once, but Larry has his assistant e-mail recent
customers each month to see how satisfied they were with their stay at his resort. Why would Larry spend effort on past customers if few guests come
more than once?
Past customers' opinions are important because they are from actual, not potential, customers. Even though they may not visit again, they could provide
tremendous word-of-mouth publicity as well as helpful comments for improving the resort's services.

Blooms: Apply
Difficulty: 3 Hard
139. When Roger decides which airline to use to fly from Baltimore to San Diego, he considers the price, number of stops, and frequent-flyer miles he
will earn. However, earning frequent-flyer miles is the most important factor for him. Is Roger using a compensatory or noncompensatory decision
rule? Explain your reasoning.
Roger is using a compensatory decision rule because he is weighing the alternatives, but one factor outweighs the others.

Blooms: Apply
Difficulty: 3 Hard
140. Why is it dangerous for marketers to set unrealistically high consumer expectations?
Setting unrealistically high consumer expectations may lead to higher initial sales, but will eventually result in dissatisfaction if the product or service
fails to achieve the high performance expectations.

Blooms: Understand
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141. Whenever major golf professionals use a new piece of golf equipment, sales of that equipment jump rapidly. What type of social influence do PGA
and LPGA professionals represent for average golfers?
They are reference groups who influence people's behavior.

Blooms: Remember
Difficulty: 1 Easy
142. Naomi knows that habitual purchasers make great customers for her coffee shop. How can Naomi attract and maintain habitual purchasers?
Creating and maintaining strong brands and strong store loyalty will help Naomi create habitual purchasers. She should be hesitant to change brands of
coffee, hours, and other features loyal customers have grown to prefer without a clear understanding of their preferences.

Blooms: Understand
143. For years Mark sold new cars, but he and his wife recently grew tired of city life and moved to a beach town. Now he sells costume jewelry (made
by his wife) at an open-air market near the ocean. To be successful, what will Mark have to recognize about the difference between consumers'
problem-solving processes for cars and costume jewelry?
Most consumers engage in an extended problem-solving process when purchasing cars, while costume jewelry is more likely to be an impulse purchase.

Blooms: Apply
Difficulty: 3 Hard
144. For many American consumers, the purchase of a personal computer has shifted from an extended problem-solving decision to a limited
problem-solving decision. How does this change the way retail stores should display and sell computers?
Answers will vary, but consumers involved in extended problem solving will devote considerable time and effort to evaluating alternatives. For
personal computer companies, well-trained salespeople both in-store and online were needed to address consumers' questions. Now that many
American consumers know more about personal computer features and options, online software and informative displays are often enough to guide
consumer decision making.

Blooms: Apply
Difficulty: 3 Hard
Topic: Involvement
145. Several years ago, BMW produced The Hire, a series of short films that were distributed online. The purpose of the film was to make the BMW
brand relevant to young males who, BMW hoped, would become interested in the brand and would be more likely to purchase a BMW in the future. The
films were directed by popular action-film directors of that time, and showed the BMW engaging in high-speed chases and other high-adrenaline
situations. No actual product information was provided. BMW made it easy for site visitors to share the videos with friends. The films were viewed
millions of times, and BMW considered it a highly successful promotion. Of the factors affecting the consumer decision process, which ones were the
primary factors this campaign sought to use to affect the consumer decision process of those who watched the films?
The films attempted to change consumer attitudes toward BMW, primarily the affective component of the attitude. In addition, by making it easy to
share the videos, reference-group social influence could also be applied.

Blooms: Analyze
Difficulty: 3 Hard
146. Budweiser is well known for the use of humor in its ad campaigns for Bud Light beer. Based on the use of humor in advertising for beer, does
Budweiser believe that beer is a high-involvement or low-involvement purchase for most consumers? Explain your answer using the elaboration
likelihood model.
Low-involvement. The purpose of the ads is not to provide a high-involvement buyer with information about the beer to be processed deeply in order to
form strong attitudes; rather, the ads seek to entertain us and to associate good feelings about the ad with the beer being advertised. This forms weaker
attitudes; in fact, the danger of using humor in advertising is that we may remember the ad but not the brand that was advertised.
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Blooms: Evaluate
Difficulty: 3 Hard
Topic: Involvement
147. You are shopping for a new car. Using the steps in the consumer decision process, describe what you would do at each step during the purchasing
experience.
Answers will vary but must include the five steps: need recognition, information search, alternative evaluation, purchase, and postpurchase.

Blooms: Apply
Difficulty: 3 Hard
148. Demonstrate your understanding of the terms internal locus of control and external locus of control by giving an example of each.
People who have an internal locus of control believe they have some control over the outcomes of their actions, in which case they generally engage in
more search activities. With an external locus of control, consumers believe that fate or other external factors control all outcomes.

Blooms: Understand
149. Define the term postpurchase cognitive dissonance and give an example of when this happened to you. Then explain what the company could have
done to lessen your dissonance.
The answer should demonstrate understanding of the term postpurchase cognitive dissonance: an internal conflict that arises from an inconsistency
between two beliefs, or between beliefs and behavior. The response should also suggest at least one possible way to reduce the dissonance.

Blooms: Apply
Difficulty: 3 Hard
150. The text lists five psychological factors that can influence purchase decisions. List and give an example of each.
The five psychological factors are motives, attitudes, perception, learning, and lifestyle. Examples will vary.

Blooms: Apply
Difficulty: 3 Hard
151. Briefly discuss the tax tactics employed by H&R Block, and explain how the advanced data analytics platform, Domo, assists the company in
making decisions about its business.
The tax tactics employed by H&R Block, that is, to make tax season a time that regular customers actually can enjoy if they do it right (by using the
company's tax products and services), reflect the tax service’s recent adoption of an advanced data analytics platform called Domo. The Domo platform
combines various sources and types of information into a single, straightforward format. According to H&R Block’s manager of analytics and
operations, with Domo, the company's analytic team already has alignment on what the company is measuring, so it no longer has to sepnd time each
week discussing the data itself. Instead, executives can ask better questions about the business and make decisions based on the information available.

Blooms: Understand
152. Describe Nike's advertising strategies on the Weather Channel app. Why does the company advertise on the app? What insights did Nike gain with
its advertising campaigns?
Nike has begun posting advertisements in the Weather Channel’s app and developing a simultaneous weather-oriented campaign for various advertising
channels. Nike recognizes that consumers frequently face a key decision at the point at which they check the weather on their phones or mobile devices.
This decision often revolves around what they should wear, and Nike wants to make sure that its brand is prominent and evident, prompting people to
lean toward Nike's undershirts or gym shorts as they select their apparel.
The advertising campaigns reflect several insights Nike has gained. First, virtually everybody complains, thinks, and talks about the weather, so it can
reach a broad audience by cooperating with the Weather Channel. Second, Nike recognizes the potential limitations imposed by new ad-blocking
6-33
software for apps. By integrating its marketing communications within the app, it can sidestep those blockades and ensure that consumers see its
advertising. Third, recent evidence indicates that people using apps engage more with the brands appearing within them than do consumers in most
other channels. According to some reports, U.S. consumers spend approximately 60 percent of their time online interacting with mobile apps.
Therefore, to drive its broader e-commerce strategy, Nike is looking to interact with potential users in the channels that they use the most.

Blooms: Understand
Category # of Questions
AACSB: Analytical Thinking 98
AACSB: Knowledge Application 54
Accessibility: Keyboard Navigation 121
Blooms: Analyze 2
Blooms: Apply 67
Blooms: Evaluate 1
Blooms: Remember 29
Blooms: Understand 53
Difficulty: 1 Easy 29
Difficulty: 2 Medium 54
Difficulty: 3 Hard 69
Learning Objective: 06-01 Articulate the steps in the consumer buying process. 15
Learning Objective: 06-02 Describe the difference between functional and psychological needs. 11
Learning Objective: 06-03 Describe factors that affect information search. 44
Learning Objective: 06-04 Discuss postpurchase outcomes. 19
Learning Objective: 06-05 List the factors that affect the consumer decision process. 46
Learning Objective: 06-06 Describe how involvement influences the consumer decision process. 17
Topic: Buying Situations 3
Topic: Consumer Purchase Decision Process 110
Topic: CRM 1
Topic: Enhancing Customer Satisfaction 8
Topic: Extended Problem Solving 3
Topic: Involvement 6
Topic: Limited Decisions 4
Topic: Marketing Metrics 4
Topic: Routine Decisions 3
Topic: Situational Influences 4
Topic: Social-cultural Environment 6
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et poussiéreuses. Au coin d’un maigre feu, un petit vieillard, aux
jambes enveloppées dans une couverture, était établi.
Reconnaissant son neveu, il parut effaré.
— Alors vous voilà, mon pauvre garçon ! Je vous plains bien… je
vous plains bien… gémit-il.
— De quoi, mon oncle ? demanda M. Aubil étonné.
— De Mathilde, reprit le vieux, de sa voix aigre et d’un air
peureux. — De Mathilde… Elle est terrible, hein ?… Ils sont venus
tous me raconter… Elle leur en a fait… elle leur en a fait… Tous ont
peur… tous… Et moi aussi… Alors, hein, allez-vous-en, Aubil, allez-
vous-en, voulez-vous ?… Elle pourrait venir vous chercher ici… Je
vous plains bien, mais allez-vous-en tout de suite…
« C’est un vieux fou », se dit M. Aubil lorsqu’il se retrouva dans la
rue. Mais il était extrêmement mortifié et, le soir, en retrouvant
Mathilde, il lui expliqua, avec quelques atténuations, que l’oncle
Armand, qui n’avait plus sa tête à lui, l’avait mis à la porte.
Mathilde bondit, elle jeta sur son mari un regard d’indicible
reproche.
— Tu t’es brouillé avec l’oncle Armand, articula-t-elle lentement,
tu t’es brouillé avec l’oncle Armand… Et tu viendras encore dire,
n’est-ce pas, que c’est moi qui ai mauvais caractère !…
LE VIEIL AMI
M. et Mme Pougues, après avoir amassé une modeste fortune

dans le commerce de la papeterie au détail, avaient réalisé le rêve
caressé pendant trente années de travail acharné et de privations
farouches : ils s’étaient retirés dans un petit pavillon entouré d’un
petit jardin au fond de Vaugirard. Satisfaits, ils y vivaient dans un
égoïsme vigilant, préoccupés seulement de profiter au mieux de
leurs rentes et d’économiser tout le long de l’année pour le séjour
qu’ils faisaient chaque été, depuis six ans qu’ils étaient libres, dans
la même plage tranquille et peu fréquentée des côtes de l’Océan.
Là, ils déployaient quelque faste. Mme Pougues, encore jeune
d’allures, arborait des mousselines à rayures éclatantes et des
bérets crânement enfoncés ; affable et hautaine, elle jouait à la dame
riche auprès de sa propriétaire et auprès des fournisseurs, chez
lesquels elle causait complaisamment, tout en marchandant avec
âpreté. M. Pougues brillait au Café de la Place. Les habitués, qui se
recrutaient parmi les personnages importants de la ville, l’avaient en
haute estime. Lorsque, vers cinq heures, majestueux, malgré sa
petite stature étriquée, il venait s’installer à sa table préférée, un
cercle se formait autour de lui. Il avait de l’éloquence et parlait de
tout avec l’autorité d’un homme qui a brassé de grosses affaires et
qui fréquente intimement, à Paris, les plus hautes personnalités. Ses
opinions sur la guerre faisaient loi et ses vues sur l’avenir du
commerce français émerveillaient ses auditeurs. En outre, il jouait
parfaitement aux dominos, ce qui augmentait son prestige.
Un soir, au moment où M. Pougues franchissait la porte
principale du café, par une porte adjacente un autre personnage
entra. C’était un vieux monsieur de haute taille et de belle prestance,
coiffé d’un canotier et élégamment vêtu de blanc, de la tête aux
pieds. Sa belle barbe grise descendait avec noblesse sur sa large
poitrine et sa face colorée exprimait la joie de vivre. Il vit Pougues et
fit un mouvement de surprise :
— Me trompé-je ?… Suis-je le jouet d’une ressemblance ?… M.
Pougues, n’est-ce pas ? C’est à M. Pougues, ancien négociant, que
j’ai l’honneur ?… Vous me reconnaissez, j’espère : Buvat, Arsène
Buvat… Heureuse rencontre ! Je suis ravi !…
Sa voix de basse taille emplissait le café. Il avait pris les mains
de M. Pougues et les serrait. M. Pougues, un peu effaré, n’arrivait
pas à le reconnaître, malgré une vague impression lointaine qu’il
l’avait déjà vu. Ce nom : Buvat, ne lui disait rien. Toutefois, la tenue
élégante de son interlocuteur, l’aisance de ses manières, le terme de
négociant dont il s’était servi à son égard avaient séduit M. Pougues.
Il répondit avec cordialité aux effusions de M. Buvat, l’invita à
s’asseoir et lui présenta les habitués, qui avaient assisté à la scène
avec beaucoup d’intérêt.
— Heureuse rencontre, reprit Buvat, quand il eut vidé son verre
d’un seul trait. Mon cher Pougues, je suis ravi… Et vous êtes ici
depuis une semaine ? Bizarre qu’on ne se soit pas encore vus…
Enfin, nous nous rattraperons, puisque vous restez toute la saison et
que moi je reste toute l’année. Toute l’année, parfaitement ! Ça vous
étonne d’un vieux Parisien comme moi… Que voulez-vous, au fond,
moi, je suis l’homme de la nature. Ah ! la mer… la mer !… Alors,
quand j’ai hérité… Oui, un héritage qui m’est tombé du ciel,
récemment. Un vieux cousin de Poitiers que je n’avais jamais vu…
Ça m’a décidé… Il y avait deux maisons. J’ai vendu celle de Poitiers,
j’ai gardé celle d’ici, où je me suis installé. Cottage Tout mon Rêve, à
l’entrée de la forêt. Vous viendrez m’y voir.
— Charmante habitation, constata le patron du café.
— Logeable, logeable… Et vous, Pougues, Paris vous tient
toujours ? Toujours des affaires, sans doute, d’importantes
entreprises dont vous vous occupez encore, malgré votre retraite…
Ah ! quand on a été lancé pendant trente ans dans le tourbillon…
Mais vous avez tort… Ménagez-vous, mon cher ! Vous devriez faire
comme moi… Vous fixer ici… Mais nos verres sont vides…
Messieurs, que prenez-vous ?… Permettez-moi… ce sera à la santé
de notre ami…
Un soleil de vanité avait incendié le petit visage bilieux de M.
Pougues, que l’on considérait avec un respect accru. M. Buvat
continuait ses discours qu’il émaillait de bons mots. Quand on
apporta les dominos, il accepta d’y jouer et se révéla un maître
étourdissant. Une admiration s’élevait autour de lui et rejaillissait sur
M. Pougues. Lorsque celui-ci, surexcité par trop de consommations,
qu’il avait bues sans s’en apercevoir, sortit fièrement du café au bras
de cet homme décoratif, il était persuadé de l’avoir toujours eu pour
plus intime ami, et il insista pour l’emmener dîner chez lui le soir
même. Buvat accepta sans façons.
Mme Pougues, soucieuse d’être la maîtresse de maison
accomplie, et que rien ne désarçonne, accueillit ces messieurs avec
beaucoup d’affabilité. Cependant, bien que M. Buvat se soit précipité
vers elle avec l’effusion d’une vieille connaissance, elle ne réussit,
pas plus que M. Pougues, à se rappeler nettement de lui.
Le dîner fut bon et le vin excellent, car M. Pougues se piquait
d’être amateur. M. Buvat enchantait ses hôtes par une verve
croissante. Au dessert, il s’attendrit. Après le café, quand il eut avalé
négligemment deux ou trois verres de cognac et allumé un cigare, il
s’accouda carrément sur la table. Alors, tournant vers M. Pougues
ses gros yeux un peu troublés, il dit soudain avec affection :
— J’ai été gentil, ce tantôt, pas vrai, mon vieux Pougues ? Je
vous ai fait un peu mousser… Pour une fois, c’était drôle de les faire
marcher, ces braves gens… M. Pougues, grand négociant !… Non,
la bonne blague !… Vous vous rappelez, il y a vingt-cinq ans, quand
on s’est connu aux Ternes ?… Eh bien ! il me semble que c’était
d’hier. Ma petite maman Pougues, je vous revois, accroupie par
terre, à laver votre boutique… Pendant ce temps-là, Pougues faisait
les livraisons dans sa petite poussette… Quand il y avait trop à faire,
je vous donnais un coup de main… Ah ! sapristi, c’est loin !…
Il se reversa un verre de cognac.
— Mon Dieu, c’est le père Buvard, souffla à son mari Mme
Pougues affolée. M. Pougues tressaillit douloureusement et blêmit.
— Lui-même, dit l’invité, avec un sourire agréable, Octave Buvat,
dit Buvard… Comment, mon vieux Pougues, vous ne m’aviez
vraiment pas reconnu ? Vous ne vous rappeliez pas mon vrai
nom ?… Allons, maintenant, vous me revoyez bien, hein ! dans ma
petite échoppe d’écrivain public ?… J’ai été un des derniers, mais
c’était déjà un métier qui se perdait, alors je vendais des chansons,
je louais des feuilletons en livraisons et, quand je n’avais pas de
clients, je lisais mon fonds… Et puis, j’ai changé de quartier, je suis
entré chez un bouquiniste ; mais ça n’a pas été brillant jusqu’à mon
héritage. La veine m’est venue tard, mais ça vaut mieux que jamais.
Vous, ce n’est pas la veine. C’est à force de trimer que vous êtes
sorti de la mistoufle. Hein ! on s’en donnait du mal pour manger à sa
faim ? Entendons-nous bien : Je ne veux pas dire que j’en ai honte,
d’avoir été pauvre… Je m’en vanterai plutôt… Quand je suis de
bonne humeur, j’ai envie de le crier sur les toits… Allons, à la santé
de la petite papeterie des Ternes !
Il s’était levé, son verre à la main. Sa voix formidable ébranlait la
maison et devait aller troubler le repos de la propriétaire. Avec une
expansion de tendresse il prit congé de ses hôtes, annonça qu’il
allait faire un tour au café de la Place, dit : « A demain ! » et sortit.
Entre M. et Mme Pougues, il y eut un silence atterré.
— C’est malheureux, dit enfin Mme Pougues, les larmes aux
yeux, on était si bien ici…
Et, par le premier train du lendemain, ils s’enfuirent.
LE MENSONGE
Mme Demblot venait de son œuvre pour les réfugiés et allait à

son œuvre pour les enfants. Il faisait beau temps ; elle marchait sans
lenteur ni hâte ; vêtue de sombre, un chapeau noir sur ses cheveux
grisonnants, la taille roide, le visage impassible, les yeux sévères,
elle paraissait, comme de coutume, aussi revêche, aussi autoritaire
que possible.
Soudain, comme Mme Demblot traversait le boulevard, elle
sursauta et réprima à peine une exclamation de stupeur.
Devant elle, son mari, M. Hector Demblot, passait, donnant le
bras à un soldat inconnu, jeune, de bonne mine, et dont l’autre bras
était en écharpe.
Mme Demblot, après son premier mouvement de surprise, ne
manifesta par nul signe qu’elle eût reconnu son mari. Elle passa
auprès de lui comme auprès d’un étranger, mais en le regardant
fixement. M. Demblot leva les yeux, la vit, tressaillit ; son visage, qui
était riant, devint gris de cendre.
Déjà Mme Demblot s’était éloignée d’un pas rapide. Une fièvre de
stupeur et de fureur l’animait. Elle essayait en vain de comprendre.
Trois jours avant, M. Demblot, comme il faisait de temps à autre,
était parti avec sa valise, disant qu’il était chargé d’une mission en
province. Pourquoi avait-il menti ? Pourquoi était-il à Paris ? Qui était
ce soldat ?
Il y avait vingt-deux ans qu’elle avait épousé M. Demblot et qu’il
était son esclave. Il n’avait jamais bien compris, lui-même, d’abord
comment il avait osé aimer et demander en mariage la redoutable
jeune fille qui devait devenir sa femme, ensuite pour quelles raisons
elle l’avait agréé. Il n’était pas beau, aucune gloire ne lui était
promise et enfin elle était assez riche, alors que lui ne l’était pas du
tout. Il avait fini par se convaincre que Mme Demblot l’avait épousé
par amour, — non pour lui, mais pour la tyrannie. Il avait vécu et
vieilli avec les impressions d’un petit garçon qui, sous la contrainte
de parents sévères, tremble dans la perpétuelle crainte des
châtiments. Pour M. Demblot, les châtiments c’étaient les scènes,
des scènes d’une sorte presque muette, de l’invention de Mme
Demblot, et que le pauvre homme redoutait tellement, qu’il restait
béant et terrifié, frémissant d’appréhension, lorsqu’il croyait avoir mal
fait. Tout tombait sur lui, le ménage étant sans enfants.
Mme Demblot n’alla pas à son œuvre et rentra chez elle. Elle
connaissait trop son mari pour ne pas être sûre que, l’ayant vue, il
allait, lui aussi, rentrer. Elle s’établit, raide, dans un fauteuil droit, au
milieu du salon hostile.
Un quart d’heure après, M. Demblot arriva. C’était un petit
homme de cinquante-cinq ans, aux joues roses et ridées, aux yeux
clairs, à la chevelure grise toujours un peu hérissée, et qui semblait
à la fois plus jeune et plus vieux que son âge. Sous le regard fixe
qu’attachait sur lui sa femme assise, rigide comme un juge, il crut
défaillir, avança en se tortillant, voulut parler, avala sa salive avec un
gloussement rauque et ne dit rien. Ces signes prouvèrent à Mme
Demblot qu’il était plus en faute encore qu’elle ne l’avait pensé.
— J’attends vos explications, dit-elle après un cruel silence.
— Tu… tu m’as vu… chère amie, commença-t-il. Je n’étais pas
seul… Je suis revenu subitement. Ma valise est à la gare… J’ai
rencontré un ami…
— Quel ami ? — Mme Demblot n’en avait laissé aucun à son mari.
— Je veux dire… ce soldat… c’est le fils d’un ami.
— Le fils de qui ?
— De… de… Lumoy… Tu sais bien. Lumoy… mon ancien
collègue de l’administration… Je t’en ai parlé… Alors, ce soldat…
c’est le fils de Lumoy…
Il pâlissait et rougissait ; il aurait pu faire pitié à quelqu’un d’autre
qu’à Mme Demblot, mais elle ne détournait pas son regard fixe. Il se
troubla davantage, s’affola, crut qu’elle savait peut-être et, en tous
cas, préférant tout à cet interrogatoire, dit brusquement la vérité :
— C’est mon fils, à moi…
Mme Demblot bondit dans son fauteuil.
— Vous… vous dites ? balbutia-t-elle avec stupeur.
— Oui, dit M. Demblot, mon fils à moi. Je n’aurais pas voulu que
tu saches jamais… Mais puisque tu nous a rencontrés… Tant pis…
Fais ce que tu voudras… C’est mon fils. Je l’ai eu avant notre
mariage. Il a vingt-six ans. Sa mère était une ouvrière, elle est morte
quand il est né… Trois ans après, je t’ai rencontrée. Quand nous
avons été fiancés, j’ai voulu te prévenir, mais je n’ai pas osé,
craignant une rupture, j’ai été lâche. Après notre mariage, de jour en
jour, j’ai remis… Tu es si vertueuse, n’est-ce pas, si rigide, si
inaccessible aux faiblesses. J’étais déjà si inférieur à toi… Si tu
savais quelles angoisses j’ai eues !… Enfin, je l’ai fait élever en
province. Je le voyais très rarement. J’ai eu l’argent en faisant des
travaux supplémentaires… Je ne t’ai causé aucun tort. Il est établi
en province. C’est un garçon instruit… J’ai inventé une histoire pour
expliquer les choses. Il sait que je suis marié avec toi, mais que,
pour des raisons de famille… Si tu savais comme c’est un garçon
intelligent, et brave, et énergique !… Tout le contraire de moi…
Mme Demblot était en proie à des sentiments violents, que
dominait l’intolérable outrage de ce mensonge prolongé, et où il y
avait peut-être un peu de respect étonné pour M. Demblot, qui en
avait été capable. Elle allait parler. Il l’interrompit :
— Non, je t’en prie… Je sais combien j’ai été coupable… Mais
maintenant… Enfin, il a été blessé, il est venu ici pour quelques
jours… Et je ne pouvais pas le laisser seul, quoi qu’il arrivât…
J’espérais que tu ne saurais pas, du reste… J’ai loué un petit
appartement meublé, pour lui et moi. Il sait qu’il ne peut pas venir
chez moi… Il accepte tout ce que je lui dis… Il est si respectueux, si
affectueux… Mais, tu comprends, il faut que je reste avec lui jusqu’à
ce qu’il reparte. Il va repartir bientôt… C’est mon fils. Et je ne le
reverrai peut-être jamais, acheva tout bas M. Demblot.
— Votre conduite est indigne ! — Mme Demblot s’était levée pour
plus de majesté, — indigne à tous les points de vue ! Quel rôle me
faites-vous jouer ! De quoi ai-je l’air aux yeux de ce jeune homme,
aux yeux du monde, qui apprendra peut-être ?… Je ne suis pas une
mégère, Monsieur, je le prouverai… J’entends que, pendant les jours
qui lui restent à passer ici, votre… (elle se reprit, tout au monde se
rapportait à elle), mon beau-fils habite avec nous… Il verra que je ne
suis pas le monstre odieux que vous lui avez dépeint…
— Tu veux bien… tu veux bien ?… Comme tu es bonne !… Je
cours le chercher, il m’attend dans un café.
M. Demblot sortit, mais remit aussitôt la tête à la porte.
« Devant lui, n’est-ce pas, ne me dis rien… » pria-t-il.
Elle fit un geste, il s’enfuit.
Mme Demblot resta seule, frémissante d’indignation, bouleversée
par des émotions qu’elle essayait en vain de définir.
Après un quart d’heure, M. Demblot revint. Le soldat
l’accompagnait. C’était un beau garçon au visage franc et intelligent.
Il s’inclina devant Mme Demblot.
— Madame, dit-il avec émotion, je suis très heureux d’être chez
vous… Mon père m’a dit votre bonté…
Et comme elle avait un petit mouvement :
« Oui, oui, je sais combien vous le rendez heureux… »
Mme Demblot regarda le pauvre homme qui lui faisait de timides
signes d’intelligence et se tortillait, gêné et souriant, derrière le dos
du soldat, et elle ne trouva rien à répondre.
LE CAHIER VERT
M. Bermide, à 7 h. 1/2 précises, rentra chez lui avec les deux

amis qu’il avait invités. Sa coutume était d’être en retard, et le dîner
ne se trouvait pas tout à fait prêt. M. Bermide, impétueux et
despotique, fut courroucé et le dit fortement. C’était inimaginable ! Y
pensait-on vraiment ? On savait bien cependant que lui, si large
d’esprit en toutes choses, était, à l’égard de l’exactitude qu’il
exigeait, inflexible !… Redressant sa taille qu’un embonpoint
naissant rendait plus majestueuse, rejetant de la main, en arrière de
son front, sa chevelure trop noire et qui se clairsemait, il allait et
venait dans le salon. Les deux invités, M. Valochon, professeur sans
élèves, et M. de Bivar, acteur sans théâtre, ne soufflaient mot,
sachant bien qu’on dînerait. Mme Bermide, pleine de contrition,
essayait faiblement d’apaiser son mari.
— Voyons, mon cher Adolphe… On va servir, je t’assure…
Voyons, mon cher Adolphe… répétait-elle d’une voix aussi douce
que son visage aux traits effacés, que le regard de ses yeux gris,
que la nuance de ses cheveux blonds cendrés.
Et comme la servante annonçait le dîner, M. Bermide consentit à
s’apaiser.
A table ces messieurs mangèrent bien et parlèrent beaucoup.
D’abord, M. Valochon et M. de Bivar, l’un jaune, chauve et fielleux,
l’autre blême, glabre et véhément, tous deux râpés et tous deux
incompris, se donnèrent la réplique, célébrant chacun son génie.
Mais M. Bermide ne les avait pas invités pour cela. Il éleva la voix et
parla de lui-même avec autorité, en phrases mesurées et hautaines
qui devinrent bientôt enthousiastes, et, comme il les nourrissait, tous
deux l’écoutèrent. Mme Bermide, discrètement, surveillait le service,
découpait et versait à boire, tout en restant comme suspendue aux
lèvres de son mari, qui d’ailleurs de temps à autre requérait son
témoignage : « Du reste, Marceline le sait… » Et elle répondait
fidèlement : « Oui, mon cher Adolphe. »
Vers onze heures les deux invités se retirèrent. Mme Bermide
passa dans sa chambre et M. Bermide resta au salon pour achever
son cigare.
Il fumait avec béatitude quand ses yeux se portèrent sur un petit
secrétaire placé en face de lui et dont se servait Mme Bermide, qui
n’avait permission d’entrer dans le bureau de son mari que pour le
ranger.
Sur le meuble, M. Bermide fut surpris de voir un cahier. Il se leva
et alla l’examiner. C’était un cahier de classe assez gros, vert et
avec un dos noir. Il l’ouvrit et reconnut l’écriture de sa femme.
Intrigué, il revint à sa place sous la lampe, lut quelques lignes, ne
comprit pas nettement, et se reporta au commencement du cahier,
dont un tiers à peine était écrit.
Sur la première page se trouvait cette mention : 14e cahier de
mon Journal.
— Ah ! par exemple !… Ah ! par exemple !… Elle tient un
journal !… C’est inimaginable !… murmura M. Bermide.
Il se demanda où pouvaient bien être dissimulés les autres
cahiers, mais le plus pressé était de prendre connaissance de celui
qu’il tenait. Il tourna la page et lut :
12 avril. — C’est l’anniversaire de notre mariage. Il ne m’en a rien
dit et je ne lui en ai rien dit parce que maintenant ça m’est égal. Il
m’a fait une scène à déjeuner à cause de l’omelette qu’il aurait voulu
au fromage… L’année dernière il était en voyage et l’année d’avant
je lui avais apporté des fleurs et il m’a dit que c’était ridicule, je l’ai vu
dans mon cahier de cette année-là, et que ce n’était plus de notre
âge. C’est vrai que cela fait quatorze ans que nous sommes
mariés… J’ai trente-six ans. Il en a quarante-sept. Il se teint les
cheveux et il croit que personne ne s’en aperçoit, sauf moi. Moi, je
ne compte pas. Je l’ai tant aimé, je l’ai tant admiré, et il en a tant
abusé ! Il a toujours été si sûr que jamais je ne me révolterai, que je
lui serai fidèle toute ma vie… Maintenant je ne pleure plus quand il
me fait des scènes… J’y suis habituée…
La première note s’arrêtait là. M. Bermide, trop ahuri pour se
rendre nettement compte de ce qui lui arrivait, tourna la page. Les
pages suivantes ne contenaient que de brèves indications, courses
faites ou scènes subies pour motifs variés. La constatation : « Je
m’ennuie » revenait assez souvent sans autres commentaires. Mme
Bermide ne tenait son Journal que très irrégulièrement et souvent
laissait passer plusieurs jours sans rien noter.
M. Bermide qui éprouvait une stupeur indicible, constata que
jamais sa femme ne le nommait. Elle l’appelait il ou bien lui.
Et il lisait :
7 mai. — Partie de campagne à Garches, chez sa sœur. Elle me
déteste et m’a lancé des insolences toute la journée. Les garçons
sont insupportables et ont, exprès, déchiré ma robe. Au retour, il m’a
reproché de ne pas aimer sa famille.
2 juin. — A déjeuner, il m’a parlé avec solennité d’économie
politique. Il veut maintenant s’y consacrer. Cela durera quelques
semaines, quelques mois au plus. Comme toujours, j’ai eu l’air de
m’intéresser à ce qu’il me disait. Ce n’est pas de l’hypocrisie de ma
part. C’est une habitude qui a été sincère très longtemps et que je
ne peux plus perdre. Il n’y a que quatre ou cinq ans que j’ai vraiment
cessé tout à fait de le croire un homme supérieur. Je sais,
maintenant. Il ne fera rien. Jamais. Il a essayé de tout depuis des
années, et c’est au point que je ne me rappelle même plus ce qu’il
faisait quand nous nous sommes mariés… Mon Dieu, l’admiration
que j’avais pour lui, à ce moment-là !… Il m’avait dit que je
participerais à son œuvre et j’en étais si fière ! Son œuvre !… Jamais
il ne fera rien, et si nous n’avions pas nos petites rentes… Mais
heureusement il est avare et, s’il gâche sa vie et la mienne, il sait
garder notre argent.
Le Journal continuait semblable, monotone et mélancolique. La
dernière note était du jour même.
26 septembre. — Il a invité à dîner Valochon, qui est sale, et de
Bivar (qui s’appelle Pufin), qui hurle et me broie les doigts. Il ne peut
plus supporter que les ratés ; il jalouse trop les autres. Il les
amènera, à moitié gris, du café. S’il est en avance, il me fera une
scène parce que le dîner ne sera pas prêt. S’il est en retard, il me
fera une scène parce que le rôti sera trop cuit. Dans les deux cas ce
sera « inimaginable » ! Et il parlera de lui sans interruption, avec
enthousiasme et en me prenant à témoin : « Marceline le sait ! » —
« Oui, mon cher Adolphe… »
— Mon Dieu ! cria une voix pleine d’angoisse.
Mme Bermide, en peignoir et les cheveux défaits, entrait. Dans
son lit elle s’était soudain souvenue avec affolement qu’elle avait
oublié, appelée par la servante, d’enfermer son Journal dans le tiroir
secret du secrétaire qu’elle seule connaissait.
Immobile, elle regardait le cahier vert aux mains de son mari. Elle
était saisie de terreur et de remords ; elle souffrait de la détresse
cruelle qu’il devait éprouver à être ainsi éclairé sur lui-même ; elle
espérait aussi, confusément, que maintenant peut-être il changerait.
M. Bermide, au cri jeté par sa femme, avait levé la tête. Une
indignation douloureuse et noble était sur son visage. Il dit
seulement :
— Alors… par toi aussi je suis méconnu ?
LE RIVAL
De bonne heure, M. Arthur Langlacy quitta son hôtel pour aller se

promener dans le parc de la station thermale. La douceur vaporeuse
et ensoleillée du matin calma son agacement. Il avait été chassé de
chez lui par les échos, mal atténués par les cloisons minces, d’une
scène qui venait d’éclater chez ses voisins. De ceux-ci, M. Langlacy
savait seulement le nom : de Ferlan, et que c’était un vieux ménage
qui devait être riche puisque l’hôtel était cher. Il avait à peine entrevu
un homme d’allure timide, à barbe grise, aux yeux résignés derrière
un lorgnon d’or, — une dame bien mise, de considérable prestance.
C’était elle qui faisait les scènes et elle les renouvelait souvent : des
scènes longues, âpres, implacables, faites par une personne bien
élevée qui contient sa voix et mesure ses injures. Parfois, protestait
faiblement une voix masculine aussitôt submergée par un
redoublement de reproches acerbes.
M. Langlacy faisait sans hâte le tour du parc. Il se trouvait en
bonne santé, ce matin-là, et il marchait d’un pas ferme, très jeune
d’aspect avec sa taille svelte dans son vêtement correct et son
visage à peine marqué, resté fin sous les cheveux blancs.
Il reprenait le chemin de la ville lorsque, débouchant d’une allée
latérale, il vit venir au-devant de lui Mme de Ferlan. Imposante et
élégante, les cheveux acajou, le visage fardé avec discrétion, de loin
elle était encore belle. Comme, en la croisant, M. Langlacy
ébauchait un geste de salut, elle laissa volontairement tomber son
ombrelle. Il la lui rendit, elle le remercia et se livra à quelques
considérations sur la ville et sur le temps. Elle les coupait de
silences qui paraissaient attendre. M. Langlacy n’y prenait point
garde, mais, comme Mme de Ferlan éveillait en lui un souvenir
confus, il se demandait s’il l’avait déjà rencontrée en réalité ou si,
seulement, elle lui en donnait l’impression, à cause de la banalité
apprêtée de son aspect qui l’apparentait à tant d’autres fortes dames
bien mises. Soudain, elle fit un pas vers M. Langlacy et, d’une voix
basse et pathétique, prononça ces mots :
— Oh ! Arthur, Arthur, votre cœur est donc toujours le même pour
moi !…
M. Langlacy, malgré la maîtrise qu’il avait de lui-même, eut un
sursaut de stupeur et recula. Comme dans un éclair, il l’avait
reconnue. Il avait retrouvé la voix et les traits de jadis sous la voix et
les traits d’à présent qui en étaient comme la caricature. Henriette !
C’était Henriette ! Un frisson soudain d’émotion et de souffrance le
reporta trente ans en arrière. Il l’avait aimée de telle sorte qu’aucun
autre amour n’avait jamais, pour lui, remplacé celui-là. Il avait failli
l’épouser. Il avait tenté de se tuer, lorsque, sans raisons, sinon qu’un
autre était venu, beaucoup plus riche et muni de hautes relations,
elle lui avait repris sa parole, devenant soudain impitoyable, dure,
presque cynique, en parlant d’argent et de position. Et, ensuite,
pendant combien d’années n’avait-il pas été torturé par son
souvenir, ne l’avait-il pas adorée malgré tout ?…
Pâle, dominant un frémissement, M. Langlacy écoutait sans bien
comprendre les mots, et, surtout, regardait Mme de Ferlan qui lui
parlait de la même voix sourde, vibrante, où elle mettait une émotion
qui se contient.
— Arthur, pourquoi m’avoir suivie et depuis si longtemps ?
L’année dernière déjà, au bord de la mer, votre présence, je l’ai
devinée… Oh ! ne niez pas, j’en suis sûre… Et, maintenant, vous
venez à moi ouvertement… Quand j’ai appris à l’hôtel le nom du
voyageur qui devenait notre voisin, j’ai compris…
Elle eut pour lui un regard profond.
M. Langlacy s’était ressaisi, était revenu au temps présent. Très
calme, il essaya de dire la simple vérité :
— Mais non, Madame, je vous assure… c’est le hasard…
j’ignorais…
Elle rit, incrédule et, comme jadis, sûre d’elle.
— Arthur, ne vous défendez pas… J’ai compris… Vous saviez qui
était Mme de Ferlan… Et elle ajouta : Ferlan est le nom d’une terre
qu’il (le mot, entre ses lèvres, siffla avec mépris et dérision) possède
dans le Poitou et que je l’ai contraint de prendre. Pouvais-je
m’appeler Beaupuy, comme il s’appelait quand je l’ai épousé ?…
Elle prit un temps, et, plus bas :
« Oh ! Arthur, quelle démence… Comment vous ai-je sacrifié,
vous… vous ! à cet homme ?… Mais n’étais-je pas une enfant mal
conseillée, une petite fille trop gâtée, qui laisse le bonheur pour le
plaisir ?… »
Elle s’arrêta encore et, soudain, la voix changée, dure, amère,
elle se mit à parler de son mari. Il était sans énergie, sans courage,
sans esprit et sans capacité. Il avait menti à toutes les ambitions
dont il lui avait promis la réalisation. Il avait échoué dans tout ce qu’il
avait entrepris. Il avait failli se ruiner en voulant augmenter sa
fortune. Il l’avait blessée dans ses aspirations, son orgueil et sa
délicatesse…
Mme de Ferlan ne s’observait plus. M. Langlacy reconnaissait les
phrases des scènes dont, sans le vouloir, il avait entendu des
lambeaux à travers les cloisons. Il la regardait et voyait se peindre
sur son visage fardé toute la somme d’injuste rancune dont elle était
capable, toute l’oppressive et mesquine méchanceté qui pouvait
l’animer.
Soudain, elle lui mit la main sur le bras.
« Le voici !… Regardez-le ! Non, mais regardez-le ! »
Promenant le petit chien de Mme de Ferlan dans une allée
voisine, dont les séparaient des buissons peu épais, le mari
s’avançait.
Jadis, M. Langlacy avait failli provoquer, en un duel à mort, M.
Beaupuy. Il avait eu pour lui une haine folle, et la seule idée de cet
homme le torturait de rage et de jalousie. Maintenant, à voir ce
vieillard à l’air humble et peureux, un peu courbé, comme sous un
fardeau trop lourd pour sa faiblesse, et qui, avec un visible respect,
trottait ou s’arrêtait selon le bon plaisir du chien, il se demandait
seulement ce que lui-même, Arthur Langlacy, serait, à la minute
présente, si, trente ans avant, il avait, triomphant de son rival, réussi
à épouser Henriette. Il se posa la question et frissonna un peu en
songeant à l’immense amour qu’il avait eu pour elle et à tout ce
qu’elle aurait pu faire de lui au gré de son caprice.
Mais Mme de Ferlan disait à son oreille :
« Et c’est à cet homme que je vous ai sacrifié, Arthur. Comme je
comprends maintenant que vous l’ayez haï…
— C’est vrai, je le haïssais… murmura M. Langlacy.
Il suivit d’un regard presque reconnaissant le mari qui s’éloignait
et ajouta d’un ton pénétré :
« Comme on peut être injuste, n’est-ce pas ?…
UN OUBLI
Après le déjeuner, M. Vadège constata qu’il avait quarante

minutes avant de retourner à son bureau, et il se versa avec
attention sa camomille.
Mme Vadège était assise de l’autre côté de la table et elle était si
jolie, si fraîche et si gracieuse qu’autour d’elle le décor de la petite
salle à manger paraissait plus banal et plus mesquin encore.
M. Vadège leva les yeux sur elle et sourit du seul plaisir de la
voir. Comme chaque jour, il lui demanda ce qu’elle ferait l’après-midi,
et elle le lui dit en détail. Il l’écoutait ravi. Depuis six ans qu’elle était
sa femme, il n’avait pas encore pu s’habituer à son bonheur, et il
n’avait pas encore pu comprendre comment Marcelle avait bien
voulu l’épouser, lui qui n’était ni beau, ni jeune, ni riche et qui n’avait
aucune chance d’être jamais autre chose qu’un fonctionnaire
modeste. Comme elle était dévouée, intelligente, adroite et active !
Malgré leurs modestes ressources, elle était toujours élégante, avec
des parures qui semblaient chères et ne l’étaient pas, des robes
neuves qui étaient de vieilles robes si bien transformées qu’il ne les
reconnaissait jamais. Il avait retrouvé auprès d’elle une
sentimentalité d’adolescent. Pendant les heures de son travail, la
pensée de Marcelle ne le quittait pas. Il l’imaginait dans leur
intérieur, ou bien en courses par les rues, traversant Paris pour
acheter à meilleur marché dans tel magasin qu’elle connaissait…
Elle était si économe et si sérieuse !…
Soudain, M. Vadège tressaillit si violemment que son lorgnon
tomba.
— Marcelle, c’est aujourd’hui samedi ! s’écria-t-il d’une voix
étranglée.
— Oui. Eh bien ? dit-elle étonnée.
— Le dîner de la cousine Armande… hier, vendredi !
— Nous l’avons oublié ! cria Marcelle en se dressant
bouleversée.
C’était une catastrophe. La cousine Armande, dont ils étaient les
seuls parents, était une vieille personne très riche, très fantasque et
très susceptible. Elle avait coutume, selon qu’elle était bien ou mal
avec les Vadège, de leur promettre son héritage, ou de leur jurer
qu’ils n’auraient jamais un sou d’elle. Les Vadège, malgré tout leur
zèle, n’avaient jamais su au juste ce qu’il fallait faire pour être bien
avec la cousine Armande : par contre, ils savaient à merveille que la
moindre négligence, le plus léger manque d’égards les fâchait avec
elle pour des mois et risquait de les frustrer de cette fortune qui était
le seul espoir de leur médiocrité.
Justement, après une brouille prolongée, ils venaient de l’apaiser
et elle les avait invités à dîner, faveur rare !… Et ce dîner, ils l’avaient
oublié ! Ils l’avaient oublié sans raison, stupidement. Ils n’y avaient
plus pensé, voilà ! C’était fou !
Ils s’imaginaient la cousine Armande chez elle, la veille au soir,
les attendant, s’irritant, plus furieuse à toutes les minutes, regrettant
ses préparatifs, car elle se piquait de bien recevoir et se plaisait à les
éblouir malgré qu’elle fût avare. Jamais elle ne leur pardonnerait un
tel affront…
Atterrés, ils se regardaient et, soudain, Marcelle éclata en
reproches violents. C’était de la faute de son mari ! Il ne pensait
jamais à rien ! Qu’avait-il dans l’esprit ? Elle se le demandait. Ce
n’était pas cependant sa besogne de scribe qui pouvait le
préoccuper… Par sa faute, ils perdaient leur seul espoir d’avenir !…
Elle s’animait, l’injuriait, se lançait dans une scène comme elle lui
en avait déjà fait quelques-unes, bien qu’elle fût en général
d’humeur égale. Lui, la tête basse, très malheureux, ne répondait
pas. Elle avait raison ; il avait tous les torts ; il eût seulement voulu
qu’elle criât moins fort.
Brusquement, elle s’arrêta. Elle regardait dans la rue à travers la
fenêtre.
— La voilà ! s’exclama-t-elle. La cousine Armande ! Elle vient ici !
Je l’ai vue traverser !
— Mon Dieu ! qu’est-ce qu’on va lui dire ? gémit Vadège.
— Laisse-moi faire, ordonna Marcelle éclairée par une idée
subite. Viens par ici !
Elle le poussa dans la chambre à coucher.
« Ote ta jaquette ! Ote ton faux col ! Dépêche-toi donc ! Mets ce
foulard, couche-toi sur le canapé… »
Elle étendit sur lui un couvre-pied, plaça un oreiller sous sa tête,
posa sur une table, au chevet du canapé, deux vieilles fioles de
potion et la tasse de camomille. Puis, en un instant, elle eut ôté sa
robe, passé un peignoir, défait ses cheveux.
« Tu comprends, tu as été très malade hier, souffla-t-elle à son
mari. Heureusement, tu as mauvaise mine ces jours-ci… »
On sonnait, elle alla ouvrir.
« Chut !… Ma cousine, je vous en supplie, ne faites pas de
bruit… Il a été bien mal, mais il repose… dit-elle à la cousine
Armande, qui arrivait avide de vengeance et qui, ahurie, demanda
des explications. »
Elle les eut longues et pathétiques. Vadège, la veille, avait failli
mourir. Le médecin était venu. Marcelle pleura. Quelle peur elle avait
eue !… Après quelques minutes, les deux femmes, à pas furtifs,
entrèrent dans la chambre à coucher. La cousine Armande
s’approcha du canapé ; son visage, habituellement revêche,
exprimait la compassion.
— Eh bien ! mon cousin, voyons, ça ne va donc pas ?
Vadège eut un vague grognement. Il avait si peur de la maladie
que le rôle qu’il jouait l’inquiétait malgré tout.
— Ça va un peu mieux, intervint Marcelle, mais il doit prendre
des précautions… Il se tue de travail…
— Il faut qu’il se soigne, dit la vieille dame émue. Voyons, vous
savez que je vous aime bien, tous les deux. Il faudra venir chez moi,

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AACSB: Analytical Thinking

2. The consumer decision process begins with a comparison of available alternatives.

AACSB: Analytical Thinking

Feedback: The consumer decision process begins with need recognition.

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Knowledge Application

AACSB: Knowledge Application

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Knowledge Application

20. Another name for physiological risk is safety risk.

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

Feedback: This is the definition of determinant attributes.

AACSB: Analytical Thinking

Multiple Choice Questions

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

29. The consumer buying process begins when

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Knowledge Application

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Knowledge Application

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Knowledge Application