University Of Arizona - BAD 302ch06 ch06. Graded A

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ch06 Student: ___________________________________________________________________________ 1. Generally, people buy one product or service instead of another because they perceive it to be a better ... value. True False 2. The buying process begins with a comparison of available alternatives. True False 3. The greater the difference between a consumer's unsatisfied need and the desired state, the greater the need recognition will be. True False 4. Brenda wants a new car that will be dependable transportation and look good. She wants to satisfy both functional and psychological needs. True False 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. True False 6. One benefit of having satisfied customers is that they may spread positive word of mouth. True False 7. Setting high customer expectations is a good strategy that will help to avoid customer dissatisfaction in the long run. True False 8. Customers are more likely to talk about service that exceeded their expectation than about service that did not meet their expectation. True False 9. Maslow's Hierarchy of Needs is an interesting concept for psychology, but it has little relevance for marketing. True False 10. Situational factors sometimes override psychological and social factors in the consumer decision process. True False 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 False 12. Consumers involved in habitual decision making engage in little conscious decision making. True False 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 False 14. Rachael is visiting colleges before applying to schools. Rachael is likely to be involved in an impulse buying process. True False15. When making an important purchase, consumers often consult friends and family. This is considered an external search for information. True False 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 False 17. A reference group may have direct or indirect influence on your attitude toward a particular clothing store. True False 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 False 19. Marketers often use principles and theories from sociology and psychology to better understand consumers' actions and A. to develop basic strategies for dealing with their behavior. B. to contribute to the theoretical knowledge in those disciplines. C. to avoid cultural reference group problems. D. to maximize postpurchase cognitive dissonance. E. to satisfy ritual consumption needs while avoiding overconsumption. 20. Generally, people buy one product or service instead of another because they A. 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. 21. 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. 22. 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. 23. When Karen realized her dog had fleas, Karen had A. a social-perceptual incongruence. B. a psychological need. C. a cognitive learning failure. D. a universal shopping need. E. an unsatisfied need. 24. 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.25. 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 26. Upscale men's and women's clothing stores like Nordstrom's, Neiman-Marcus, or Saks Fifth Avenue primarily appeal to consumers' __________ needs. A. functional B. postpurchase C. safety D. psychological E. situational 27. 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 28. Laura has a nearly 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 __________ needs. A. functional B. postpurchase C. safety D. psychological E. functional and psychological 29. 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 E. functional and psychological 30. 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 E. functional and psychological 31. 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. C. evaluate alternatives. D. purchase a new car. E. assess her satisfaction with the car she purchased.32. 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. specialty and ordinary E. internal and external 33. 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 decision rule. D. an internal source. E. a situational factor group. 34. 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 (an electronics retail chain). E. Psychology Today magazine. 35. 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. the influence of advertising. 36. Which of the following is NOT one of the four factors affecting consumers' search processes? A. Perceived benefits versus perceived costs of search B. Locus of control C. Actual or perceived risk D. Type of product or service E. Functional versus psychological need 37. 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-fair 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 38. 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.39. 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 40. 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 A. postpurchase dissonance. B. locus of control. C. reference group identification. D. attribute sets. E. social risk. 41. Every year, before he puts his boat in the water, James has his mechanic put a new battery in the boat. James is probably concerned with __________ risk. A. psychological B. financial C. performance D. social E. physiological 42. 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 43. André was afraid his 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 44. 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 alternatives45. When Alisa decided to buy a new computer, she considered all the brands she could recall seeing advertised. This represents Alisa's __________ set. A. universal B. retrieval C. evoked D. deterministic E. behavioral 46. When Maya decided to buy a new computer, she thought about all the brands she could recall seeing advertised, but she would only consider 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 47. Marketers particularly want their brands and products to be in consumers' __________ sets. A. universal B. retrieval C. evoked D. deterministic E. behavioral 48. 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 49. 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. 50. __________ 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 51. 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 elements52. Jonathan prefers shirts made with a 50-50 cotton blend, 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 53. 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 54. 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 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. 55. 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. it involves both actual and potential customers. 56. Setting unrealistically high consumer expectation often leads to A. ritual reversion. B. customer dissatisfaction. C. postpurchase harmony. D. financial risk. E. perceptual learning. 57. 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. 58. Darrell sells custom cabinets for upscale residential homes. Darrell hopes that satisfied customers will create word of mouth referrals for him. To make it more likely that his customers are satisfied, Darrell could do any of the following EXCEPT A. tell customers that he has the best quality cabinets available anywhere in the country. B. carefully demonstrate how to maintain the finish on his cabinets. C. provide a satisfaction guarantee policy. D. visit customers after they have moved into their homes. E. provide the proper cleaning fluid to use on the cabinets.59. 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. 60. 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. C. simple, easily copied, and new. D. psychologically soothing, purchased impulsively, and part of a consumer's evoked set. E. expensive, infrequently purchased, and associated with high levels of risk. 61. 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. 62. 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. 63. 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. 64. 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. 65. 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 A. the conventional morality life cycle. B. the Lifestyle Achievement Matrix. C. the Consumer Validation Model. D. Maslow's Hierarchy of Needs. E. from an internal to an external locus of control.66. A __________ is a need or want strong enough to cause the person to seek satisfaction. A. locus of control B. motive C. attitude D. perception E. learning curve 67. 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 68. 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. 69. 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 70. Apple computer users tend to like the company and love its products. Apple has nurtured this __________ component of their customers' attitudes. A. social B. affective C. psychological D. cognitive E. physiological 71. __________ refer(s) to the process by which consumers select, organize, and interpret information. A. Attitude B. Learning C. Perception D. Cultural norms E. Postpurchase dissonance 72. 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. attitudes. B. risk factors. C. perceptions. D. factual norms. E. postpurchase dissonance.73. Firms hope that helping consumers to learn more about a company and its products will affect consumers' A. universal sets. B. social sensitivity. C. impulse buying rates. D. attitudes. E. evoked memories. 74. 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. 75. 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. 76. Among the factors affecting the consumer decision-making process is/are __________, the way consumers spend their time and money to live. A. lifestyle B. conspicuous consumption C. the demonstration effect D. external validation E. life standards 77. 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. brand association. D. learned behavior. E. his evoked set. 78. Vacation, restaurant, and entertainment choices require marketers to consider which of the following social factors? A. Purchase anxiety B. Learning C. Lifestyle adaptation D. Family influences E. Temporal state 79. 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. family, reference groups, and culture.80. Jennifer's spending decisions are heavily influenced by her family, her peers, and her religious education. These influences on her spending decisions are examples of A. assessment of psychological risk. B. the external social environment. C. physiological needs. D. cognitive needs. E. an evoked set. 81. Natalie and her fiancée 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 influenced by A. impulse, habitual, and limited problem solving process. B. functional and psychological profit. C. universal, retrieval, and evoked sets. D. cognitive, affective, and behavioral environment. E. family, reference groups, and culture. 82. Many Hollywood movie stars were among the first to buy electric and hybrid vehicles. These stars often became __________, influencing other consumers' behavior. A. reference groups B. internal loci of control C. cultural icons D. cognitive parameters E. evoked images 83. The shared meanings, beliefs, morals, values, and customs of a group of people constitute its A. reference group. B. family. C. culture. D. cognitive frame. E. evoked set. 84. 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 85. 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. evoked86. Where Caroline grew up, everyone knew everyone else, no one locked the doors on their house, 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 87. 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 E. economic 88. __________ factors, such as the purchase situation, often override or influence psychological and social issues influencing consumers' purchase decisions. A. Situational B. Extended habitual C. Postpurchase dissonance D. Interpersonal E. Economic 89. 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 90. For specialty goods like Rolex watches or Ferrari automobiles, marketers often use __________ to influence consumers' purchase decisions. A. crowding B. in-store demonstrations C. well-trained salespeople D. promotions E. packaging 91. 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.92. 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 93. 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. ecclesiastical 94. There is an old 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 95. The consumer's level of involvement can lead to two types of decision-making processes: __________ and __________. A. extended problem solving; limited problem solving B. culturally influenced; autonomous C. economic; social D. physiological/safety; esteem/self-actualization E. historic; aspirational 96. 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 97. 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. 98. Limited problem solving usually relies on A. past experience more than on external information. B. situational stimuli and attitudes. C. external search for information. D. financial analysis of performance risk. E. evaluation of the universal set.99. 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 engage in a(n) __________ process. A. impulse buying B. limited problem solving C. extended problem solving D. ritual consumption E. affective decision 100.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 make A. impulse purchases. B. limited problem solving decisions. C. extended problem solving decisions. D. ritual consumption purchases. E. affective alternative decisions. 101.Marketers love consumers who engage in __________, buying their company's product with little thought or consideration of alternatives. A. compensatory decisions B. limited problem solving C. extended problem solving D. reference group consumption E. habitual decision making 102.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. 103.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 104.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. 105.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 component106.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. culture quotient. 107.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. 108.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 needs B. Physiological needs C. Safety needs D. Love needs E. Self-actualization needs 109.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 B. Social risk C. Financial risk D. Functional risk E. Psychological risk 110.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. 111.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 112.Joanna lives according to her own rules, unconcerned about designer labels, brand names, and luxury items. Joanna is at what level in Maslow's Hierarchy of Needs? A. Self-actualization B. Safety C. Love D. Esteem E. Physiological113.Some websites provide 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 114.__________ 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 115.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 116.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. 117.Before the first of the three presidential debates in the fall of 2012, staffers from both the Romney and Obama campaigns made surprisingly pessimistic statements about their candidates' expected performance, apparently following a strategy of setting low expectations. Like marketers, though, political candidates who set expectations too low could A. tarnish the voters' image of the candidate. B. create post-election confusion. C. stimulate impulse voting. D. increase financial risk. E. redefine determinant attributes. 118."Black Friday," as the day after Thanksgiving has come to be known in the U.S., 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. temporal state D. perception E. learning119.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 120.Zappo's 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 Zappo's sends a humorous email 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 attentiongetting device is designed to improve the site's A. postpurchase dissonance. B. selective perception. C. conversion rate. D. reference group influence. E. position in the evoked set. 121.Budweiser is well known for using humor in its ads for Bud Light beer. Which of the various factors affecting the consumer decision process are humorous ads like the Bud Light ads most likely to be attempting to influence? A. Motives B. Attitudes C. Lifestyle D. Perceptions E. Learning 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? 123.What is the difference between a functional need and a psychological need? How can getting a college education fulfill both types of needs? 124.After freshman year, Veronica wants to decide on a major. What internal and external sources of information will she use in help her in making a decision?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. 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. 127.What evaluative criteria would consumers be likely to use in choosing a family physician? 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. 129.Fred's Heating and Air Conditioning Service is considered using the slogan, "We fix it the first time, every time." Why might this slogan be a bad idea if Fred wants to maximize postpurchase satisfaction? Create a better slogan for Fred.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 tossed the chips away. Brian felt very little buyer's remorse and soon forgot about the experience. Why? 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. 132.Why are attitudes important in consumer decision making? 133.How does the shopping situation affect consumer behavior? 134.Using examples, describe the difference between impulse buying and habitual decision making.135.Marketers often use the principles and theories from other disciplines to understand consumer actions and develop marketing strategies. What disciplines are most useful to marketers trying to understand consumer behavior? 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? 137.When Dee has business in Denver, she often goes out for a fancy meal. When deciding where to go, the only restaurants she usually considers are the local Thai restaurant and the elegant French restaurant. Do these two restaurants represent her universal, retrieval, or evoked set of choices? 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? 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. All three factors are equally important to him. Is Roger using a compensatory or noncompensatory decision rule? Explain your reasoning.140.Why should marketers not set unrealistically high consumer expectations? 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? 142.Naomi knows that habitual purchasers make great customers for her coffee shop. How can Naomi attract and maintain habitual purchasers? 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? 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?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? 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 lowinvolvement purchase for most consumers? Explain your answer using the Elaboration Likelihood [Show More]

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