Consumer Behavior 11E by Michael Solomon TestBank Completely Answered

Consumer Behavior 11E by Michael Solomon TestBank Completely Answered Consumer Behavior 11E by Michael Solomon TB1 Copyright © 2015 Pearson Education, Inc. Consumer Behavior, 11e (Solomon) Chapter 1 Buying, Having, and Being: An Introduction to Consumer Behavior 1) A(n) ________ is a person who identifies a need or desire, makes a purchase, and then disposes of a product. A) marketer B) consumer C) influencer D) content generator Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-1 2) Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her sorority's formal event. The stores were crowded, and none of her favorite shops carried a dress that she liked in her size. After spending hours at the mall, Jenny gave up and decided to order her dress online and just return it if it wasn't exactly right. This story is an example of how consumer behavior is a(n) ________. A) industry B) process C) art form D) theory Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing buying behavior. Skill: Application Objective: 1-1 AACSB: Analytical thinking 3) Which of the following is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires? A) lifestyle marketing B) role theory C) consumer behavior D) marketing research Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-12 Copyright © 2015 Pearson Education, Inc. 4) Which of the terms below is used to describe the bond between product and consumer that is difficult for competitors to break? A) brand loyalty B) custom C) patronage D) relationship Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-1 5) Which of the following time periods is encompassed in the study of consumer behavior? A) pre-purchase B) purchase C) post-purchase D) all of the above Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-1 6) Which of the following is NOT a stage in the consumption process? A) desire B) pre-purchase C) purchase D) post-purchase Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-1 7) According to the basic marketing concept, a firm exists to ________. A) influence popular culture B) dominate market share C) nurture relationships D) satisfy needs Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-13 Copyright © 2015 Pearson Education, Inc. 8) A marketer who segments a population by age and gender is using ________ to categorize consumers. A) demographics B) psychographics C) roles D) lifestyle Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-1, 1-2 AACSB: Application of knowledge 9) A soft drink company decided to produce a cola drink with more caffeine than usual in hopes of preventing current teen and early-twenties customers from shifting to coffee and tea drinks after graduating from college. The company test-marketed this new product at a Midwestern university. The company has segmented the market based on ________. A) psychographics B) lifestyle C) demographics D) usage rates Answer: C Diff: 2 Learning Outcome: Explain how marketers can best appeal to members of different age subcultures. Skill: Application Objective: 1-1, 1-2 AACSB: Analytical thinking 10) A consumer researcher who examines consumers' lifestyles and personalities is studying ________. A) demographics B) psychographics C) social class D) usage rates Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-2 AACSB: Application of knowledge4 Copyright © 2015 Pearson Education, Inc. 11) A consumer experience that integrates multiple media channels, ranging from television, email, and digital, to engage a community of players who collaborate to solve a puzzle is called a(n) ________. A) social game B) casual game C) transmedia story D) alternate reality game Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-2 12) A marketer uses ________ to target a brand only to specific groups of consumers who are most likely to be heavy users of the marketer's brand. A) asynchronous interactions B) market segmentation strategies C) the 80/20 strategy D) economies of information Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-2 AACSB: Application of knowledge 13) Why is age a common demographic category used in understanding consumer behavior? A) Different age groups have different needs and wants. B) Age is easier to categorize than gender. C) Generational groups tend to be similar. D) all of the above Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-2 AACSB: Reflective thinking5 Copyright © 2015 Pearson Education, Inc. 14) Which of the following best explains how a minority of a product's users make up a majority of sales of that product? A) culture of participation theory B) the 80/20 rule C) positivism D) role theory Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-2 15) People who belong to the same social class are most likely to have which of the following in common? A) income level B) personality C) ethnicity D) family structure Answer: A Diff: 1 Learning Outcome: Describe the process of market segmentation, targeting, and positioning. Skill: Concept Objective: 1-2 AACSB: Application of knowledge 16) Which of the following marketing philosophies emphasizes interacting with customers on a regular basis and giving them reasons to maintain a bond with a company's brands over time? A) differentiated marketing B) global marketing C) social marketing D) relationship marketing Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-26 Copyright © 2015 Pearson Education, Inc. 17) Wal-Mart tracks the habits of the 100 million customers who visit its stores each week and responds with products and services directed toward those customers' needs based on the information collected. This is an example of ________ marketing. A) undifferentiated B) database C) relationship D) consumer-generated Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-2 AACSB: Application of knowledge 18) The way consumers feel about themselves, the things they value, and the things they like to do in their spare time are part of how marketers segment using ________. A) gender B) age C) social class D) lifestyle Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-2 AACSB: Application of knowledge 19) The term "big data" refers to the ________. A) importance of database marketing B) use of mainframe computers to model marketing problems C) collection and analysis of extremely large datasets D) implementation of new data mining technologies Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-2 AACSB: Information technology7 Copyright © 2015 Pearson Education, Inc. 20) Big data is generated from ________. A) smartphone GPS signals B) credit card transactions C) social media posts D) all of the above Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-2 AACSB: Information technology 21) When a product helps to establish the user's identity, the user is said to have a(n) ________ type of relationship with the product. A) self-concept attachment B) nostalgic attachment C) interdependence D) love Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-3 22) When a product serves as a link to the user's past or past self, the user is said to have a(n) ________ type of relationship with the product. A) self-concept attachment B) nostalgic attachment C) interdependence D) love Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-3 23) When a product is part of a user's daily routine, the user is said to have a(n) ________ type of relationship with the product. A) self-concept attachment B) nostalgic attachment C) interdependence D) love Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-38 Copyright © 2015 Pearson Education, Inc. 24) When a product elicits emotional bonds of warmth and affection, the user is said to have a(n) ________ type of relationship with the product. A) self-concept attachment B) nostalgic attachment C) interdependence D) love Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-3 25) Tracy buys Eight O'Clock coffee because it reminds her of her grandmother, who always purchased this brand. Tracy has a(n) ________ type of relationship with the product. A) self-concept attachment B) nostalgic attachment C) interdependence D) love Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-3 AACSB: Analytical thinking 26) Die-hard Apple fans post videos on YouTube claiming their affection for Apple products. They could be said to have a(n) ________ type of relationship with the product. A) self-concept attachment B) nostalgic attachment C) interdependence D) love Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-3 AACSB: Analytical thinking9 Copyright © 2015 Pearson Education, Inc. 27) Brands like Colgate that are a part of a user's every day existence likely relate to customers with a(n) ________ type of relationship. A) self-concept attachment B) nostalgic attachment C) interdependence D) love Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-3 AACSB: Analytical thinking 28) Which form of relationship between product and customer is most at risk of the customer switching to a different brand of product? A) self-concept attachment B) nostalgic attachment C) interdependence D) love Answer: C Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-3 AACSB: Reflective thinking 29) Lucy Chang recently purchased a lovely ceramic bowl that featured a red dragon design. When she thought about her purchase, she found that she really had no justification for buying the bowl other than it reminded her of the bowls her mother used during evening meals when she was a young child in Hong Kong. Which of the following types of relationships with a product best explains the reason for Lucy's purchase of the dragon bowl? A) self-concept attachment B) nostalgic attachment C) interdependence D) cohort attachment Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 1-3 AACSB: Analytical thinking10 Copyright © 2015 Pearson Education, Inc. 30) The sociological perspective of ________ takes the view that much of consumer behavior resembles actions in a play. A) role theory B) pastiche C) interpretivism D) psychographics Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-3 31) The mass market produces and consumes music, movies, sports, and other forms of entertainment known as ________. A) user-generated content B) culture C) urban dictionary D) popular culture Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-3 32) A ________ creates a state of tension that drives the consumer to attempt to reduce or eliminate it. A) want B) demand C) need D) response Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-4 33) People buy products for ________. A) what they do B) what they mean C) the role the product plays in the consumer's life D) all of the above Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-4 AACSB: Analytical thinking11 Copyright © 2015 Pearson Education, Inc. 34) When a person buys a product for emotional reasons, we can say that the need is ________. A) utilitarian B) functional C) interdependent D) hedonic Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-4 AACSB: Application of knowledge 35) ________ focuses on biological needs that produce unpleasant states of arousal. A) Drive theory B) Gratification theory C) Consumerism D) Role theory Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-4 36) Which theory suggests that consumer expectations of achieving desirable outcomes motivate behavior? A) drive theory B) role theory C) expectancy theory D) equity theory Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-4 37) Which of the following is an example of C2C e-commerce? A) RFID tags B) virtual brand communities C) database marketing D) green marketing Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-5 AACSB: Information technology12 Copyright © 2015 Pearson Education, Inc. 38) Which of the following is the best tool for consumer activists to use in efforts to make the public aware of unethical or questionable marketing behavior? A) Web 2.0 B) B2C e-commerce C) economics of information D) compulsive consumption Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Synthesis Objective: 1-5 AACSB: Reflective thinking 39) In an online ________, members share opinions and recommendations about products. A) market segment B) consumption community C) marketing database D) culture jam Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-5 AACSB: Information technology 40) A digital native is someone who ________. A) grew up in a "wired" and highly networked world B) uses alternate reality games frequently C) participates in database marketing D) belongs to a consumption community Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-5 AACSB: Information technology13 Copyright © 2015 Pearson Education, Inc. 41) Which of the following terms refers to the online means of communication, conveyance, and collaboration among interdependent and interconnected networks of people, communities, and organizations? A) open data partnership B) social media C) synchronous interaction D) asynchronous interaction Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-5 AACSB: Information technology 42) Which of the following is NOT closely associated with what your text terms the "horizontal revolution"? A) Web 1.0 B) Web 2.0 C) C2C e-commerce D) user-generated content Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-5 AACSB: Information technology 43) The revolution in cyberspace has created a situation in which consumers can sell to other consumers in communities like Etsy. This is known as ________. A) B2C e-commerce B) C2C e-commerce C) B2B e-commerce D) consumption community Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-5 AACSB: Information technology14 Copyright © 2015 Pearson Education, Inc. 44) Researchers who argue that the field of consumer behavior should not be a "handmaiden to business" believe that consumer behavior research should ________. A) have a market-oriented focus B) aim to apply knowledge to increasing profits C) focus on understanding consumption for its own sake D) be judged in terms of its ability to improve marketing practices Answer: C Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-6 AACSB: Ethical understanding and reasoning 45) Another term for positivism is ________. A) interpretivism B) pluralism C) modernism D) postmodernism Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-7 46) Of the following, a proponent of ________ would be most likely to argue that our society emphasizes science and technology too much. A) consumerism B) positivism C) modernism D) interpretivism Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-7 AACSB: Application of knowledge15 Copyright © 2015 Pearson Education, Inc. 47) A consumer researcher who believes in the paradigm of ________ believes that human reason is supreme and that there is a single, objective truth that can be discovered by science. A) fundamentalism B) interpretivism C) positivism D) postmodernism Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-7 AACSB: Application of knowledge 48) The belief that meaning is not fixed but is instead constructed by each individual is part of the ________ paradigm. A) positivist B) pragmatic C) interpretivist D) consumerist Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-7 AACSB: Application of knowledge 49) A student of postmodernism is most likely to believe that the world in which we live is a(n) ________, or a mixture of images. A) alternate reality B) paradigm C) consumerspace D) pastiche Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-7 AACSB: Application of knowledge16 Copyright © 2015 Pearson Education, Inc. 50) George says that he sees everything as "black or white–no in between." George would most accurately be characterized as a(n) ________. A) positivist B) collectivist C) interpretivist D) consumerist Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 1-7 AACSB: Analytical thinking 51) When a transaction occurs between two or more organizations or people who give and receive something of value, an exchange has taken place. Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-1 52) According to the definition of consumer behavior, how a consumer disposes of an idea and accepts another is NOT part of consumer behavior. Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-1 AACSB: Analytical thinking 53) Because consumer behavior is now examined as an entire consumption process that includes prepurchase and postpurchase issues, exchange theory is no longer relevant to the study of consumer behavior. Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-1 AACSB: Analytical thinking 54) American society is shifting from a mass culture in which many consumers share the same preferences to a diverse culture in which consumers have almost an infinite number of choices. Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-217 Copyright © 2015 Pearson Education, Inc. 55) A common way to segment consumers is to identify which consumers are heavy users of a given product. Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-2 AACSB: Application of knowledge 56) Demographics refer to aspects of a person's lifestyle and personality. Answer: FALSE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-1, 1-2 57) Demographics are statistics that measure observable aspects of a population. Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-1, 1-2 58) A market researcher who analyzes a population of consumers using the variable of marital status is segmenting the population by the demographic category of family structure. Answer: TRUE Diff: 2 Learning Outcome: Describe the process of market segmentation, targeting, and positioning. Skill: Concept Objective: 1-2 AACSB: Application of knowledge 59) Consumers who share demographic characteristics such as ethnicity and age can have very different lifestyles. Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-2 AACSB: Application of knowledge18 Copyright © 2015 Pearson Education, Inc. 60) The fact that people often buy products not for what the products do but for what they mean implies that a product's basic function is unimportant. Answer: FALSE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-2 AACSB: Analytical thinking 61) Psychographic information is not considered to be demographic data because this type of information is not directly observable. Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Synthesis Objective: 1-2 AACSB: Reflective thinking 62) The sociological perspective of role theory can be used to explain why people who engage in certain activities seem to have a "uniform." For example, cyclists have spandex and helmets, while fly fishermen have vests and floppy hats. Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 1-3 AACSB: Analytical thinking 63) According to the different categories of relationships that people may have with products, nostalgic attachment occurs if the product is part of the user's daily routine. Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-3 64) Motivation can be described in terms of strength and direction. Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-419 Copyright © 2015 Pearson Education, Inc. 65) Drive theory struggles to explain why people may delay gratification of a want. Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-4 AACSB: Application of knowledge 66) Research suggests that some consumer behaviors can be explained by a productivity orientation, a continual striving to use time constructively. Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-4 AACSB: Application of knowledge 67) Many needs can influence consumer behavior including one's need for power and need for uniqueness. Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-4 68) Consumer-generated content is a trend that helps to define the era of Web 2.0. Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: Information technology 69) Popular culture is both a product of marketing and an inspiration for marketing. Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-520 Copyright © 2015 Pearson Education, Inc. 70) Wal-Mart began a new campaign to sell lawn furniture. In emphasizing how lawn furniture has been used over the decades in movies and books, by celebrities, and as essential ingredients to home entertainment, the campaign is drawing upon popular culture. Answer: TRUE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 1-5 AACSB: Application of knowledge 71) Texting back-and-forth with a friend is an example of asynchronous interaction. Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-5 AACSB: Application of knowledge 72) Global consumer culture and popular culture are interchangeable terms. Answer: FALSE Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-5 AACSB: Application of knowledge 73) In the era of Web 2.0, the focus of electronic marketing has shifted from C2C e-commerce to B2C e-commerce. Answer: FALSE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Synthesis Objective: 1-5 AACSB: Information technology 74) A paradigm is a belief that guides an understanding of the world. Answer: TRUE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 1-721 Copyright © 2015 Pearson Education, Inc. 75) A person who believes that science can fix or find a cure for anything most likely follows the philosophy of interpretivism. Answer: FALSE Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Critical Thinking Objective: 1-7 AACSB: Reflective thinking 76) In the early stages of development, consumer behavior was known as buyer behavior. What important aspect of the exchange process does this change in name reflect? Answer: Buyer behavior reflects an emphasis on the act of purchase, but this exchange is dependent upon a number of prepurchase and postpurchase perspectives and behaviors. To fully understand why an exchange is made, researchers must look at the decisions and influences before the exchange, as well as the expectations of what happens after the exchange. The study of consumer behavior accounts for prepurchase and postpurchase issues along with purchase issues, rather than simply buyer behavior. Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Critical Thinking Objective: 1-1 AACSB: Reflective thinking 77) Explain the concept of the 80/20 rule and why it is important to marketers. Answer: According to the 80/20 rule, 20 percent of a product's users account for 80 percent of sales of that product. These heavy users are the product's most faithful customers. A company that can identify, build relationships with, and create value for heavy users is likely to have a successful marketing strategy. Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 1-2 AACSB: Application of knowledge 78) What is relationship marketing? Why is it so widely practiced by today's marketers? Answer: Marketers who practice relationship marketing have realized that a key to success is building relationships between brands and customers that will last a lifetime. In this type of marketing, companies make an effort to interact with customers on a regular basis and give them reasons to maintain a bond with the company over time. Relationship marketing is even more important during an economic downturn. Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 1-2 AACSB: Application of knowledge22 Copyright © 2015 Pearson Education, Inc. 79) What is database marketing? Why is it so widely used by today's marketers? Answer: Database marketing involves tracking consumers' buying habits very closely and crafting products and messages tailored precisely to people's wants and needs based on this information. As consumer markets are more and more segmented, marketers can use technology such as database marketing to determine exactly what each consumer wants and determine how to meet those wants. Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 1-2 AACSB: Information technology 80) Using the chapter topics, discuss why an alternate reality game such as McDonald's the Lost Ring could be useful for targeting customers. Answer: Answers will vary but students could address the segments which may be attracted to an alternate reality game, the needs which can be met with an alternate reality game, and/or the role of ARGs as a virtual community. Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 1-2 AACSB: Information technology 81) Briefly explain how marketers play a significant role in our view of the world and how we live in it. Give a specific example. Answer: We are surrounded by marketing stimuli, from television and radio commercials to online and print advertisements. In addition to promoting a product, these advertisements depict models of how people should interact in social situations, how people should dress, what people should eat, and what people should believe. For example, the marketing of cigarettes in the 1950s led many people to think of smoking as social and relaxing. Today, however, health campaigns have helped people to recognize the health risks of smoking. Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 1-2 AACSB: Application of knowledge23 Copyright © 2015 Pearson Education, Inc. 82) List and briefly characterize four types of relationships a person might have with a product. Be specific. Answer: Four types of relationships are: 1) self-concept attachment–the product helps to establish the user's identity; 2) nostalgic attachment–the product serves as a link with a past self; 3) interdependence–the product is a part of the user's daily routine; and, 4) love–the product elicits emotional bonds of warmth, passion, or another strong emotion. Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 1-3 AACSB: Application of knowledge 83) One beer distributor identified a marketing segment as the "campus guzzlers." Explain what factors could be used to identify this segment and why. Answer: a. Age–The potential customer would have to be old enough to drink legally yet still be young enough to attend college. By identifying the interests and lifestyles of this age group, promotions and products could be developed. b. Gender–Promotions to males might emphasize sports and physical activities, while promotions to women students might highlight relationships and good times. c. Lifestyle–Consumers in this age and gender bracket might reflect a wide variety of lifestyles including physical activity, sexual attraction, and social interactions. Family structure, social class, income, and race and/or ethnicity might play roles in segmenting "campus guzzlers," but the age, gender, and lifestyle combined with the selection process inherent in attending colleges or universities would make these relatively unimportant because of the unifying power of the first three characteristics. Diff: 3 Learning Outcome: Explain how marketers can best appeal to members of different age subcultures. Skill: Critical Thinking Objective: 1-2 AACSB: Application of knowledge 84) Explain the difference between a need and a want, giving an example of each. Answer: A need is a basic biological motive that cannot be created by marketing. A want represents one way that individuals are taught by society and culture to satisfy a biological need. For example, thirst in general is a need, but thirst for a Pepsi or Coke is a want. Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 1-4 AACSB: Application of knowledge24 Copyright © 2015 Pearson Education, Inc. 85) Consumers and the items they consume can take many forms. Give examples of three different types of consumers and examples of three different types of items they could consume, including products, services, and ideas. Answer: Examples will vary. Consumers can include individuals of any age, groups, and organizations. Items consumed can include products such as toys, cars, food; services such as dentist appointments, haircuts, and massages; and ideas such as democracy and the green movement. Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 1-4 AACSB: Application of knowledge 86) Describe three needs which are important for understanding consumer behavior. Provide an example of each need and its related consumer behavior. Answer: Answers may vary but may include need for achievement, need for affiliation, need for power, and need for uniqueness. Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 1-4 AACSB: Application of knowledge 87) Maslow's hierarchy of needs can be useful in understanding the motives that are satisfied by consumer behaviors. Briefly explain the hierarchy and indicate how a consumer behavior could fulfill each need level in the hierarchy. Answer: Answers should include the five levels, specifically physiological, safety, social, esteem, and self-actualization. Examples will vary. Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 1-4 AACSB: Analytical thinking25 Copyright © 2015 Pearson Education, Inc. 88) Discuss the positive and negative consequences of today's culture of participation that is enabled by social media platforms. Answer: In today's culture of participation, individuals can communicate with huge numbers of people with a click of a mouse. Information is no longer disseminated from a few sources; rather, it is generated by people and flows across people. People are free to interact with each other and build upon each other's ideas. People have far greater access to information than ever before. However, social media is not all positive. The hours people spend on Facebook or in virtual worlds often come at the expense of time spent working, studying, or being with family and friends. For many, it is difficult to balance the real and virtual worlds. Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Critical Thinking Objective: 1-5 AACSB: Information technology 89) Describe a virtual brand community. Create an example that demonstrates the concept. Answer: A virtual brand community is an online group of people from anywhere around the world who share information about their experiences with a specific brand. One of the examples used in the text is The Hollywood Stock Exchange, a simulated entertainment stock market. Traders try to predict the four-week box office take from films. Student examples should reveal how their proposed virtual brand community interacts, who the members might be, and what makes the interaction among customers special. This extension of the chat room is a special research opportunity for the marketer and consumer behavior specialist. Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Synthesis Objective: 1-5 AACSB: Application of knowledge; Information technology26 Copyright © 2015 Pearson Education, Inc. 90) Compare and contrast the paradigms of positivism and interpretivism. Be specific in your comments and explanations. Answer: i. Positivism (sometimes called modernism)–Dominant at this point in time, it is a view that has significantly influenced Western art and science since the late 16th century. It emphasizes that human reason is supreme and there is a single, objective truth that can be discovered by science. Positivism encourages us to stress the function of objects, to celebrate technology, and to regard the world as a rational, ordered place with a clearly defined past, present, and future. Some critics feel that positivism overemphasizes material well-being and that its logical outlook is dominated by an ideology that stresses the homogeneous views of a culture dominated by white males. ii. Interpretivism (sometimes referred to as postmodernism)–Proponents of this view argue that there is an overemphasis on science and technology in our society and that this ordered, rational view of consumers denies the complex social and cultural world in which we live. Interpretivists stress the importance of symbolic, subjective experience and the idea that meaning is in the mind of the person. That is, we each construct our own meanings based on our unique and shared cultural experiences; there are no unique right or wrong answers. The value placed on products because they help us to create order in our lives is replaced by an appreciation of consumption as a set of diverse experiences. Interpretivists want to understand consumers and consumer behavior rather than try to make predictions about consumers. Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Critical Thinking Objective: 1-7 AACSB: Reflective thinking1 Copyright © 2015 Pearson Education, Inc. Consumer Behavior, 11e (Solomon) Chapter 2 Decision-Making and Consumer Behavior 1) Tomorrow, Janice will be attending a party with a buffet. In anticipation of splurging on delicious food, she is eating very little today. Janice is using a ________ to help her estimate consumption over time and regulate her behavior. A) constructive process B) mental budget C) diet D) cognitive process Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-1 AACSB: Application of knowledge 2) In a thought process called ________, we evaluate the effort we'll need to make a particular choice and then we tailor the amount of cognitive "effort" we expend to make that choice. A) utility processing B) experiential processing C) constructive processing D) behavioral processing Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-1 3) A customer buying an unfamiliar product that carries a fair degree of risk would most likely engage in what type of decision-making? A) cognitive decision-making B) limited decision-making C) habitual decision-making D) affective decision-making Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-1 AACSB: Application of knowledge2 Copyright © 2015 Pearson Education, Inc. 4) When is a consumer most likely to engage in cognitive decision-making? A) This decision mode is most common when the decision is related to the person's self-concept and the outcome has a high degree of risk. B) This decision mode is most common when the decision is related to the person's past behavior and product reinforcements. C) This decision mode is most common when acceptable products are already contained within the consumer's evoked set. D) This decision mode is most common when the decision is related to products that are considered to have low self-concept involvement. Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-1 AACSB: Application of knowledge 5) Jack isn't motivated to spend time thinking about what his mom's birthday present could be so he just orders her flowers yet again. Jack is experiencing ________. A) boredom B) emotional decision making C) inertia D) mental budgeting Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-1 AACSB: Application of knowledge 6) Which of the following views on decision making is most closely associated with the economics of information approach to the search process, assuming that consumers collect just as much data as needed to make an informed decision? A) experiential perspective B) traditional perspective C) constructive perspective D) behavioral influence perspective Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-23 Copyright © 2015 Pearson Education, Inc. 7) The first stage in the cognitive decision-making process is ________. A) information search B) evaluation of alternatives C) problem recognition D) product choice Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-2 8) ________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired state. A) Information search B) Evaluation of alternatives C) Evaluation of the evoked set D) Problem recognition Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-2 9) A consumer who moves his or her ideal state upward is experiencing ________ recognition. A) opportunity B) search C) habitual D) need Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-2 10) If a consumer's ideal state is very near or identical to his or her actual state, which of the following best describes the type of problem recognition the consumer would most likely have? A) opportunity recognition B) need recognition C) search recognition D) no problem recognized Answer: D Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-2 AACSB: Application of knowledge4 Copyright © 2015 Pearson Education, Inc. 11) ________ is the process by which the consumer surveys the environment for appropriate data to make a reasonable decision. A) Problem recognition B) Evaluation of alternatives C) Information search D) Product choice Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-2 12) A consumer who uses a few simple decision rules to arrive at a purchase decision is using which of the following? A) routine decision making B) habitual decision making C) graduated response behavior D) cognitive decision making Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-3 AACSB: Application of knowledge 13) A consumer is most likely to engage in ________ when she is in a good mood or when she is uninvolved in other activities. A) inertia B) cognitive decision-making C) variety seeking D) mental accounting Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-15 Copyright © 2015 Pearson Education, Inc. 14) People often make decisions on the basis of mental accounting. One facet of this accounting is making a decision based on the way a problem was posed. This is called ________. A) framing B) the sum-cost fallacy C) loss aversion D) positioning Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-3 15) Under ________, utility is defined in terms of gains and losses. A) prospect theory B) heuristics C) hyperopia D) Zipf's law Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-3 16) A decision strategy that seeks to deliver an adequate solution rather than the best possible solution is referred to as ________. A) inertia B) rationalizing C) satisficing D) anchoring Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-3 17) As a customer's product knowledge increases, what typically happens to the amount of search conducted by the consumer? A) It will remain the same. B) It will sharply decrease and then sharply increase. C) It will decrease, and then increase as the customer becomes more knowledgeable. D) It will increase, and then decrease as the customer becomes more knowledgeable. Answer: D Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-2 AACSB: Application of knowledge6 Copyright © 2015 Pearson Education, Inc. 18) The alternatives actively considered during a consumer's choice process are the ________ set. A) inert B) evoked C) evaluative D) consideration Answer: D Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-2 19) A(n) ________ refers to a set of beliefs and the way we organize those beliefs in our minds. A) mental accounting B) knowledge structure C) rational perspective D) influence perspective Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-2 20) Jamie is considering ordering a dessert for lunch. Before she decides on the kind she prefers, she must decide whether to get a fattening or nonfattening dessert. This decision relates to which of the following levels of abstraction of dessert categories? A) superordinate level B) ordinate level C) subordinate level D) basic level Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-2 AACSB: Application of knowledge7 Copyright © 2015 Pearson Education, Inc. 21) ________ are dimensions used to judge the merits of competing options. A) Evoked sets B) Evaluative criteria C) Levels of abstraction D) Category exemplars Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-2 22) Features actually used to differentiate among choices are called ________ attributes. A) evaluation B) search C) determinant D) segmentation Answer: C Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-2 23) The higher the ________, the higher the level of product involvement as the consumer makes the decision. A) trialability B) observability C) number of distribution channels D) perceived risk Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-1 AACSB: Application of knowledge 24) According to the theory called ________, a company can make money if it sells small amounts of items that only a few people want if the company sells enough different items. A) feature creep B) the long tail C) Zipf's Law D) neuromarketing Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-28 Copyright © 2015 Pearson Education, Inc. 25) What type of cybermediaries are intelligent agents? A) They are cookies used to track IP addresses of computer users. B) They are people who can help computer users with problems they encounter when trying to shop online; contacts are direct and in-person. C) They are sophisticated software programs that use collaborative filtering technologies to learn from past user behavior in order to recommend new purchases. D) They are search engines specifically designed for online marketing and other forms of ecommerce. Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-2 AACSB: Information technology 26) At , you can upload a photo and order a batch of M&Ms with a face and personal message printed on the candy shell. This is an example of ________. A) micromarketing B) mass customization C) long tail D) mass personalization Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-1 AACSB: Application of knowledge 27) A mental or problem-solving shortcut to make a purchase decision is called a(n) ________. A) determinant B) detail rule C) heuristic D) experience rule Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-39 Copyright © 2015 Pearson Education, Inc. 28) The tendency for people to prefer products from their own culture rather than those of another culture is called ________. A) xenophobia B) ethnocentrism C) ethnographics D) altruism Answer: B Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-3 AACSB: Diverse and multicultural work environments 29) ________ is a low-involvement medium because the role of the audience is passive, while ________ is a high-involvement medium because the role of the audience is active. A) Television, print B) Print, television C) Internet, television D) Billboard, broadcast Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-1 AACSB: Application of knowledge 30) A ________ rule means that a product with a low standing on one attribute cannot make up for this position by being better on another attribute. A) noncompensatory decision B) lexicographic C) compensatory decision D) conjunctive Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-310 Copyright © 2015 Pearson Education, Inc. 31) When the ________ rule of decision-making is used, the brand that is the best on the most important attribute is the one selected. A) elimination-by-aspects B) conjunctive C) compensatory decision D) lexicographic Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-3 AACSB: Application of knowledge 32) When using the ________ rule of decision-making, a consumer evaluates brands on the most important attribute, but specific cutoffs are imposed. A) lexicographic B) elimination-by-aspects C) conjunctive D) compensatory Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-3 AACSB: Application of knowledge 33) A hot and thirsty customer buys a cool drink and finds it very satisfying. He then buys another drink even though he had not initially planned on buying two and even though he is no longer thirsty. This is an example of ________. A) purchase momentum B) rational decision making C) feature creep D) inertia Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 2-3 AACSB: Application of knowledge11 Copyright © 2015 Pearson Education, Inc. 34) How can a marketer boost a person's motivation to process relevant information? A) using novel stimuli B) using broadcast media C) approaching a mass market D) minimizing competitive scope Answer: A Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 2-1 AACSB: Application of knowledge 35) Jeff is tired of the numerous breakdowns and peeling paint on his old car. When Jeff begins to think actively about his car in this way, which of the following cognitive decision-making process steps is Jeff going through? A) information search B) evaluation of alternatives C) problem recognition D) product choice Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 2-2 AACSB: Application of knowledge 36) What type of information search is a female customer engaged in when she scans the newspaper ads every day for new information on fashions, even though she isn't thinking of buying anything anytime soon? A) prepurchase search B) ongoing search C) internal search D) delayed search Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 2-2 AACSB: Analytical thinking12 Copyright © 2015 Pearson Education, Inc. 37) Kent, a college student, is a loyal Coca-Cola drinker. He averages about six Cokes a day. He even prefers Coke to water. However, today when he passed a vending machine in his dorm, he bought a new flavor of soft drink called Big Red. Which of the following most accurately explains his behavior, given the facts about Kent's previous behavior? A) Kent is variety seeking. B) Kent is brand switching. C) Kent is involved in cognitive decision-making. D) Kent is influenced by peer pressure. Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 2-1 AACSB: Analytical thinking 38) Les just bought a megaphone of root beer. As he drinks from the giant cup, he eventually becomes full. One of his friend's comments, "If you don't stop drinking that stuff, you will get sick." Les replies, "Hey, I bought it, and I am not going to waste one drop of it." Les's behavior could best be described by which of the following mental biases? A) loss aversion B) hyperopia C) risk positioning D) the sunk-cost fallacy Answer: D Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 2-3 AACSB: Analytical thinking 39) Of the following products, which one would typically carry high psychological risk for the average consumer? A) lawn mower B) kitchen blender C) expensive mink coat D) family vacation to a theme park Answer: C Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 2-1 AACSB: Analytical thinking13 Copyright © 2015 Pearson Education, Inc. 40) Consumers can be thought of as ________ because they tend to make decisions in the simplest way possible. A) high in need for cognition B) superprocessors C) utility maximizers D) cognitive misers Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 2-2 41) Coca-Cola is most likely an example of a(n) ________ product because it characterizes an entire category of soft drinks. A) exemplar B) criteria C) heuristic D) evoked Answer: A Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 2-2 AACSB: Analytical thinking 42) Kraft has repackaged its salad dressings as "anything" dressings to encourage people to shift their ________ and consider the dressings as a complement to more than just salads. A) demonstration signals B) knowledge structures C) mental maps D) mean-end chains Answer: B Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 2-2 AACSB: Analytical thinking14 Copyright © 2015 Pearson Education, Inc. 43) When Japanese cars first became popular in the United States, some drivers of domestic cars placed bumper stickers on their vehicles that stated "Hungry? Eat your foreign car." These stickers encouraged people to support local workers and keep an American advantage in the balance of trade between Japan and the United States. The attitude expressed by the stickers is best described as ________. A) national inertia B) lexicographic determinism C) stereotyping D) ethnocentrism Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 2-3 AACSB: Diverse and multicultural work environments 44) Latrell finds that every time he goes to select athletic shoes, he always buys the same brand. In fact, he doesn't even remember trying on any of the other competitive brands even though some of these brands have attractive styles and prices. Latrell's purchase decision process has become one of less and less effort. Latrell's decision process is an example of ________. A) cognitive dissonance B) information discrimination C) cognitive miser behavior D) inertia Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 2-1 AACSB: Analytical thinking 45) Chen Lo used a decision rule that says, "only buy well-known brand names" when selecting a set of golf clubs. He did not look at price, the store, or even discounts when purchasing clubs. Chen Lo's purchasing pattern is an example of a consumer using a ________ rule. A) habitual decision B) compensatory C) noncompensatory D) conjunctive Answer: C Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 2-3 AACSB: Analytical thinking15 Copyright © 2015 Pearson Education, Inc. 46) Casinos make their interiors very plush and expensive looking, knowing that gamblers who would be reluctant to make a $10 bet in average surroundings would gladly make $100 wagers in luxurious surroundings. Which of the following best explains the gamblers' behavior? A) Mental accounting emphasizes the extraneous characteristics of the choice environment even if the results are not rational. B) Most people are unaware of the true risk of making certain decisions and believe that a larger wager has higher odds of winning. C) The luxurious surroundings increase the probability of classical conditioning through mere exposure, which results in behavior that is not rational. D) The functional risk of gambling is decreased in luxurious surroundings, leading gamblers to wager more. Answer: A Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 2-3 AACSB: Reflective thinking 47) A small company, Craig Inventions, produced a pill that had the nutrient value of a healthy breakfast. The company put the product on the market as a substitute for breakfast for busy people. The product failed. Craig Inventions then marketed the pill as a diet product and it became very successful. What does the example best demonstrate? A) The company did not position the product well. It was difficult to convince consumers that a pill was a breakfast on the superordinate level; however, it did appear to fit appropriately within the superordinate category of diet pills. B) The company confused a subordinate level with a basic level of categorization, which led to the company's failure to identify the product's most important competitors. C) The company confused a superordinate level with a subordinate level of categorization. D) The determinant attributes between diet pills and breakfast were not sufficiently strong. Answer: A Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Application Objective: 2-2 AACSB: Reflective thinking16 Copyright © 2015 Pearson Education, Inc. 48) A consumer can recognize a problem as either an opportunity or a need. How should promotions differ between those emphasizing opportunities and those emphasizing needs? A) Promotions emphasizing needs should attempt to increase the consumer's ideal state, while promotions emphasizing opportunities should simply give locations where the products can be found for purchase. B) Promotions emphasizing opportunities should attempt to increase the ideal state, while promotions emphasizing needs should give locations where the products can be purchased. C) Promotions emphasizing needs should increase the ideal state, while opportunity promotions should attempt to decrease the ideal state. D) Promotions emphasizing needs should decrease the ideal state, while promotions emphasizing opportunities should provide buying locations. Answer: B Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-1 AACSB: Reflective thinking 49) What is a major distinction between customers who purchase a product because they are brand loyal and those who purchase by inertia? A) the cost of the product B) the social risk of the product C) whether the purchase is made after a compensatory or noncompensatory decision process D) whether the customers hold a very positive or weak attitude toward the product Answer: D Diff: 2 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-1 AACSB: Application of knowledge 50) Ellen stated that she would marry a millionaire. She applied a heuristic in judging men. They must wear expensive shoes and have an expensive automobile. What type of decision rule was Ellen most likely applying in her search for a millionaire husband? A) lexicographic rule B) elimination-by-aspects C) conjunctive rule D) weighted additive rule Answer: B Diff: 3 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-3 AACSB: Reflective thinking17 Copyright © 2015 Pearson Education, Inc. 51) The first step in the cognitive decision-making process is to conduct an information search. Answer: FALSE Diff: 1 Learning Outcome: Identify and discuss the factors influencing consumer buying behavior. Skill: Concept Objective: 2-2 52) Traditionally, consumer researchers have approached the study of decision making from an information-processing perspective. Answer: TRU