1. Consumer behavior is the totality of consumers' decisions with respect to the acquisition,
consumption, and disposition of goods, services, time, and ideas by human decision-making
units over time.
a. True
b. False
ANSWER: True
2. Consumer behavior reflects more than the way that a product is acquired by a single
person at any one point in time.
a. True
b. False
ANSWER: True
3. Buying represents one type of acquisition behavior.
a. True
b. False
ANSWER: True
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4. Usage is at the core of consumer behavior.
a. True
b. False
ANSWER: True
5. Disposition is the process by which a consumer uses an offering.
a. True
b. False
ANSWER: False
6. The sequence of acquisition, consumption, and disposition does not occur over time.
a. True
b. False
ANSWER: False
7. The many factors that affect acquisition, usage, and disposition decisions can be
classified into four broad domains: the psychological core, the process of making decisions, the
consumer's culture, and consumer behavior outcomes.
a. True
b. False
ANSWER: True
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8. Before consumers can make decisions, they must have some source of knowledge or
information upon which to base their decisions.
a. True
b. False
ANSWER: True
9. Culture refers to the typical or expected behaviors, norms, and ideas that characterize a
group of people.
a. True
b. False
ANSWER: True
10. One reason marketing managers study consumer behavior is to create public awareness of
inappropriate practices.
a. True
b. False
ANSWER: False
11. Marketing managers need to understand consumer behavior to protect consumers from
unfair, unsafe, or inappropriate marketing practices.
a. True
b. False
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ANSWER: False
12. Research indicates that consumers find it difficult to understand the differences between
brands when they view a chart, matrix, or grid comparing brands and their attributes.
a. True
b. False
ANSWER: False
13. A brand name is better remembered when placed in an ad that has interesting and
unrelated visuals.
a. True
b. False
ANSWER: False
14. Sellers should create the endowment effect by setting a higher price for goods than
buyers are willing to pay.
a. True
b. False
ANSWER: False
15. An offering is a product, service, activity, or idea:
a. that is acquired but not used by consumers.
b. that is used but not acquired by consumers.
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