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Feb 20, 2024

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Chapter 04 - Consumer Behaviour Chapter 04 Consumer Behaviour     Multiple Choice Questions   1. The consumer decision process model represents…  A.  Steps consumers go through during a purchase B.  Process that consumers go through in a store to make a final purchase decision C.  Process that companies go through to convince customer to make a purchase D.  Factors that target market consider to make a purchase decision E.  Steps that consumer go through before, during, and after making purchases. The consumer decision process model represents steps before, during, and after making purchases that consumer go through.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Moderate Learning Objective: 04-01 Describe the steps in the consumer buying decision process. Topic: 04-01 The Consumer Decision Process   4-1
Chapter 04 - Consumer Behaviour 2. Which of the following needs pertain specifically to the performance of a product or service?  A.  Esteem needs B.  Functional needs C.  Safety needs D.  Physiological needs E.  Psychological needs Functional needs pertain to the performance of a product or service. The consumer decision process begins when consumers recognize they have an unsatisfied need and want to go from their needy state to a different, desired state.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-01 Describe the steps in the consumer buying decision process. Topic: 04-02 Step 1: Need Recognition   4-2
Chapter 04 - Consumer Behaviour 3. The personal gratification that consumers associate with a product or service fulfills:  A.  esteem needs. B.  functional needs. C.  safety needs. D.  physiological needs. E.  psychological needs. Psychological needs pertain to the personal gratification consumers associate with a product and/or service. If consumers pay $500 to $1,500 for shoes of a particular brand, they are most likely seeking a way to satisfy their psychological needs.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-01 Describe the steps in the consumer buying decision process. Topic: 04-02 Step 1: Need Recognition   4. Marketers can do all the followings to influence consumers decision process at the need recognition stage EXCEPT:  A.  Reminder advertising for the product B.  Showing how a new product can enhance consumers' image C.  Creating awareness about a new product D.  Changing physical layout of a store to remind customers to buy certain products E.  Invest on SEO of the company website At the need recognition stage, marketers should remind customers of a need. SEO is tactic that is helpful at the information search stage.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-02 Step 1: Need Recognition   4-3
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Chapter 04 - Consumer Behaviour 5. Ishika is planning to throw a party for her friends in a restaurant. She tries to recall all the restaurants that she has visited over the years and weighs the pros and cons of each of these restaurants before coming to a decision. Which of the following is being exemplified in this scenario?  A.  Habitual decision making B.  An internal search for information C.  Postpurchase dissonance D.  Impulse buying E.  An external search for information This scenario exemplifies an internal search for information. In an internal search for information, the buyer examines his or her own memory and knowledge about the product or service, gathered through past experiences.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Moderate Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   6. Ansel is planning to purchase a new house. He consults his family and friends for suggestions on suitable residential areas. He contacts a number of real estate agents to find out more about the prices of houses. He also searches online to have a look at the houses for sale and reads the comments of people interested in buying houses. This is an example of:  A.  habitual decision making. B.  an internal search for information. C.  postpurchase dissonance. D.  impulse buying. E.  an external search for information. This scenario exemplifies an external search for information. In an external search for information, the buyer seeks information outside his or her personal knowledge base to help make the buying decision. Consumers might fill in their personal knowledge gaps by talking with friends, family, or a salesperson.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Moderate Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   4-4
Chapter 04 - Consumer Behaviour 7. What is a buyer most likely experiencing when he or she examines his or her own memory and knowledge about a product or service that is gathered through past experiences?  A.  An external locus of control B.  An impulse buying decision C.  An external search for information D.  An internal locus of control E.  An internal search for information In an internal search for information, the buyer examines his or her own memory and knowledge about the product or service, gathered through past experiences.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   8. A buyer seeks information beyond her personal knowledge base to help make a buying decision. This is an example of a(n):  A.  external locus of control. B.  ritual-based purchase. C.  external search for information. D.  internal locus of control. E.  internal search for information. In an external search for information, the buyer seeks information outside his or her personal knowledge base to help make the buying decision. Consumers might fill in their personal knowledge gaps by talking with friends, family, or a salesperson.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   4-5
Chapter 04 - Consumer Behaviour 9. Mark wants to go to a good fast-food restaurant for dinner. He recalls all the fast-food restaurants that he has visited. He then decides on his favourite, a restaurant that he has been visiting since childhood. This is an example of:  A.  habitual decision making. B.  an external search for information. C.  impulse buying. D.  an internal search for information. E.  postpurchase dissonance. This scenario exemplifies an internal search for information. In an internal search for information, the buyer examines his or her own memory and knowledge about the product or service, gathered through past experiences.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Moderate Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   10. Gina wants to buy a car. Before buying it, she asks her friends for their opinions, reads reviews in consumer reports, consults several websites, and visits several dealerships. This is an example of:  A.  habitual decision making. B.  an external search for information. C.  impulse buying. D.  an internal search for information. E.  postpurchase dissonance. This scenario exemplifies an external search for information. In an external search for information, the buyer seeks information outside his or her personal knowledge base to help make the buying decision. Consumers might fill in their personal knowledge gaps by talking with friends, family, or a salesperson.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Moderate Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   4-6
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Chapter 04 - Consumer Behaviour 11. Brian believes that he can get a better deal when buying his first bike. This is because he believes that if he conducts an extensive search for information and tries to use this information when negotiating his purchase, he will definitely be able to strike a better deal. This is an example of:  A.  an external locus of control. B.  limited problem solving. C.  an internal locus of control. D.  ritual consumption. E.  extended problem solving. In this scenario, Brian has an internal locus of control. People who have an internal locus of control believe they have some control over the outcomes of their actions, in which case they generally engage in more search activities.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   12. Coraline wants to buy a new house. She is a great believer in destiny and fate. She feels that regardless of what information she has, she can do little to influence the outcome of the deal and therefore does not engage in extensive research. This is an example of:  A.  an external locus of control. B.  limited problem solving. C.  an internal locus of control. D.  ritual consumption. E.  extended problem solving. In this scenario, Coraline has an external locus of control. With an external locus of control, consumers believe that fate or other external factors control all outcomes. In that case, they believe it doesn't matter how much information they gather; if they make a wise decision, it isn't to their credit, and if they make a poor one, it isn't their fault.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   4-7
Chapter 04 - Consumer Behaviour 13. The consumer belief that fate or other external factors control all outcomes is called a(n):  A.  external locus of control. B.  ritual-based pattern. C.  external search for information. D.  internal locus of control. E.  internal search for information. With an external locus of control, consumers believe that fate or other external factors control all outcomes. In that case, they believe it doesn't matter how much information they gather; if they make a wise decision, it isn't to their credit, and if they make a poor one, it isn't their fault.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   14. When consumers believe they have some control over the outcomes of their actions, they generally engage in more search activities. This is called a(n):  A.  external locus of control. B.  ritual-based pattern. C.  external search for information. D.  internal locus of control. E.  internal search for information. People who have an internal locus of control believe they have some control over the outcomes of their actions, in which case they generally engage in more search activities.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   4-8
Chapter 04 - Consumer Behaviour 15. While buying a new gown, Rhonda goes online and looks at several websites. She makes copious notes and spends hours comparing prices and designs. She then consults a designer friend, looks at several magazines, and discusses the issue with her sisters and mother. This is an example of:  A.  an external locus of control. B.  limited problem solving. C.  an internal locus of control. D.  ritual consumption. E.  extended problem solving. In this scenario, Rhonda displays an internal locus of control. People who have an internal locus of control believe they have some control over the outcomes of their actions, in which case they generally engage in more search activities.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   16. Mary believes that if she makes a wise decision, it is not to her credit, and if she makes a poor one, it is not her fault. This is an example of:  A.  an external locus of control. B.  limited problem solving. C.  an internal locus of control. D.  ritual consumption. E.  extended problem solving. In this scenario, Mary displays an external locus of control. With an external locus of control, consumers believe that fate or other external factors control all outcomes. In that case, they believe it doesn't matter how much information they gather; if they make a wise decision, it isn't to their credit, and if they make a poor one, it isn't their fault.   Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   4-9
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Chapter 04 - Consumer Behaviour 17. Which of the following statements is true of financial risk?  A.  It is the risk that involves the fears that consumers suffer when they worry others might not regard their purchases positively. B.  It is the risk that involves the perceived danger inherent in a poorly performing product or service. C.  It is the risk associated with the fear of an actual harm should a product not perform properly. D.  It is the risk that includes the initial cost of a purchase, as well as the costs of using the item or service. E.  It is the risk associated with the way people will feel if a product or service does not convey the right image. Financial risk is risk associated with a monetary outlay and includes the initial cost of a purchase, as well as the costs of using the item or service. Car manufacturers, for instance, recognize that extended warranties help alleviate financial risk because consumers fear extensive postpurchase repair costs.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   4-10
Chapter 04 - Consumer Behaviour 18. Raheem wants to purchase a new laptop. He believes that no matter how hard he looks at other alternatives and other brands available in the market, he will end up compromising some of the features that he would want in his laptop. He feels that he has no restraint over the outcome of his purchase. This belief is most indicative of a(n):  A.  need for self-actualization. B.  internal locus of control. C.  postpurchase dissonance. D.  external locus of control. E.  social need. In this case, Raheem's belief indicates an external locus of control. With an external locus of control, consumers believe that fate or other external factors control all outcomes. In that case, they believe it doesn't matter how much information they gather; if they make a wise decision, it isn't to their credit, and if they make a poor one, it isn't their fault.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   4-11
Chapter 04 - Consumer Behaviour 19. Which of the following statements is true of physiological risk?  A.  It is the risk that involves the fears that consumers suffer when they worry others might not regard their purchases positively. B.  It is the risk that involves the perceived danger inherent in a poorly performing product or service. C.  It is the risk associated with the fear of actual harm should a product not perform properly. D.  It is the risk that includes the initial cost of a purchase, as well as the costs of using the item or service. E.  It is the risk associated with the way people will feel if a product or service does not convey the right image. Physiological risk could also be called safety risk. Whereas performance risk involves what might happen if a product does not perform as expected, physiological (or safety) risk refers to the fear of actual harm should the product not perform properly.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   4-12
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Chapter 04 - Consumer Behaviour 20. Which of the following statements is true of social risk?  A.  It is the risk that involves the fears that consumers suffer when they worry others might not regard their purchases positively. B.  It is the risk that involves the perceived danger inherent in a poorly performing product or service. C.  It is the risk associated with the fear of an actual harm should a product not perform properly. D.  It is the risk that includes the initial cost of a purchase, as well as the costs of using the item or service. E.  It is the risk associated with the way people will feel if the product or service does not convey the right image. Social risk involves the fears that consumers suffer when they worry others might not regard their purchases positively.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   4-13
Chapter 04 - Consumer Behaviour 21. Which of the following statements best defines psychological risk?  A.  It is the risk that involves the fears that consumers suffer when they worry others might not regard their purchases positively. B.  It is the risk that involves the perceived danger inherent in a poorly performing product or service. C.  It is the risk associated with the fear of an actual harm should a product not perform properly. D.  It is the risk that includes the initial cost of a purchase, as well as the costs of using the item or service. E.  It is the risk associated with the way people will feel if a product or service does not convey the right image. Psychological risks are those risks associated with the way people will feel if the product or service does not convey the right image.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   4-14
Chapter 04 - Consumer Behaviour 22. Which of the following statements best describes performance risk?  A.  It is the risk that involves the fears that consumers suffer when they worry others might not regard their purchases positively. B.  It is the risk that involves the perceived danger inherent in a poorly working product or service. C.  It is the risk associated with the fear of an actual harm should a product not perform properly. D.  It is the risk that includes the initial cost of a purchase, as well as the costs of using the item or service. E.  It is the risk associated with the way people will feel if a product or service does not convey the right image. Performance risk involves the perceived danger inherent in a poorly performing product or service.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Moderate Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   4-15
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Chapter 04 - Consumer Behaviour 23. Which of the following statements is true of determinant attributes?  A.  It refers to the set of criteria that consumers use consciously or subconsciously to evaluate alternatives and trade off one characteristic against another, such that good characteristics compensate for bad ones. B.  It refers to the set of criteria that consumers use consciously or subconsciously to choose a product or service on the basis of a subset of its characteristics, regardless of the values of its other attributes. C.  It refers to the mental state that occurs when individuals feel completely satisfied with their lives and how they live. D.  It refers to the mental shortcuts that help consumers narrow down their choices during purchase. E.  It refers to the product or service features that are important to buyers and on which competing brands or stores are perceived to differ. To simplify the potentially complicated decision process, consumers use shortcuts such as determinant attributes and consumer decision rules. Determinant attributes are product or service features that are important to the buyer and on which competing brands or stores are perceived to differ.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Moderate Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-08 Psychological Factors   24. Which type of risk is less likely to be an influential risk factor when a consumer buys an expensive suit?  A.  Performance risk B.  Financial risk C.  Social risk D.  Physiological risk Physiological risk is also called safety risk. Compared to performance, financial, and social risk, physiological risk is less likely to be an issue with apparel.   Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Difficult Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   4-16
Chapter 04 - Consumer Behaviour 25. Which risk factor would motivate some customers to buy an extended warranty for a TV?  A.  Social risk B.  Performance risk C.  Physiological risk D.  Financial risk E.  Perceived risk Extended warranties help customers alleviate financial risk as they fear extensive post purchase repair costs.   Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Difficult Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   26. Which of the following holds true for the term "compensatory decision rule"?  A.  It refers to the set of criteria that consumers use consciously or subconsciously to evaluate alternatives and trade off one characteristic against another. B.  It refers to the set of criteria that consumers use consciously or subconsciously to choose a product or service on the basis of a subset of its characteristics, regardless of the values of its other attributes. C.  It refers to the mental state that occurs when individuals feel completely satisfied with their lives and how they live. D.  It refers to the mental shortcuts that help consumers narrow down choices. E.  It refers to the product or service features that are important to buyers and on which competing brands or stores are perceived to differ. A compensatory decision rule assumes that the consumer, when evaluating alternatives, trades off one characteristic against another, such that good characteristics compensate for bad characteristics.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-04 Step 3: Alternative Evaluation   4-17
Chapter 04 - Consumer Behaviour 27. Jim wants to buy a new smart phone. He considers several factors, such as camera quality, processor, style, operation system, battery life and price. He selected the most recent Samsung Galaxy even though it was priced a little higher than the budget he has set aside, he feels the superb camera quality and battery life will compensate for the higher price. Which of the following is being illustrated in this scenario?  A.  A compensatory decision rule B.  Postpurchase dissonance C.  A determinant attribute D.  Decision heuristics E.  An external locus of control This scenario illustrates the compensatory decision rule. A compensatory decision rule assumes that the consumer, when evaluating alternatives, trades off one characteristic against another, such that good characteristics compensate for bad characteristics.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-05 Step 4: Purchase Decision   4-18
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Chapter 04 - Consumer Behaviour 28. Tom wants to buy a new bike. He considers several factors, such as mileage, style, and price. Tom finds the perfect bike, but it is priced quite high. Although the mileage is superb, Tom rejects the bike because it is priced higher than what he is willing to pay. Instead, he buys a bike that is priced lower than the one he initially decided to purchase. Which of the following is being illustrated in this scenario?  A.  An external locus of control B.  Postpurchase dissonance C.  A determinant attribute D.  Decision heuristics E.  A noncompensatory decision rule This scenario illustrates the noncompensatory decision rule. Consumers use a noncompensatory decision rule, in which they choose a product or service on the basis of a subset of its characteristics, regardless of the values of its other attributes.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-05 Step 4: Purchase Decision   4-19
Chapter 04 - Consumer Behaviour 29. Joss wants to buy a T-shirt. He prefers branded T-shirts to nonbranded ones. Though the Calvin Klein T-shirt is very expensive, Joss decides to purchase it as he believes he is buying a higher quality item. This is an example of:  A.  a compensatory decision rule. B.  postpurchase dissonance. C.  a determinant attribute. D.  decision heuristics. E.  a noncompensatory decision rule. This scenario exemplifies decision heuristics. Some people use decision heuristics, which are mental shortcuts that help them narrow down their choices.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-11 Involvement and Consumer Buying Decisions   30. Customers are more likely to use "decision heuristics" for which category of products?  A.  Shopping B.  Specialty C.  Convenience D.  Luxury E.  Credence-based Decision heuristics are mental shortcuts that help customers to make a faster decision. They are more likely to use it when they purchase a convenience product as they carry less risk compared to shopping and specialty products.   Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Difficult Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-04 Step 3: Alternative Evaluation   4-20
Chapter 04 - Consumer Behaviour 31. In Toronto, a retail food store dropped its prices by 12 percent, which led to an increase in its market share from 30 to 45 percent. Because the lower price was the reason why shoppers wanted to buy at that particular store and not at the other competitor retail stores, this is an example of:  A.  a compensatory decision rule. B.  postpurchase dissonance. C.  a determinant attribute. D.  decision heuristics. E.  a noncompensatory decision rule. Determinant attributes are product or service features that are important to the buyer and on which competing brands or stores are perceived to differ.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Moderate Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-04 Step 3: Alternative Evaluation   4-21
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Chapter 04 - Consumer Behaviour 32. Which of the following statements is true of the noncompensatory decision rule?  A.  It refers to the set of criteria that consumers use consciously or subconsciously to evaluate alternatives and trade off one characteristic against another, such that good characteristics compensate for bad ones. B.  It refers to the set of criteria that consumers use consciously or subconsciously to choose a product or service on the basis of a subset of its characteristics, regardless of the values of its other attributes. C.  It refers to the mental state that occurs when individuals feel completely satisfied with their lives and how they live. D.  It refers to the mental shortcuts that help consumers narrow down choices such as price, brand, and product presentation. E.  It refers to the product or service features that are important to buyers and on which competing brands or stores are perceived to differ. Consumers use a noncompensatory decision rule, in which they choose a product or service on the basis of a subset of its characteristics, regardless of the values of its other attributes.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-04 Step 3: Alternative Evaluation   4-22
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Chapter 04 - Consumer Behaviour 33. Which of the following statements holds true for the term "decision heuristics"?  A.  It refers to the set of criteria that consumers use consciously or subconsciously to evaluate alternatives and trade off one characteristic against another, such that good characteristics compensate for bad ones. B.  It refers to the set of criteria that consumers use consciously or subconsciously to choose a product or service on the basis of a subset of its characteristics, regardless of the values of its other attributes. C.  It refers to the mental state that occurs when individuals feel completely satisfied with their lives and how they live. D.  It refers to the mental shortcuts that help consumers narrow down choices; examples include price, brand, and product presentation. E.  It refers to the product or service features that are important to buyers and on which competing brands or stores are perceived to differ. Some people use decision heuristics, which are mental shortcuts that help them narrow down their choices. Examples for decision heuristics include price, brand, and product presentation.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-04 Step 3: Alternative Evaluation   34. A pattern of behaviours tied to life events that affect what and how people consume is called:  A.  an external locus of control. B.  ritual consumption. C.  impulse buying. D.  an internal locus of control. E.  an internal search for information. After consumers purchase a product or service, they usually consume it, or "put it to the test." A special type of consumption is called ritual consumption, which refers to a pattern of behaviours tied to life events that affect what and how we consume.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-05 Step 4: Purchase Decision   4-23
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Chapter 04 - Consumer Behaviour 35. Mia goes to the local bakery every morning to have her breakfast, which consists of a bagel with cream cheese and a freshly brewed cup of coffee. She has been doing this for the last 10 years. This is an example of:  A.  impulse buying. B.  limited problem solving. C.  postpurchase dissonance. D.  ritual consumption. E.  extended problem solving. This scenario illustrates ritual consumption. After consumers purchase a product or service, they usually consume it, or "put it to the test." A special type of consumption is called ritual consumption, which refers to a pattern of behaviours tied to life events that affect what and how we consume.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Moderate Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-05 Step 4: Purchase Decision   36. Alpha-techtronics, Inc. buys gifts for Christmas from a particular toy manufacturing company. Alpha then distributes these gifts to several juvenile detention centres every year as part of its social responsibility program. The company delivers beautifully wrapped gifts and stockings filled with other goodies on Christmas Eve. This is an example of:  A.  an external locus of control. B.  limited problem solving. C.  an internal locus of control. D.  ritual consumption. E.  extended problem solving. This scenario exemplifies ritual consumption. After consumers purchase the product or service, they usually consume it, or "put it to the test." A special type of consumption is called ritual consumption, which refers to a pattern of behaviours tied to life events that affect what and how we consume.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-05 Step 4: Purchase Decision   4-24
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Chapter 04 - Consumer Behaviour 37. Which of the following statements best defines postpurchase dissonance?  A.  It refers to an internal conflict that arises from an inconsistency between two beliefs, or between beliefs and behaviour. B.  It refers to a buying decision made by customers on the spot when they see the merchandise. C.  It refers to a purchase decision process in which consumers engage with little conscious effort. D.  It refers to a purchase decision process during which consumers devote, at most, a moderate amount of effort and time. E.  It refers to a purchase decision process during which consumers devote considerable time and effort to analyzing alternatives. Postpurchase dissonance (or buyer's remorse) is an internal conflict that arises from an inconsistency between two beliefs, or between beliefs and behaviour. Postpurchase cognitive dissonance is a feeling of regret, guilt, or grave uneasiness, which generally occurs when a consumer questions the appropriateness of a purchase after his or her decision has been made.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-06 Step 5: Postpurchase   4-25
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Chapter 04 - Consumer Behaviour 38. After having eaten an expensive Indian meal at a fine dining restaurant, Shane realized that he could have eaten more at another restaurant for a lesser price. Which of the following is being illustrated in this scenario?  A.  Habitual decision making B.  An external search for information C.  Ritual consumption D.  An internal search for information E.  Postpurchase dissonance This scenario illustrates the concept of postpurchase dissonance. Postpurchase dissonance (or buyer's remorse) is an internal conflict that arises from an inconsistency between two beliefs, or between beliefs and behaviour. Postpurchase cognitive dissonance is a feeling of regret, guilt, or grave uneasiness, which generally occurs when a consumer questions the appropriateness of a purchase after his or her decision has been made.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-06 Step 5: Postpurchase   4-26
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Chapter 04 - Consumer Behaviour 39. Fiola buys a new car. After having bought the car, she sees an advertisement of another car listing all its benefits. She questions whether she made the right choice. She regrets purchasing her car without checking the other option. This is an example of:  A.  habitual decision making. B.  an internal search for information. C.  postpurchase dissonance. D.  impulse buying. E.  an external search for information. This scenario illustrates postpurchase dissonance. Postpurchase dissonance (or buyer's remorse) is an internal conflict that arises from an inconsistency between two beliefs, or between beliefs and behaviour. Postpurchase cognitive dissonance is a feeling of regret, guilt, or grave uneasiness, which generally occurs when a consumer questions the appropriateness of a purchase after his or her decision has been made. Postpurchase dissonance is especially likely for products that are expensive, infrequently purchased, highly expressive, and associated with high levels of risk.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Moderate Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-06 Step 5: Postpurchase   4-27
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Chapter 04 - Consumer Behaviour 40. Which of the following statements holds true for the term negative word-of-mouth?  A.  It refers to sellers using the bait-and-switch method of selling products or services to customers. B.  It refers to manufacturers using retailers to promote their products in order to decrease competition. C.  It refers to salespeople using misleading information in order to increase sales. D.  It refers to consumers spreading negative information about a product, service, or store to others. E.  It refers to customers compromising certain characteristics in order to obtain the positive features of a product or service. Negative word-of-mouth occurs when consumers spread negative information about a product, service, or store to others. The Internet has provided an effective method of spreading negative word-of-mouth to millions of people instantaneously through personal blogs, Twitter, and corporate websites.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-06 Step 5: Postpurchase   4-28
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Chapter 04 - Consumer Behaviour 41. Anna bought a laptop from Cosmo-Z Electronics, Inc. While working one day, the laptop suddenly crashed. Despite Anna's best efforts, she could not reboot it. She made a visit to the service centre, but they refused to check her laptop, saying that they did not have the requisite expertise. The centre also refused to make any alternative arrangements. Anna then decided to post her problems on Facebook to advise people not to buy computers from that company. This postpurchase review is an example of:  A.  affective components of attitude. B.  nano-campaigning. C.  limited problem solving. D.  social risk. E.  negative word-of-mouth. This postpurchase review is an example of negative word-of-mouth. Negative word-of-mouth occurs when consumers spread negative information about a product, service, or store to others. The Internet has provided an effective method of spreading negative word-of-mouth to millions of people instantaneously through personal blogs, Twitter, and corporate websites.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-06 Step 5: Postpurchase   42. In the context of consumer buying decisions, which of the following is a need or want that is strong enough to cause a person to seek satisfaction?  A.  Perception B.  Involvement C.  Learning D.  Motive E.  Attitude A motive is a need or want that is strong enough to cause the person to seek satisfaction. Abraham Maslow categorized needs into five types: physiological, safety, love or social, esteem, and self-actualization.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-08 Psychological Factors   4-29
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Chapter 04 - Consumer Behaviour 43. Which of the following statements is NOT true of the different types of needs as categorized by Abraham Maslow?  A.  Safety needs usually relate to the satisfaction of the inner desires of the people. B.  Esteem needs allow people to satisfy their inner desires. C.  Self-actualization occurs when one feels completely satisfied with his/her life. D.  Physiological needs are generally met for most people in developed countries. E.  Physiological needs are the basic biological necessities of life. Safety needs refers to individual protection and physical well-being; Esteem needs relate to the satisfaction of the inner desires of individuals.   Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-08 Psychological Factors   44. In the context of Maslow's types of needs, which of the following deals with basic biological necessities of life, such as food, drink, rest, and shelter?  A.  Esteem needs B.  Functional needs C.  Safety needs D.  Physiological needs E.  Psychological needs Maslow categorized five groups of needs. Physiological needs deal with the basic biological necessities of life: food, drink, rest, and shelter. Although for most people in developed countries these basic needs are generally met, there are those in both developed and less- developed countries who are less fortunate.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-08 Psychological Factors   4-30
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Chapter 04 - Consumer Behaviour 45. Two tourists were angry after a hotel clerk gave away their room reservations without their consent. They lashed out against the company by posting a nasty video of their experience online, which more than 20,000 people viewed when it went viral. This act by the tourists to inform others about their discomforting experience with the hotel is an example of:  A.  the affective component of attitude. B.  the cognitive component of attitude. C.  the behavioural component of attitude. D.  postpurchase dissonance. E.  ritual consumption. This act by the tourists to inform others about their discomforting experience with the hotel is an example of the behavioural component of attitude. The behavioural component of attitude is a component of attitude that comprises the actions a person takes with regard to the issue at hand.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-08 Psychological Factors   4-31
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Chapter 04 - Consumer Behaviour 46. Which of the following statements holds true about self-actualization?  A.  It refers to the set of criteria that consumers use consciously or subconsciously to evaluate alternatives and trade off one characteristic against another, such that good characteristics compensate for bad ones. B.  It refers to the set of criteria that consumers use consciously or subconsciously to choose a product or service on the basis of a subset of its characteristics, regardless of the values of its other attributes. C.  It refers to the mental state that occurs when individuals feel completely satisfied with their lives and how they live. D.  It refers to the mental shortcuts that help consumers narrow down choices; examples include price, brand, and product presentation. E.  It refers to the product or service features that are important to buyers and on which competing brands or stores are perceived to differ. Maslow categorized five groups of needs, namely, physiological, safety, love, esteem, and self-actualization. Self-actualization occurs when individuals feels completely satisfied with their lives and how they live. At this stage, they don't care what others think.   Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-08 Psychological Factors   47. John attends meditation classes. He believes that meditation will help him maintain a happy, satisfied outlook on life. John meditates to primarily boost his confidence. Which of the following needs is met by attending such classes?  A.  Esteem needs B.  Functional needs C.  Physiological needs D.  Social needs E.  Safety needs Esteem needs allow people to satisfy their inner desires. Yoga, meditation, health clubs, and many books appeal to people's desires to grow or maintain a happy, satisfied outlook on life.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-08 Psychological Factors   4-32
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Chapter 04 - Consumer Behaviour 48. School reunions help individuals bond with friends and teachers. Such occasions fulfill the individuals':  A.  esteem needs. B.  functional needs. C.  physiological needs. D.  social needs. E.  safety needs. Love or social needs relate to our interactions with others. Haircuts and makeup make people look more attractive, and deodorants prevent odour. Greeting cards help express feelings toward others.   Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-08 Psychological Factors   49. Which of the following statements holds true about the cognitive component of attitude?  A.  It refers to the part of attitude that reflects what a person feels about the issue at hand—his or her like or dislike of something. B.  It refers to one or more persons an individual uses as a basis for comparison regarding beliefs, feelings, and behaviours. C.  It refers to the part of attitude that reflects what a person believes to be true. D.  It refers to consumers spreading negative information about a product or a service. E.  It refers to the part of attitude that comprises the actions a person takes with regard to the issue at hand. An attitude consists of three components. The cognitive component reflects what we believe to be true, the affective component involves what we feel about the issue at hand—our like or dislike of something—and the behavioural component comprises the action(s) we take based on what we know and feel.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-08 Psychological Factors   4-33
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Chapter 04 - Consumer Behaviour 50. Identify the term that refers to a person's enduring evaluation of his or her feelings about an object or idea and behavioural tendencies toward that object or idea.  A.  Perception B.  Involvement C.  Learning D.  Motive E.  Attitude An attitude is a person's enduring evaluation of his or her feelings about and behavioural tendencies toward an object or idea. Attitudes are learned and long lasting, and they might develop over a long period of time, though they can also abruptly change.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-08 Psychological Factors   51. Michelle believes that all spiders are dangerous and that a spider bite can have fatal consequences. Such a belief reflects:  A.  the affective component of her attitude. B.  the cognitive component of her attitude. C.  the behavioural component of her attitude. D.  her reliance on reference groups. E.  her self-actualization needs. An attitude is a person's enduring evaluation of his or her feelings about and behavioural tendencies toward an object or idea. An attitude consists of three components. The cognitive component reflects what we believe to be true, the affective component involves what we feel about the issue at hand—our like or dislike of something—and the behavioural component comprises the action(s) we take based on what we know and feel.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-08 Psychological Factors   4-34
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Chapter 04 - Consumer Behaviour 52. Evonnia is scared of snakes and feels a strong wave of fear whenever she sees one. This fear is an example of:  A.  the affective component of her attitude. B.  the cognitive component of her attitude. C.  the behavioural component of her attitude. D.  her security needs. E.  her lifestyle. The fear indicated in this scenario illustrates the affective component of Evonnia's attitude. An attitude is a person's enduring evaluation of his or her feelings about and behavioural tendencies toward an object or idea. An attitude consists of three components. The cognitive component reflects what we believe to be true, the affective component involves what we feel about the issue at hand—our like or dislike of something—and the behavioural component comprises the action(s) we take based on what we know and feel.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-08 Psychological Factors   53. Alexandra is so scared of spiders that she screams loudly every time she sees one. The act of screaming aloud is an example of:  A.  the affective component of attitude. B.  the cognitive component of attitude. C.  the behavioural component of attitude. D.  the intangible component of attitude. E.  the emotional component of attitude. This scenario illustrates the behavioural component of attitude. An attitude is a person's enduring evaluation of his or her feelings about and behavioural tendencies toward an object or idea. An attitude consists of three components. The cognitive component reflects what we believe to be true, the affective component involves what we feel about the issue at hand—our like or dislike of something—and the behavioural component comprises the action(s) we take based on what we know and feel.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-08 Psychological Factors   4-35
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Chapter 04 - Consumer Behaviour 54. Jesse believes that Ross is honest and generous. In this case, which of the following components of Jesse's attitude is reflected?  A.  The affective component B.  The cognitive component C.  The behavioural component D.  The physiological component E.  The emotive component The cognitive component of Jesse's attitude is reflected in this scenario. An attitude is a person's enduring evaluation of his or her feelings about and behavioural tendencies toward an object or idea. In this case Jesse's cognitive component of her attitude is reflected. An attitude consists of three components. The cognitive component reflects what we believe to be true, the affective component involves what we feel about the issue at hand—our like or dislike of something—and the behavioural component comprises the action(s) we take based on what we know and feel.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-08 Psychological Factors   4-36
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Chapter 04 - Consumer Behaviour 55. Cielo loves visiting Williams Café, which is located near her college. Her enduring evaluation of Williams Café is that she loves the ambience but doesn't enjoy the food too much. She spends over an hour at the café, almost every day, sipping coffee and reading her books. Which of the following psychological factors is most likely affecting Cielo's decision to be a regular visitor at Williams Café?  A.  Reference group B.  Culture C.  Purchasing situation D.  Temporal state E.  Attitude The psychological factor indicated in this scenario is attitude. An attitude is a person's enduring evaluation of his or her feelings about and behavioural tendencies toward an object or idea. An attitude consists of three components. The cognitive component reflects what we believe to be true, the affective component involves what we feel about the issue at hand—our like or dislike of something—and the behavioural component comprises the action(s) we take based on what we know and feel.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-08 Psychological Factors   4-37
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Chapter 04 - Consumer Behaviour 56. Most shoppers believe that Walmart has the lowest price on every product it sells. This belief is a result of the message used in Walmart's advertising and the opinions expressed by its customers. Which of the following psychological factors is affecting the decision-making process of these customers?  A.  Their purchase situation B.  Their ritual consumption C.  Their culture D.  Their peers E.  Their attitude The psychological factor affecting the decision-making process of these customers is attitude. An attitude is a person's enduring evaluation of his or her feelings about and behavioural tendencies toward an object or idea.   Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-08 Psychological Factors   57. Donatella feels that Lorenzo is kind, charming, and humorous and that is why she feels good when she is around him. Which component of Donatella's attitude is reflected in this scenario?  A.  The affective component B.  The cognitive component C.  The behavioural component D.  The physiological component E.  The deductive component The affective component of Donatella's attitude is reflected in this scenario. An attitude consists of three components. The cognitive component reflects what we believe to be true, the affective component involves what we feel about the issue at hand—our like or dislike of something—and the behavioural component comprises the action(s) we take based on what we know and feel.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Moderate Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-08 Psychological Factors   4-38
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Chapter 04 - Consumer Behaviour 58. Jesse feels that Ross is kind, charming, and humorous and therefore she tries to hang out with him whenever she gets the chance. Which component of Jesse's attitude is reflected when she hangs out with Ross?  A.  The affective component B.  The cognitive component C.  The behavioural component D.  The physiological component E.  The deductive component The behavioural component of Jesse's attitude is reflected when she hangs out with Ross. An attitude consists of three components. The cognitive component reflects what we believe to be true, the affective component involves what we feel about the issue at hand—our like or dislike of something—and the behavioural component comprises the action(s) we take based on what we know and feel.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-08 Psychological Factors   59. Joe likes BlackBerry brand and still buys BlackBerry phones. He sometimes has to argue with his friends and explain why he buys BlackBerry phones. Which components of Joe's attitude are reflected here?  A.  The affective and cognitive components B.  The cognitive and behavioural components C.  The physiological and behavioural components D.  The affective and behavioural components E.  The deductive and affective components Joe likes BlackBerry reflects the affective component and buying and arguing with friends reflect behavioural components.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-08 Psychological Factors   4-39
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Chapter 04 - Consumer Behaviour 60. A hockey equipment manufacturing company is endorsed by NHL superstars. Therefore, ice hockey fans tend to buy hockey equipment from this company. Which of the following social factors is affecting the decision-making process of the hockey fans?  A.  The affective component of their attitude B.  Their culture C.  The behavioural component of their attitude D.  The reference group E.  The purchase situation The reference group is the social factor affecting the decision-making process of the hockey fans. A reference group is one or more persons an individual uses as a basis for comparison regarding beliefs, feelings, and behaviours. A consumer might have various reference groups, including family, friends, coworkers, or famous people the consumer would like to emulate.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Moderate Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-09 Social Factors   61. Which of the following refers to the process by which people select, organize, and interpret information to form a meaningful picture of the world?  A.  Perception B.  Involvement C.  Learning D.  Motive E.  Attitude Perception is the process by which we select, organize, and interpret information to form a meaningful picture of the world. Perception influences our acquisition and consumption of goods and services through our tendency to assign meaning to things such as colour, symbols, taste, and packaging.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-08 Psychological Factors   4-40
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Chapter 04 - Consumer Behaviour 62. Sam wants to play football. He consults coaches regarding his chances to play at the national level. He also consults players who are currently playing football at school and the university level. He reads articles about football. He acquires more knowledge from each new piece of information. With all the additional knowledge, his thoughts about the game are different from what he had gathered from reading. Sam is engaging in:  A.  postpurchase dissonance. B.  ritual consumption. C.  learning. D.  crowdsourcing. E.  extrapolation. In this case, Sam is engaging in learning. Learning refers to a change in a person's thought process or behaviour that arises from experience and takes place throughout the consumer decision process.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Moderate Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-08 Psychological Factors   63. A change in a person's thought process or behaviour that arises from experience and takes place throughout the consumer decision process is called:  A.  perception. B.  involvement. C.  learning. D.  motive. E.  attitude. Learning refers to a change in a person's thought process or behaviour that arises from experience and takes place throughout the consumer decision process.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-08 Psychological Factors   4-41
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Chapter 04 - Consumer Behaviour 64. Many firms use athletes as spokespeople who represent what many people would ideally like to be. In the context of the consumer decision-making process, which of the following do these spokespeople represent?  A.  A sponsor B.  A profiteer C.  A market maven D.  A reference group E.  An impulse buyer These spokespeople represent a reference group. A reference group is one or more persons an individual uses as a basis for comparison regarding beliefs, feelings, and behaviours. A consumer might have various reference groups, including family, friends, coworkers, or famous people the consumer would like to emulate.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-09 Social Factors   65. Which of the following is true of a reference group?  A.  It refers to the part of attitude that reflects what a person feels about the issue at hand—his or her like or dislike of something. B.  It refers to one or more persons an individual uses as a basis for comparison regarding beliefs, feelings, and behaviours. C.  It refers to the part of attitude that reflects what a person believes to be true. D.  It refers to consumers spreading negative information about a product, service, or store to others. E.  It refers to the art of attitude that comprises the actions a person takes with regard to the issue at hand. A reference group is one or more persons an individual uses as a basis for comparison regarding beliefs, feelings, and behaviours. A consumer might have various reference groups, including family, friends, coworkers, or famous people the consumer would like to emulate.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-08 Psychological Factors   4-42
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Chapter 04 - Consumer Behaviour 66. Allison is buying a can of orange soda. She scrutinizes all the information provided on the can. She checks the ingredients for artificial flavours, the calorie and nutrient content, and the expiry date. In this case, Allison can be categorized as a(n):  A.  perceptive consumer. B.  high-involvement consumer. C.  open consumer. D.  emotive consumer. E.  opinionated consumer. Allison can be categorized as a high-involvement consumer. Involvement is the consumer's degree of interest or concern in a product or service. A high-involvement consumer usually scrutinizes all the information provided and process the key elements of a message of an advertisement.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-04 Explain how involvement influences the consumer buying decision process. Topic: 04-11 Involvement and Consumer Buying Decisions   67. In the context of consumer buying decision, a consumer's degree of interest or concern in a product or service is called:  A.  perception B.  involvement. C.  learning. D.  motive. E.  attitude. Involvement is the consumer's degree of interest or concern in the product or service. Consumers may have different levels of involvement for the same type of product.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-04 Explain how involvement influences the consumer buying decision process. Topic: 04-11 Involvement and Consumer Buying Decisions   4-43
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Chapter 04 - Consumer Behaviour 68. Which of the following best describes impulse buying?  A.  It refers to the internal conflict that arises from an inconsistency between two beliefs, or between beliefs and behaviour. B.  It refers to a buying decision made by customers on the spot when they see the merchandise. C.  It refers to a purchase decision process in which consumers engage with little conscious effort. D.  It refers to a purchase decision process during which consumers devote, at most, a moderate amount of effort and time. E.  It refers to a purchase decision process during which consumers devote considerable time and effort to analyzing alternatives. A common type of limited problem solving is impulse buying, a buying decision made by customers on the spot when they see the merchandise.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-04 Explain how involvement influences the consumer buying decision process. Topic: 04-13 Limited Problem Solving   4-44
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Chapter 04 - Consumer Behaviour 69. Which of the following is true of limited problem solving?  A.  It refers to the internal conflict that arises from an inconsistency between two beliefs, or between beliefs and behaviour. B.  It refers to a buying decision made by customers on the spot when they see the merchandise. C.  It refers to a purchase decision process in which consumers engage with little conscious effort. D.  It refers to a purchase decision process during which consumers devote, at most, a moderate amount of effort and time. E.  It refers to a purchase decision process during which consumers devote considerable time and effort to analyzing alternatives. Limited problem solving occurs during a purchase decision that calls for, at most, a moderate amount of effort and time. Customers engage in this type of buying process when they have had some prior experience with the product or service and the perceived risk is moderate.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-04 Explain how involvement influences the consumer buying decision process. Topic: 04-13 Limited Problem Solving   4-45
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Chapter 04 - Consumer Behaviour 70. Jeff is a football player. He wants to join a college that provides scholarships to football players and better facilities for athletes. He also checks the fees and dorm facilities of each of these colleges. Jeff devotes considerable time and effort to analyzing his alternatives. He finally settles on the school that best matches his criteria. This is an example of:  A.  an external locus of control. B.  limited problem solving. C.  an internal locus of control. D.  ritual consumption. E.  extended problem solving. This scenario illustrates the concept of extended problem solving. When a consumer spends considerable time and effort analyzing many alternatives, before arriving at a final purchase decision, then the consumer is said to have undergone extended problem solving. This is common when the customer perceives that the purchase decision entails a great deal of risk.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Moderate Learning Objective: 04-04 Explain how involvement influences the consumer buying decision process. Topic: 04-12 Extended Problem Solving   71. Mila wants to find out more about a newly launched detergent. She seeks additional information on the product from her colleague who has used this particular detergent. This is an example of:  A.  an external locus of control. B.  limited problem solving. C.  an internal locus of control. D.  ritual consumption. E.  extended problem solving. This scenario exemplifies limited problem solving. Limited problem solving occurs during a purchase decision that calls for, at most, a moderate amount of effort and time. Customers engage in this type of buying process when they have had some prior experience with the product or service and the perceived risk is moderate.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-04 Explain how involvement influences the consumer buying decision process. Topic: 04-13 Limited Problem Solving   4-46
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Chapter 04 - Consumer Behaviour 72. Which of the following is true of extended problem solving?  A.  It refers to the internal conflict that arises from an inconsistency between two beliefs, or between beliefs and behaviour. B.  It refers to a buying decision made by customers on the spot when they see the merchandise. C.  It refers to a purchase decision process in which consumers engage with little conscious effort. D.  It refers to a purchase decision process during which consumers devote, at most, a moderate amount of effort and time. E.  It refers to a purchase decision process during which consumers devote considerable time and effort to analyzing alternatives. When a consumer spends considerable time and effort analyzing many alternatives, before arriving at a final purchase decision, then the consumer is said to have undergone extended problem solving. This is common when the customer perceives that the purchase decision entails a great deal of risk.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-04 Explain how involvement influences the consumer buying decision process. Topic: 04-12 Extended Problem Solving   4-47
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Chapter 04 - Consumer Behaviour 73. Jeff goes to the supermarket to buy groceries for his family with an elaborate grocery list in hand. After buying all his groceries, he spots some candy that is prominently displayed at the checkout aisle. He picks up a chocolate bar even though it was not part of his grocery list. This is an example of:  A.  habitual decision making. B.  an external search for information. C.  impulse buying. D.  an internal search for information. E.  postpurchase dissonance. This scenario illustrates impulse buying. A common type of limited problem solving is impulse buying, a buying decision made by customers on the spot when they see the merchandise.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Moderate Learning Objective: 04-04 Explain how involvement influences the consumer buying decision process. Topic: 04-13 Limited Problem Solving   4-48
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Chapter 04 - Consumer Behaviour 74. Mary, a 25-year-old administrator, enjoys going out every weekend. One afternoon, while window shopping at a mall, Mary spots a sale at her favourite retail store. Despite making a strict resolution not to buy unnecessary goods, Mary weakens and buys a purse, a pair of jeans, and a pair of shoes. This is an example of:  A.  habitual decision making. B.  an internal search for information. C.  postpurchase dissonance. D.  impulse buying. E.  an external search for information. This scenario exemplifies impulse buying. A common type of limited problem solving is impulse buying, a buying decision made by customers on the spot when they see the merchandise.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-04 Explain how involvement influences the consumer buying decision process. Topic: 04-13 Limited Problem Solving   75. A purchase decision process during which a consumer devotes considerable time and effort to analyzing alternatives, which often occurs when the consumer perceives that the purchase decision entails a great deal of risk is called:  A.  an external locus of control. B.  limited problem solving. C.  an internal locus of control. D.  ritual consumption. E.  extended problem solving. When a consumer spends considerable time and effort analyzing many alternatives before arriving at a final purchase decision, then the consumer is said to have undergone extended problem solving. This is common when the customer perceives that the purchase decision entails a great deal of risk.   Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 04-04 Explain how involvement influences the consumer buying decision process. Topic: 04-12 Extended Problem Solving   4-49
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Chapter 04 - Consumer Behaviour 76. Amy went to the grocery store to do her weekly shopping. She saw some cookies that she had bought few weeks ago. She bought another pack just in case some of her children's friends decided to visit over the weekend. She liked the cookies and was sure that the kids would like them too. In this case, Amy's buying behaviour is an example of:  A.  an external locus of control. B.  limited problem solving. C.  an internal locus of control. D.  ritual consumption. E.  extended problem solving. In this case, Amy's buying behavior is an example of limited problem solving. This occurs during a purchase decision that calls for, at most, a moderate amount of effort and time. Customers engage in this type of buying process when they have had some prior experience with a product or service and the perceived risk is moderate.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-04 Explain how involvement influences the consumer buying decision process. Topic: 04-13 Limited Problem Solving   77. Maggie usually buys a large tin of Ricoffy coffee and never considers buying any other type of coffee. She makes this decision without much thought or effort. Maggie is indulging in:  A.  habitual decision making. B.  an external search for information. C.  impulse buying. D.  an internal search for information. E.  postpurchase dissonance. Some purchases require minimal thought. Habitual decision making describes a purchase decision process in which consumers engage with little conscious effort. In this case, Maggie is indulging in habitual decision making.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-04 Explain how involvement influences the consumer buying decision process. Topic: 04-13 Limited Problem Solving   4-50
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Chapter 04 - Consumer Behaviour 78. Which of the following statements best defines habitual decision making?  A.  It refers to the internal conflict that arises from an inconsistency between two beliefs, or between beliefs and behaviour. B.  It refers to a buying decision made by customers on the spot when they see the merchandise. C.  It refers to a purchase decision process in which consumers engage with little conscious effort. D.  It refers to a purchase decision process during which consumers devote at most, a moderate amount of effort and time. E.  It refers to a purchase decision process during which consumers devote considerable time and effort to analyzing alternatives. Some purchases require minimal thought. Habitual decision making describes a purchase decision process in which consumers engage with little conscious effort.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-04 Explain how involvement influences the consumer buying decision process. Topic: 04-13 Limited Problem Solving   79. While on his way home, Joren buys a box of Guardian Original cereal and a family pack of Rice Krispies for his kids. He does not ponder over the benefits provided by the competitors' products, nor does he look at other alternatives. This is an example of:  A.  habitual decision making. B.  an internal search for information. C.  postpurchase dissonance. D.  impulse buying. E.  an external search for information. Some purchases require minimal thought. Habitual decision making describes a purchase decision process in which consumers engage with little conscious effort. In this case, Joren is indulging in habitual decision making.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-04 Explain how involvement influences the consumer buying decision process. Topic: 04-13 Limited Problem Solving   4-51
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Chapter 04 - Consumer Behaviour  Rangsey uses the ice hockey equipment of Mills International, a leading manufacturer of ice hockey products. The equipment is sturdy, light, and durable. Now Rangsey wants to use the equipment made by a company that is endorsed by Sidney Crosby, who scored the winning goal in the 2010 Winter Olympics in Vancouver. This new equipment is of the same quality as Rangsey's old equipment but is much more expensive. Still, Rangsey is convinced that this is what he wants.   80. Which of the following needs is fulfilled when Rangsey uses equipment manufactured by Mills International?  A.  Functional needs B.  Physiological needs C.  Psychological needs D.  Self-actualization needs E.  Social needs Functional needs pertain to the performance of a product or service. In this case, the functional need is fulfilled when Rangsey uses the ice hockey equipment manufactured by Mills International.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-01 Describe the steps in the consumer buying decision process. Topic: 04-02 Step 1: Need Recognition   4-52
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Chapter 04 - Consumer Behaviour 81. Which of the following needs is fulfilled when Rangsey uses the equipment for the very reason that it is expensive and also because it is endorsed by Sidney Crosby?  A.  Functional needs B.  Physiological needs C.  Psychological needs D.  Self-actualization needs E.  Security needs Psychological needs pertain to the personal gratification consumers associate with a product and/or service. In this case, Rangsey is fulfilling his psychological needs when he is purchasing the equipment for the expensive price tag because the product was endorsed by Sidney Crosby.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-01 Describe the steps in the consumer buying decision process. Topic: 04-02 Step 1: Need Recognition    Isla needs to buy ice hockey gear so she can practise for her university team tryouts. She reads lots of articles and consults players who have played the game at the national level. She also tries to remember the brands that her brother used when he played in college. Isla believes that adequate research will get her the best deal. She also needs some clothes for the tryouts but decides to borrow these from a friend.   4-53
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Chapter 04 - Consumer Behaviour 82. Isla's level of research is an example of:  A.  an internal locus of control. B.  an external locus of control. C.  an internal search for information. D.  an impulsive decision. E.  an external search for information. In an external search for information, the buyer seeks information outside his or her personal knowledge base to help make the buying decision. Consumers might fill in their personal knowledge gaps by talking with friends, family, or a salesperson. In this case, Isla's external search of information is reflected in her buying decisions regarding ice hockey gears.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   83. When Isla tries to remember the brands her brother used when he played the game, she is indulging in:  A.  an internal locus of control. B.  an external locus of control. C.  an internal search for information. D.  an impulsive purchase. E.  an external search for information. In an internal search for information, the buyer examines his or her own memory and knowledge about a product or service, gathered through past experiences. In this case, Isla is indulging in an internal search for information.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   4-54
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Chapter 04 - Consumer Behaviour 84. Isla believes that adequate research will get her the best deal. This indicates that Isla is more likely to have a strong:  A.  internal locus of control. B.  external locus of control. C.  need for internal search for information. D.  trait of limited problem solving. E.  postpurchase dissonance. People who have an internal locus of control believe they have some control over the outcomes of their actions, in which case they generally engage in more search activities. In this case, Isla is more likely to have a strong internal locus of control.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   85. When Isla decides to borrow some clothes for the tryouts, she does not give the matter too much thought. This is an example of:  A.  an internal locus of control. B.  an external locus of control. C.  an internal search for information. D.  a limited problem-solving attitude. E.  an external search for information. This scenario illustrates limited problem solving. Limited problem solving occurs during a purchase decision that calls for, at most, a moderate amount of effort and time. Customers engage in this type of buying process when they have had some prior experience with a product or service and the perceived risk is moderate.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-04 Explain how involvement influences the consumer buying decision process. Topic: 04-13 Limited Problem Solving   4-55
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Chapter 04 - Consumer Behaviour  A chart depicting the rating of Toyota, Honda, Nissan in terms of mileage, style, price, and accessories   Mileage Style Price Accessories   Toyota 10 8 6 8 Honda 8 9 8 3 Nissan 6 8 10 5 Note: The numbers are based on a 10-point scale, 1 being very poor and 10 being very good.   86. Ramsey wants to buy a car. The Nissan receives a low mileage rating when compared to cars by Honda and Toyota, but it scores higher than those cars when it comes to price. Ramsey feels that the price of a Nissan car makes it favourable compared to the others even though it has a lower mileage rating. Which of the following is Ramsey exercising in his decision-making process?  A.  A compensatory decision rule B.  An external locus of control C.  Decision heuristics D.  Determinant attributes E.  A non-compensatory decision rule In this case, Ramsey is exercising a compensatory decision rule. A compensatory decision rule assumes that a consumer, when evaluating alternatives, trades off one characteristic against another, such that good characteristics compensate for bad characteristics.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-04 Step 3: Alternative Evaluation   4-56
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Chapter 04 - Consumer Behaviour 87. A Toyota car has higher mileage compared to a Honda car. But its weaknesses are style and price. Gina feels that Toyota's excellent mileage is outweighed by its weaknesses in price and style. She therefore chooses a Honda car. Gina's choice represents:  A.  the compensatory decision rule. B.  an external locus of control. C.  decision heuristics. D.  a determinant attribute. E.  the noncompensatory decision rule. Gina's choice represents the noncompensatory decision rule. Sometimes, consumers use a noncompensatory decision rule, in which they choose a product or service on the basis of a subset of its characteristics, regardless of the values of its other attributes.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-04 Step 3: Alternative Evaluation   88. Dan chooses a Toyota despite the fact that it is much more expensive than the other two cars. He is convinced that higher price ensures better quality. This notion reflects the concept of:  A.  a compensatory decision rule. B.  an external locus of control. C.  decision heuristics. D.  determinant attributes. E.  a noncompensatory decision rule. In this case, Dan's decision heuristics are reflected when he chooses Toyota over others as he perceives he is receiving the best quality by paying a higher price. Some people use decision heuristics, which are mental shortcuts that help them narrow down their choices.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-04 Step 3: Alternative Evaluation   4-57
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Chapter 04 - Consumer Behaviour 89. Jerry wants a car that has good mileage but low gas consumption. He buys a Toyota car. In this case, which of the following has determined the purchase of the car?  A.  Compensatory decision rule B.  External locus of control C.  Postpurchase dissonance D.  Determinant attribute E.  Noncompensatory decision rule In this case, Jerry's decision to buy a Toyota car has been determined by the determinant attribute of Toyota and the other car brands. Determinant attributes are product or service features that are important to the buyer and on which competing brands or stores are perceived to differ.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-04 Step 3: Alternative Evaluation   90. Marvin desires steady employment and extended health insurance. He also wants to live in a neighbourhood that is free of danger. According to Maslow's hierarchy of need framework, Marvin is seeking fulfillment of his:  A.  self-actualization needs. B.  esteem needs. C.  safety needs. D.  physiological needs. E.  social needs. In this case, Marvin is seeking fulfillment of his safety needs. Safety needs pertain to protection and physical well-being. The marketplace is full of products and services that are designed to make you safer, such as airbags in cars and burglar alarms in homes, or healthier, such as vitamins and organic meats and vegetables.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-07 Factors Influencing Consumer Buying Decisions   4-58
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Chapter 04 - Consumer Behaviour 91. Valko works hard to ensure that his family has basic needs such as water, food, and shelter. According to Maslow's hierarchy of need framework, which of the following needs Valko is trying to fulfill?  A.  Self-actualization needs B.  Esteem needs C.  Safety needs D.  Physiological needs E.  Social needs In this case, Valko is trying to fulfill the physiological needs of his family. Physiological needs deal with the basic biological necessities of life: food, drink, rest, and shelter.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-07 Factors Influencing Consumer Buying Decisions   92. Praveen wants to get married and have a family. According to Maslow's hierarchy of need framework, this need for companionship and acceptance reflects his:  A.  self-actualization needs. B.  esteem needs. C.  safety needs. D.  physiological needs. E.  social needs. Praveen's need for companionship and acceptance reflects his social needs. Love or social needs relate to our interactions with others. Haircuts and makeup make you look more attractive, and deodorants prevent odour. Greeting cards help you express your feelings toward others.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-07 Factors Influencing Consumer Buying Decisions   4-59
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Chapter 04 - Consumer Behaviour 93. Russell practices law. Most of his clients are poor, illiterate, or physically challenged. He likes helping them solve their problems. He occasionally gets paid for helping out in such cases. But he is satisfied with his life and doesn't care what others say about it. According to Maslow's hierarchy of need framework, the act of helping out the poor satisfies Russell's:  A.  self-actualization needs. B.  esteem needs. C.  safety needs. D.  physiological needs. E.  social needs. The act of helping out the poor satisfies Russell's self-actualization needs. Self-actualization occurs when you feel completely satisfied with your life and how you live. You don't care what others think.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-07 Factors Influencing Consumer Buying Decisions   94. Alessia is the vice-president of a bank and is well respected in her community. Considering her contributions to the society, a lane was named after her by the people in her town. According to Maslow's hierarchy of need framework, this mark of respect is most likely to fulfill Alessia's:  A.  self-actualization needs. B.  esteem needs. C.  safety needs. D.  physiological needs. E.  love needs. In this case, the act of naming a lane after Alessia is mostly likely going to fulfill her esteem needs. Esteem needs allow people to satisfy their inner desires. Yoga, meditation, health clubs, and many books appeal to people's desires to grow or maintain a happy, satisfied outlook on life.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-07 Factors Influencing Consumer Buying Decisions     4-60
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Chapter 04 - Consumer Behaviour True / False Questions   95. With an external locus of control, consumers believe that fate or other external factors control all outcomes.  TRUE With an external locus of control, consumers believe that fate or other external factors control all outcomes. In that case, they believe it doesn't matter how much information they gather; if they make a wise decision, it isn't to their credit, and if they make a poor one, it isn't their fault.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   96. Performance risk involves the perceived danger inherent in a poorly performing product or service.  TRUE Performance risk involves the perceived danger inherent in a poorly performing product or service.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-07 Factors Influencing Consumer Buying Decisions   4-61
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Chapter 04 - Consumer Behaviour 97. Physiological risk involves the fears that consumers suffer when they worry others might not regard their purchases positively.  FALSE Physiological risk could also be called safety risk. Whereas performance risk involves what might happen if a product does not perform as expected, physiological (or safety) risk refers to the fear of actual harm should the product not perform properly.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   98. Shopping products are commodity items that are frequently purchased, usually with very little thought.  FALSE Shopping products tend to involve greater evaluation than convenience products. The purchase of highly expressive products that carry greater risks and that are more important to consumers involves more evaluation than the purchase of products that are less expressive or that have lower perceived risks.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-04 Step 3: Alternative Evaluation   4-62
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Chapter 04 - Consumer Behaviour 99. Convenience goods or services are products or services toward which the customer shows a strong preference and for which he or she will expend considerable effort to search for the best suppliers.  FALSE Shopping products tend to involve greater evaluation than convenience products. The purchase of highly expressive products that carry greater risks and that are more important to consumers involves more evaluation than the purchase of products that are less expressive or that have lower perceived risks.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-04 Step 3: Alternative Evaluation   100. The purchase of highly expressive products that carry greater risks and that are more important to consumers involve more evaluation than the purchase of products that are less expressive or that have lower perceived risks.  TRUE Shopping products tend to involve greater evaluation than convenience products. The purchase of highly expressive products that carry greater risks and that are more important to consumers involves more evaluation than the purchase of products that are less expressive or that have lower perceived risks.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Moderate Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-04 Step 3: Alternative Evaluation   4-63
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Chapter 04 - Consumer Behaviour 101. Determinant attributes are neither rational nor psychologically based.  FALSE Determinant attributes are product or service features that are important to the buyer and on which competing brands or stores are perceived to differ. Determinant attributes may appear perfectly rational, such as health and nutrition claims offered by certain foods and beverages, or they may be more subtle and psychologically based, such as the red soles on a pair of Christian Louboutin heels.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-04 Step 3: Alternative Evaluation   102. Purchasing a national brand, even if it is more expensive, gives many consumers the sense that they are buying a higher quality item.  TRUE Always buying brand-name goods allows some consumers to feel safe with their choices. Purchasing a national brand, even if it is more expensive, gives many consumers the sense that they are buying a higher quality item.   Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-04 Step 3: Alternative Evaluation   4-64
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Chapter 04 - Consumer Behaviour 103. The manner in which a product is presented can influence the decision process.  TRUE Many times, the manner in which a product is presented can influence the decision process. Consumers want to see that some effort has been put into the selling process, and just the way the product is presented can make or break a sale.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-04 Step 3: Alternative Evaluation   104. To reduce perceived wait times, retailers might install digital displays to entertain customers waiting in line. This is a situational factor that can facilitate purchases.  TRUE Retailers use various tactics to increase the chances that customers will convert their positive evaluations into purchases. Retailers can also reduce the actual wait time to buy merchandise by opening more checkout lanes and placing them conveniently inside the store. To reduce perceived wait times, they might install digital displays to entertain customers waiting in line.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Moderate Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-10 Situational Factors   4-65
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Chapter 04 - Consumer Behaviour 105. Ritual consumption refers to a pattern of behaviours that have symbolic meanings and vary greatly by culture.  TRUE A special type of consumption is called ritual consumption, which refers to a pattern of behaviours tied to life events that affect what and how we consume. These behaviours tend to have symbolic meanings and vary greatly by culture.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-06 Step 5: Postpurchase   106. Postpurchase dissonance is especially likely for products that are expensive and infrequently purchased.  TRUE Postpurchase dissonance (or buyer's remorse) is an internal conflict that arises from an inconsistency between two beliefs, or between beliefs and behaviour. Postpurchase dissonance is especially likely for products that are expensive, infrequently purchased, highly expressive, and associated with high levels of risk.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-06 Step 5: Postpurchase   4-66
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Chapter 04 - Consumer Behaviour 107. Love (social) needs allow people to satisfy their inner desires.  FALSE Love or social needs relate to our interactions with others. Haircuts and makeup make you look more attractive, and deodorants prevent odour. Greeting cards help you express your feelings toward others.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-09 Social Factors   108. Selective comprehension occurs when consumers interpret a marketing message in a way that is different from what the marketer intends.  TRUE Selective comprehension occurs when consumers interpret a marketing message in a way that is different from what the marketer intends.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-08 Psychological Factors   109. Limited problem solving usually relies on external information more than on past experience.  TRUE Limited problem solving usually relies on past experience more than on external information. It occurs during a purchase decision that calls for, at most, a moderate amount of effort and time.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-04 Explain how involvement influences the consumer buying decision process. Topic: 04-11 Involvement and Consumer Buying Decisions     4-67
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Chapter 04 - Consumer Behaviour 4-68
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Chapter 04 - Consumer Behaviour Short Answer Questions   110. Explain the factors that affect consumers' search processes and provide one example for each  It is important for marketers to understand the many factors that affect consumers' search processes. A few are listed below: · Perceived benefits versus perceived costs of search: Is it worth the time and effort to search for information about a product or service? For instance, most families spend a lot of time researching the automobile market before they make a purchase because cars are a relatively expensive and important purchase with significant safety implications, whereas families likely spend little time researching which inexpensive plastic toy car to buy for the youngest member of the family. · Locus of control: People who have an internal locus of control believe they have some control over the outcomes of their actions, in which case they generally engage in more search activities. With an external locus of control, consumers believe that fate or other external factors control all outcomes. In that case, they believe it doesn't matter how much information they gather; if they make a wise decision, it isn't to their credit, and if they make a poor one, it isn't their fault. · Actual or perceived risk: The higher the risk, the more likely the consumer is to engage in an extended search.   Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-07 Factors Influencing Consumer Buying Decisions   4-69
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Chapter 04 - Consumer Behaviour 111. Describe the types of risk associated with purchase decisions that can delay or discourage a purchase.  The following types of risk are associated with purchase decisions that can delay or discourage a purchase: · Performance risk involves the perceived danger inherent in a poorly performing product or service. An example of performance risk might be the possibility that a new sports car will not start or break down on the day the owner is supposed to take his girlfriend out for a drive to show off his new car. · Financial risk is risk associated with a monetary outlay and includes the initial cost of a purchase, as well as the costs of using the item or service. Car manufacturers, for instance, recognize that extended warranties help alleviate financial risk because consumers fear extensive postpurchase repair costs. · Social risk involves the fears that consumers suffer when they worry others might not regard their purchases positively. When buying a suit, a consumer considers what his friends would think. · Physiological risk could also be called safety risk. Whereas performance risk involves what might happen if a product does not perform as expected, physiological (or safety) risk refers to the fear of an actual harm should the product not perform properly. · Psychological risks are those risks associated with the way people will feel if a product or service does not convey the right image.   Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Moderate Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-03 Step 2: Information Search   4-70
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Chapter 04 - Consumer Behaviour 112. Describe determinant attributes and its role in reducing the complications of a consumer decision-making process.  To simplify the potentially complicated decision process, consumers use shortcuts such as determinant attributes and consumer decision rules. Determinant attributes are product or service features that are important to the buyer and on which competing brands or stores are perceived to differ. Because many important and desirable attributes are equal among the various choices, consumers look for something special—a determinant attribute—to differentiate one brand or store from another and on which to base their choice. Determinant attributes may appear perfectly rational, such as health and nutrition claims offered by certain foods and beverages, or they may be more subtle and psychologically based, such as the red soles on a pair of Christian Louboutin heels.   Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-04 Step 3: Alternative Evaluation   113. Explain the concept of consumer decision rules.  Consumer decision rules are the set of criteria that consumers use consciously or subconsciously to quickly and efficiently select from among several alternatives. These rules take several different forms: compensatory, noncompensatory, or decision heuristics. A compensatory decision rule assumes that a consumer, when evaluating alternatives, trades off one characteristic against another, such that good characteristics compensate for bad characteristics Sometimes, however, consumers use a noncompensatory decision rule, in which they choose a product or service on the basis of a subset of its characteristics, regardless of the values of its other attributes. Not everyone uses compensatory or noncompensatory decision rules. Some people use decision heuristics, which are mental shortcuts that help them narrow down their choices. Some examples are price brand and product presentation.   Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-04 Step 3: Alternative Evaluation   4-71
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Chapter 04 - Consumer Behaviour 114. Explain three examples of decision heuristics.  Not everyone uses compensatory or noncompensatory decision rules. Some people use decision heuristics, which are mental shortcuts that help them narrow down their choices. Some examples of these heuristics follow: · Price: Consumers can choose the more expensive option, thinking they are getting better quality along with the higher price ("You get what you pay for"), or they might buy the product priced in the middle of the alternatives, neither the most expensive nor the cheapest, thinking that it is a good compromise between the two extremes. · Brand: Always buying brand-name goods allows some consumers to feel safe with their choices. Purchasing a national brand, even if it is more expensive, gives many consumers the sense that they are buying a higher quality item. · Product presentation: Many times, the manner in which a product is presented can influence the decision process. Consumers want to see that some effort has been put into the selling process, and just the way the product is presented can make or break a sale.   Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-04 Step 3: Alternative Evaluation   4-72
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Chapter 04 - Consumer Behaviour 115. Mario is launching a new washing machine detergent in the market that promises the best possible results. Explain the steps that Mario can take to ensure postpurchase satisfaction.  Mario can take the following steps to ensure postpurchase satisfaction: · Build realistic expectations—not too high and not too low—and deliver on those expectations. · Demonstrate correct product use; improper usage can cause dissatisfaction. · Stand behind the product or service by providing money-back guarantees and warranties. · Encourage customer feedback, which cuts down on negative word-of-mouth and helps marketers adjust their offerings. · Periodically make contact with customers and thank them for their support. This contact reminds customers that the company cares about their business and wants them to be satisfied. It also provides an opportunity to correct any problems. Customers appreciate human contact, though it is more expensive than email or postal mail contacts.   Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-06 Step 5: Postpurchase   4-73
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Chapter 04 - Consumer Behaviour 116. Tracie buys only certain brands and shops only at certain stores, and does not consider any other brands or firms in her decision. What is Tracie displaying here? Explain.  Tracie is displaying customer loyalty. Customer loyalty develops over time with multiple repeat purchases of a product or brand from the same marketer. In the postpurchase stage of the decision-making process, marketers attempt to build and nurture a loyal relationship with their customers from the very first purchase and with each subsequent purchase. They want customers to be satisfied with their purchase every time and buy from the same company again. Just like Tracie, loyal customers will buy only certain brands and shop only at certain stores, and they do not consider other brands or firms in their decision. Such customers are therefore very valuable to firms, and marketers have designed customer relationship management (CRM) programs specifically to retain them.   Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-06 Step 5: Postpurchase   4-74
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Chapter 04 - Consumer Behaviour 117. Explain Maslow's hierarchy of needs.  People have several types of motives. One of the best-known paradigms for explaining these motive types was developed by Abraham Maslow more than 30 years ago. Maslow categorized five groups of needs, namely, physiological (e.g., food, water, shelter), safety (e.g., secure employment, health), love (e.g., friendship, family), esteem (e.g., confidence, respect), and self-actualization (people engage in personal growth activities and attempt to meet their intellectual, aesthetic, creative, and other such needs). · Physiological needs deal with the basic biological necessities of life: food, drink, rest, and shelter. Although for most people in developed countries these basic needs are generally met, there are those in both developed and less-developed countries who are less fortunate. · Safety needs pertain to protection and physical well-being. The marketplace is full of products and services that are designed to make you safer, such as airbags in cars and burglar alarms in homes, or healthier, such as vitamins and organic meats and vegetables. · Love or social needs relate to our interactions with others. Haircuts and makeup make you look more attractive, and deodorants prevent odour. Greeting cards help you express your feelings toward others. · Esteem needs allow people to satisfy their inner desires. Yoga, meditation, health clubs, and many books appeal to people's desires to grow or maintain a happy, satisfied outlook on life. · Finally, self-actualization occurs when you feel completely satisfied with your life and how you live. You don't care what others think. You drive a Prius because it suits the person you are, not because some celebrity endorses it or because you want others to think better of you.   Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-08 Psychological Factors   4-75
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Chapter 04 - Consumer Behaviour 118. Anushka likes where she lives but doesn't like the weather. Anushka is displaying an attitude. What is attitude? Explain the three components of attitude and provide one example for each  An attitude is a person's enduring evaluation of his or her feelings about and behavioural tendencies toward an object or idea. Attitudes are learned and long lasting, and they might develop over a long period of time, though they can also abruptly change. For instance, you might like your instructor for much of the semester—until she returns your first exam. One thing we all have in common is that our attitudes have the ability to influence our decisions and actions. An attitude consists of three components. The cognitive component reflects what we believe to be true, the affective component involves what we feel about the issue at hand —our like or dislike of something—and the behavioural component comprises the action(s) we take based on what we know and feel.   Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-08 Psychological Factors   4-76
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Chapter 04 - Consumer Behaviour 119. Describe five techniques used by retailers to influence consumers at the choice stage of the decision process when they are at a store. Provide one example for each technique you describe.  Consumers might be ready to purchase a product or service but for a variety of reasons be completely derailed once they arrive in the store. Marketers use several techniques to influence consumers at this choice stage of the decision process. · Store atmosphere: Some retailers and service providers have developed unique images that are based at least in part on their internal environment, also known as their atmospherics. Research has shown that, if used in concert with other aspects of a retailer's strategy, music, scent, lighting, and even colour can positively influence the decision process. · Salespeople: Well-trained sales personnel can influence the sale at the point of purchase by pointing out the advantages of one item over another and by encouraging multiple purchases. · Crowding: Customers can feel crowded because there are too many people, too much merchandise, or lines that are too long. If there are too many people in a store, some people become distracted and may even leave. Others have difficulty purchasing if the merchandise is packed too closely together. This issue is a particular problem for shoppers with mobility disabilities. · In-store demonstrations: The taste and smell of new food items may attract people to try something they normally wouldn't. Similarly, some fashion retailers offer "trunk shows," during which their vendors show their whole line on a certain day. During these well- advertised events, customers are often enticed to purchase that day because they get special assistance from the salespeople and can order merchandise that the retailer otherwise does not carry. · Promotions: Retailers employ various promotional vehicles to influence customers once they have arrived in the store.   Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-10 Situational Factors   4-77
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Chapter 04 - Consumer Behaviour 120. Compare and contrast the five steps in the decision making process that consumer go through to purchase a new car and a pack of gum.  Student answers will vary: 1) Need recognition for a car purchase: family grows and need a bigger car, make more money and need a more prestige car, the old car is broken etc. For gum: impulse buying, recognize the need at the store (e.g. running out of gum, mouth smells bad, having a date at night, etc) 2) Information search: customers tend to gather much more internal and external information for a car purchase as it is risky purchase. All the four types of risk is significantly higher for a car purchase than a gum purchase. For gum, consumer will collect information right in the store by looking at the prices and available/new flavours. Mostly internal information would be used for a gum purchase. 3) Alternative Evaluation: For a car purchase, consumer will likely to visit car dealers that are in the evoked set, will establish decision rules, test drive the cars and read blogs or articles about cars. For a gum purchase, consumers are most likely use decision heuristics right in the store; price, brand, and flavours are some examples. 4) Purchase decision for car: after a thorough evaluations, the decision will be made. It may take days for a consumer to make the final decision for a car purchase. For a gum purchase, the evaluations and purchase decision might take seconds. 5) Postpurchase: Postpurchase dissonance is more likely for a car purchase as it's more expensive and is riskier. A car purchase, for most consumers, is an extended problem solving while purchasing a gum is more of impulse or habitual purchase.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-01 The Consumer Decision Process   4-78
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Chapter 04 - Consumer Behaviour 121. Imagine you want to join a university. Explain in detail the evaluative criteria that would lead you to choose a particular school over others. What shortcuts would you use to arrive at a decision?  Student answers will vary. Students should include the following points in their answers. Consumer decision rules are the set of criteria that consumers use consciously or subconsciously to quickly and efficiently select from among several alternatives. These rules take several different forms: compensatory, noncompensatory, or decision heuristics. A compensatory decision rule assumes that a consumer, when evaluating alternatives, trades off one characteristic against another, such that good characteristics compensate for bad characteristics. Sometimes, however, consumers use a noncompensatory decision rule, in which they choose a product or service on the basis of a subset of its characteristics, regardless of the values of its other attributes. Not everyone uses compensatory or noncompensatory decision rules. Some people use decision heuristics, which are mental shortcuts that help them narrow down their choices. Some examples are price, brand, and product presentation.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-04 Step 3: Alternative Evaluation   4-79
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Chapter 04 - Consumer Behaviour 122. A customer might face postpurchase cognitive dissonance after buying a particular product. Explain the concept of postpurchase cognitive dissonance with an example.  Student answers will vary. Postpurchase dissonance (or buyer's remorse) is an internal conflict that arises from an inconsistency between two beliefs, or between beliefs and behaviour. Thus, postpurchase cognitive dissonance is a feeling of regret, guilt, or grave uneasiness, which generally occurs when a consumer questions the appropriateness of a purchase after his or her decision has been made. This usually occurs when consumers feel, for example, that they made the purchase without all the information they needed, they were persuaded by a salesperson, they liked the good features of the product or service but do not like the negative aspects of the product or service, or if immediately following the purchase they see the product or service advertised elsewhere at a better value. Postpurchase dissonance is especially likely for products that are expensive, infrequently purchased, highly expressive, and associated with high levels of risk.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-02 Identify what determines how much time consumers will spend searching for information before buying a product or service. Topic: 04-06 Step 5: Postpurchase   4-80
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Chapter 04 - Consumer Behaviour 123. Consumers might arrive at a product under the influence of reference groups. Explain reference groups and their role in shaping the consumer decision-making process. Provide one example.  A reference group is one or more persons an individual uses as a basis for comparison regarding beliefs, feelings, and behaviours. A consumer might have various reference groups, including family, friends, coworkers, or famous people the consumer would like to emulate. These reference groups affect buying decisions by (1) offering information (2) providing rewards for specific purchasing behaviours, and (3) enhancing a consumer's self-image. Reference groups provide information to consumers directly through conversation or indirectly through observation. Some reference groups also influence behaviours by rewarding behaviour that meets with their approval or chastising those who engage in behaviour that doesn't. For example, smokers are often criticized by their friends and made to smoke outside or in restricted areas. Consumers can identify and affiliate with reference groups to create, enhance, or maintain their self-image. Customers who want to be seen as "earthy" might buy Birkenstock sandals, whereas those wanting to be seen as "high fashion" might buy Christian Louboutin shoes.   Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 04-03 Summarize how psychological; social; and situational factors influence consumers' buying behaviour. Topic: 04-09 Social Factors   124. Assume you want to buy a new laptop. Use the compensatory decision rule for at least 3 brands and on at least 3 attributes to illustrate which brand you would buy.  Student answers will vary. They need to use exhibit 14.2 for at least three laptop brands (e.g. Apple, Lenovo, HP, and Acer) on three attributes. Attributes must be relevant to laptop (e.g. price, memory, speed, warranty, design, etc).   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-04 Explain how involvement influences the consumer buying decision process. Topic: 04-11 Involvement and Consumer Buying Decisions   4-81
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Chapter 04 - Consumer Behaviour 125. What is limited problem solving and how is impulse buying related to limited problem solving?  Limited problem solving occurs during a purchase decision that calls for, at most, a moderate amount of effort and time. Customers engage in this type of buying process when they have had some prior experience with the product or service and the perceived risk is moderate. Limited problem solving usually relies on past experience more than on external information. For some people even a car purchase could require limited effort. A common type of limited problem solving is impulse buying, a buying decision made by customers on the spot when they see the merchandise. Some purchases require even less thought. Habitual decision making describes a purchase decision process in which consumers engage with little conscious effort.   Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 04-04 Explain how involvement influences the consumer buying decision process. Topic: 04-13 Limited Problem Solving   126. Describe a purchase decision that you would use extended problem solving and one that you would use limited problem solving.  Student answers will vary. The extended problem solving is usually used when customers perceive the purchase decision entails a great risk. Limited problem solving is when the product doesn't impose much risk.   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-04 Explain how involvement influences the consumer buying decision process. Topic: 04-13 Limited Problem Solving   4-82
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Chapter 04 - Consumer Behaviour 127. Explain "attitude" and its three components. Select one brand and explain how each attitude component can influence your decisions and actions.  Student answers will vary. Attitude is individual's enduring evaluation of feelings about and behavioural tendencies toward an object, idea, brand, product etc and consists of three components: cognitive, affective, and behavioural. Cognitive component reflect what a person believe to be true (I believe Apple produces the best laptop). Affective component reflect what a person feels about the issue at hand or his/her like or dislike of something (I like to have an Apple computer). Behavioural component is the actions a person take with regard to the issue at hand (I go to Apple store to make a purchase).   Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Difficult Learning Objective: 04-04 Explain how involvement influences the consumer buying decision process. Topic: 04-07 Factors Influencing Consumer Buying Decisions   4-83
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