Chapter 6

Question 1

The processes consumers use when making purchase decisions are called:

Answer 1

Consumer behavior

Question 2

Sam was driving when someone ran a stop sign and totaled his car. His car cannot be repaired, so he realized he’s going to have to get another one. What stage of the consumer decision-making process does this represent?

Answer 2

Need recognition

Question 3

Which of the following is the BEST example of an internal stimulus that would create need recognition?

Answer 3

A headache

Question 4

After a need or want is recognized, a consumer may search for information about the various alternatives available to satisfy it. This occurs during which part of the consumer decision-making process?

Answer 4

Information search

Question 5

A group of brands resulting from an information search, from which a buyer can choose is referred to as the buyer’s:

Answer 5

Evoked set

Question 6

Sam uses public transport to commute to work. However, he has always wanted to own a car and believes commuting by car will save time. This scenario exemplifies Sam’s _____.

Answer 6

Want

Question 7

Becky wants to buy a new cell phone. She asks her friends who are technologically savvy to recommend a good, lightweight phone that is easy to use. In this scenario, Becky is obtaining information using a(n) _____.

Answer 7

Nonmaketing-controlled information source

Question 8

A _____ is any unit of input affecting one or more of the five senses: sight, smell, taste, touch, and hearing.

Answer 8

Stimulus

Question 9

Unlike nonmarketing-controlled information sources, marketing- controlled information sources:

Answer 9

Include mass-media advertising

Question 10

By sending postpurchase letters and giving guarantees on products, marketing managers can help reduce _____.

Answer 10

Cognitive dissonance

Question 11

If consumer behavior is not well understood, a marketer will have difficulty creating an appropriate marketing mix.

Answer 11

True

Question 12

Chantel would like to try a good Mexican restaurant for dinner tonight, so she asks a couple of coworkers for suggestions. She is using an internal information search.

Answer 12

False

Question 13

Consumers practice extensive decision making when buying an unfamiliar, expensive product or an infrequently bought item.

Answer 13

True

Question 14

By keeping the blue triangle in the corner and the Nabisco name on several similar Nabisco snack products, Nabisco is attempting to capitalize on stimulus generalization.

Answer 14

True

Question 15

Consumers try to reduce cognitive dissonance by justifying their purchase decision.

Answer 15

True

Question 16

Once an individual’s evoked set has been established, evaluation of those alternatives will determine what information must be obtained during the information search.

Answer 16

False