E) experiential
34) Marketers describe the way the consumer processes information to arrive at brand choices as ________. A) alternative evaluation B) information search C) purchase decision D) situational factors
E) post-purchase dissonance
35) Generally, the consumer's purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and the purchase decision. Which of the following is one of these factors?
A) postpurchase behavior B) attitude of others C) cognitive dissonance D) alternative evaluation E) new product adoption
36) After the purchase of a product, consumers will be either satisfied or dissatisfied and engage in ________.
A) need recognition B) alternative evaluation C) postpurchase behavior D) product expectations E) information searches
37) The relationship between the consumer's expectations and the product's ________ determines whether the buyer is satisfied or dissatisfied with a purchase. A) perceived performance B) brand personality C) recognition
D) consumer market E) service quality
38) Consumers learn about new products for the first time and make the decision to buy them during the ________.
A) need recognition stage B) adoption process C) evaluation process D) trial process
E) quality assessment
39) Generation Xers, who were born between 1965 and 1976, share the childhood experiences of higher parental divorce rates, recession, and corporate downsizing. They tend to care about the environment and value experience over acquisition. Generation Xers make up a ________. A) subculture B) social class C) social network D) life-cycle stage E) lifestyle
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40) A shoe company uses ads featuring the members of a country music band with the hope that the band's fans will see them wearing the company's shoes and want to wear the same shoes. The shoe company is hoping that fans of the band view the band as a ________. A) membership group B) reference group C) status symbol D) subculture E) lifestyle
41) Rashmi Singh always knows about the trendiest fashions. She actively shares her knowledge with a wide group of friends and colleagues about where to shop for cutting-edge fashion at great deals, and her advice is often followed. Rashmi is an example of a(n)________. A) innovator
B) membership group C) opinion leader D) buzz marketer E) experiential source
42) According to one analyst, a Harley-Davidson motorcycle can make you feel like \guy on the block.\power. Harley-Davidson has created a ________. A) lifestyle
B) life-cycle stage C) brand motivation D) brand personality E) brand self-image
43) George is buying his first house. He has found two houses that he thinks he likes. He is highly involved in the purchase and perceives significant differences between these two houses. George will likely undertake ________.
A) variety-seeking buying behavior B) complex buying behavior C) opinion leadership
D) dissonance-reducing buying behavior E) marketing myopia
44) Pat thought he had received the best deal on his new car. Shortly after the purchase, Pat started to notice certain disadvantages of his new car as he learned more about other cars available. Pat is experiencing ________.
A) postpurchase culture B) selective perception C) postpurchase dissonance D) purchase decision E) information evaluation
45) Carrie tends to purchase various brands of bath soap. She has never been loyal to a specific brand; instead, she does a lot of brand switching. Carrie exhibits ________. A) dissonance-reducing buying behavior B) complex buying behavior C) habitual buying behavior
D) variety-seeking buying behavior
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E) brand familiarity buying behavior
46) A consumer's behavior is influenced by social factors, such as the consumer's small groups, family, and social roles and status. Explain the differences among these social factors.
Answer: Small groups to which a person belongs have a direct influence on what a person buys. Reference groups serve as direct or indirect points of comparison or reference in forming a person's attitudes or behaviors. An aspirational group is one to which the individual wishes to belong. Reference groups expose a person to new behaviors and lifestyles, influence a person's attitudes and self-concept, and create pressures to conform that may affect the person's product and brand choices. Opinion leaders are also included in reference groups. The group closest to
consumers is the family, the most important consumer buying organization in society. Marketers are interested in the changing roles and influence of each family member, particularly as male and female purchasing roles evolve and children wield more purchasing influence. Within groups, including families, the position of an individual is defined by role and status. A role consists of the activities people are expected to perform according to the persons around them, while status is the general esteem given to that role. People tend to choose products that fit with their roles and status.
47) Each person's distinct personality influences his or her buying behavior. Personality is usually
described in terms of traits. What are these traits, and how do they affect the way people purchase items? Give at least one example.
Answer: Personality is described in terms of traits such as self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness. Personality can be useful in analyzing behavior for certain products. Consumers are likely to choose brands with personalities that match their own. For example, someone with a sophisticated personality might be attracted to a more sophisticated product, such as a BMW, while someone with a more rugged personality might be attracted to a more rugged product, such as a Jeep.
48) Compare and contrast the four types of buying decision behavior exhibited by consumers.
Answer: A consumer exhibits complex buying behavior when he or she is highly involved in a purchase decision and perceives significant differences among the choices. Consumers will engage in a learning process as they gather and analyze information about their choices before making a purchase.
When a consumer is highly involved with a purchase but does not perceive significant differences among his or her choices, he or she will most likely engage in dissonance-reducing behavior. This behavior involves less time learning about each product's attributes, and a consumer is more likely to make a choice based on a good price or convenience.
Habitual buying behavior and variety-seeking behavior are exhibited when a consumer has a low involvement with the product. When the consumer sees little difference between brands, he or she will most likely engage in habitual buying behavior, buying the most familiar brands out of habit. When the consumer perceives some significant brand differences, he or she is more likely to engage in variety-seeking buying behavior, doing a lot of brand switching without a great deal of evaluation before purchase.
49) Listing them in the proper order, what are the stages in the buyer decision process? Describe each.
Answer: In the need recognition stage, consumers become aware of a new problem or need. Then, consumers seek information products to meet that need in the information search stage. In the alternative evaluation stage, consumers use the gathered information to compare and contrast the
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choices. Consumers do not use the same evaluation process in all buying situations; sometimes they may make careful, logical calculations and other times they may rely on intuition and buy on impulse. Consumers then make the purchase decision, buying the product. The last component of the process is postpurchase behavior, which is determined by any difference between the consumer's expectations for the product and the perceived performance of the product.
50) Identify and describe the stages in the adoption process.
Answer: In the awareness stage, consumers become aware of the new product but lack
information about it. Then, consumers seek information about the new product in the interest stage. In the evaluation stage, consumers consider whether trying the new product makes sense.
Consumers try the product on a limited basis in the trial stage. Finally, consumers decide to make full use of the product in the adoption stage.
51) Explain how marketers may be able to reduce post-purchase cognitive dissonance.
Answer: Marketers must make every effort to enhance after-sale communications, providing evidence and support to help consumers feel good about their purchases.
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