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Chapter 06 - Chapter 6Consumer Decision Making TRUE/FALSE 1...

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Chapter 6—Consumer Decision Making TRUE/FALSE 1. If consumer behavior is not well understood, a marketer will have difficulty creating an appropriate marketing mix. ANS: T PTS: 1 REF: 73 OBJ: 06-1 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Customer 2. A stimulus is a unit of input from either an external or internal source that can affect sight, smell, taste, touch, or hearing ANS: T PTS: 1 REF: 74 OBJ: 06-2 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Customer 3. When Alan buys rock-climbing equipment, he will only buy Black Diamond, Petzl, Edelweiss, or Wild Country brands even though other brands exist. These listed brands make up Alan’s awareness set. ANS: F This is Alan’s evoked set. PTS: 1 REF: 76 OBJ: 06-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Customer 4. Once an individual's evoked set has been established, evaluation of those alternatives will determine what information must be obtained during the information search. ANS: F The information search stage usually yields an evoked set and precedes evaluation of alternatives. PTS: 1 REF: 76 OBJ: 06-2 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Customer 5. There are several tools marketing managers can use to increase cognitive dissonance, which enhances consumers’ attitude toward their brand. ANS: F Cognitive dissonance is an inner tension that a consumer experiences after recognizing an inconsist- ency between behavior and value or opinions, so marketers attempt to reduce the effects of cognitive dissonance. PTS: 1 REF: 78 OBJ: 06-3 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Customer 6. The purchase of products like soft drinks, cleaning products, and gasoline generally exemplify routine response behavior. ANS: T PTS: 1 REF: 79 OBJ: 06-4 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Customer
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7. Noah perceives the purchase of a tattoo to be a socially risky decision because he thinks people will judge him unfairly if he has a tattoo. Hayley, however, does not perceive getting a tattoo as particu- larly risky behavior. As far as social risk is concerned, getting a tattoo will be a higher-involvement activity for Noah than for Hayley. ANS: T PTS: 1 REF: 80 OBJ: 06-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Customer 8. In general, detailed, informative advertisements are most effective for high-involvement products be- cause consumers actively search for additional information prior to making their decisions. ANS: T PTS: 1 REF: 81 OBJ: 06-4 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Customer 9. The United States, unlike some other countries, does not have a status structure or social class system. ANS: F The United States has a social class system which is a cultural factor influencing consumer behavior. PTS: 1 REF: 84 OBJ: 06-5 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Customer 10. A newly hired employee at an advertising agency chose the clothes she purchased for work by ob- serving the clothes she saw worn in The Apprentice , a popular television reality show. In this example, the women hoping to work for Donald Trump served as primary reference groups.
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