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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- Winter '09
- Marketing, Decision Making, AACSB Reflective Thinking, TB&E Model Customer, AACSB Technology
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