Chapter 5 Quizzes - Chapter 5 Consumer Decision Making...

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Chapter 5 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: 146 OBJ: 05-1 TYPE: Comp TOP: AACSB Diversity | TB&E Model Strategy | TB&E Model Customer 2. A restaurant gourmet who enjoyed eating sushi, veal, and snails would likely experience a need recognition for Whole Foods brand vegetarian cookies when he realized the cookies were made without any milk or eggs. ANS: F One way that need recognition occurs is when there is a felt imbalance between actual and desired state. The gourmet might be curious, but he would feel no need. PTS: 1 REF: 146 OBJ: 05-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Customer 3. 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: 146 TOP: AACSB Reflective Thinking | TB&E Model Customer OBJ: 05-2 TYPE: Def 4. 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 Alans consideration set. ANS: T PTS: 1 REF: 150 TOP: AACSB Reflective Thinking | TB&E Model Product OBJ: 05-2 TYPE: App 5. 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: 150 OBJ: 05-2 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Customer 6. There are several tools marketing managers can use to mitigate the effects of cognitive dissonance. ANS: T Marketing managers can also reduce dissonance. PTS: 1 REF: 151 OBJ: 05-3 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Customer 7. The purchase of products like soft drinks, cleaning products, and gasoline generally exemplify routine response behavior. ANS: T PTS: 1 REF: 152-153 TOP: AACSB Reflective Thinking | TB&E Model Product OBJ: 05-4 TYPE: Comp 8. Sunny has been a vegetarian for more than ten years and would like her husband to enjoy the vegetarian lifestyle, but he will not give up ice cream, cake, and candy, which contain milk and eggs. She has found a new line of soy-based ice cream that promises to be better than milk-based ice cream and is thinking about buying it even though it costs three times more than regular ice cream does. Sunny has engaged in extensive decision making. ANS: F Acquiring information about an unfamiliar brand in a familiar product category is called limited decision making. PTS: 1 REF: 153 OBJ: 05-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Product 9. 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 particularly risky behavior. As far as social risk is concerned, getting a tattoo will be a
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This note was uploaded on 02/11/2012 for the course MARK 3371 taught by Professor Staff during the Spring '08 term at Texas Pan American.

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Chapter 5 Quizzes - Chapter 5 Consumer Decision Making...

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