1 CORRECT

Marketers often use principles and theories from sociology and psychology to
A) decipher many consumer choices and develop basic strategies for dealing with their behavior.
B)
replace the old economic and accounting foundations of the disciplines in the twenty-first
century.
C) add to the perception that both science and art are involved in marketing.
D) distance the discipline from other business disciplines such as finance and operations.
E) help management develop programs to recruit and train employees.
Feedback:
Learning Objective: LO1 - Articulate the steps in the consumer buying process.
Level: Medium
Blooms: Understand
AACSB: Analytic
Topic: Introduction
To understand consumer behavior, we must ask why people buy goods or services. Using principles
and theories from sociology and psychology, marketers have been able to decipher many
consumer choices and develop basic strategies for dealing with consumers' behavior.
2
INCORRECT
_______ describes the steps that consumers go through before, during, and after making purchases.
A) Maslow's Hierarchy of Needs
B) The universal set
C) The consumer decision process model
D) The internal locus of control
E) Need recognition
Feedback:
Learning Objective: LO1 - Articulate the steps in the consumer buying process.
Level: Easy
Blooms: Remember
AACSB: Analytic
Topic: The Consumer Decision Process
The consumer decision process model helps marketers to assess how consumers make purchase
decisions.
3
INCORRECT
The consumer decision process begins when
A) consumers see ads on television.
B) marketers convince people to buy goods and services they don't need.
C) psychological needs become stronger than functional needs.
D) customers recognize that they have an unsatisfied need.
E) consumers search for information about various options to satisfy a want.
Feedback:
Learning Objective: LO1 - Articulate the steps in the consumer buying process.
Level: Medium
Blooms: Understand
AACSB: Analytic
Topic: The Consumer Decision Process
The consumer decision process begins when consumers recognize they have an unsatisfied need,
and they would like to go from the actual, needy state to a different, desired state.
4 CORRECT
Once a consumer recognizes he or she would like to go from a needy state to a different, desired state,
the consumer decision process continues with
A) internal and external searches for information.
B) purchase of a product to satisfy that need.
C) an evaluation of every possible way to satisfy that need.
D) a marketer's intervention to convince the consumer to buy a product.
E) scenario planning.
Feedback:
Learning Objective: LO1 - Articulate the steps in the consumer buying process.
Level: Easy
Blooms: Remember
AACSB: Analytic
Topic: The Consumer Decision Process
The second step, after a consumer recognizes a need, is to search for information about the
various options that exist to satisfy that need. A consumer will examine his or her own memory
and product knowledge first. Next, the consumer will conduct an external search to fill in personal
memory gaps.
5
INCORRECT
Marketers would like to be in the consumer's _________ set for a purchase decision, but even more,
they would like to be in the consumer's _________ set.
A) global; preferred
B) determinant; focused
C) retrieval; evoked
D) latent; active
E) cognitive; behavioral
Feedback:
Learning Objective: LO3 - Describe factors that affect information search.
Level: Medium
Blooms: Understand
AACSB: Analytic
Topic: Evaluation of Alternatives
A consumer's retrieval set is the group of brands or products a consumer can remember. A
consumer's evoked set includes the brands or stores a consumer would consider when making a
purchase decision. Market researchers use "top-of-the-mind" surveys to define consumers' evoked
sets for different categories of products or brands.
6
INCORRECT
Peter could attend any of several universities. He has high grades and test scores and is a star athlete at
his high school. He has been approached by recruiters from several schools, all of whom talk about
opportunities in their athletic programs, the quality of their academics, and the potential for
scholarships. Despite all this attention, Peter will only consider local universities because his girlfriend is
still in high school. For his college choice, Peter is using a _____ rule.
A) psychological risk
B) compensatory decision
C) noncompensatory decision
D) decision heuristic
E) reference group
Feedback:
Learning Objective: LO3 - Describe factors that affect information search.
Level: Hard
Blooms: Apply
AACSB: Analytic
Topic: Consumer Decision Rules
Consumers use a noncompensatory decision when they choose a product or service on the basis of
one or a subset of characteristics regardless of the values of the other attributes.
7
INCORRECT
The final step of the consumer decision process is _______, which is of particular interest to marketers
because it entails actual rather than potential customers.
A) information search evaluation
B) decision rule analysis
C) self-actualization
D) postpurchase behavior
E) customer loyalty
Feedback:
Learning Objective: LO4 - Discuss postpurchase outcomes.
Level: Medium
Blooms: Understand
AACSB: Analytic
Topic: Postpurchase
The final step of the consumer decision process is postpurchase behavior. Satisfied customers will
hopefully become loyal customers, purchase again, and provide positive word of mouth for the
marketer.
8 CORRECT
Maslow's Hierarchy of Needs is a powerful tool for marketers to
A) explain different kinds of motives consumers have and use.
B) set differential pricing based on how much an individual needs a product or service.
C) rank needs in compensatory decision making.
D) distinguish between implicit, tacit, and explicit needs.
E) guide new product development.
Feedback:
Learning Objective: LO5 - List the factors that affect the consumer decision process.
Level: Medium
Blooms: Understand
AACSB: Analytic
Topic: Psychological Factors
People have several types of motives. One of the best known paradigms for explaining these
motive types is Abraham Maslow's Hierarchy of Needs. Maslow categorized five groups of needs:
physiological, safety, love, esteem and self-actualization.
9
INCORRECT
The term "perception" refers to
A) the top of Maslow's Hierarchy of Needs.
B) learning curve interpretation.
C) the process by which individuals select, organize, and interpret information.
D) decision heuristics.
E) the formation of attitudes.
Feedback:
Learning Objective: LO5 - List the factors that affect the consumer decision process.
Level: Medium
Blooms: Understand
AACSB: Analytic
Topic: Psychological Factors
Perception is the process by which we select, organize, and interpret information to form a
meaningful picture of the world. Perception influences our acquisition and consumption of goods
and services because it assigns meaning to things such as color, symbols, taste, and packaging.
10
INCORRECT
Consumer purchases may be affected by perceived or actual ______________, which refer to the way
consumers spend their time and money.
A) compensatory decision rules
B) social factors
C) cultural values
D) situational factors
E) lifestyles
Feedback:
Learning Objective: LO5 - List the factors that affect the consumer decision process.
Level: Medium
Blooms: Understand
AACSB: Analytic
Topic: Psychological Factors
Consumers may have one lifestyle but want another. Purchases may help build or maintain an
image more highly desired than the current situation.