Chapter 4 Consumer Markets and Buying Behavior
Multiple Choice Questions
1. _____ buy goods or services for their own personal or household use.
A) Ultimate consumers
B) Business users
C) Mass markets
D) Organizational targets
E) Market segments
Answer: A Type: Definition Page: 86
2. Ultimate consumers:
A) buy goods or services for their own personal or household use.
B) are the most desirable (i.e., most profitable) buyers.
C) are a homogeneous market.
D) are the first buyers of a product.
E) buy goods or services to use in making other products.
Answer: A Type: Definition Page: 86
3. Which of the following is an example of consumer buying behavior?
A) an interior designer who orders navy blue twill for a customer's sofa
B) a veterinarian who subscribes to magazines for her waiting pet owners
C) a man who buys gas for his wife's SUV
D) a book store owner who orders flyers to advertise a 20-percent-off promotion
E) all of the above
Answer: C Type: Application Page: 86
4. Which of the following is an example of an ultimate consumer?
A) a salesperson who buys an airplane ticket to Buffalo so he can meet with a client
B) a restaurant owner who buys a gross of tablecloths for the tables in her café
C) a factory manager who buys dental insurance for her assembly line workers
D) a forklift driver who buys a bottle of shampoo to keep in his locker at the gym
E) a school administrator who orders math workbooks for all students in the sixth
grade
Answer: D Type: Application Page: 86
128
Chapter 4 Consumer Markets and Buying Behavior
5. In terms of the geographic distribution of the population, marketers need to know:
A) about 50 percent of the U.S.'s population live in urban areas.
B) one of the smallest markets in the U.S. is the South Atlantic states.
C) no population growth is predicted for the Pacific area of the U.S.
D) by the year 2010, the three most populous states will be California, Texas, and
New York in that order.
E) the U.S.'s rural population will decline in the next century, just as it has for the last
five decades.
Answer: D Type: Fact Page: 86
6. Which of the following is a possible explanation for why rural areas in the U.S. are
growing at nearly the same rate as its urban areas?
A) the decline in the number of manufacturing jobs
B) the growing number of retirees who want a slower-paced life
C) the increase in the number of regional malls
D) the significant increase in the birth rate in the rural areas
E) regentrification programs
Answer: B Type: Comprehension Page: 86
7. Which of the following statements about the rural population in the United States is
true?
A) The decline of the population in the rural areas is more rapid today than it was two
decades ago.
B) Rural areas in the U.S. contain about 50 percent of the nation's population.
C) Rural areas in the U.S. are growing at nearly the same rate as its urban areas.
D) The primary source of replacement population in urban areas is birth.
E) None of the above statements about the rural population in the U.S. is true.
Answer: C Type: Fact Page: 86-87
8. A particular community has an urban population center of 57,000 and a total
population of 120,000. The counties in the community are socially and economically
integrated, and virtually all employment is nonagricultural. This community would be
classified as a:
A) consolidated marketing statistical area (CMSA).
B) micropolitan statistical area.
C) comprehensive marketing sample (CMS).
D) sampled marketing statistical area (SMSA).
E) metropolitan statistical area (MSA).
Answer: E Type: Definition Page: 87
129
Chapter 4 Consumer Markets and Buying Behavior
9. A micropolitan statistical area is:
A) an area that is typically used for test marketing because of its small size.
B) larger than a consolidated marketing statistical area (CMSA).
C) also called a comprehensive sampling area (CSA).
D) an area that has at least one urban cluster of more than 10,000 residents and less
than 50,000.
E) a rural collective.
Answer: D Type: Definition Page: 87
10. A combined statistical area (CSA) is:
A) composed of an adjacent metropolitan and micropolitan statistical area.
B) larger than a primary metropolitan statistical area.
C) a test marketing area with at most 1 million population.
D) also called a comprehensive marketing region.
E) an area that contains a mix of agricultural and nonagricultural employment
opportunities.
Answer: A Type: Definition Page: 87-88
11. Which of the following statements about suburbs and their populations is true?
A) Suburbanites are more likely than city dwellers to have two cars.
B) Most of the real growth in the U.S. in the last 25 years has occurred in the suburbs.
C) Many service providers have left the central city and moved to the suburbs to be
close to their markets.
D) The migration of retailers to the suburbs has created a retailing void in the inner
cities.
E) All of the above statements about suburbs and their populations are true.
Answer: E Type: Fact Page: 88
12. Demographics:
A) refer to how consumers make their buying decisions--motivation, preferences, and
attitudes.
B) are the vital statistics that describe a population.
C) include age, social class, income, hobbies, and gender.
D) are not used by marketers because they typically provide conflicting information.
E) refer to consumer lifestyles.
Answer: B Type: Definition Page: 88
130
Chapter 4 Consumer Markets and Buying Behavior
13. Which of the following are NOT examples of commonly used demographic variables?
A) age, gender, and social class
B) family life cycle, gender, and age
C) religion, income, and social class
D) income and education
E) personality, occupation, and life-style
Answer: E Type: Definition Page: 88
14. Annie is writing a report on her grandparents and great-grandparents. She is trying to
locate information on their ethnicity, income, and education. Annie is looking at their
_____ characteristics.
A) demographic
B) sociocultural
C) psychographic
D) census
E) lifestyle
Answer: A Type: Application Page: 88-90
15. Qibla-Cola, Mecca-Cola, and Cola Turka are all targeted to Muslims. This targeting is
an example of _____ segmentation.
A) geographic
B) economic
C) psychological
D) social
E) demographic
Answer: E Type: Application Page: 88-90
16. According to the family life-cycle stages, young marrieds who have not reached the
full nest I stage are most likely to be in the market for:
A) kitchen appliances.
B) tuition.
C) a luxury automobile.
D) living room furniture.
E) cribs and high chairs.
Answer: C Type: Comprehension Page: 89
131
Chapter 4 Consumer Markets and Buying Behavior
17. Which of the following statements about family life-cycle stages is true?
A) Young marrieds with no children typically devote the majority of their incomes to
buying and furnishing a home.
B) The number of family households is increasing at a much faster rate than the
number of single households.
C) Couples at the full nest I stage are more interested in automobiles than things for
their homes.
D) Marketers are not interested in people at the bachelor stage of the family life cycle.
E) None of the above statements about family life-cycle stages is true.
Answer: E Type: Comprehension Page: 89
18. In response to how changes in _____ factors influence consumer behavior, New Yorkbased Bloomberg, launched www.negociosBloomberg.com, a bilingual personalfinance portal geared toward the U.S. Hispanic community. It provides an array of
Spanish-language financial calculators, retirement planning tools, and financial news.
A) psychological
B) situational
C) physiological
D) social
E) demographic
Answer: E Type: Application Page: 90
19. Streetka is a sporty small car made by Ford and sold to the European market. A recent
ad campaign targeted to forty percent of its market that is female used a diamondencrusted model of the car. Ford used _____ factors when designing this advertising
campaign for Streetka.
A) psychological
B) situational
C) physiological
D) social
E) demographic
Answer: E Type: Application Page: 90
132
Chapter 4 Consumer Markets and Buying Behavior
20. To deal with the marketing environment and make purchases, consumers engage in a
buying-decision process. The first step in that decision process is to:
A) identify alternatives.
B) choose an involvement level.
C) recall experiences.
D) recognize an unsatisfied need.
E) determine prepurchase behavior.
Answer: D Type: Definition Page: 91
21. The buying-decision process consists of several stages. Which of the following is
NOT one of those stages?
A) identification of alternatives
B) prepurchase patronage
C) recognition of an unsatisfied need
D) evaluation of alternatives
E) postpurchase behavior
Answer: B Type: Definition Page: 91, Figure 4.2
22. Larry just found out that he is spending his summer trekking on the Appalachian Trail.
He will need a backpack for the trip. When he went to look for his backpack, he could
not find the one he used to have. This situation illustrates which stage of the buyingdecision process?
A) evaluation of alternatives
B) information search
C) need recognition
D) postpurchase behavior
E) alternative identification
Answer: C Type: Application Page: 91
23. Which of the following statements about the buying-decision process used by
consumers is true?
A) The decision-buying process has five stages that relate to Maslow's needs
hierarchy.
B) Once the process has begun, a consumer must go through all of its stages.
C) All of the stages are the same length.
D) Some stages of the process may be skipped.
E) All stages are performed consciously.
Answer: D Type: Comprehension Page: 91-92
133
Chapter 4 Consumer Markets and Buying Behavior
24. Which of the following statements about the buying-decision process used by
consumers is true?
A) All stages are not necessarily of the same length.
B) It is not uncommon for some stages to be skipped.
C) The consumer can withdraw from the process at any stage before the actual
purchase.
D) Some stages may be performed consciously in certain purchase situations and
subconsciously in others.
E) All of the above statements about the buying-decision process are true.
Answer: E Type: Comprehension Page: 91-92
25. A high-involvement purchase:
A) requires very little information search.
B) requires a small investment of time.
C) entails all five stages of the buying-decision process.
D) is not likely to result in the development of brand loyalty.
E) is not described by any of the above.
Answer: C Type: Definition Page: 91-93
26. Chase earns $15,000 annually in his job as a veterinarian's assistant. Which of the
following would most likely be an example of a high-involvement purchase for
Chase?
A) a bottle of rubber cement
B) membership in a health spa
C) a bag of cat litter
D) birthday candles
E) a six-pack of beer
Answer: D Type: Application Page: 91-93
134
Chapter 4 Consumer Markets and Buying Behavior
27. Heather spent three weeks finding just the right clothes to wear on the first day of high
school classes. She spent hours wandering through stores, looking at clothes, and
trying to find just the right combination so she could achieve just the look she desired.
For Heather, the buying of the new clothes was an example of a(n) _____ purchase
because she went through all five stages of the buying-decision process.
A) high-involvement
B) cue-driven
C) stimulus-response
D) impulse
E) low-involvement
Answer: A Type: Application Page: 91-93
28. This September Jennipher will be a high school junior. Which of the following would
most likely be a low-involvement purchase for her as she gets ready for the upcoming
school year?
A) bookbag
B) lipstick and eye liner
C) pencils and notebook paper
D) jeans
E) sweater
Answer: C Type: Application Page: 91-93
29. Freddie works as a Waffle House restaurant cook. Which of the following products
would most likely be a low-involvement purchase for Freddie?
A) a loaf of whole wheat bread
B) a box of imported cigars
C) tickets to an NBA basketball game
D) a laptop computer
E) a six horsepower tiller
Answer: A Type: Application Page: 91-93
30. A consumer's _____ is reflected in the amount of effort that is expended to satisfy a
need.
A) dissonance
B) desire for satisfaction
C) willingness to engage in boundary-spanning
D) level of involvement
E) temporal limitations
Answer: D Type: Definition Page: 92
135
Chapter 4 Consumer Markets and Buying Behavior
31. What is the relationship between loyalty to a brand and a consumer's level of
involvement when purchasing that brand?
A) The higher the level of involvement is the higher the perceived loyalty is for a
brand.
B) The relationship between level of involvement and a consumer's loyalty to a brand
does not change even if the marketing mix changes significantly.
C) A purchase will often be low involvement if a consumer has high loyalty for the
brand.
D) Consumers are not loyal to brands that do not require a high level of involvement.
E) There is no relationship between a consumer's level of involvement and his or her
loyalty to a brand.
Answer: C Type: Comprehension Page: 92
32. When Harry went to the bookstore to see if his accounting textbook was in stock, he
walked by the magazine rack and saw the new copy of Money magazine. He picked
the magazine up, and bought it without any prior planning. Buying the magazine was
an example of:
A) systematic shopping.
B) reflex buying.
C) random buying.
D) impulse buying.
E) nonsystematic shopping.
Answer: D Type: Application Page: 92
33. Which of the following is a type of low-involvement decision making?
A) systematic shopping
B) reflex buying
C) random buying
D) impulse buying
E) nonsystematic shopping
Answer: D Type: Application Page: 92
34. _____ is purchasing with little or no advance planning.
A) Systematic shopping
B) Reflex buying
C) Random buying
D) Impulse buying
E) Nonsystematic shopping
Answer: D Type: Definition Page: 92
136
Chapter 4 Consumer Markets and Buying Behavior
35. As Melissa was standing in the checkout line at the supermarket, she saw a small
disposable flashlight and thought how handy it would be to keep in her car for when
she was out at night. She picked the flashlight up and tossed it in the shopping cart
with her other planned purchases. Buying the flashlight is an example of:
A) systematic shopping.
B) reflex buying.
C) random buying.
D) impulse buying.
E) nonsystematic shopping.
Answer: D Type: Application Page: 92
36. Which of the following products is most likely to involve an impulse buy?
A) a copy of TV Guide
B) a bottle of expensive champagne
C) a dozen lobsters
D) a life insurance policy
E) common stock in The Home Depot
Answer: A Type: Application Page: 92
37. Guardian Angel Personal Alcohol allows people to check their own blood alcohol
levels by licking a chemically treated paper strip. When it was first introduced to the
market, police in several states distributed the strips to motorists over one Labor Day
weekend. It was most likely believed that the distribution of the new product would
trigger which stage of the buying-decision process?
A) evaluation alternatives
B) information search
C) need recognition
D) postpurchase behavior
E) alternative identification
Answer: C Type: Application Page: 93
38. Consider the buying-decision process. For which of the following products is the
search for alternatives probably longest?
A) a plastic clothes drying rack
B) a replacement box of syringes for a diabetic
C) three pounds of ground turkey meat
D) a box of cigars to give to your boss
E) a street map purchased by someone who is lost and late for a party
Answer: D Type: Application Page: 93
137
Chapter 4 Consumer Markets and Buying Behavior
39. Larry needs a new backpack for a trek he is planning on the Appalachian Trail. He is
currently looking at possible backpacks sold at www.backpacks-backpacking.com, at
The Sports Authority near his home, and at Oshman's, another retail store. Larry is in
which stage of the buying-decision process?
A) evaluation of alternatives
B) information search
C) need recognition
D) postpurchase behavior
E) alternative identification
Answer: E Type: Application Page: 93
40. Larry needs a new backpack for a trek he is planning on the Appalachian Trail. He
has discovered he can buy the Flexi Kolob Combo, which does not have a chest strap,
the Platypus Backdraft, which may not be good for carrying small items, the Ultimate
Directions Nimbus, which appears smaller than the others, and the Camelback Cloud
Walker, which is very utilitarian in appearance. Leon is in which stage of the buyingdecision process?
A) evaluation of alternatives
B) information search
C) need recognition
D) postpurchase behavior
E) alternative identification
Answer: A Type: Application Page: 94
41. Consider the buying-decision process. For which of the following products is the
search for alternatives probably shortest?
A) a pediatrician
B) a digital camera
C) a five-pound bag of apples
D) a scarf to go with a new lemon-yellow suit
E) an infant car seat
Answer: C Type: Application Page: 93-94
138
Chapter 4 Consumer Markets and Buying Behavior
42. Which of the following questions is LEAST likely to be asked during the evaluation of
alternatives in the buying-decision process for a muffler repair shop?
A) How efficient are the repair people?
B) What would be gained by trying to locate another muffler repair operation?
C) How long will it take to put a new muffler on my car?
D) How much will a new muffler cost?
E) Will the muffler shop provide any kind of warranty for its repair work?
Answer: B Type: Application Page: 94
43. A consumer chooses to shop at a particular store because of _____, a term used to
describe his or her reasons for selecting the store.
A) store advertising
B) cognitive motives
C) cognitive dissonance
D) patronage buying motives
E) reference motives
Answer: D Type: Application Page: 94
44. Patrons of Heavy's Barbecue enjoy the hickory smell in the air, the sawdust floors, and
the family service. They also admire the stuffed animal heads--real and mythical--on
the restaurant's walls. By emphasizing its atmosphere in its advertising, Heavy's
Barbecue can take advantage of:
A) customers' selective perception.
B) Freudian psychology.
C) customers' cognitive dissonance.
D) patronage buying motives.
E) store clerks' knowledge of selective processes.
Answer: D Type: Application Page: 94
139
Chapter 4 Consumer Markets and Buying Behavior
45. Holden likes to buy flowers for his wife, but he hates to shop. He likes going to The
Garden Gate Florist. When Holden enters the store, he is greeted by name. Then the
owner asks how much do you want to spend tonight. Once the price Holden is willing
to pay is known, the owner goes about putting together an arrangement. The florist
knows what Holden's wife will like and doesn't bother Holden by asking that kind of
information. The florist has used _____ to keep Holden loyal to the retailer.
A) patronage buying motives
B) selective perception
C) cognitive support
D) reference motives
E) a branding strategy
Answer: A Type: Application Page: 94
46. Which of the following is LEAST likely to be a patronage buying motive for dining at
a beachside restaurant?
A) how crowded it is
B) the efficiency of the servers
C) how attractive the restaurant is decorated
D) the menu
E) how much was spent on designing its interior
Answer: E Type: Application Page: 94
47. _____ is a state of anxiety that occurs in the postpurchase stage of the buying-decision
process.
A) Perceptual cuing
B) Cognitive dissonance
C) Negative reinforcement
D) Selective distortion
E) Stimulus-response
Answer: B Type: Definition Page: 95
140
Chapter 4 Consumer Markets and Buying Behavior
48. Lilletta spent three weeks finding just the right clothes to wear on the first day of high
school classes. She spent hours wandering through stores, looking at clothes, and
trying to find just the right combination so that she could achieve just the look she
desired. When she got to school and found three other girls in almost identical newly
purchased outfits, you can be sure she felt some postpurchase:
A) perceptual cuing.
B) cognitive dissonance.
C) negative reinforcement.
D) selective distortion.
E) false stimulus-response.
Answer: B Type: Application Page: 95
49. Andy needs a new backpack for a trek he is planning on the Appalachian Trail. He
has found several different styles, shapes, and colors of backpacks—all priced
between $50 and $60. Because of the similarity of the different types of backpack and
its importance to the success of Andy's trip, he is likely to:
A) experience postpurchase dissonance.
B) avoid reference group information.
C) create a false stimulus-response.
D) consider the backpack a low-involvement product.
E) use impulse buying.
Answer: A Type: Application Page: 95
50. Jacob just purchased a new computer. He spent a lot of time doing his research and
locating one that was state-of-the-art. Two days after he purchased his $4,000
computer system, he read an article in his local newspaper that indicated that a
computer bought today would be technically obsolete in three months. Since Jacob is
on a tight budget and believes that it is important to have technologically superior
equipment, he most probably experienced _____ after his purchase.
A) perceptual cuing
B) cognitive dissonance
C) negative reinforcement
D) selective distortion
E) a false stimulus-response
Answer: B Type: Application Page: 95
141
Chapter 4 Consumer Markets and Buying Behavior
51. Postpurchase cognitive dissonance is a:
A) state of anxiety brought on by the difficulty of choosing from among several
alternatives.
B) level of motivation.
C) type of cue.
D) form of alienation observed only among low-income consumers.
E) form of selective perception common in high-involvement purchases.
Answer: A Type: Definition Page: 95
52. Buyers typically experience some postpurchase anxieties in all but routine purchases.
This state of anxiety is known as postpurchase cognitive dissonance and can be
expected to increase as:
A) price elasticity increases.
B) the relative attractiveness of the unselected alternatives decreases.
C) the relative importance of the purchase increases.
D) the length of the distribution channel increases.
E) any of the above occur.
Answer: C Type: Comprehension Page: 95
53. Postpurchase cognitive dissonance is frequently greater when:
A) the item purchased is unique.
B) the item purchased has low financial consequences but high social consequences.
C) the only promotion used for the item purchased is word of mouth.
D) the item purchased is a low-involvement product.
E) there is a great similarity between the item selected and the item rejected.
Answer: E Type: Comprehension Page: 95
54. Marc just bought a new car. He liked the speed that comes with a Mustang GT, but he
also liked the luxury of a Lexus. He purchased the Honda Accord because it seemed
to combine some of the luxury of the Lexus and some of the speed of Mustang. Even
after making his purchase, Marc wondered if he had missed something by not buying
one of the other cars. Marc experienced:
A) a missed perceptual cue existed.
B) an unsatisfied physiological need.
C) cognitive dissonance.
D) unsatisfied stimulus-response.
E) alternative anxiety.
Answer: C Type: Application Page: 95
142
Chapter 4 Consumer Markets and Buying Behavior
55. Which of the following is NOT a way to reduce cognitive dissonance?
A) Customer avoids reading ads for products she rejected.
B) Salesperson calls on customer after the sale to see if product is working okay.
C) Customer spends very little time evaluating alternatives before making purchase.
D) Seller stresses desirable product features, thus reassuring customer.
E) Buyer examines every possible alternative before deciding which one he will buy.
Answer: C Type: Comprehension Page: 95
56. The _____ consists of all marketing organizations and individuals who attempt to
communicate with consumers.
A) commercial information environment
B) promotional mix
C) marketing mix
D) social information environment
E) culture
Answer: A Type: Definition Page: 95-96
57. Andy needs a new backpack for a trek he is planning on the Appalachian Trail. As he
was looking for an acceptable backpack for the 200-mile trip, he visited
www.backpacks-backpacking.com to learn about the advantages and disadvantages of
various types of backpacks. Andy's source for information about backpacks was the:
A) commercial information environment
B) promotional mix
C) marketing mix
D) social information environment
E) culture
Answer: A Type: Definition Page: 95-96
58. Which of the following is a part of the commercial information environment as it
relates to Michael purchase of a ceiling fan?
A) the neighbor who has fans in every room in her house
B) the father who believes that ceiling fans reduce electric bills
C) his mother-in-law who sees ceiling fans as a decorating focal point
D) the wife who does not want a ceiling fan blowing her manuscript papers
E) the retailer who explains the different types of ceiling fans
Answer: E Type: Application Page: 95-96
143
Chapter 4 Consumer Markets and Buying Behavior
59. Which of the following is part of the commercial information environment as it relates
to the buying-decision process necessary for a Snapper riding lawn mower?
A) the salesperson at the Cave Spring Snapper dealership
B) the neighbor who owns a Snapper
C) the friend who shows you an ad for a Snapper in Better Homes & Gardens
magazine
D) your spouse who doesn't think you need a riding lawn mower
E) the friend who owns a riding mower exactly like the one you want
Answer: A Type: Application Page: 95-96
60. Which of the following is part of the commercial information environment as it relates
to the buying-decision process necessary for a boxed set of the twelve best Friends
television shows?
A) the cable network that discontinued showing episodes of the Friends
B) the neighbor who actually has the autographs of all the Friends cast members
C) the teenager who thinks the television show is stupid
D) the relative who thinks Friends was the best television show ever made
E) the sales clerk who says this is a limited edition set and will not be re-released
Answer: E Type: Application Page: 95-96
61. According to the text, the most familiar type of commercial information is available
through:
A) editorials.
B) word of mouth.
C) advertising.
D) public relations efforts.
E) point-of-purchase displays.
Answer: C Type: Comprehension Page: 95-96
62. Which of the following is an example of a social influence on consumer behavior?
A) learning
B) motivation
C) the time dimension
D) the terms of the purchase
E) subcultures
Answer: E Type: Definition Page: 96
144
Chapter 4 Consumer Markets and Buying Behavior
63. Miriam's aunt told her that she should boycott Procter & Gamble products such as
Tide, Crest, and Pampers because the organization is too supportive of gay rights.
This would be an example of:
A) commercial information
B) political information
C) the fifth element of the marketing mix
D) social information
E) selective exposure
Answer: D Type: Application Page: 96
64. The _____ is composed of family, friends, and acquaintances who directly or
indirectly provide information about products.
A) commercial information environment
B) promotional mix
C) the fifth element of the marketing mix
D) social information environment
E) culture
Answer: D Type: Definition Page: 96
65. In terms of consumer behavior, culture is:
A) a complex of symbols and artifacts created by a society and handed down from
generation to generation.
B) a force that determines our instinctive actions.
C) inherent in each individual at birth.
D) a concept that deals more with the individual than with the group.
E) narrower in scope than the concept of social class.
Answer: A Type: Definition Page: 97
66. _____ is a complex of symbols and artifacts created by a given society and handed
down from generation to generation as determinants and regulators of human
behavior.
A) Learning
B) Power
C) Authority
D) Motivation
E) Culture
Answer: E Type: Definition Page: 97
145
Chapter 4 Consumer Markets and Buying Behavior
67. Piggy banks are banned in many Muslim countries, where pigs are considered
unclean. This illustrates one of the effects of _____ on everyday life.
A) learning
B) power
C) environment
D) motivation
E) culture
Answer: E Type: Application Page: 97
68. Aceh is a region in Indonesia that has fought for independence first from the Dutch,
then from the Indonesian government, for over 100 years. Parents in this region
traditionally give their young children toy pistols. This illustrates one the social
influences of _____ on everyday life.
A) learning
B) power
C) environment
D) motivation
E) culture
Answer: E Type: Application Page: 97
69. On certain Polynesian islands, cream of bat soup is a traditional menu item, and the
head of the bat is considered a delicacy. This illustrates how _____ affects daily life.
A) learning
B) attitude
C) environment
D) motivation
E) culture
Answer: E Type: Application Page: 97
70. The behavior patterns that distinguish _____ are based on factors such as race,
nationality, religion, and urban-rural identification. They tend to exhibit characteristic
behaviors that distinguish them from other groups.
A) subcultures
B) households
C) nuclear families
D) ultimate consumers
E) social classes
Answer: A Type: Definition Page: 97-98
146
Chapter 4 Consumer Markets and Buying Behavior
71. What do Southern Baptists, Hispanic-Americans, and New York City natives have in
common?
A) They all have the same buying motives.
B) They all are members of different subcultures.
C) They all engage in high levels of involvement in purchases of items for which they
have high brand loyalty.
D) None are negatively affected by patronage buying motives.
E) They all have similar psychographic characteristics.
Answer: B Type: Application Page: 97-98
72. As discussed in the text, the five-level social-class structure proposed by Coleman and
Rainwater is based on:
A) occupation, amount of income, and race.
B) education, occupation, and type of residential neighborhood.
C) religion, amount of income, and education.
D) amount of income, occupation, and education.
E) race, religion, and neighborhood.
Answer: B Type: Definition Page: 98-99
73. You have just been introduced to Matthew Gonzalez. You wonder about his social
class. Which of the following information would you NOT need to determine his
social class?
A) Maloney has two years of college.
B) Maloney works in a bank.
C) Maloney lives in a three-bedroom brick house.
D) Maloney makes about $75,000 annually.
E) Maloney lives in a restricted subdivision near the country club.
Answer: D Type: Application Page: 98-99
74. Which of the following social classes accounts for the smallest percentage of the total
population?
A) upper-middle
B) lower-middle
C) upper
D) lower-lower
E) upper-lower
Answer: C Type: Fact Page: 98-99
147
Chapter 4 Consumer Markets and Buying Behavior
75. Which of the following statements most accurately describes the American lowermiddle class?
A) This class is less future-oriented than the other classes.
B) This class strives for respectability by "doing the right thing" and buying what is
popular.
C) Members of this class seldom take risks.
D) This class strives to "buy American."
E) This class is composed of blue-collar workers.
Answer: B Type: Definition Page: 98-99
76. Which of the following statements most accurately describes the American upperlower class?
A) This class strives to "buy American."
B) This class is composed of white-collar workers.
C) Members of this class are future-oriented.
D) This class strives for respectability by "doing the right thing" and buying what is
popular.
E) This class is composed of unassimilated immigrants.
Answer: A Type: Definition Page: 98-99
77. Which of the following social classes has the greatest need for security?
A) upper-middle
B) lower-middle
C) upper
D) lower-lower
E) upper-lower
Answer: E Type: Comprehension Page: 98-99
78. Which of the following statements most accurately describes the American lowerlower class?
A) Often purchases by members of this class are not based on economic
considerations.
B) This class strives to "buy American."
C) Members of this class are future-oriented.
D) This class is composed of blue-collar workers.
E) None of the above statements accurately describe the lower-lower class in the U.S.
Answer: A Type: Definition Page: 98-99
148
Chapter 4 Consumer Markets and Buying Behavior
79. A general conclusion that can be drawn from studies of social class structures is that:
A) the upper class has more money and is generally happier than the middle and
lower classes.
B) it is not possible to move people from one social class to another.
C) the social class system is common is rural areas and small towns but not in large
metropolitan areas.
D) different marketing programs may well be needed to reach different social classes.
E) families from two different social classes, but with the same amount of annual
total income, are likely to have the same buying patterns.
Answer: D Type: Comprehension Page: 98-99
80. A _____ is made up of people who influence one's attitudes, values, and behavior.
A) social class
B) culture
C) nuclear group
D) nuclear family
E) reference group
Answer: E Type: Definition Page: 99
81. Sachin Tendulkar, India's top cricketer, was paid $4.14 million over three years to
promote motorbikes make by TVS, an Indian manufacturer. Which type of social
influence is the India-based motorbike manufacturer using?
A) social class
B) perception
C) motivation
D) reference group
E) household
Answer: D Type: Application Page: 99
82. Ethan worked hard to make the good grades needed to be a part of his school's honor
society. He admired its members' abilities to handle stress and the way the teachers
respected them. For Ethan, the members of the honor society were a(n):
A) social class.
B) culture.
C) extended family.
D) nuclear family.
E) reference group.
Answer: E Type: Application Page: 99
149
Chapter 4 Consumer Markets and Buying Behavior
83. A group becomes a reference group for you:
A) only if your friends approve of the group.
B) when that group influences your values or behavior.
C) when you are offered membership in the group.
D) only if the group is part of your social class.
E) after you have joined that group.
Answer: B Type: Definition Page: 99
84. American Express Cards appeal to people who want to identify with groups known for
their financial success. According to advertising, almost anybody can get a Visa or a
MasterCard, but you have to qualify for an American Express Card. Having an
American Express Card tells people that you are in with the right people. American
Express uses the concept of _____ in its marketing.
A) social classes
B) cultures
C) extended families
D) subcultures
E) reference groups
Answer: E Type: Application Page: 99
85. REN is British-company that makes cosmetics. Its CEO describes the cosmetic
industry as, “a very interesting market that is not so much driven by advertising as by
public relations—beauty consultants, celebrities, and people who write about them. “
From this statement, you can infer this CEO views _____ as a key to success in the
cosmetics industry.
A) social classes
B) cultures
C) extended families
D) subcultures
E) reference groups
Answer: E Type: Application Page: 99
150
Chapter 4 Consumer Markets and Buying Behavior
86. The American Dairy Association runs a series of print and television ads in which a
variety of celebrities are shown with milk "mustaches." The Dairy Association is
relying on the image of these celebrities to promote the drinking of milk. If people are
attracted to these ads because they want to be associated with these celebrities, it is an
example of advertiser using:
A) social classes.
B) cultures.
C) extended families.
D) subcultures.
E) reference groups
Answer: E Type: Application Page: 99
87. According to your textbook, a single woman and a married couple who share a home a
exemplify a:
A) reference group.
B) family.
C) subfamily
D) household.
E) subculture.
Answer: D Type: Definition Page: 99-100
88. Which of the following statements about households and families is true?
A) The wife still does all of the shopping in most American families.
B) The marriage family determines an individual's core values and attitudes.
C) Buying decisions are not influenced by very young children.
D) Marketing strategies are unaffected by the size and structure of a household.
E) A household is a broader concept than a family.
Answer: E Type: Comprehension Page: 99-100
89. Before developing a suitable marketing strategy for selling low-fat frozen yogurt to a
household, a marketing manager needs to know:
A) who influences which frozen desserts the family eats.
B) who actually determines which frozen desserts to buy.
C) who does the actual shopping.
D) who will actually eat the yogurt.
E) all of the above.
Answer: E Type: Application Page: 99-100
151
Chapter 4 Consumer Markets and Buying Behavior
90. REN is British-company that makes cosmetics. Its CEO describes the cosmetics
industry's market as, “a very interesting market, very wrapped up with people's selfesteem and how they see the world.” The CEO is describing how _____ affect the
purchase of cosmetics.
A) social factors
B) economic influences
C) demographic factors
D) psychological factors
E) physiological factors
Answer: D Type: Comprehension Page: 100
91. A(n) _____ is a need sufficiently stimulated that an individual is moved to seek
satisfaction.
A) act
B) response
C) motive
D) cue
E) attitude
Answer: C Type: Definition Page: 100
92. Which of the following is the best example of an appeal seeking to satisfy a person's
safety needs as defined in Maslow's hierarchy of needs?
A) "With electricity, the possibilities are endless." (Georgia Electric Membership
Corporations)
B) "There are some places a wash cloth just can't clean." (Honeywell air cleaners)
C) "Good things come to those who can't wait." (Hellmann's one-step dressings)
D) "When it comes to fun, we're way ahead of the game." (Grand Casino)
E) "Sometimes what you wear to dinner may depend on what you eat for breakfast."
(Kellogg's Special K)
Answer: B Type: Application Page: 101
152
Chapter 4 Consumer Markets and Buying Behavior
93. Ads for Jergen's skincare products use the slogan "Soft Touches" and show pictures of
parents holding a child, a husband hugging a wife, and a son hugging a mother. The
Jergen's ads are attempting to appeal to a person's _____ needs as defined in Maslow's
hierarchy of needs.
A) physiological
B) safety
C) belonging and love
D) esteem
E) self-actualization
Answer: C Type: Application Page: 101
94. An ad for Kleenex tissues shows a group of young children climbing on a set of
monkey bars. The ad contains the headline, “Kleenex tissues help keep germs where
they belong so your little climber can make it to the top.” The ad is implies that
Kleenex satisfies _____ needs as defined by Maslow's hierarchy and that mothers can
help their children satisfy _____ needs.
A) physiological; belonging and love
B) safety; self-actualization
C) belonging and love; safety
D) esteem; self-actualization
E) self-actualization; esteem
Answer: B Type: Application Page: 101
95. A baby-boomer who owned a Volkswagen Beetle as a college student and now buys
one of the new VW Beetles is most likely satisfying needs at which level of the
Maslow hierarchy?
A) physiological
B) safety
C) belonging
D) esteem
E) self-actualization
Answer: C Type: Application Page: 101
153
Chapter 4 Consumer Markets and Buying Behavior
96. Which of the following is the best example of an appeal seeking to satisfy a person's
belonging needs as defined in Maslow's hierarchy of needs?
A) "Protects your skin from sun damage." (Neutrogena skin cream)
B) "It's a woman thing." (Virginia Slim cigarettes)
C) "To a pothole, your car is just fresh meat." (Chevrolet Malibu)
D) "Is it just forgetfulness or Alzheimer's disease?" (Aricept prescription medicine)
E) "Make every day good to the last drop." (Maxwell House coffee)
Answer: B Type: Application Page: 101
97. The process of receiving, organizing, and assigning meaning to information or stimuli
detected by our five senses is called:
A) motivation.
B) perception.
C) rationalization.
D) learning.
E) communication.
Answer: B Type: Definition Page: 102
98. Whenever Tawain smells violets, it makes him think about his grandmother whose
perfume smelled like the flowers. This is an example of how an individual:
A) is motivated.
B) perceives.
C) rationalizes.
D) learns.
E) communicates.
Answer: B Type: Application Page: 102-103
99. Whenever Hera smells her husband's dirty gym socks, it makes her think of when she
met him after he had played basketball. This is an example of how individuals:
A) are motivated.
B) perceive.
C) rationalize.
D) learn.
E) communicate.
Answer: B Type: Application Page: 102-103
154
Chapter 4 Consumer Markets and Buying Behavior
100. Perception plays a major role in the _____ stage of the buying-decision process.
A) alternative substitution
B) alternative identification
C) prepurchase patronage
D) need simulation
E) purchase decision
Answer: B Type: Comprehension Page: 102-103
101. Ruby Wilson is a 62-year old widow who has never traveled outside the state of
Kansas. She plays bingo every Saturday night and was really upset when the
Hallmark channel stopped running Matlock repeats. If a full-page ad showing a group
of people with baggy jeans, backward caps, and nose rings were to run in her local
newspaper, she would most likely experience:
A) selective appeal.
B) selective action.
C) selective distortion.
D) selective retention.
E) selective attention.
Answer: E Type: Application Page: 102
102. M&M candy ran a television commercial in which the usual M&M characters were
gray and lime green instead of their usual red and yellow. Because we don't expect to
M&Ms in gray and lime-green colors, people tend to pay attention to these ads. The
manufacturer of M&M candy is hoping to overcome consumers' _____ with this ad
campaign.
A) selective appeal.
B) selective action.
C) selective distortion.
D) selective retention.
E) selective attention.
Answer: E Type: Application Page: 102
155
Chapter 4 Consumer Markets and Buying Behavior
103. Which of the following is an example of one of the processes of selectivity that
continuously limit our perceptions?
A) selective retention
B) selective action
C) selective diffusion
D) selective memorization
E) selective adoption
Answer: A Type: Definition Page: 102
104. Someone who alters the information he reads so that it will be consistent with his
beliefs and attitudes is using:
A) selective attention.
B) selective action.
C) selective distortion.
D) selective retention.
E) selective memorization.
Answer: C Type: Definition Page: 102
105. Amanda Stuart, a New Bedford College instructor, reads the campus newspaper every
week. Even though she read the paper last week, she did not recall the article about
how the computer technicians were shutting down the network for 24 hours starting
Wednesday at midnight. This is most likely an example of:
A) selective adaptation.
B) selective action.
C) selective distortion.
D) selective retention.
E) selective memorization.
Answer: D Type: Application Page: 102
106. Parker, his mother, and his sister made a visit to the American Girl store in Chicago.
It was heavenly for the sister who loves dolls. All Parker can tell you about the visit is
how much he enjoyed playing on the video games that the store rents to boys so they
won't be bored. Parker's reaction is most likely an example of:
A) selective adaptation.
B) selective action.
C) selective distortion.
D) selective retention.
E) selective memorization.
Answer: D Type: Application Page: 102
156
Chapter 4 Consumer Markets and Buying Behavior
107. Even though Paolo Sinese had watched all of the Super Bowl and its commercials, he
could not remember seeing an ad for beer even though there were fourteen beer
commercials run during the game. This is an example of:
A) selective adaptation.
B) selective action.
C) selective distortion.
D) selective retention.
E) selective memorization.
Answer: D Type: Application Page: 102
108. To reduce selective distortion, advertisers:
A) run their ads several times.
B) can use 60-second commercials.
C) emphasize patronage buying motives to the business user.
D) appeal to physiological needs as defined by Maslow's hierarchy of needs.
E) must buy advertising time on cable channels.
Answer: A Type: Comprehension Page: 102
109. Raymond Owens believes every young man should serve in the military. When he
read a piece on conscientious objectors during the Vietnam War, he determined in his
own mind that the author of the article supported his belief even though the verbiage
in the article tried to present a fair picture of conscientious objectors. This is an
example of:
A) selective adaptation.
B) selective action.
C) selective distortion.
D) selective retention.
E) selective memorization.
Answer: C Type: Application Page: 102
110. A change in a consumer's behavior resulting from previous experiences is called:
A) personality.
B) adoption.
C) perception.
D) learning.
E) diffusion.
Answer: D Type: Definition Page: 103
157
Chapter 4 Consumer Markets and Buying Behavior
111. Stimulus-response theory:
A) contends that habit-behavioral patterns are not learned.
B) holds that learning is influenced by attitudes and beliefs.
C) stresses the brain processes.
D) is not applicable to humans.
E) is directly applicable to marketing strategy.
Answer: E Type: Definition Page: 103
112. _____ theory holds that learning occurs as a person responds to a stimulus and is
rewarded with need satisfaction for a correct response or penalized for an incorrect
one.
A) Need
B) Stimulus-response
C) Motivation
D) Reinforcement
E) Cognitive
Answer: B Type: Definition Page: 103
113. Daniel loves barbecue, but he will not eat at a barbecue restaurant that has other things
on the menu besides barbecue. From experience he has determined these restaurants
with long menus do not sell decent barbecue because it is not their sole reason for
being in business. Daniel's beliefs can be explained by:
A) the stimulus-response theory
B) Maslow's hierarchy of needs
C) Freudian psychology
D) the theory of selection attention
E) selective learning
Answer: A Type: Application Page: 103
114. _____ is broadly defined as an individual's pattern of traits that influence behavioral
responses.
A) Motivation
B) Culture
C) Learning
D) Perception
E) Personality
Answer: E Type: Definition Page: 104
158
Chapter 4 Consumer Markets and Buying Behavior
115. Which of the following statements about personality is true?
A) Psychologists have determined exactly how personality influences impulse buying
behavior.
B) Personality traits are often the only psychological influence on a buying decision.
C) Psychologists who have studied personality have been unable to agree on a
standard method to classify the various kinds of personalities.
D) Personality traits are the source of most behavioral instincts.
E) Marketers can predict buying behavior from particular personality traits.
Answer: C Type: Comprehension Page: 104-105
116. A person's self-concept is influenced by:
A) learned physiological needs.
B) economic factors.
C) demographic factors.
D) learned psychological needs.
E) all of the above.
Answer: E Type: Comprehension Page: 105
117. Which of the following statements about self-concept is true?
A) An individual's actual and ideal self-concepts are usually the same.
B) A person's self-concept is influenced by learned physiological and psychological
needs.
C) A person's actual self-concept is completely controlled by his or her external
environment.
D) A person's self-concept is not influenced by his or her external environment.
E) Most psychologists believe the ideal self-concept controls a consumer's buying
behavior.
Answer: B Type: Comprehension Page: 105
118. Olivia is a 22-year-old college graduate. Olivia is unhappy because she believes she
looks immature, and therefore, cannot find an employer. Olivia is concerned about:
A) selective retention.
B) workplace distortion.
C) her ideal self-image.
D) her actual self-image.
E) selective distortion
Answer: D Type: Application Page: 105
159
Chapter 4 Consumer Markets and Buying Behavior
119. An attitude is:
A) a strong drive that leads to goal achievement.
B) an inherited influence on behavior.
C) a learned predisposition to respond in a particular way.
D) easily changed by effective advertising.
E) usually of equal intensity across population groups.
Answer: C Type: Definition Page: 105
120. Every time the 60-year-old dentist sees a young man dressed in a shirt that's too large
for him; pants worn way below his waist; and big, untied athletic shoes, he wants to
tell him how much better he'd look if he would dress neatly. His _____ reflects a
learned predisposition to respond negatively to sloppiness.
A) demographic factor
B) other-concept
C) motivation
D) attitude
E) personality
Answer: D Type: Application Page: 105
121. In consumer buying behavior, attitudes:
A) can always be used to predict purchase behavior.
B) play a major role in the evaluation of alternatives during the buying-decision
process.
C) are most difficult to change when they are of weak intensity.
D) about products or stores can easily be changed with a benefit-oriented ad.
E) are not inhibited by external environmental factors.
Answer: B Type: Comprehension Page: 105-106
122. Studies in consumer behavior have determined that attitudes:
A) are learned.
B) have an object.
C) have both direction and intensity.
D) are stable and generalizable.
E) are accurately described by all of the above.
Answer: E Type: Comprehension Page: 105-106
160
Chapter 4 Consumer Markets and Buying Behavior
123. Because attitudes are _____, a person who likes the selection of science fiction at a
locally-owned bookstore/coffee house will more than likely have a favorable attitude
toward the entire establishment.
A) objective
B) completely based on self-image
C) stable and generalizable
D) ambiguous
E) constantly in flux
Answer: C Type: Application Page: 105-106
124. Which of the following is NOT an example of a situational influence on consumer
behavior?
A) stimulus-response theory
B) the time dimension
C) consumer mood and motives
D) terms of the purchase
E) the surroundings
Answer: A Type: Definition Page: 106
125. Situational influences:
A) act as balances between our id and our ego.
B) are factors in the immediate purchase environment that affect our behavior.
C) are unaffected by individual perceptual variances.
D) lead to habitual buying and brand loyalty.
E) are one of the four fundamental factors of the learning process.
Answer: B Type: Definition Page: 106
126. Janae and her mother made a visit to the American Girl store in Chicago. It was
heavenly for the girl who loves dolls. The store offered Janae a chance to have tea
with her favorite dolls, to see a play on the adventures of one of the dolls, and let her
look at all of the dolls she did not have. _____ influenced her desire to buy a new
doll.
A) The temporal dimension
B) Demographics
C) Subclutural influences
D) Attitude
E) Situational influences
Answer: E Type: Application Page: 107
161
Chapter 4 Consumer Markets and Buying Behavior
127. Delicatessens that offer free samples of sausages, crackers, and homemade breads are
operating on the principle that buying behavior is affected by:
A) intrinsic values.
B) attitude.
C) subcultural influences.
D) demographics.
E) situational influences.
Answer: E Type: Application Page: 106
128. Many people suffer from winter doldrums because they feel trapped in their homes
and cannot get outside to work in their yards. Retailers that send plant and seed
catalogs, which arrive in the dead of winter, are operating on the principle that buying
behavior is affected by:
A) intrinsic values.
B) attitude.
C) subcultural influences.
D) demographics.
E) situational influences.
Answer: E Type: Application Page: 106
129. Hannah could buy tickets for the Tim McGraw concert at the theater where the concert
will be held. The theater is about an hour's drive from her home. Or, she can buy the
tickets at a ticket outlet less than five minutes from her home. The ticket outlet
charges a $4.00 service fee per ticket, but due to the situational influence of the _____
on her buying behavior, she chose to pay the service fee.
A) physical surroundings
B) mood of buyer
C) time dimension
D) terms of the purchase
E) objective of the purchase
Answer: C Type: Application Page: 106-107
162
Chapter 4 Consumer Markets and Buying Behavior
130. Abigail is very thirsty. He could walk across the street and buy a bottle of water for
sixty cents at a small grocery store, or he could walk ten feet to a convenient vending
machine, spend a dollar, and get the same bottle of water. His choice to use the
vending machine is likely due to the situational influence of the _____ on satisfying
his thirst.
A) cost/benefit comparison
B) time dimension
C) social pressure
D) terms of the purchase
E) objective of the purchase
Answer: B Type: Application Page: 106-107
131. William and Joseph were going to see the newest Steven Spielberg movie when they
saw that the line to buy tickets for that movie went around the block and was growing
longer. They decided to wait till the movie came out on DVD. The decision not to
patronize the theater illustrates the influence of _____ on buying behavior.
A) physical surroundings
B) regional population distributions
C) the target market
D) the terms of the purchase
E) the objective of the purchase
Answer: A Type: Application Page: 107
132. Christopher wanted to buy a Lone Ranger thermos bottle. He found one just like he
wanted on eBay, the Internet auction. After reading the sales conditions, he saw that
the thermos seller would not accept any other payment except a money order.
Christopher prefers to pay through Paypal, a payment service provided by eBay, and
decided to wait for a different seller to offer the desired thermos. Which situational
influence caused this sale to not happen?
A) physical surroundings
B) the time dimension
C) the target market
D) the terms of the purchase
E) the objective of the purchase
Answer: D Type: Application Page: 107
163
Chapter 4 Consumer Markets and Buying Behavior
133. While at the National League playoffs, Mike purchased a foam finger that said the
Atlanta Braves were "#1," a large poster of the Braves' pitching staff, and a baseball
cap for almost $45 because he was caught up in the excitement of a win. The souvenir
dealers at Atlanta's Turner Field understand the influence of the _____ on buying
behavior.
A) time dimension
B) terms of the purchase
C) product availability
D) mood of buyer
E) objective of the purchase
Answer: D Type: Application Page: 107
134. Isabella was feeling fat and depressed, so she took herself to a beauty spa where, for
$125, they promised to make her feel beautiful. Which situational influence did the
owner of the spa take advantage of?
A) time dimension
B) terms of the purchase
C) market quality
D) mood of buyer
E) objective of the purchase
Answer: D Type: Application Page: 107
135. Some unethical casket dealers try to talk the bereaved families into buying a more
expensive casket than they had planned. The casket salespeople try to manipulate the
families into feeling guilty for choosing a cheaper model. Which situational influence
are the casket salespeople trying to use to make their sale?
A) form utility
B) terms of the purchase
C) market quality
D) mood of buyer
E) objective of the purchase
Answer: D Type: Application Page: 107
True/False Questions
136. A florist who is buying bulbs for his garden at home is a good example of an ultimate
consumer.
Answer: True Type: Application Page: 86
164
Chapter 4 Consumer Markets and Buying Behavior
137. A pastor of a church who buys a new cushion cover for one of the pew cushions in the
church is an example of an ultimate consumer.
Answer: False Type: Application Page: 86
138. The U.S. rural population continues to decline today just as it was doing six decades
ago.
Answer: True Type: Fact Page: 86-87
139. A micropolitan statistical area (PMSA) has an urban population center of at least
50,000 and a total population of at least 100,000.
Answer: False Type: Definition Page: 90
140. Consumer demographic variables include education, occupation, family life cycle, age
and gender.
Answer: True Type: Definition Page: 88
141. Marketers know consumers at lower income levels devote a smaller percentage of
their total expenditures to food, housing, utilities, and furnishings.
Answer: False Type: Fact Page: 89-90
142. The first stage in the buying-decision process involves the choice of an involvement
level.
Answer: False Type: Definition Page: 91
143. If, while waiting for his wife, Josh saw the newest book by radio talk-show host Neal
Boortz and bought it, his purchase would have a high level of involvement.
Answer: False Type: Application Page: 92
144. For someone making only $15,000 per year, the purchase of a CD player would more
likely require a higher level of involvement purchase than for someone making
$50,000 per annually.
Answer: True Type: Application Page: 92
165
Chapter 4 Consumer Markets and Buying Behavior
145. When Dani sees shamrocks in store windows, she experiences a need recognition
because they remind her that he she needs to buy supplies for her annual St. Patrick's
Day party.
Answer: True Type: Application Page: 91
146. If seeing red hearts in the store window reminded Bill he needed to buy his wife a
Valentine's Day present, he would have experienced a need recognition.
Answer: True Type: Application Page: 93
147. Consumers can do nothing to reduce the cognitive dissonance they feel immediately
following a purchase.
Answer: False Type: Comprehension Page: 95
148. Word-of-mouth is a form of social information.
Answer: True Type: Comprehension Page: 93
149. Biological acts such as eating are not culturally influenced, but the way people eat is.
Answer: True Type: Fact Page: 97
150. The most common way of classifying people into social classes is on the basis of their
income.
Answer: False Type: Fact Page: 98-99
151. White-collar workers are typically found in the lower-middle class.
Answer: True Type: Fact Page: 98-99
152. You need not belong to a reference group for it to affect your buying behavior.
Answer: True Type: Comprehension Page: 99
153. A family is a broader concept than a household.
Answer: False Type: Definition Page: 99-100
166
Chapter 4 Consumer Markets and Buying Behavior
154. The broadest classification of motives is based on the sources from which a need
arises.
Answer: True Type: Definition Page: 100-101
155. Perception is the process of receiving, organizing, and assigning meaning to
information that is detected only if it is perceived visually.
Answer: False Type: Definition Page: 102-103
156. Learning only plays a role in the need recognition and the purchase stages of the
buying-decision process.
Answer: False Type: Comprehension Page: 103-104
157. Personality traits influence consumers' perceptions and buying behavior.
Answer: True Type: Comprehension Page: 104-105
158. The ideal self-concept is the same as the actual self-concept.
Answer: False Type: Definition Page: 105
159. Attitudes cannot be learned.
Answer: False Type: Definition Page: 105-106
160. Situational influences tend to be more significant when the consumer is very loyal to a
brand and when the consumer is highly involved in the purchase.
Answer: False Type: Comprehension Page: 106
161. The social surroundings in a retail situation include the background music, the number
of people in the store, and the actions of other people in the store.
Answer: False Type: Application Page: 107
162. The consumer's mood when a purchase is being considered is a type of situational
influence.
Answer: True Type: Application Page: 107
167
Chapter 4 Consumer Markets and Buying Behavior
Fill in the Blank Questions
163. The physician who buys a thermometer so he can take his child's temperature and the
English teacher who buys a first edition of Little Women for her personal collection
are both examples of _____ _____.
Answer: ultimate consumers
Type: Application Page: 86
164. The _____ _____ _____ has an urban population center of at least 50,000 and a total
population of at least 100,000. Its boundaries are drawn along county lines and may
cross state borders.
Answer: Metropolitan Statistical Area (MSA)
Type: Definition Page: 87
165. As Ashley began her marketing research paper, she realized she needed to get more
paper for her laser printer. This is an example of the _____ _____ stage of the buyingdecision process.
Answer: need recognition
Type: Application Page: 91
166. As Joe waited for his daughter to finish dance class, he bought a copy of USA Today
from a machine conveniently located in front of the dance studio. Joe's unexpected
purchase is an example of an _____ buy.
Answer: impulse
Type: Application Page: 92-93
167. Samantha loves to go to The Home Depot because its personnel are able to help her
coordinate colors, styles, and designs for her new home. This is an example of a
_____ buying motive.
Answer: patronage Type: Application Page: 94
168. _____ _____ _____ is a state of anxiety brought on by the difficulty of choosing from
among several alternatives.
Answer: Postpurchase cognitive dissonance
Type: Definition Page: 95
169. _____ is a complex of symbols and artifacts created by a society and handed down
from generation to generation as determinants and regulators of human behavior.
Answer: Culture Type: Definition Page: 97
168
Chapter 4 Consumer Markets and Buying Behavior
170. When asked, Elispeth remembered the ad promoting the Grand Casino in Biloxi that
she saw in Southern Living magazine although she could not remember the ad for Sea
World. This is an example of _____ retention.
Answer: selective
Type: Application Page: 102
171. _____ is changes in behavior resulting from observation and experience.
Answer: Learning
Type: Definition Page: 103-104
172. _____ is broadly defined as an individual's pattern of traits that influence behavioral
response.
Answer: Personality Type: Definition Page: 104-105
173. An _____ is a learned predisposition to respond to an object in a consistently
favorable or unfavorable way.
Answer: attitude Type: Definition Page: 105-106
174. _____ _____ are temporary forces associated with the immediate purchase
environment that affect behavior.
Answer: Situational influences
Type: Definition Page: 106
Mini-Case Questions
Use the following to answer questions 175-181:
Two years ago Liz McBride left a sprawling giant urban center with more than three million
people to move to a rural area to start her own business. She invested $40,000 in an
embroidery machine that allows her to embroider company logos, team names, etc. on articles
of clothing. She named her business Embroidery Express and gave out samples of her
products to friends hoping that word-of-mouth would bring her some business. It is important
to emphasize the quality of her work because personalizing clothes with embroidery is timeconsuming and costly. To help her customers, Liz carefully explains the costs and time
involved and shows them that they are “really getting a deal.” Some of her first customers
were clubs that wanted unique hats and shirts embroidered with club logos.
169
Chapter 4 Consumer Markets and Buying Behavior
175. Liz moved from a _____ to a rural area.
A) micropolitan statistical area.
B) primary marketing statistical area (PMSA).
C) comprehensive marketing sample (CMS).
D) sampled marketing statistical area (SMSA).
E) metropolitan statistical area (MSA).
Answer: E Page: 87-88
176. By offering personalized services to each customer and making sure she has access to
a wide assortment of clothing, Liz hopes to benefit from:
A) customers' selective perception.
B) Freudian psychology.
C) affective satisfaction.
D) patronage buying motives.
E) Maslow's hierarchy of needs.
Answer: D Page: 94
177. By showing her customers she works hard to provide them with the best possible
service at reasonable prices, Liz is hoping to diminish the impact of:
A) customers' selective perception.
B) Freudian psychology.
C) cognitive dissonance.
D) patronage buying motives.
E) Maslow's hierarchy of needs.
Answer: C Page: 95
178. When she began her small business, Liz used _____ to communicate with her target
markets.
A) commercial information environment
B) promotional mix
C) marketing mix
D) social information environment
E) culture
Answer: D Page: 96
170
Chapter 4 Consumer Markets and Buying Behavior
179. The fact everyone in the club decided to buy a golf shirt embroidered with the club
name to show their pride in the organization indicates the club is a(n):
A) social class.
B) culture.
C) extended family.
D) nuclear family.
E) reference group.
Answer: E Page: 99
180. The need some people feel for wearing clothes with matching embroidered logos is in
response to which of Maslow's needs?
A) physiological
B) safety
C) belonging and love
D) esteem
E) self-actualization
Answer: C Page: 100-101
181. Liz had trouble getting her business started because some people will only do business
with well-established companies with a reputation for quality. They would use _____
to support their belief that the newer businesses could not be as efficient or produce as
high-quality a line of merchandise.
A) secondary reception
B) selective distortion
C) subliminal perception
D) stimulus-response theory
E) Freudian psychology
Answer: B Page: 102
171