Test Bank
to accompany
Marketing
4th edition
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Chapter 4
Consumer behaviour
1. The term used to describe the analysis of the behaviour of individuals and households who buy goods
and services for personal consumption is known as:
a. social behaviour.
b. external behaviour.
*c. consumer behaviour.
d. customer behaviour.
e. target market behaviour.
General Feedback:
Learning objective 4.1: explain why marketers require a thorough understanding of consumer behaviour
and its major influences. Consumer behaviour is the term used to describe the analysis of the behaviour
of individuals and households who buy goods and services for personal consumption.
2. Consumer behaviour is the analysis of the behaviour of ____________ and ____________ who buy
goods and services for ____________ consumption.
a. individuals, businesses, private
b. businesses, households, public
*c. individuals, households, personal
d. businesses, households, conspicuous
General Feedback:
Learning objective 4.1: explain why marketers require a thorough understanding of consumer behaviour
and its major influences. Consumer behaviour is the analysis of the behaviour of individuals and
households who buy goods and services for personal consumption.
3. While shopping with a good friend, you decide to buy a new pair of jeans; your friend helps you to
decide which pair to buy. This interaction with your friend at the time of purchase is known as a:
a. physical situational influence.
*b. social situational influence.
c. motivational situational influence.
d. mood situational influence.
e. time situational influence.
General Feedback:
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Learning objective 4.1: explain why marketers require a thorough understanding of consumer behaviour
and its major influences. Social situational influences include the interactions with others at the time the
purchase decision is made (e.g. asking your partner how you look in the pair of jeans you are trying on).
4. Characteristics of the location in which the purchase decision is made are known as:
a. material.
b. motivational.
*c. physical.
d. social.
General Feedback:
Learning objective 4.1: explain why marketers require a thorough understanding of consumer behaviour
and its major influences. Physical: the characteristics of the location in which the purchase decision is
made.
5. A person's demographic characteristics would be best described as a(n) ___________ influence on
their behaviour as a consumer.
a. situational
b. group
*c. individual
d. cultural
e. social
General Feedback:
Learning objective 4.1: explain why marketers require a thorough understanding of consumer behaviour
and its major influences. Demographic characteristics such as age, occupation and income are an
individual influence on a person's behaviour as a consumer (see figure 4.1).
6. As a situational influence, the concept of 'time' refers to:
a. the average time consumers take to make a purchase decision.
*b. the time available for a purchase decision.
c. the time it takes to make a purchase decision.
d. the number of times a purchase decision is made.
General Feedback:
Learning objective 4.1: explain why marketers require a thorough understanding of consumer behaviour
and its major influences. Time: the time available for a purchase decision (e.g. a person who has left all
of their Christmas shopping until Christmas Eve may not have the time to contemplate many options).
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7. John is a 35 year old, working full-time as a builder, earning roughly $90,000 per year. John's
demographic characteristics would be best described as a(n) ___________ influence on his behaviour as
a consumer
a. situational
b. group
*c. individual
d. cultural
e. social
General Feedback:
Learning objective 4.1: explain why marketers require a thorough understanding of consumer behaviour
and its major influences. Demographic characteristics such as age, occupation and income are an
individual influence on a person's behaviour as a consumer (see figure 4.1).
8. While shopping for a pair of jeans, you ask your friend "how do I look in these?" This influence on
your purchasing decision is a:
a. physical.
b. personal influence.
*c. social influence.
d. motivational influence.
General Feedback:
Learning objective 4.1: explain why marketers require a thorough understanding of consumer behaviour
and its major influences. The interactions with others at the time the purchase decision is made are
known as social situational influences.
9. Culture, family and social class are all examples of which broad influence on consumer behaviour?
a. Situational.
b. Individual.
*c. Group.
d. Psychological.
e. Motivational.
General Feedback:
Learning objective 4.1: explain why marketers require a thorough understanding of consumer behaviour
and its major influences. People's purchasing decisions are profoundly affected by group factors. Group
influences comprise social factors (the influence of other people) and cultural factors (the influence of
the values, beliefs and customs of the person's community).
10. The system of knowledge, beliefs, values, rituals and artefacts by which a society or other large
group defines itself is called:
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*a. culture.
b. long term orientation.
c. law.
d. social identity.
General Feedback:
Learning objective 4.2: understand the major group factors that influence consumer behaviour. We shall
define culture as the system of knowledge, beliefs, values, rituals and artefacts by which a society or
other large group defines itself.
11. Which of the following would not potentially be considered an aspect of a person's culture?
a. Clothing.
b. Food.
c. Beliefs.
d. Customs.
*e. Age.
General Feedback:
Learning objective 4.2: understand the major group factors that influence consumer behaviour. Culture is
the system of knowledge, beliefs, values, rituals and artefacts by which a society or other large group
defines itself. Culture is multidimensional and includes both tangible and intangible elements: tangible
elements include housing, clothing, food and artworks, and intangible elements include laws, religious
beliefs, customs, education and institutions.
12. You play as part of your local football team. For training, you choose to focus on your own goal of
increasing your fitness, rather than the team goal of improved game strategy. In doing so you are
displaying a culture of:
a. masculinity.
b. uncertainty avoidance.
c. independence.
*d. individualism.
General Feedback:
Learning objective 4.2: understand the major group factors that influence consumer behaviour.
Individualism: the extent to which people focus on their own goals over those of the group. Western
societies are generally 'individualistic', whereas Asian societies are more 'collectivist'.
13. Which country or countries below would score lower than Australia or New Zealand on Hofstede's
'individualism' dimension of culture?
a. India.
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b. Thailand.
c. United States.
*d. Both a and b.
e. None of the options listed.
General Feedback:
Learning objective 4.2: understand the major group factors that influence consumer behaviour.
Individualism is the extent to which people focus on their own goals over those of the group. Western
societies are generally 'individualistic', whereas Asian societies are more 'collectivist'.
14. Which of these is defined as a group comprising individuals of similar social rank within the social
hierarchy?
*a. Social class.
b. Subculture.
c. Multiculturalism.
d. Reference group.
General Feedback:
Learning objective 4.2: understand the major group factors that influence consumer behaviour. A social
class comprises individuals of similar social rank within the hierarchy.
15. On Hofstede's dimension of culture scale, which country or countries below is most likely to have
the highest score for being 'individualistic'?
a. United States.
b. Australia.
c. New Zealand.
*d. Malaysia.
e. United Kingdom.
General Feedback:
Learning objective 4.2: understand the major group factors that influence consumer behaviour.
Individualism is the extent to which people focus on their own goals over those of the group. Western
societies are generally 'individualistic', whereas Asian societies are more 'collectivist'.
16. Family decision making roles are classified into four types. When a product is purchased by a
husband and wife acting jointly, this is known as a(n):
a. wife-dominant decision.
b. husband-dominant decision.
c. autonomic decision.
*d. syncratic decision.
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General Feedback:
Learning objective 4.2: understand the major group factors that influence consumer behaviour. Syncratic
decisions: Some products are purchased by a husband and wife acting jointly. Typically such decisions
would be the major household purchasing decisions such as purchasing a home and mortgage, a holiday,
entertainment product or other significant investment.
17. A person's socioeconomic status can be dependent upon:
a. income.
b. education.
c. occupation.
d. None of the options listed.
*e. a, b and c.
General Feedback:
Learning objective 4.2: understand the major group factors that influence consumer behaviour. A social
class comprises individuals of similar social rank within the social hierarchy. Social ranking forms the
basis of social prestige and respect. In Australia and New Zealand, an individual's social class - and
socioeconomic status - is defined by values and lifestyles, but often rests on indicators such as income,
occupation and education.
18. You share common attitudes, values and behaviours with a group of individuals which distinguishes
the group from the broader culture in which you live. This is:
a. your long-term orientation.
b. multiculturalism.
*c. a subculture.
d. a social class.
General Feedback:
Learning objective 4.2: understand the major group factors that influence consumer behaviour. A
subculture is a group of individuals who differ on some dimensions from the culture in which they are
immersed.
19. A teenager purchases clothing that will enable her to "fit in" with the fashion style favoured by her
friends. In a marketing sense, this could best be described as an example of the teenager's purchase being
influenced by:
a. her social role.
b. her social status.
c. her personality.
*d. her reference group.
e. her culture.
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General Feedback:
Learning objective 4.2: understand the major group factors that influence consumer behaviour. A
reference group is any group to which an individual looks for guidance as to what are appropriate values,
attitudes or behaviours.
20. An individual who considers themselves an 'Emo' adopts the characteristics, appearance, clothing,
attitudes and music of the group. This is an example of a _____________ reference group.
a. social
b. aspirational
*c. membership
d. dissociative
General Feedback:
Learning objective 4.2: understand the major group factors that influence consumer behaviour.
Membership reference groups are groups to which the individual belongs. Individuals take on the
attitudes and behaviours that define the members of the group.
21. Which of the following would best describe an opinion leader from a marketing perspective?
a. A person of high standing in the community.
*b. A reference group member who provides relevant and influential advice.
c. A family member.
d. Media commentators who have a large audience.
e. The habits of a person from the same culture and social class as the individual.
General Feedback:
Learning objective 4.2: understand the major group factors that influence consumer behaviour. An
opinion leader is a reference group member who provides relevant and influential advice about a specific
topic of interest to group members. Opinion leaders are regarded by other group members as experts in a
particular field or topic, such as politics, music, sport or community values. In a marketing context,
opinion leaders often influence group members in relation to appropriate purchases of such products as
technology, cars, houses, holidays, education, fashion, food and beverages.
22. Demographic factors include:
a. age, income and personality.
*b. age, gender and income.
c. lifestyle and personality.
d. internal drive to satisfy goals.
General Feedback:
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Learning objective 4.3: analyse the major individual factors that influence consumer behaviour.
Demographic factors are the vital and social characteristics of populations, such as age, education and
income.
23. As an opinion leader within many of the groups you socialise with, marketers are keen for you to buy
their products, believing that you will convince others to also buy their products. With regard to the
diffusion of innovations theory; to which of the following groups would a marketer most prefer that you
belong to?
*a. Early adopter.
b. Early majority.
c. Late majority.
d. Laggard.
e. Growth.
General Feedback:
Learning objective 4.2: understand the major group factors that influence consumer behaviour. Because
opinion leaders are influential for other members of a reference group, from a marketing perspective, the
earlier they adopt a product, the better.
24. During each university semester you find your life includes mainly study and work with the
occasional party. Subsequently, you dream of a more unpredictable life full of excitement and travel.
You are dreaming of your:
a. psychographic lifestyle.
b. aspirational lifestyle.
c. actual lifestyle.
*d. preferred lifestyle.
General Feedback:
Learning objective 4.3: analyse the major individual factors that influence consumer behaviour.
Consumers often purchase products to enhance or express their preferred lifestyle. Such products are
aspirational in nature.
25. During the dissolution stage of the family life cycle, consumers are focused on health, security and
financial independence. An example of this stage is:
a. a single person living apart from parent/s.
b. a couple without children.
*c. a single surviving spouse.
d. a divorced couple.
e. none of the options listed.
General Feedback:
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Learning objective 4.2: understand the major group factors that influence consumer behaviour.
Dissolution is the fifth stage of the family life cycle. An example of this stage of the family life cycle is a
single surviving spouse (see table 4.1). Buyers in this stage of the family life cycle have a focus on
health, physical security and continuing financial independence.
26. The term used to describe the individual's internal drive to act to satisfy unfulfilled needs or achieve
unmet goals is known as:
a. behaviour.
b. expectation.
*c. motivation.
d. drive.
General Feedback:
Learning objective 4.3: analyse the major individual factors that influence consumer behaviour. The
term 'motivation' is used to describe the individual's internal drive to act to satisfy unfulfilled needs or
achieve unmet goals.
27. The influence of children on their parents' purchasing decisions has come to be known as:
*a. pester power.
b. autonomic power.
c. syncratic power.
d. the family life cycle.
e. None of the options listed.
General Feedback:
Learning objective 4.2: understand the major group factors that influence consumer behaviour. Pester
power is the term used to describe children's influence over their parents' purchasing decisions. About
one-quarter of parents take their children with them when they shop, so it is very common for children to
be present when purchasing decisions are being made. The most common purchases made in response to
pester power are fairly small (e.g. chips, biscuits and a preferred brand of toothpaste), but children can
also influence or indeed initiate major purchases as well, such as gaming consoles, home swimming
pools and holidays.
28. According to Maslow's hierarchy of needs, which of these lists is in the correct order from lower
level needs to higher level needs?
a. Thirst, money, intimacy, success, recognition.
*b. Hunger, housing, intimacy, respect, success.
c. Thirst, housing, success, intimacy, respect.
d. Hunger, intimacy, housing, respect, achievement.
General Feedback:
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Learning objective 4.3: analyse the major individual factors that influence consumer behaviour. Lower
order, physiological needs are the most basic: food, water, and shelter. These are followed by the need
for physical and emotional safety, then social needs such as affection. Beyond social needs are ego or
esteem needs, which relate to self-esteem and the individual's need to be recognised and respected by
others. At the top of the hierarchy, self-actualisation needs refer to an individual's need for improvement,
achievement and success.
29. Which of the following statements is correct?
a. People's individual purchasing decisions can be influenced by groups.
b. Group influences on consumer behaviour comprise social and cultural factors.
c. Social factors in consumer behaviour are the influences of other people on an individual's purchasing
decisions.
d. Cultural factors in consumer behaviour are the influence of values, beliefs and customs of the person's
cultural community on an individual's purchasing decisions.
*e. All of the options listed.
General Feedback:
Learning objective 4.2: understand the major group factors that influence consumer behaviour. People's
purchasing decisions are profoundly affected by group factors. Group influences comprise social factors
(the influence of other people) and cultural factors (the influence of the values, beliefs and customs of
the person's community).
30. An individual is exposed to a potentially limitless array of stimuli via their senses. The tendency to
actively seek out messages that are pleasant and agreeable is known as:
a. selective distortion.
*b. selective exposure.
c. selective attention.
d. selective retention.
General Feedback:
Learning objective 4.3: analyse the major individual factors that influence consumer behaviour.
Selective exposure is the tendency to actively seek out messages that are pleasant and agreeable and to
avoid messages that are threatening or disagreeable. Consumers may, for example, actively shut out
messages from political parties with which the individual disagrees.
31. Demographic characteristics are often the best indicators of consumer behaviour. They are also easy
to measure and define. Whilst doing some market research into your customer base, the demographic
characteristics you ask about include:
a. lifestyle, age, and personality.
*b. age, education level, and income.
c. personality, income, and age.
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d. income, age, and lifestyle.
e. None of the options listed.
General Feedback:
Learning objective 4.3: analyse the major individual factors that influence consumer behaviour.
Demographic factors describe the general make-up of the population in terms of existing objective,
measurable characteristics that are either assumed or demonstrated to be related to the purchase or
consumption of products. Demographic characteristics include age, education and income.
32. Which personal characteristic is influenced by characteristics such as age, income and education?
a. motivation.
b. demographics.
c. personality.
*d. lifestyle.
General Feedback:
Learning objective 4.3: analyse the major individual factors that influence consumer behaviour. Lifestyle
is influenced by personality and demographic characteristics such as age, income and education.
33. Personality can be defined as:
a. the set of unique psychological and behavioural characteristics of an individual.
b. the set of unique behavioural tendencies of an individual.
*c. the set of unique psychological characteristics and behavioural tendencies of an individual.
d. how a person spends their time and how they interact with others.
e. None of the options listed.
General Feedback:
Learning objective 4.3: analyse the major individual factors that influence consumer behaviour.
Personality is the set of unique psychological characteristics and behavioural tendencies that characterise
an individual.
34. The consumer decision making process is defined as the process of ________ recognition,
information search, evaluation of ________, and ________ and post-purchase evaluation that are
common to most consumer buying decisions.
*a. need/want, options, purchase
b. problem, opinions, purchase
c. need/want, opinions, analytical
d. problem, options, post-purchase
General Feedback:
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Learning objective 4.4: explain the general steps in the consumer decision-making process. The
consumer decision making process is defined as the process of need/want recognition, information
search, evaluation of options, purchase and post-purchase evaluation that are common to most consumer
buying decisions.
35. From lowest to highest, which of the following accurately describes Maslow's hierarchy of needs?
a. Safety, physiological, love/belongingness, esteem, self-actualisation.
b. Safety, physiological, esteem, love/belongingness, self-actualisation.
c. Physiological, safety, esteem, love/belongingness, self-actualisation.
*d. Physiological, safety, love/belongingness, esteem, self-actualisation.
e. Physiological, safety, esteem, self-actualisation, love/belongingness.
General Feedback:
Learning objective 4.3: analyse the major individual factors that influence consumer behaviour.
Maslow's hierarchy of needs is a theory of motivation that suggests that people seek to satisfy needs
according to a hierarchy that places lower order 'biogenic' needs before higher order 'psychogenic' needs.
Physiological, or biogenic, needs are the most basic: food, water, shelter, clothing, sleep and sex. Once
these needs are reasonably satisfied, then the need for physical and emotional safety and security will
come to the fore. In turn, once the individual feels safe and secure, social needs such as the desire for
love, affection and belonging will be dominant. Beyond social needs are the ego or esteem needs, which
relate to self-esteem and the individual's need to be recognised and respected by others. At the top of the
hierarchy, self-actualisation needs refer to an individual's need for improvement, achievement and
success.
36. You go to the supermarket and buy a loaf of bread. It is the same bread that you 'always' buy and
your decision is classed as low involvement. Your decision making behaviour can be defined as:
a. frequent decision making.
b. extended decision making.
c. limited decision making.
*d. habitual decision making.
General Feedback:
Learning objective 4.4: explain the general steps in the consumer decision-making process. Habitual
decision making involves little involvement with the purchase. Typically, the consumer minimises
search and shopping efforts for purchases that are routine and habitual; for example, many supermarket
and convenience store purchases.
37. Marketers of medical insurance could be best categorised as responding to which of Maslow's
hierarchy of needs?
a. Self-actualisation.
b. Esteem.
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c. Physiological.
*d. Safety.
e. None of the options listed.
General Feedback:
Learning objective 4.3: analyse the major individual factors that influence consumer behaviour.
Marketers of medical and property insurance most commonly respond to safety needs.
38. Cognitive dissonance refers to:
a. the inability to make a purchase decision.
*b. second thoughts about a purchase.
c. the low involvement decision making process.
d. the likelihood of a repeat customer purchase.
General Feedback:
Learning objective 4.4: explain the general steps in the consumer decision-making process. Cognitive
dissonance occurs when a purchaser has second thoughts or doubts about the wisdom of the purchase.
39. Which of the following statements is incorrect?
a. Perception is subjective.
b. Perception can be particular to an individual.
*c. Perception is objective.
d. Perception can be selective.
e. None of the options listed.
General Feedback:
Learning objective 4.3: analyse the major individual factors that influence consumer behaviour.
Perception is the psychological process that filters, organises and attributes meaning to external stimuli.
An individual is exposed to a potentially limitless array of stimuli via their senses - sight, hearing, touch,
taste and smell. The first stage of the process of perception - filtering - enables the individual to deal
with only those inputs that are relevant to their particular needs and circumstances. As such, perception
is selective - not objective.
40. At which stage of the consumer decision making process might the consumer decide not to make a
purchase?
*a. Purchase.
b. Evaluation of options.
c. Cognitive dissonance.
d. Information search.
General Feedback:
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Learning objective 4.4: explain the general steps in the consumer decision-making process. At the
purchase stage, the purchase decision may in fact be not to purchase.
41. As a proud supporter of the Manchester United football team, you believe that they are the best team
in the world. You have followed the team from when you were a small child and love to see them win.
Which of the following statements is/are true about beliefs?
a. Beliefs may be based on knowledge, opinions or faith.
b. Beliefs may be accurate or inaccurate.
c. An attitude is an individual's relatively stable and consistent thoughts, feelings and behaviours.
d. Attitudes and beliefs are generally slow or difficult to change.
*e. All of the options listed.
General Feedback:
Learning objective 4.3: analyse the major individual factors that influence consumer behaviour. Beliefs
comprise descriptive or evaluative thoughts that an individual holds regarding their knowledge or
assessment of a person, idea, product and so on. Beliefs may be based on objective knowledge, opinions
or faith. They may be accurate or inaccurate. Attitudes and beliefs display inertia - they do change, but
usually only gradually. They also exist as a gestalt (i.e. as a sum total or configuration) and it is natural
for individuals to strive for consistency in the pattern of their attitudes and beliefs. This instinct for
consistency will often lead consumers to reject new ideas that are not consistent with their existing
beliefs or attitudes.
42. Which of the following statements is correct?
a. Beliefs may be based on knowledge, opinions or faith.
b. Beliefs may be accurate or inaccurate.
c. An attitude is an individual's relatively stable and consistent thoughts, feelings and behaviours.
d. Attitudes and beliefs are generally slow or difficult to change.
*e. All of the options listed.
General Feedback:
Learning objective 4.3: analyse the major individual factors that influence consumer behaviour. Beliefs
comprise descriptive or evaluative thoughts that an individual holds regarding their knowledge or
assessment of a person, idea, product and so on. Beliefs may be based on objective knowledge, opinions
or faith. They may be accurate or inaccurate. Attitudes and beliefs display inertia - they do change, but
usually only gradually. They also exist as a gestalt (i.e. as a sum total or configuration) and it is natural
for individuals to strive for consistency in the pattern of their attitudes and beliefs. This instinct for
consistency will often lead consumers to reject new ideas that are not consistent with their existing
beliefs or attitudes.
43. Which of the following describes the affective component of a person's attitude towards a product?
*a. A person's feelings towards the product.
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b. A person's awareness of the product.
c. A person's knowledge of the product.
d. A person's intention to buy the product.
e. None of the options listed.
General Feedback:
Learning objective 4.3: analyse the major individual factors that influence consumer behaviour. The
affective component of a person's attitude refers to their feelings towards the object or issue.
44. Which element/s of a person's attitude should a marketing campaign attempt to positively influence?
a. The cognitive component.
b. The affective component.
c. The behavioural component.
d. None of the options listed.
*e. Options a, b and c.
General Feedback:
Learning objective 4.3: analyse the major individual factors that influence consumer behaviour. The
three components that make up an attitude are: (1) the cognitive component, which comprises the
person's awareness of and knowledge about the object or issue; (2) the affective component, which refers
to feelings towards the object or issue; and (3) the behavioural component, which reflects the
individual's actions or intentions towards the object or issue. It is important that marketing campaigns
address all three components of attitudes in a strong and positive way.
45. Which of the following statements is incorrect?
*a. Classical conditioning is a cognitive learning theory.
b. Classical conditioning describes learning in which behaviour that results in a pleasant experience is
likely to be repeated.
c. For classical conditioning to be effective, long term repetition of a consistent, simple message is
necessary.
d. Classical conditioning is most relevant for low-involvement purchases.
e. None of the options listed statements is incorrect.
General Feedback:
Learning objective 4.3: analyse the major individual factors that influence consumer behaviour. Classical
conditioning describes learning in which behaviour that results in a pleasant experience is likely to be
repeated. Classical conditioning is a behavioural learning theory because it stresses the role of
experience and the repetition of behaviour.
46. Which of the following statements is correct?
a. Cognitive learning theories are more relevant to simple consumer problem solving situations.
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*b. Cognitive learning theories are more relevant to high-involvement purchasing decisions.
c. Cognitive learning theories describe learning in which behaviour that results in a pleasant experience
is likely to be repeated.
d. Classical conditioning is an example of a cognitive learning theory.
e. None of the options listed.
General Feedback:
Learning objective 4.3: analyse the major individual factors that influence consumer behaviour.
Cognitive learning theories describe learning that takes place through rational problem solving, which
emphasises the acquisition and processing of new information. As such, cognitive learning theories are
generally more relevant in the case of complex problems for which the consumer needs to develop a
rational solution. Cognitive learning is generally more relevant in high involvement purchasing
decisions, which are typically for high-cost, important and infrequent purchases. Such purchases involve
significant levels of risk in the event of making a wrong decision.
47. Which of the following could potentially be classified as a patronage motive for consumers to shop
at a supermarket?
a. Location.
b. Convenience.
c. Lowest prices.
d. Social experience.
*e. All of the options listed.
General Feedback:
Learning objective 4.3: analyse the major individual factors that influence consumer behaviour.
Patronage motives are motives that are of immediate interest and importance to marketers, as they can
explain the reasons for some key consumer behaviours - such as choosing to buy a particular product,
choosing to buy a particular brand, being willing to pay a particular price, and preferring to shop through
particular outlets. For example, the marketers employed by a supermarket will seek to understand who
from among their customers are motivated by location; who are shopping for the lowest price; and who
are motivated by convenience, the weekly shopping ritual or an enjoyable social experience.
48. Which of the following describes the order of the stages in the typical consumer decision-making
process?
a. Advertising, need/want recognition, evaluation of options, purchase, post-purchase evaluation.
*b. Need/want recognition, information search, evaluation of options, purchase, post-purchase
evaluation.
c. Information search, need/want recognition, evaluation of options, purchase, post-purchase evaluation.
d. Evaluation of options, need/want recognition, purchase, post-purchase evaluation.
e. Information search, evaluation of options, need/want recognition, purchase, post-purchase evaluation.
General Feedback:
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Learning objective 4.4: explain the general steps in the consumer decision-making process. The
consumer decision-making process involves the stages of problem recognition, information search,
evaluation of alternatives, purchase and post-purchase evaluation that are common to most consumer
buying decisions (see figure 4.4).
49. Which of the following purchase situations would most likely be described as high involvement in
terms of consumer decision-making?
a. Weekly supermarket shopping.
b. The purchase of familiar products.
*c. Infrequently purchased, more expensive products.
d. Both a and b.
e. None of the options listed.
General Feedback:
Learning objective 4.4: explain the general steps in the consumer decision-making process. Extended
decision making is typical for high-involvement products, which are usually those that are highly priced
and infrequently purchased. Examples include cars, home prestige furniture and decoration, holidays,
home entertainment systems, new information technology, mortgages and investment products.
50. On a continuum, which of the following would best describe potential consumer decision-making
behaviour?
*a. Habitual, limited, extended.
b. Limited, habitual, extended.
c. Limited, extended, habitual.
d. Habitual, extended, limited.
e. None of the options listed.
General Feedback:
Learning objective 4.4: explain the general steps in the consumer decision-making process. Consumer
decisions can be categorised along a continuum from habitual at one end to extended decision-making
behaviours at the other. Habitual decision making involves little engagement with the purchase.
Typically, the consumer minimises search and shopping efforts for purchases that are routine and
habitual; for example, many supermarket and convenience store purchases. Limited decision making
involves seeking limited information to evaluate options for infrequent purchases within familiar
product categories such as clothing, books, music, inexpensive appliances and restaurants. Finally,
extended decision making involves full engagement with the purchase decision in a protracted,
deliberate and detailed way.
51. When deciding where to go for your next holiday, you ask your Facebook friends to suggest possible
destinations, relying on their 'word of mouth' feedback. In which stage of the consumer decision making
process does 'word of mouth' information have the most influence?
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a. Need/want recognition.
*b. Information search.
c. Evaluation of options.
d. Purchase.
e. Post-purchase evaluation.
General Feedback:
Learning objective 4.4: explain the general steps in the consumer decision-making process. Having
recognised the problem, the buyer searches for information about how to solve the problem (see figure
4.4). Friends, family members and associates are the most highly valued sources of information, as the
person trusts or respects them. This explains why 'word-of-mouth' is highly influential and so appealing
to marketers.
52. Apple regularly invites buyers of its computers to send in a form and their barcode to receive cash
back or a bonus product, such as an iPod. The strategy of using bonuses or rebates via redemption by
Apple is an example of:
a. selective promotion.
b. selective exposure.
c. selective retention.
*d. reducing cognitive dissonance.
e. increasing cognitive dissonance.
General Feedback:
Learning objective 4.4: explain the general steps in the consumer decision-making process. One strategy
for reducing cognitive dissonance is the use of bonuses or rebates via redemption, which provide the
consumer with additional value sometime after the purchase. Apple regularly uses this approach.
53. Which of the following statements is incorrect?
a. Marketers can use means such as advertising, personal selling or product packaging in an attempt to
stimulate a consumer's recognition of a need or want.
*b. The consumer decision-making process ends with the consumer's purchase of the product.
c. A consumer may use external sources in their information search to solve a problem.
d. The criteria that consumers may use to evaluate a product can vary from consumer to consumer.
e. None of the above statements is incorrect.
General Feedback:
Learning objective 4.4: explain the general steps in the consumer decision-making process. It is a
common mistake for marketers to assume that the consumer decision-making process ends with the
purchase. This is rarely the case for the consumer. After the purchase, the buyer continues to evaluate
their purchase decision. In fact, once the purchase is made, the consumer is in a much better position to
evaluate their choice. They continue to assess whether the product matched their expectations. This stage
of the consumer decision-making process is called post-purchase evaluation.
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54. Which of the following statements is correct?
a. Cognitive dissonance occurs when a purchaser has second thoughts or doubts about a purchase they
have made.
b. Cognitive dissonance occurs in the post-purchase evaluation stage of consumer decision-making.
c. Cognitive dissonance is more likely to occur with expensive products.
d. Cognitive dissonance is more likely to occur with high involvement products.
*e. All of the options listed.
General Feedback:
Learning objective 4.4: explain the general steps in the consumer decision-making process. Cognitive
dissonance occurs when a purchaser has second thoughts or doubts about the wisdom of the purchase. It
is most probable when a person has recently purchased an expensive, high-involvement product, the
features of which are shared with other acceptable alternatives. Cognitive dissonance occurs in the postpurchase evaluation stage of consumer decision-making.
55. How can a marketer attempt to reduce the likelihood of a purchaser of their product experiencing
cognitive dissonance?
a. By offering bonuses or rebates to be redeemed sometime after purchase, to give the purchaser
additional value.
b. By ensuring that their products, when used, will meet consumer expectations.
*c. Both a and b.
d. By increasing the price of their product.
e. It is not possible for a marketer to influence the potential cognitive dissonance of a consumer.
General Feedback:
Learning objective 4.4: explain the general steps in the consumer decision-making process. Marketers
may seek to communicate with their recent customers to ensure that their experience has been
satisfactory and that they have no regrets. This forms the basis of a continuing, profitable customer
relationship. Another strategy for reducing cognitive dissonance is the use of bonuses or rebates via
redemption, which provide the consumer with additional value sometime after the purchase.
56. Compared to habitual decision-making, limited decision-making by a consumer will generally
involve:
*a. less frequently purchased products.
b. lower priced products.
c. less evaluation of options.
d. both a and c.
e. None of the options listed.
General Feedback:
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Learning objective 4.4: explain the general steps in the consumer decision-making process. The
consumer decision making process is defined as the process of need/want recognition, information
search, evaluation of options, purchase and post-purchase evaluation that are common to most consumer
buying decisions.
35. From lowest to highest, which of the following accurately describes Maslow's hierarchy of needs?
a. Safety, physiological, love/belongingness, esteem, self-actualisation.
b. Safety, physiological, esteem, love/belongingness, self-actualisation.
c. Physiological, safety, esteem, love/belongingness, self-actualisation.
*d. Physiological, safety, love/belongingness, esteem, self-actualisation.
e. Physiological, safety, esteem, self-actualisation, love/belongingness.
General Feedback:
Learning objective 4.3: analyse the major individual factors that influence consumer behaviour.
Maslow's hierarchy of needs is a theory of motivation that suggests that people seek to satisfy needs
according to a hierarchy that places lower order 'biogenic' needs before higher order 'psychogenic' needs.
Physiological, or biogenic, needs are the most basic: food, water, shelter, clothing, sleep and sex. Once
these needs are reasonably satisfied, then the need for physical and emotional safety and security will
come to the fore. In turn, once the individual feels safe and secure, social needs such as the desire for
love, affection and belonging will be dominant. Beyond social needs are the ego or esteem needs, which
2
relate to self-esteem and the individual's need to4 be recognised
and respected by others. At the top of the
hierarchy, self-actualisation needs refer to an individual's need for improvement, achievement and
success.