Chapter 6 – Analyzing Consumer Markets and Buyer Behavior
True/False Questions
1. Whirlpool uses staff anthropologists to determine how exotic cultures do their laundry. False (easy)
p. 111
2. Culture is the most fundamental determinant of a person’s wants and behavior. True (moderate) p.
112
3. Social classes are relatively heterogeneous and enduring divisions in a society. False (difficult) p.
113
4. If you reject the values of a particular group, it is considered a dissociative group. True (moderate)
p. 113
5. Religious, professional, and trade union groups are types of secondary reference groups. True
(moderate) p. 113
6. Of the major factors influencing buying behavior, your family will exert the broadest and deepest
influence. True (moderate) pp. 114-115
7. Family members constitute the most influential primary reference group. True (easy) pp. 114-115
8. An opinion leader is a person who offers informal advice or information about some product
category. True (easy) p. 114
9. The value of the social class concept to marketers is that members of a given class tend to share
similar values, interests, and behavior. True (moderate) p. 113
10. Usually people from the same subculture, social class, and/or occupation have essentially the same
lifestyle. False (moderate) p. 116
11. The buyer’s age and occupation are considered personal factors that may affect buying decisions.
True (easy) pp. 115-116
12. Because human needs are universal, status symbols are the same worldwide. False (moderate) p. 117
13. VALS 2 is designed to reveal why people believe and act as they do, specifically their consumer
behavior. True (moderate) p. 116
14. The VALS 2 segment Experiencers is made up of conservative, conventional, and traditional people
who favor familiar products and established brands. False (moderate) p. 116
15. Perception involves selecting, organizing, and interpreting information inputs to create a meaningful
picture of the world. True (moderate) p. 118
16. Most human behavior is learned. True (easy) p. 119
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17. The buying decision process will involve the same stages regardless of whether the purchase reflects
high or low involvement. False (moderate) p. 120
18. If in order to buy a computer, James visited several electronic stores, read magazine reviews, and
talked to several friends, he would have exhibited high involvement in the consumer decision process.
True (moderate) p. 120
19. The consumer’s evaluation of alternatives begins with a need, progresses through analysis of the
bundle of attributes, and results in a determination of the benefits the consumer needs to meet his/her
needs. False (moderate) pp. 122-123
20. Post-purchase satisfaction is a function of the consumer’s product expectations and the product’s
perceived performance. True (difficult) p. 124
Multiple Choice Questions
21. Consumer behavior is a challenging field because _______________.
a.) while it is easy to understand consumer behavior it is difficult to interpret it
b.) consumers’ stated needs and wants may not reflect how they act (difficult) p. 112
c.) it is so heavily dependent on the experience and intuition of experienced marketers
d.) it is often difficult to convince marketers of the value of consumer behavior studies
e.) the aim of marketing is to meet and satisfy customers’ needs and wants
22. Which factors have the broadest and deepest influence on consumer behavior?
a.) personal
b.) organizational
c.) social
d.) cultural (moderate) p. 112
e.) psychological
23. Within the United States, Germans, Mormons, and Native Americans are all examples of:
a.) social classes
b.) subcultures (moderate) p. 113
c.) psychographically defined groups
d.) geographically defined groups
e.) cultures
24. __________ are relatively homogeneous and enduring divisions in society, and may exhibit distinct
product, brand, and media preferences.
a.) Subcultures
b.) Reference groups
c.) Social classes (moderate) p. 113
d.) Demographic groups
e.) Cultures
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25. Lee is constantly begging his mother to buy him a Razor brand scooter because the most popular kids
at his school all have one. His mother contends that he’ll just break something if she buys him the
scooter. For Lee, the most popular kids in his school are an example of a _______________.
a.) subculture
b.) reference group (moderate) p. 113
c.) social class
d.) demographic group
e.) culture
26. A(n) ________ is likely to offer informal advice and information about a product or product category.
a.) primary reference group
b.) aspirational reference group
c.) opinion leader (moderate) p. 114
d.) brand monger
e.) diversity marketing program
27. Marco worked in the U.S. Navy from 1995 until 1999. He still holds fast to the values he learned
while a sailor and even has contact with some of his Navy buddies sporadically. His allegiance to the
Navy affects his opinions about many facets of life. For Marco the Navy is a(n) _______________
reference group.
a.) aspirational
b.) secondary (moderate) p. 113
c.) dissociative
d.) associative
e.) primary
28. Which type of manufacturer would find reference groups to be the most useful for understanding
product and brand choices?
a.) automobiles (moderate) pp. 113-114
b.) wheel barrows
c.) insurance
d.) beer
e.) clothing
29. One’s family of __________ is made up of one’s parents and siblings.
a.) preference
b.) orientation (moderate) pp. 114-115
c.) invention
d.) procreation
e.) later life
30. _______________ are those groups a person hopes to join.
a.) Aspirational groups (moderate) p. 113
b.) Dissociative groups
c.) Membership groups
d.) Family group
e.) Professional groups
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31. Which of the following types of groups consists of members whose values or behavior an individual
rejects?
a.) aspirational groups
b.) dissociative groups (moderate) p. 113
c.) membership groups
d.) family group
e.) professional groups
32. Which of the following is the most influential primary reference group?
a.) family (moderate) pp. 114-115
b.) social class
c.) friends
d.) coworkers
e.) celebrities
33. When a child specifically tells a parent what cereal to buy, this is an example of _______________.
a.) coercive influence
b.) direct influence (moderate) p. 115
c.) unheeded influence
d.) indirect influence
e.) undue influence
34. A person might have a role and its related status in which of the following?
a.) their family
b.) their church
c.) their bridge club
d.) all of the above (moderate) p. 115
e.) none of the above
35. The Checker Auto Parts chain is targeting consumers who depend heavily on relatives for emotional
and economic support as well as for advice. Its target market has sharp sex-role divisions and tends
to believe stereotypes exist. Which social class is this firm targeting?
a.) upper lower
b.) lower lower
c.) working
d.) middle
e.) working class (moderate) p. 114
36. Dr. Lucinda Willis is a college professor at New Dominion College. She got her Ph.D. at Yale
University and expects her children to attend the same exclusive institution as she did. She is homeoriented and believes in buying only the best for her home. Dr. Willis is also an active member of
several civic organizations. Dr. Willis is probably a member of which U.S. social class?
a.) upper upper
b.) lower upper
c.) upper middle (difficult) p. 114
d.) middle
e.) cannot be determined from the information given
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37. A _______________ consists of the activities that a person is expected to perform.
a.) role (moderate) p. 115
b.) value
c.) culture
d.) position
e.) moral
38. Doug Small is married, has three kids at home between the ages of 12 and 18, and has moved up to
middle management. This information tells us which stage of the __________ cycle Doug is in.
a.) psychological life
b.) business
c.) consumer household
d.) family life (moderate) p. 116
e.) socio-demographic
39. _______________ is a person’s pattern of living in the world as expressed in activities, interests, and
opinions.
a.) Self-concept
b.) Personality
c.) Social class
d.) Lifestyle (moderate) p. 116
e.) Demographics
40. Aaron’s hunting and fishing activities, his interest in military history, and his opinions about an allvolunteer army reflect his _______________.
a.) self-concept
b.) personality
c.) social class
d.) lifestyle (moderate) p. 116
e.) demographics
41. Traits like sincerity, excitement, competence, sophistication, and ruggedness are examples of what
researchers have found to make up a __________.
a.) brand’s personality (difficult) p. 117
b.) preferred consumer’s personality
c.) timid consumer’s personality
d.) lifestyle personality
e.) variety-seeking personality
42. _______________ refers to the distinguishing psychological characteristics that lead to relatively
consistent and enduring responses to the environment.
a.) Personality (moderate) p. 117
b.) Self-concept
c.) Self-image
d.) Attitude
e.) Perception
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43. Monique is designing a shoe advertisement for use in a magazine. The ad will try to show how the
typical wearer of these shoes would like to see herself. If his ad is successful, Monique will have
targeted their _______________.
a.) ideal self-concept (difficult) p. 117
b.) attitude toward life
c.) actual self-concept
d.) others self-concept
e.) biogenic motivation
44. Which of the following needs, as identified by Abraham Maslow, could also be described as biogenic
motives?
a.) social and esteems needs
b.) psychological and physiological needs
c.) self-actualization and esteem needs
d.) physiological and safety needs (moderate) p. 118
e.) social, esteem, and self-actualization needs
45. Biogenic needs arise from _______________.
a.) motivational states
b.) psychogenic states
c.) increased intensity
d.) psychological states
e.) physiological states (moderate) p. 117
46. A _______________ is a need that is sufficiently pressing to drive the person to act.
a.) personality
b.) value
c.) moral
d.) motive (moderate) p. 117
e.) belief
47. On the way to work, Moe drives past at least 150 signs for businesses and hears at least 20
commercials on the radio. Yet, if you ask Moe to name a single brand or commercial he has been
exposed to, he can only think of one - a humorous ad for Budweiser beer. This is an example of
_______________.
a.) selective attention (moderate) p. 118
b.) selective distortion
c.) selective retention
d.) selective memory
e.) selective disposal
48. __________ refers to when a person learns to recognize differences in similar sets of stimuli and
adjust responses accordingly.
a.) Learning
b.) Generalization
c.) Discrimination (moderate) p. 119
d.) Cue formation
e.) Attention
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49. According to the work of Frederick Herzberg _______________.
a.) a person moves from stated instrumental motivation to terminal ones
b.) people are driven by particular needs at particular times
c.) polite store clerks will not necessarily be a satisfier for a consumer, but impolite ones would
be a dissatisfier (difficult) p. 118
d.) a bottle of Estee Lauder perfume arouses a different set of motives in consumers than an Avon
perfume
e.) marketers can use laddering to determine the appropriate appeal to be used in their ads
50. The process by which an individual selects, organizes, and interprets information inputs to create a
meaningful picture of the world is called _______________.
a.) impression
b.) perception (moderate) p. 118
c.) cognition
d.) comprehension
e.) conviction
51. Aunt Beverly is a hard person to buy a gift for. Her birthday is about a week away, and she has
hinted to her nephew Scott how nice a personal digital assistant (PDA) would be. Suddenly Tom
starts seeing ads for PDAs in newspaper and magazines and on billboards. When he goes with his
girlfriend to Staples he notices PDA displays that he can’t recall ever noticing before. Tom is
probably engaging in _______________.
a.) selective attention (moderate) p. 118
b.) perceptual aggregation
c.) selective distortion
d.) selective retention
e.) perceptual cuing
52. While watching “The Howard Stern Show,” Dante saw an ad for an upset stomach remedy. Although
the ad was for Rolaids, Dante thought the ad was for his favorite brand - Tums. This is an example of
_______________.
a.) information overload
b.) selective attention
c.) perceptual aggregation
d.) selective retention
e.) selective distortion (moderate) p. 118
53. While watching “Larry King Live,” Grant noticed the show had a feature on Garlique, a food
supplement that helps lower cholesterol. He has taken Garlique for the last year and is convinced it is
the only reason he is able to keep his cholesterol numbers in check. The feature began with a
description of how the product works and concluded with a discussion of its potential negative side
effects. Grant called his brother to tell him how the feature supported his belief in how well Garlique
works at lowering cholesterol. Due to _______________, Grant did not remember the negative
comments about Garlique.
a.) information overload
b.) selective attention
c.) perceptual aggregation
d.) selective retention (moderate) p. 118
e.) selective distortion
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54. _______________ involves changes in an individual’s behavior that arise from experience.
a.) Learning (moderate) p. 119
b.) Personality
c.) Attitude
d.) Perception
e.) Culture
55. __________ lead people to behave in a fairly consistent way toward similar objects.
a.) Attitudes (easy) p. 119
b.) Opinions
c.) Perceptions
d.) Interests
e.) Emotions
56. Because attitudes are very difficult to change, a company would be well-advised to
_______________.
a.) use care when trying to change people’s attitudes
b.) fit its products in with existing attitudes rather than try to change people’s attitudes
(moderate) pp. 119-120
c.) avoid all consumers who have negative attitudes
d.) use aggressive campaigns to influence trusted opinion leaders
e.) seek only consumers who are positively predisposed to its products
57. A(n) _______________ is a descriptive thought a person holds about something.
a.) attitude
b.) conviction
c.) perception
d.) opinion
e.) belief (moderate) p. 119
58. While shopping for groceries, Shanté asks herself, “What would the children really like for dinner
tonight?” In this case, the children’s role in the buying decision would be as _______________.
a.) initiators and influencers
b.) influencers and users (moderate) p. 120
c.) deciders and influencers
d.) gatekeepers, influencers, deciders, and users
e.) initiators, influencers, deciders, and users
59. A(n) _______________ is a person’s enduring favorable or unfavorable evaluations, emotional
feelings, and action tendencies toward some object or idea.
a.) attitude (moderate) p. 119
b.) perception
c.) motive
d.) culture
e.) belief
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60. If your product is in a category where consumers are likely to frequently switch brands, one way to
encourage consumers to choose your product and become habitual buyers over other choices would
be to
a.) dominate shelf space in the category and keep shelves stocked. (difficult) p. 121
b.) run frequent reminder ads and distribute more coupons.
c.) lower your prices and offer free samples.
d.) run ads that give reasons for switching and create “deal” packs.
e.) all of the above will encourage habitual usage.
61. Benson believes the best way to truly escape from his humdrum life is on a sport-style motorcycle.
He has almost saved enough money to buy himself one. After studying all the information he can get
his hands on about motorcycles, he realizes that there are significant differences among the Yamaha
R-1, Buell Thunderbolt, Honda CBR954RR, BMW R1100S, and Kawasaki Ninja 9X-ZR offerings.
He makes list of the features of each, and then compares this list to his ideal list of features. After
careful thought, Benson buys a Yamaha R-1. Benson has engaged in _______________ behavior.
a.) dissonance-reducing buyer
b.) complex-buying (moderate) p. 120
c.) need-satisfying buying
d.) habitual-buying
e.) variety-seeking buying
62. When shopping for “ramen” noodles to make for his roommates, Brandon’s looks at the two
choices—Top Ramen and Maruchu brands. As he always does, he buys the Top Ramen. Brandon is
probably engaging in _______________ behavior.
a.) habitual buying (moderate) pp. 120-121
b.) dissonance-reducing buyer
c.) complex buying
d.) variety-seeking buying
e.) need-satisfying buying
63. When shopping for picnic foods for her family to eat while they go on their Sunday drive, Aurora
may buy Armour hot dogs, Pringles potato chips, Fig Newton sandwich cookies, and sometimes
Hostess Ding Dongs. Aurora is probably engaged in _______________ behavior.
a.) habitual buying
b.) dissonance-reducing buyer
c.) complex buying
d.) variety-seeking buying (moderate) p. 121
e.) need-satisfying buying
64. Trying to understand a consumer’s behavior in connection with a product has been called mapping a
a.) consumption system.
b.) customer activity cycle.
c.) customer scenario.
d.) all of the above (moderate) p. 121
e.) none of the above
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65. The first step in the buying process is the _______________.
a.) information search
b.) evaluation of alternatives
c.) purchase decision
d.) location of alternatives
e.) recognition of the need or problem (moderate) p. 122
66. Normally, the consumer receives the most information exposure about a product from
_______________ sources.
a.) personal
b.) commercial (moderate) p. 122
c.) organizational
d.) public
e.) experiential
67. Rhiannon is looking to buy a new computer and has narrowed her choices down to three, an Apple
iMac, a Dell, and a Gateway. Her most important attributes for the new machine are (in order of
importance) price, speed, physical appearance, and compatibility. As she does a little research online,
Rhiannon decides that the Gateway is the cheapest, the Dell is the fastest, and the iMac is the nicest
looking. Which will she buy?
a.) She’ll buy the Gateway because it’s the cheapest.
b.) You need to know how important price is over the other attributes before you can answer.
c.) She’ll buy the iMac, if it goes on sale for cheaper.
d.) What she chooses will depend on Rhiannon’s mood at the time.
e.) With more detail you could make a decent guess, but not predict for sure, which computer
Rhiannon would end up purchasing (difficult) pp. 122-124
68. Gonzalo is considering buying a new truck. Due to budget considerations, he has eliminated all
brands and models priced over $25,000. He also believes strongly in buying “made in America”
whenever possible, so he has eliminated all foreign brands from his list. The remaining cars are part
of his _______________ set.
a.) total
b.) consideration (moderate) p. 123
c.) choice
d.) awareness
e.) information
69. The sudden loss of a job, a rainstorm, an encounter with a rude sales clerk, and forgetting to go by
the cash machine are all examples of __________ that can change the outcome of a consumer buying
situation.
a.) perceived risk
b.) others’ attitudes
c.) motivational modifications
d.) unanticipated situational factors (moderate) p. 124
e.) personality changes
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70. One way of helping your customer feel more satisfied after purchasing your product is to
a.) raise their expectations of the product in advance of the purchase.
b.) understate performance levels in your advertising. (difficult) p. 125
c.) make sure your product falls short of expectations.
d.) communicate the pros and cons of the purchase before you let them buy it.
e.) lower the price to the next customer who buys.
Essay Questions
71. Bobbie is a 41-year old welder, a divorcee, and a single mother of an unemployed 19-year old son
Rosco who lives at home and attends a few community college classes. They share a 1991 Ford
Ranger and a 1984 Toyota Corolla, both of which have high mileage and frequently break down.
Bobbie’s income last year was $23,000. Bobbie’s favorite time of the week is when she gets together
with friends on Friday night to play poker. In a short essay, discuss the roles and statuses, and the
personal factors that are likely to influence the consumer buying patterns of Bobbie’s household.
Answer:
Bobbie has the role of mother at home. At work, her role is as an employee. Welders have more status
than unskilled workers, but less than workers in professional jobs. These roles and status indicators
will probably affect the way Bobbie chooses to dress, among other consumer behaviors. Bobbie’s
personal factors that are likely to influence her buying patterns include her age, her stage in the family
life cycle, her economic circumstances, her occupation, and her lifestyle. (moderate) pp. 115-119
72. Tiffany Abdul is 16 years old. She drives a VW Cabriolet convertible. She won’t be seen in public
without her cell phone. She hangs around with a group of people who have formed a Blink-182 (a
popular power-pop “punk” band) fan club. She has gone to the country club every weekend since she
can remember. She likes to take tennis lessons and has even tried golfing. She is co-captain of her
high school’s varsity cheerleading squad. Her parents would like her to join the Honor Society (his
grades are good enough), but she thinks its members are losers. Her boyfriend is a starter on the
basketball team. In a short essay, identify the different types of reference groups and discuss the three
ways they influence behavior.
Answer:
Tiffany’s parents, the other cheerleaders, and the Blink-182 fan club are primary groups. The people
at the country club is a secondary reference group. She sees the Honor Society group as a
dissociative reference group. The boyfriend’s clique may be an aspirational group. Tiffany’s
reference groups expose her to new behaviors and lifestyles. They influence her attitude and selfconcept. And they create pressure for conformity that might affect actual product and brand choices.
(moderate) pp. 113-115
73. Aubrey, Will, and Miguel were watching the Arizona Diamondbacks on television when a Dodge
truck commercial came on followed shortly by one for Toyota trucks. Will is in the market for a new
truck, so he paid close attention to both commercials. Aubrey saw the same commercial and
wondered why anyone would want to run a shiny new truck through all that mud. If you had to drive
it in the mud, then a truck was not for her. Miguel used to have a Toyota truck and decided that if his
experience were any indicator, the Toyota truck truly is “the mayor of Truckville.” In a short essay,
discuss how their responses to the TV commercials illustrate perception? p. 118
74. The information search in the buying decision process involves gathering information from a number
of sources. In a short essay, name the four different sources and give examples of each source an
individual would use when buying new carpeting.
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Answer:
Personal sources would include family, friends, neighbors, and acquaintances. Commercial sources
would include advertising, salespeople, and store displays. Public sources include publicity pieces in
print and broadcast media, including the Internet, and reports by consumer-rating organizations.
Experiential sources might by taking your shoes off and walking on samples at the store or feeling a
friend’s new living room carpeting with your hands.
(easy) p. 122
75. Explain how a consumer buying a car is involved in a cluster of activities, as opposed to being
involved in only a single task.
Answer:
The act of making a decision to buy a car is itself a complex task. But consumers engaged in such a
process are generally in the market for other related goods and services at the same time. For
example, after deciding which car to purchase, the consumer needs to consider car insurance
providers, their premiums and service levels. Most consumers finance, rather than pay for a car
outright. This involves assessing different options, such as which bank, credit union, or other source
to choose, as well a comparison of the interest rates they each may charge. The consumer also may be
considering whether to add on accessories, either as part of the purchase or as post-purchase
additions. This is referred to as an activity cluster in the text.
(moderate) p. 121
Mini-Cases
Mini-Case 6-1
Sean McMillan is shopping for a new car. He is very concerned about receiving value for his money. He
believes cars are transportation and should be driven until they fall apart. He does not understand how
people can trade in their car for a new one every few years. This view of cars is very much part of his
Scottish-Irish heritage. Sean’s lifestyle can be best described as comfortable, frugal, reflective, mature, and
stable. He favors durability, functionality, and value in the products he buys. He must have a vehicle that
is large enough to hold his two teenagers comfortably. After talking to his wife, his brother, and a few coworkers, Jim test drives a minivan but decides he likes SUVs with V-8 engines.
76. Refer to Mini-Case 6-1. Sean’s views about cars are an expression of the _______________ factors
that affect consumer buying behavior.
a.) cultural (moderate) p. 113
b.) social
c.) organizational
d.) personal
e.) psychological
77. Refer to Mini-Case 6-1. McMillan is discussing his car purchase with his _______________
reference group.
a.) aspirational
b.) primary (moderate) p. 113
c.) associative
d.) dissociative
e.) secondary
78. Refer to Mini-Case 6-1. McMillan is exhibiting _______________ behavior.
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a.)
b.)
c.)
d.)
e.)
need-satisfying buying
complex buying (moderate) p. 120
habitual buying
dissonance-reducing buyer
variety-seeking buying
79. Refer to Mini-Case 6-1. When looking for information, McMillan used _______________ sources.
a.) primary and secondary
b.) public and personal
c.) commercial, public, and personal
d.) experiential and public
e.) personal and experiential (moderate) p. 122
80. Refer to Mini-Case 6-1. Which of the following describes Hadley’s consideration set?
a.) an SUV with an eight-cylinder engine that will seat at least four adults (difficult) p. 123
b.) all SUVs with 8-cylinder engines
c.) all SUVs—no matter what size engine they have
d.) any SUV that will seat four or more
e.) any SUV made by Chevrolet
Mini-Case 6-2
Nate Hartman has been saving up his money for a new car, and has seen the Pontiac Aztek on the road and
in ads in his favorite magazine, Vibe. The car’s funky shape and weird mix of form and function are
attractive to Nate. Nate’s father, a university provost with a Ph.D. in economic history has definite
opinions about the Aztek and all Pontiacs, “Just look at all that cheapo plastic molding, you can see this is
a car aimed at low-class people who think lots of bumps are somehow classy - yuck!! You should consider
something that is cool in a stealthier sort of way, what about a Toyota Echo, or an old, restored BMW
2002?” Nate has always trusted his dad’s advice about cars. Dr. Hartman drives a 3-year old Volvo. Nate
decides to wait a little longer, and think over the Aztek, and consider cars that his father is suggesting. He
really doesn’t want his father to make fun of him if he chooses unwisely.
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81. Refer to Mini-Case 6-2. Nate’s father sees “low-class people as a group he would not like his son to
be a part of. This is an example of a(n) __________ reference group.
a.) aspirational
b.) primary
c.) secondary
d.) dissociative (easy) p. 113
e.) membership
82. Refer to Mini-Case 6-2. The Hartman family is probably a member of which social class?
a.) lower-lower class
b.) upper-lower class
c.) working class
d.) upper-upper class
e.) upper-middle class (moderate) p. 114
83. Refer to Mini-Case 6-2. Since Nate’s father has more experience and plenty of opinions and advice
for his son regarding cars, he might be considered a(n) __________ to Nate in this area.
a.) opinion leader (easy) p. 114
b.) charismatic leader
c.) psychographic leader
d.) spiritual leader
e.) automobile guru
84. Refer to Mini-Case 6-2. At what stage in the consumer decision-making process is Nate at the time
of the case?
a.) problem recognition
b.) information search (moderate) p. 122
c.) purchase moment
d.) post-purchase behavior
e.) pre-recognition stage
85. Refer to Mini-Case 6-2. When Nate finally makes his choice and buys another car, he will need to do
something with his current transportation, a 1979 Mustang II with 181,000 miles on it. It seems like
the car needs about $150 a month just to keep it on the road. Which of the following is not a way that
consumers like Nate dispose of a product they no longer want?
a.) lend it
b.) convert it to a new purpose
c.) create new space for it (moderate) p. 126
d.) sell it
e.) throw it away
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