Chapter 4—Consumer Decision Making
SCENARIOS
New Car Purchase
Zena has been promoted to vice-president at the management consulting firm she works for. Her new
status has led her to consider the need for a new car. Her trusty little Volkswagen Beetle has over
100,000 miles on it and no longer seems appropriate. Susanne, another vice-president, has suggested
that Zena consider a car produced in the United States because the consulting firm she works for has a
policy of supporting U.S. businesses. Zena began her quest for a new car by visiting several car dealers
and obtaining pamphlets on the models she is considering. She also made a trip to the library to study
Consumer Reports magazine and other consumer rating publications to see what the experts think.
Finally, after evaluating all options, Zena decided to purchase a new Chrysler. She believes the car is a
good fit with her new image and position in her company. However, now that she has purchased the car,
she saw more advertisements touting its features then she had ever noticed before. She also noticed
many models of her car on the road. Zena views the fact so many others are driving the same model car
she is proof that she made a good decision.
1. Refer to New Car Purchase. Zena's visits to the dealers and to the library best represent which step of the
consumer decision making process?
a. need recognition
b. information search
c. evaluation of alternatives
d. stimulus
e. postpurchase behavior
REF: p. 120
OBJ: 2
2. Refer to New Car Purchase. In noticing similar cars on the road and advertising supporting her decision,
Zena is reducing feelings of inner tension. These feelings are called:
a. selective retention
b. perceptual distortion
c. postpurchase action
d. cognitive dissonance
e. response attitudes
REF: p. 123
OBJ: 3
3. Refer to New Car Purchase. Which type of consumer buying decision does Zena's purchase represent?
a. routine response
b. limited decision making
c. extensive decision making
d. impulse buying
e. motivational response
REF: p. 125
OBJ: 4
4. Refer to New Car Purchase. Zena spent a considerable amount of time and effort in her new car
purchase. This suggests the car is a(n) _____ product for Zena.
a. impulse
b. low-involvement
c. routine response
d. nondurable
e. high-involvement
REF: p. 125
OBJ: 4
5. Refer to New Car Purchase. Susanne has influenced Zena's choice of a new automobile. In this instance,
Susanne is acting as a(n):
Chapter 4  Consumer Decision Making
99
a.
b.
c.
d.
e.
dissociative reference
purchase catalyst
gatekeeper
social reference
opinion leader
REF: p. 137
OBJ: 6
6. Refer to New Car Purchase. If you evaluate Zena's choice of a Chrysler based on Maslow's needs
hierarchy, the car was bought to meet _____ needs.
a. self-actualization
b. security
c. social
d. safety
e. physiological
REF: p. 147
OBJ: 8
Coca-Cola
It is almost 100 degrees outside, and Ed is on his way to the supermarket to buy groceries. His air
conditioner is broken, so he is hot and thirsty. Ed notices a billboard featuring an ice-cold Coca-Cola. Ed
remembers that he is out of Coke. Once in the store, Ed heads straight for the soft-drink aisle and picks
up a six-pack of Coke.
7. Refer to Coca-Cola. In this case, the billboard ad is a(n):
a. purchase outcome
b. internal stimulus
c. problem recognition
d. external stimulus
e. cognitive dissonance
REF: p. 118
OBJ: 2
8. Refer to Coca-Cola. Ed's Coke purchase best represents which type of consumer buying decision:
a. routine response behavior
b. limited decision making
c. extensive decision making
d. situation convenience
e. motivational response
REF: p. 124
OBJ: 4
9. Refer to Coca-Cola. Ed knows Michael Jordan (a basketball all-star) drinks Gatorade, and he remembers
he can be more like Jordan if he drinks it. Because Ed very much wants to be like Jordan he purchases
Gatorade in addition to Coke. In this example, Michael Jordan is acting as a(n):
a. purchase catalyst
b. opinion leader
c. consumer advocate
d. dissociative reference
e. cultural icon
REF: p. 137
OBJ: 6
10. Refer to Coca-Cola. According to Maslow's hierarchy of needs model, which need was Ed trying to
satisfy?
a. self-actualization
b. esteem
c. safety
d. social
e. physiological
REF: p. 146
BUSINESS DIVISION
OBJ: 8
BU270 Principles of Marketing
Daycare
Fiona is considering a daycare facility for her five-week-old daughter Kate. She has been visiting daycare
centers for the past two weeks and has interviewed caregivers at eight different centers. It is extremely
important to Fiona that Kate be stimulated intellectually and fed according to schedule. After considering
all eight daycare centers, Fiona chose PerfectCare. While she is quite pleased with her choice, she does
continue to wonder if she made the correct decision.
11. Refer to Daycare. Fiona's visits to the daycare centers and interviews with the caregivers represent which
step of the consumer decision process?
a. postpurchase behavior
b. stimulus
c. evaluation of alternatives
d. information rejection
e. need recognition
REF: p. 122
OBJ: 2
12. Refer to Daycare. Fiona's uncertainty about whether she made the correct decision and the feelings that
go along with this uncertainty are called:
a. selective retention
b. perceptual distortion
c. postpurchase action
d. cognitive dissonance
e. routine response
REF: p. 123
OBJ: 3
13. Refer to Daycare. Fiona spent a significant amount of time and effort in selecting the daycare center for
Kate. This suggests the center is a(n) _____ product for Fiona.
a. impulse
b. low-involvement
c. routine response
d. convenience
e. high-involvement
REF: p. 125
OBJ: 4
14. Refer to Daycare. Fiona's selection of a daycare facility represents which type of consumer buying
decision?
a. routine response
b. limited decision making
c. extensive decision making
d. impulse buying
e. motivational response
REF: p. 125
OBJ: 4
15. Refer to Daycare. Shannon, Fiona's best friend, recommended PerfectCare because she takes her
daughter there. Shannon is acting as a(n):
a. family member
b. opinion leader
c. dissociative reference
d. busybody
e. gatekeeper
REF: p. 137
OBJ: 6
Interface
Chapter 4  Consumer Decision Making
101
Interface, a manufacturer of floor covering products, has recently entered into an agreement with Cargill,
Inc. and Dow Chemical Co. to develop a carpeting manufactured from corn fiber, rather than the
traditional nylon. Interface hopes to develop a biodegradable floor tile that will be sold to the public at
prices only slightly higher than nylon carpet tiles. Interface's CEO has repeatedly said that the mission of
his company is to look for manufacturing materials that are renewable and not petroleum dependent.
16. Refer to Interface. A consumer who was in the market for floor covering would be most likely to locate
information on the biodegradable floor tiles during which stage of the consumer decision-making
process?
a. evaluation of alternatives
b. internal information search
c. external information search
d. need recognition
e. postpurchase behavior
REF: p. 120
OBJ: 2
17. Refer to Interface. Which of the following is the BEST example of a nonmarketing-controlled information
source for floor tiling?
a. a store display showing the various colors of tiles available
b. an ad in Better Homes & Gardens for floor tiles
c. a salesperson at a store that specializes in floor coverings
d. a brochure explaining why the corn-based floor tiles are superior to nylon ones
e. a discussion with co-workers about the best floor tiles to buy
REF: p. 120
OBJ: 2
18. Refer to Interface. To reduce potential _____, Interface could include a letter in every box of corn-fiber
carpet tiles congratulating the buyer on helping to protect the environment.
a. cognitive dissonance
b. buyer repentance
c. consumer affectation
d. affective dissonance
e. consumer cognition
REF: p. 123
OBJ: 2
19. Refer to Interface. Which of the following is an example of a culture influence on consumer buying
decisions?
a. personality of the buyer
b. how much the buyer knows about actions he or she can take to save the environment
c. lifestyle of the buyer
d. buyer's motivation for buying the corn-fiber carpet tile
e. none of these are examples of cultural influences
REF: p. 128
OBJ: 5
20. Refer to Interface. Interface is hoping its sales will be driven by the enduring belief that people should
protect our environment for our children. This belief an example of how _____ influences consumer
buying decisions.
a. society
b. culture
c. individuality
d. psychological needs
e. family
REF: p. 128
OBJ: 5
Women’s Athletic Wear
BUSINESS DIVISION
BU270 Principles of Marketing
Between 1987 and 2000, the market for women’s athletic wear increased by more than $3 billion dollars
while the market for men’s athletic wear remained unchanged. Women are no longer satisfied with
sporting goods stores that act as if they were serving the women’s needs by carrying jogging bras, biking
shorts, and assuming that women can use male gear. Like men, women want a product that will increase
their performance, but they also want something else—a product that will be in tune to their bodies.
21. Refer to Women’s Athletic Wear. One of the biggest differences between men and women consumers is
the fact men tend to stay store loyal. Women are much more ready to shop around—perhaps, because
they demand more from their products than men. Andrea wants to start jogging, but she has been told
she needs to find a well-fitting jog bra. Andrea is at the first stage of the:
a. product differentiation
b. consumer decision-making process
c. market segment
d. product positioning
e. selective perception
REF: p. 118
OBJ: 2
22. Refer to Women’s Athletic Wear. Andrea purchased a copy of Fit magazine because it contained an
article about selecting the right jog bra. The acquiring of the magazine indicates that Andrea is engaged
in:
a. finding an external information source
b. deciding whether she has a want or a need
c. locating an internal information source
d. locating an internal information source
e. avoiding problems with selective retention
REF: p. 120
OBJ: 2
23. Refer to Women’s Athletic Wear. Andrea has decided that she will buy either a Nike or a Reebok bra
because these brands are designed to offer the greatest support for women athletes. These two brands
would be her:
a. cognitive choices
b. perceptual favorites
c. choice criteria
d. evoked set
e. comparative set
REF: p. 122
OBJ: 2
24. Refer to Women’s Athletic Wear. One of the problems in the past with women’s athletic wear was the fact
the clothing was not designed to fit the female anatomy. Women would buy the clothing needed to enjoy
a sport and learn about its inadequacies after they had worn the item for a while. In other words, many
women in years past experienced:
a. evoked dissatisfaction
b. perceptual inaptitude
c. elapsed motivation
d. a conditioned reflex
e. cognitive dissonance
REF: p. 123
OBJ: 3
25. Refer to Women’s Athletic Wear. Which of the following factors influence how involved women are in the
purchase of athletic gear?
a. level of participation in the sport
b. perceived risks from buying ill-fitted helmets, shoes, etc.
c. how well athletics clothes bought in the past have fit
d. whether the sports is done in a group or individual setting
e. all of the above
REF: pp. 125-126
OBJ: 4
Chapter 4  Consumer Decision Making
103
26. Refer to Women’s Athletic Wear. The enduring belief that it is a person’s responsibility is to take good
care of his or her body and engage in regular exercise to ensure its well-being is an example of:
a. perceptual dilemma
b. value
c. marketing-information source
d. cognitive attitude
e. conditioned impulse
REF: p. 130
OBJ: 5
27. Refer to Women’s Athletic Wear. The use of tennis stars Venus and Serena Williams in Nike ads
indicates how marketers use the concept of _____ to promote products to women.
a. opinion leaders
b. cognitive satisfaction
c. personal influences
d. situational influences
e. lifestyle definition
REF: p. 137
OBJ: 6
28. Refer to Women’s Athletic Wear. To capture the female market for sports attire, sporting goods retailers
are trying to change customers’ _____ the stores by sprucing up their stores, brightening interiors, and
setting up women’s sections in the fronts of the stores.
a. cognitions about
b. subliminal interactions with
c. perceptions of
d. selective motivation in
e. evoked attitudes towards
REF: p. 144
OBJ: 8
29. Refer to Women’s Athletic Wear. The fact many women do not develop store loyalty and perceive all
athletic clothes retailers to be similar indicates a tendency to engage in:
a. stimulus generalization
b. subliminal perception
c. generalized learning
d. stimulus discrimination
e. selective distortion
REF: p. 148
OBJ: 8
30. Refer to Women’s Athletic Wear. To reach the women’s market, Nike has created Nike Goddess stores
that it hopes will offer the atmosphere and merchandise to attract and keep female athletes coming back.
Nike is trying to cause its women customers to use:
a. stimulus generalization
b. subliminal perception
c. generalized learning
d. stimulus discrimination
e. selective distortion
REF: p. 149
BUSINESS DIVISION
OBJ: 8
BU270 Principles of Marketing