Test Bank For Consumer Behavior, 6th Edition

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© 2013Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,in whole or in part.CHAPTER1Understanding Consumer BehaviorCHAPTER SUMMARYThe goal of this chapter is to introduce students to the topic of consumer behavior. Thechapter defines what consumer behavior is, what factors affect it, and why it should bestudied. Consumer behavior is defined as involving (1) the set of decisions (whether,what, why, how, when, where, how much, how often, how long), (2) made about theacquisition, use, or disposition (3) of products, services,activities,ideas, people or time(4) made by one or more decision-making entities (5) over time.Consumers’ motivation, ability, and opportunity affect their decisions. These factorsinfluence what consumers are exposed to, what they attend to and what they perceive,how they categorize or interpret information, how they form and change attitudes, andhow they form and retrieve memories. Each of these aspects of the psychological corehas a bearing on consumer decision making. Decision making itself is based onproblem recognition and the search for information, involves some judgment anddecision-making processes, and affects others’ decisions as well as one’s own post-decision satisfaction level. Furthermore, consumer decisions are affected by theconsumer’s culture, defined as the myriad groups and social systems to whichindividuals belong,that influence the values and beliefs they hold and the symbols theyuse to communicate group membership. Factors associated with both the psychologicalcore and culture can influence outcomes such as symbolic consumer behavior and thediffusion of new consumer behavior throughout a market.Studying consumer behavior can provide useful input to marketing strategies likemarket segmentation, target market selection, and positioning. It can also guidemarketing tactics like product, pricing, distribution, and promotion decisions.Furthermore, the study of consumer behavior can be of interest to ethicists andconsumer advocacy groups, and can be helpful in designing laws and regulations thatprotect consumers. Finally, it can help consumers to improve their own lives by makingthe environment more user friendly, safer, cleaner, and healthier.CHAPTER LEARNING OBJECTIVESAfter studyingthis chapter, students will be able to1.Define consumer behavior and explain the components that make up thedefinition.2.Identify the four domains of consumer behavior shown in Exhibit 1.6that affectacquisition, usage, and disposition decisions.3.Discuss the benefits of studying consumer behavior.

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2Chapter1:Understanding Consumer Behavior© 2013Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,in whole or in part.4.Explain how companies apply consumer behavior concepts when makingmarketing decisions.CHAPTER OUTLINEI.Defining Consumer BehaviorA.Consumer Behavior Involves Products, Services, Activities and Ideas1.In addition to products, services, activities,ideas, people and timearealso the target of marketing efforts and studies in consumer behavior.2.The term offering is usedto encompass all entities that can be marketed.B.Consumer Behavior Involves More Than Buying1.How consumers acquire, use, and dispose of products, services,activities, and ideas must be considered by marketing managers.C.ConsumerBehavior Is a Dynamic Process1.Consumers interact with the offerings they encounter in variousenvironments over a period of time as they move through the process ofacquisition, use, and disposition.D.Consumer Behavior Can Involve Many People1.Many individuals may be involved in the acquisition, use, and disposal ofan offering, each person holding one or more consumer roles in theprocess.E.Consumer Behavior Involves Many Decisions1.Whether to Acquire/Use/Dispose of an Offeringa)Is this an offering for me?2.WhatOfferingto Acquire/Use/Disposea)Which category should I choose from? Which brand?3.Why to Acquire/Use/Dispose of an Offeringa)Is this offering compatible with my needs, values, and goals? Will ithelp me to fit in?4.Whyan Offering IsNot Acquired/Used/Disposeda)What keeps me from purchasing an item?5.How to Acquire/Use/Dispose of an Offeringa)Ways of Acquiring an Offering––Can I trade for this product? Rent orlease it.Should I give it as a gift? Can I barter for the item?b)Ways of Using an Offering––What are the appropriate uses for anitem? Are there innovative uses of this product? How are consumerseducated to use this product?c)Ways of Disposing of an Offering––What should I do when I am donewith it.Should I find a new use? Get rid of it temporarily?Permanently?6.When to Acquire/Use/Dispose of an Offeringa)When is it “appropriate” to acquire or use an offering in a givensituation.Special occasions? Every day? 24 hours a day?

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Chapter1:Understanding Consumer Behavior3© 2013Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,in whole or in part.7.Where to Acquire/Use/Dispose of an Offeringa)In stores, by mail, by phone, or over Internet8.How Much, How Often, and How Long to Acquire/Use/Dispose of anOfferinga)Do I use this all the time? Infrequently?F.Consumer Behavior Involves Emotions and Coping1.Emotions, both positiveand negative, as well as specific emotions suchas hope, fear, regret, guilt, embarrassment, and general moods can affectconsumers’ behavior.2.Consumers may have to cope with stress from consumption situations.3.There is differing coping behavior among certain segments, such as low-literacy consumers.II.What Affects Consumer Behavior?A.The Psychological Core:Internal Consumer Processes1.Motivation, Ability, and Opportunitya)Is the consumer motivated to focus on the decision?b)Will the consumer have the opportunity to make an informed choice?c)Does the consumer have the ability to distinguish one offering fromanother?2.Exposure, Attention, Perception, and Comprehensiona)Is the consumer exposed to information related to the choice?b)Is the consumer able to attend to and perceive the information that isavailable?3.Memory and Knowledgea)Storage and recall in part depends on MAO.b)Choice is based on information retrieved, not stored.4.Forming and Changing Attitudesa)Based on the information the consumer receives, what attitudes areformed? How do these evaluations change in the presence of newinformation?B.The Process of Making Decisions1.Problem Recognition and the Search for Informationa)Does the consumer recognize problems and search for necessaryinformation?2.Making Judgments and Decisionsa)To what extent does the consumer expend time,and mental andemotional energy in making a decision?3.Making Postdecision Evaluationsa)To what extent does the consumer’s post-decision evaluation providefeelings of satisfaction or dissatisfaction?C.The Consumer’s Culture: External Processes1.Reference Groups and Other Social Influencesa)What groups does the consumer perceive thathe/she is a memberofand how do these groups influence the consumer’s behavior?

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4Chapter1:Understanding Consumer Behavior© 2013Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,in whole or in part.2.Diversity Influencesa)Ethnic or religious groups affect consumer decisions; these mayberegional or broader.b)Diversity impacts one’s vacation choices, for example.3.Household and Social Class Influencesa)For example, the upper middle class and living with parents impactdecisions.4.Values, Personality, and Lifestylesa)To what extent do the consumer’s beliefs, personality, activities,interests,and opinions influence the consumer choices he/shemakes?D.Consumer Behavior Outcomesand Issues1.Consumer Behaviors Can Symbolize Who We Area)How do consumers’ behaviors reflect and project “who they are”?2.Consumer Behaviors Can Diffuse Through a Marketa)How do the behaviors of certain individuals spread to others in themarket?3.Consumer Behavior, Ethics, and Social Responsibilitya)Sometimes consumers face potentially conflicting priorities.b)Consumers and marketers can and do use marketing for constructivepurposes.III.Who Benefits from the Study of Consumer Behavior?A.Marketing Managers1.How domarketing managers use consumer behavior to developmarketing strategies and tactics?2.How do they adapt to consumers’ different wants and needs?B.Ethicists and Advocacy Groups1.To what extent is it appropriate to use knowledge of consumer behavior topromote certain types of products or services?C.Public Policy Makers and Regulators1.To what extent is it appropriate to use knowledge of consumer behavior toinfluence laws and business rules?D.Academics1.How do academics use consumer behavior conceptsbothin theclassroom and when conducting research?E.Consumersand Society1.To what extent does knowledge of consumer behavior make people betterconsumers?IV.Marketing Implications of Consumer BehaviorA.Developing and Implementing Customer-Oriented Strategy1.How is the market segmented?2.How profitable is each segment?3.What are the characteristics of consumers in each segment?4.Are consumers satisfied with existing offerings?

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Chapter1:Understanding Consumer Behavior5© 2013Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,in whole or in part.B.Selecting the Target Market1.Which consumer groups are appropriate targets for a firm’s marketingefforts?C.Developing Products1.What ideas do consumers have for new products?2.What attributes can be added to or changed in an existing offering?3.How should the offering be branded?4.What should the package and logo look like?D.Positioning1.How are competitive offerings positioned?2.How should our offerings be positioned?3.Should our offerings be repositioned?D.Making Promotion and Marketing Communications Decisions1.Whatare our advertising objectives?2.What should our advertising look like?3.Where should advertising be placed?4.When should we advertise?5.Has our advertising been effective?6.What about salespromotion objectives and tactics?7.Have our sales promotions been effective?8.How can salespeople best serve customers?E.Making Pricing Decisions1.What price should be charged?2.How sensitive are consumers to price and price changes?3.When should certain pricing tactics be used?F.Making Distribution Decisions1.Whereand whenare target consumers likely to shop?2.What do customers want to see in stores?3.How should stores be designed?QUESTIONS FOR REVIEW ANDDISCUSSIONPossible answers are as follows.1.How is consumer behavior defined?Consumer behavior entails the acquisition of, use of, and disposition of goods.Note that disposition is often forgottenas an aspect of consumerbehavior.2.What is an offering?A product or service or activity or idea offered by a marketing organization toconsumers.3.What are some of the factors in the psychological core that affect consumerdecisions and behavior?MAO:motivation, ability,opportunity

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6Chapter1:Understanding Consumer Behavior© 2013Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,in whole or in part.Exposure, attention, perception, and comprehensionMemory and knowledgeAttitudeformation and change4.What aspects of the consumer’s culture influence decisions and behavior?Diversity influencesHousehold and social class influencesValues, personality, and lifestyles5.How ismarketingdefined?A social and managerial process through which individuals and groups obtainwhat they need and want by creating and exchanging products and value withothers.6.How can public policy decision makers,advocacy groups, and marketingmanagers use consumer research?To understand what consumers and clients value. To help develop andunderstand what appropriate goods and services deem best for consumers.Policy makers use research to set law and policy in government, for instance atexting while driving law may be based on consumer research about safety andphone use while driving. Advocacy groups use research in the same way; yet,they focus on using research to advocate a point or view (e.g., Mothers AgainstDrunk Driving MADD). Marketing managers can help consumers byunderstanding consumer use and desires via research.7.What kinds of marketing questions can companies use consumer behaviorresearch to answer?How is the market segmented?How profitable is each segment?What are the characteristics of consumers in each segment?Are customers satisfied with existing offerings?How are competitive offerings positioned?How should our offerings be positioned?What ideas do consumers have for new products?What attributes can be added to or changed in an existing offering?What should our offerings be called?What should our package and logo look like?What are our advertising objectives?What should our advertising look like?Where should ouradvertising be placed?

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Chapter1:Understanding Consumer Behavior7© 2013Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,in whole or in part.When should we advertise?Has our advertising/sales promotionsbeen effective?When should sales promotions take place?When should certain price tactics take place?8.How can you benefit from studying consumer behavior?Consumer behavior studies can help consumers in the marketplace tounderstand the market, and its role in business practice.CONSUMER BEHAVIOR CASEHowUnilever’s Brands Connect with ConsumersFrom soap to soup, Unilever markets a wide range of personal care products, foods,and household cleaners under popular brands like Dove, Bertolli, Lipton, Lux, Axe,Sunsilk, Surf, and Omo. Two billion consumers buy its products every day, adding up toannual revenue of $62 billion. The Anglo-Dutch company constantly conducts researchto learn more about what consumers want and need, identifying even seemingly smallchanges that can make a big difference in the daily lives of people worldwide.One of the company’s most memorable marketing initiatives has been Dove’s“Campaign for Real Beauty.” Based on extensive consumer research into women’sattitudes and emotions, the campaign uses ads, YouTube videos, special events, andother communications to counter beauty stereotypes and make the point that realbeauty is more than skin deep. By linking its soap brand to messages reinforcingpositive self-esteem for women of all ages, races, sizes, and shapes, Dove has won theadmiration and loyalty of consumers in many countries.Unilever’s Ragú food brand has been courting parents with FacebookandYouTube communications that encourage ongoing conversations with marketers andamong its brand fans. For example, marketers recently used the brand’s Facebookpage (which has more than one million “likes”) to start a dialogue about getting childrento eat. Its Facebook fans responded with dozens of additional ideas, which Ragú’s adagency turned into helpful online videos that dish up tips with a sense of humor. Heavyuse of social media is one way that Ragú aims to create an emotional connection withits customers and understand their ever-changing needs and interests.Campaigns combining Facebook, YouTube, Twitter, and special websites havehelped Unilever market its food and personal care brands to highly targeted segmentssuch as Latino families in the United States. Unilever’s www.vivemejor.com, theSpanish-language website, and Facebook page provide brand-oriented recipes,coupons, holiday ideas, household hints, and other information that Latino families canuse. The company also holdsDisfruita la Pasión de la Vidaevents outsidesupermarkets to attract and engage Latino consumers. In planning such events, thecompany turns to its Multicultural Consumer Marketing Insights research team forguidance.

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8Chapter1:Understanding Consumer Behavior© 2013Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,in whole or in part.Unilever is looking beyond immediate acquisition behavior to encourage healthy,environmentally sustainable behavior all over the world. Through research, it hasdetermined that the first step is to help consumers understand why they should dosomething (such as wash with soap to prevent the spread of disease). The next step isto show them how easy it is to take action (buy bars of soap and use them). Then, theymust make the new behavior desirable (washing can keep the family safe from germs).Next, it is important to make consumers feel good about doing this action (forthemselves, their family, and society). Finally, find a way to continue the behavior overtime (ask children to wash before every meal). With these five steps, Unilever hasconvinced millions of consumers in developing countries to adopt the healthy habit ofwashing their hands—promoting the company’s Lifebuoy soap brand at the same time.Unilever also sells laundry products in developing nations where water is ascarce resource, yet consumers are accustomed to rinsing clothes several times to getthem clean. To address both consumer needs and environmental issues, CEO PaulPolman explains “We’ve put products out in the market—fabric softeners—that onlyneed one rinse.” Even then, “consumers were still doing two or three rinses, so we hadto be very creative in educating them,” he says. Clearly, Unilever wants to build strongrelationships with its customers by making sure its brands are down-to-earth and “real.”iCase Questions1.How is Unilever applying its understanding of internal consumer processes in thepsychological core to market its products?Unilever understandsthere aremany importantpsychological processesconsumersmust go through during theacquisition, use, and disposal ofofferings.By using market research, thecompanytapsinto specific aspects based ontheparticular product’s target audience. For many products,such as Lifebouy soap,Unileverstepsconsumers through all of thepsychologicalprocesses, fromawareness to attitude change in ordertoacquirenew customers and retaincurrent users.2.Which of the four external processes in the consumer’s culture do you think havebeen the most important to the success of Dove’s Campaign for Real Beauty?Why?Values, personality, and lifestyle:Dove's campaign is based on market researchinto women's attitudes and emotions,which are closely tied to their values. Thecampaign highlights the value that "realbeauty" is more than skin deep;asentimentwomen in their target audiencevalue and believe is reflective of theirpersonalities.Reference groups and other social influences:Dove uses "real" women versusmodels with whomtheir consumers canbecause they are members of theirreference group.3.Do you agree with Unilever’s decision to link its brandswith efforts to encouragehealthy and sustainable behaviors? Explain your answer.Linking brands to healthy and sustainable behaviors helps Unilever create an

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Chapter1:Understanding Consumer Behavior9© 2013Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,in whole or in part.emotional connection with its customers because they perceive the companycares about more than just profit.IN CLASS EXERCISE*Analyzing ConsumerGenerated ContentYour task is to analyzeconsumer generatedonline postings—e.g., blog entries,pictures, and videos—for a product category or brand of your choice.The materialshould be generated by consumers(advertisements are usually created by firmsand/or their advertising agencies and arenotappropriate).You can, however, showads to demonstrate how consumer generated materialdiffersfrom firm generatedadvertisements.1.Select some individuals with whom you will be comfortable working.Teams canbe any size from one through the entire class.2.Select (a) a product category (e.g., baseballs, tomatoes, aftershave);(b) a brandthat may encompass several product categories;(c) a specific product categoryfor a specific brand (e.g., Nike basketball shoes) of interest.3.Find a number of online postingsby consumersdiscussing or portraying theirexperience with the product or brand. You may want to consider:a.Blog entries (which can be searched through the Google Blog Search featureathttp://blogsearch.google.com).b.Consumer product evaluations sites such as epions.com andevaluations onmerchant sitessuch as Amazon.com.c.Photos (available from Flickr (http://www.flickr.com/), WebShots(http://www.webshots.com/), Picasa Web (http://www.picasaweb.com), andany other photo share sites.You can also search using the Google Imagessearch feature (http://images.google.com).d.Videorecordings (available from YouTube and Google Video Search(http://video.google.com).e.Other online media.4.Discuss the possible motives of the consumers generating the material inquestion (e.g., genuine desire to help others, wanting to look good, desire topromote a favorite brand, desire to present an alternative brand to the marketleader, “blowing off steam,” show off creative talents more than dealing withsubstance per se, desire to entertain).5.Identify the extent to which different people who create material on similartopics/brands either compete with each other or promote other people’s material.*Courtesy of Lars Perner, Ph.D., University of Southern California.

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10Chapter1:Understanding Consumer Behavior© 2013Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website,in whole or in part.6.Identify theme or issues identified. Note that photos and videos may be “staged”or sensationalized to some extent. Nevertheless, do these at least suggestcertain underlying consumer motivations, emotions, and/or perceptions?7.Identify implications for the marketing of the product or brand in question—e.g.,a.Effective advertising messages (e.g., could a particular photo—with properpermissions—be used as an ad with a suitable caption?)b.Issues for product design and or content (e.g., are there aspects enjoyed oraspects causing frustration apparent?)c.Information that should be available for consumers on manufacturer web sites.8.Prepare a brief report to the rest of the class (up to four minutes in length,including time spent on showing illustrations).Notes:•You may want to divide up between team members so that different peoplesearch different media.•If one or more group members speak any foreign languages, you may want tocompareapparent differences between cultures.•To zero in on specific items, you may want to search using phrases put inquotes—e.g., “new cell phone,” “contract ran out,” “lost my phone,” “heel broke,”or “pink Blackberry.”i“Unilever Ramps Up Hispanic Marketing,”Media Post, April 2, 2012, www.mediapost.com; AnnaMaria Virzi, “How Unilever Connects with Hispanics on Facebook,”ClickZ, February 28, 2012,www.clickz.com; Louise Lucas, “Changing Lives,”Financial Times, March 20, 2012, www.ft.com;Louise Jack, “Unilever CEO Paul Polman on the Packaged Goods Giant’s Creative Shift,”Fast Company,January 12, 2012, www.fastcocreate.com; Ann-Christine Diaz, “Behind the work: Ragu and BFG9000’sTips for Finicky Eaters,”Advertising Age, March 20, 2012, www.adage.com; and Ekaterina Walter,“Marketing to Women,”Fast Company, March 19, 2012, www.fastcompany.com.

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Chapter 1—Understanding Consumer BehaviorTRUE/FALSE1.In the introduction featuring Panera Bread, the 10 million customers who belongto their loyaltyprogram make over 40 percent of all Panera purchases.ANS:TPTS:1REF:p. 2NAT:AACSB: Analytic2.Consumer behavior is the totality of consumers' decisions with respect to the acquisition, consumption,and disposition of goods, services, time, and ideas by human decision-making units over time.ANS:TPTS:1REF:p. 2NAT:AACSB: Analytic3.Consumer behavior is a static process.ANS:FPTS:1REF:p. 5NAT:AACSB: Analytic4.Each household spends on average $138 per day on goods in services (U.S. average).ANS:TPTS:1REF:p. 6NAT:AACSB: Analytic5.Broad themes that affect acquisition, usage, and disposition decisions are: the psychological core, theprocess of making decisions, the consumer's culture, and consumer behavior outcomes.ANS:TPTS:1REF:p. 10NAT:AACSB: Analytic6.The four domains of consumer behavior are: sociological, the process of making decisions, theconsumer's social status, and consumer behavior outcomes.ANS:FPTS:1REF:p. 10NAT:AACSB: Analytic7.In consumer behavior, recognizing a problem occurs when consumers realize they have an unfilledneed.ANS:TPTS:1REF:p. 12NAT:AACSB: Analytic8.Consumer behavior outcomes include the symbolic use of products and the diffusion of ideas,products, or services through a market.ANS:TPTS:1REF:p. 13NAT:AACSB: Analytic9.Anjala is an avid marathon runner and meets Katy, who also runs. They may consider each other aspart of their reference group for running related products or services.ANS:TPTS:1REF:p. 12NAT:AACSB: Analytic10.One reason marketers study consumer behavior is because it helps them to create new products.ANS:TPTS:1REF:p. 16NAT:AACSB: Analytic

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11.Research indicates that we understand the differences between brands better when we can view a chart,matrix, or grid comparing brands and their attributes.ANS:TPTS:1REF:p. 17NAT:AACSB: Analytic12.It is necessary to understand consumers' disposition behaviors when advocating recycling programs.ANS:TPTS:1REF:p. 18NAT:AACSB: Analytic13.Before buying a product, consumers often have an idea of the worth of that product.ANS:TPTS:1REF:p. 23NAT:AACSB: Analytic14.Usage is at the core of consumer behavior.ANS:TPTS:1REF:p. 4NAT:AACSB: Reflective15.Understanding how consumers comprehend and categorize information is important to recognizingand guarding against misleading advertising.ANS:TPTS:1REF:p. 17NAT:AACSB: CommunicationMULTIPLE CHOICE16.The consumer behavior field looks ata.how consumers are the most important element of the marketing mix.b.the totality of consumers' decisions with respect to acquisition, consumption, anddisposition of goods, services, activities, experiences, people, and ideas by humandecision-making units over time.c.only the behavior of consumers while in a retail environment.d.the purchases of tangible goods but not services.e.the persuasion of individuals to increase consumption at one period of time.ANS:BPTS:1REF:p. 3NAT:AACSB: Analytic17.The ____ field is one that looks at the totality of consumers' decisions with respect to acquisition,consumption, and disposition of goods, services, time, and ideas by human decision-making units overtime.a.anthropologyb.consumer behaviorc.economicsd.psychologye.customer managementANS:BPTS:1REF:p. 3NAT:AACSB: Analytic18.An offering is a product, service, activity, or ideaa.that is acquired but not used by consumers.b.that is used but not acquired by consumers.c.marketed by a firm but not yet available in the marketplace.d.offered by a marketing organization to consumers.e.in the marketplace but not yet accepted by consumers.ANS:DPTS:1REF:p. 4NAT:AACSB: Analytic

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19.The process by which a consumer comes to obtain an offering is known asa.usage.b.disposition.c.offering.d.acquisition.e.ostentation.ANS:DPTS:1REF:p. 4NAT:AACSB: Analytic20.Thanksgiving products are an example of how ____ has symbolic implications.a.usageb.dispositionc.offeringd.acquisitione.marketer-controlANS:APTS:1REF:p. 4NAT:AACSB: Analytic21.Spreading negative word-of-mouth is an example of how consumers' usage of a producta.can influence other consumer behaviors.b.impacts disposition.c.has hedonic implications for acquisition.d.has symbolic implications for disposition.e.will lead to other offerings in the marketplace.ANS:APTS:1REF:p. 4NAT:AACSB: Communication22.I carefully recycle all of my paper and plastics after using them. In consumer behavior, this is referredto asa.conspicuous consumption.b.conspicuous acquisition.c.relevant marketing.d.disposition behavior.e.gestation.ANS:DPTS:1REF:p. 4NAT:AACSB: Analytic23.Studying this type of consumer behavior allows marketers to provide a need for customers who areconcerned about what to do with a product after usage.a.Usageb.Dispositionc.Acquisitiond.Producte.SwitchingANS:BPTS:1REF:p. 4NAT:AACSB: Analytic24.Mike searches carefully for his coffee beans before buying. He has many uses forthe coffee afterpurchasing. He makes coffee, coffee ice cream, and coffee cake. After using the coffee, Nate uses thegrinds in the garden. Mike's behavior is an example of consumer behavior as aa.static process.b.randomized process.c.dynamic process.d.series of fixed outcomes.

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e.process that focuses primarily on acquisition.ANS:CPTS:1REF:p. 5NAT:AACSB: Analytic25.The consumer behavior process occurs over time as the consumer acquires, uses and disposes of theproduct. This is part ofa.a one-way process.b.a process isolated by active behaviors that are reactive.c.the memory network.d.a dynamic process.e.the judgment framework.ANS:DPTS:1REF:p. 5NAT:AACSB: Analytic26.Sometimes there are many people involved in an acquisition decision and they may take on differentroles. Russell and his family are buying a new big-screen television. He has research different brands,models and prices of televisions from the Internet. Russell's role in the group decision would be therole of the ____.a.buyerb.information gathererc.influencerd.disposere.userANS:BPTS:1REF:p. 5NAT:AACSB: Analytic27.The first decision Zach must make about dessert after dinner is most likelya.why to get dessert.b.when to get dessert.c.whether to get dessert.d.what to get for dessert.e.how long he should spend eating dessert.ANS:CPTS:1REF:p. 5NAT:AACSB: Analytic28.All of the following are ways of acquiring an offering excepta.buying.b.borrowing.c.finding.d.dispensing.e.bartering.ANS:DPTS:1REF:p. 5-6NAT:AACSB: Analytic29.Disposable cameras were a flop at first. Consumers doubted that they could take good pictures. Whendisposable cameras were repositioned "for those who forgot their camera on vacation" or "for thosewho do not want to ruin their expensive camera on the beach or slopes" sales increased. This could bebest thought of as a successful example of marketers understandinga.how consumers dispose of cameras.b.why consumers acquire cameras.c.media marketing techniques.d.the limits of disposable optical engineering.e.the information search process.ANS:BPTS:1REF:p. 7NAT:AACSB: Reflective

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30.George's manager's birthday is tomorrow. As George shops online, he must think of something to buyfor her. What is the primary difference between the decisions he will make now and those he wouldmake when purchasing for himself?a.Disposal is involved in the process.b.The brand name of the products is involved.c.There are purchasing situational differences.d.There are advertising viewing differences.e.One individual must assess another individual's wants.ANS:EPTS:1REF:p. 7NAT:AACSB: Reflective31.Kim agreed to give a professional massage in return for a haircut. This is an example ofa.buying.b.borrowing.c.finding.d.dispensing.e.bartering.ANS:EPTS:1REF:p. 7NAT:AACSB: Analytic32.Borrowinga.is a symbolic form of gift giving.b.follows the disposition phase of consumer behavior.c.affects why consumers use the product.d.is a form of acquisition that is a major problem for retailers.e.is a consumer behavior that does not concern marketers.ANS:DPTS:1REF:p. 8NAT:AACSB: Analytic33.A retailer gives cash or credit toward a better video game in return for a customer's older game. Thistransaction is known asa.purchasing.b.consumption.c.gift giving.d.trading.e.borrowing.ANS:DPTS:1REF:p. 7NAT:AACSB: Analytic34.A big product-usage problem for marketers is that consumers become dissatisfied becausea.the product is used incorrectly.b.too little of the product is used.c.too much of the product is used.d.the product is used at the wrong time.e.the product is not used for a sufficiently long period of time.ANS:APTS:1REF:p. 7NAT:AACSB: Analytic35.Tomas realized that his tennis racket was no longer serving him the way it used to. In order to disposeof this offering, he has a choice toa.acquire the item permanently, keep it safe, or get rid of it permanently.b.dispose of the item, acquire it, or get rid of it temporarily.c.find a new use for the item, get rid of it temporarily, or get rid of it permanently.d.acquire the item temporarily, dispose of it, or keep it.e.acquire the item, keep it, or get rid of it temporarily.

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