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Test Bank For Consumer Behavior, 6th Edition

Test Bank For Consumer Behavior, 6th Edition provides a complete breakdown of important topics, helping you study efficiently and effectively.

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    © 201 3 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. CHAPTER 1 Understanding Consumer Behavior CHAPTER SUMMARY The goal of this chapter is to introduce students to the topic of consumer behavior. The chapter defines what consumer behavior is, what factors affect it, and why it should be studied. 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 the acquisition, 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 factors influence 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, and how they form and retrieve memories. Each of these aspects of the psychological core has a bearing on consumer decision making. Decision making itself is based on problem recognition and the search for information, involves some judgment and decision - making processes, and affects others’ decisions as well as one’s own post - decision satisfaction level. Furthermore, consumer decisions are affected by the consumer’s culture, defined as the myriad groups and social systems to which individuals belong , that influence the values and beliefs they hold and the symbols they use to communicate group membership. Factors associated with both the psychological core and culture can influence outcomes such as symbolic consumer behavior and the diffusion of new consumer behavior throughout a market. Studying consumer behavior can provide useful input to marketing strategies like market segmentation, target market selection, and positioning. It can also guide marketing tactics like product, pricing, distribution, and promotion decisions. Furthermore, the study of consumer behavior can be of interest to ethicists and consumer advocacy groups, and can be helpful in designing laws and regulations that protect consumers. Finally, it can help consumers to improve their own lives by making the environment more user friendly, safer, cleaner, and healthier. CHAPTER LEARNING OBJECTIVES After studying this chapter, students will be able to 1. Define consumer behavior and explain the components that make up the definition. 2. Identify the four domains of consum er behavior shown in Exhibit 1.6 that affect acquisition, usage, and disposition decisions. 3. Discuss the benefits of studying consumer behavior.

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    2 Chapter 1 : Understanding Consumer Behavior © 201 3 Cengage 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 making marketing decisions. CHAPTER OUTLINE I . Defining Consumer Behavior A . Consumer Behavior Involves Products, Services, Activities and Ideas 1 . In addition to pro ducts, services, activities, ideas , people and time are also the target of marketing efforts and studies in consumer behavior. 2 . T he term offering is used to encompass all entities that can be marketed. B . Consumer Behavior Involves More Than Buying 1 . How consumers acquire, use, and dispose of products, services, activities, and ideas must be considered by marketing managers. C . Consumer Behavior Is a Dynamic Process 1 . Consumers interact with the offerings they encounter in various environments over a period of time as they move through the process of acquisition, use, and disposition. D . Consumer Behavior Can Involve Many People 1 . Many individuals may be involved in the acquisition, use, and disposal of an offering, each person holding one or more consumer roles in the process. E . Consumer Behavior Involves Many Decisions 1 . Whether to Acquire/Use/Dispose of an Offering a ) Is this an offering for me? 2 . What Offeri ng to Acquire/Use/Dispose a ) Which category should I choose from? Which brand? 3 . Why to Acquire/Use/Dispose of an Offering a ) Is this offering compatible with my needs, values, and goals? Will it help me to fit in? 4 . Why an Offering Is Not Acquire d /Use d /Dispose d a ) What keeps me from purchasing an item ? 5 . How to Acquire/Use/Dispose of an Offering a ) Ways of Acquiring an Offering –– Can I trade for this product? Rent or lease 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 an item? Are there innovative uses of this product? How are consumers educated to use this product? c ) Ways of Disposing of an Offering –– What should I do when I am done with it . Should I find a new use? Get rid of it temporarily? Permanently? 6 . When to Acquire/Use/Dispose of an Offering a ) When is it “appropriate” to acquire or use an offering in a given situation . Special occasions? Every day? 24 hours a day?

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    Chapter 1 : Understanding Consumer Behavior 3 © 201 3 Cengage 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 Offering a ) In stores, by mail, by phone, or over Internet 8 . How Much, How Often, and How Long to Acquire/Use/Dispose of an Offering a ) Do I use this all the time? Infrequently? F. Consumer Behavior Involves Emotions and Coping 1. Emotions, both positive and negative, as well as specific emotions such as hope, fear, regret, guilt, embarrassment, and general moods can affect consumers’ 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 Processes 1 . Motivation, Ability, and Opportunity a ) 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 from another? 2 . Exposure, Attention, Perception , and Comprehension a ) Is the consumer exposed to information related to the choice? b ) Is the consumer able to attend to and perceive the information that is available? 3 . Memory and Knowledge a ) Storage and recall in part depends on MAO. b) Choice is based on information retrieved, not stored. 4 . Forming and Changing Attitudes a ) Based on the information the consumer receives, what attitudes are formed? How do these evaluations change in the presence of new information? B . The Process of Making Decisions 1 . Problem Recognition and the Search for Information a ) Does the consumer recognize problems and search for necessary information? 2 . Making Judgments and Decisions a ) To what extent does the consumer expend time , and mental and emotional energy in making a decision? 3 . Making Post d ecision Evaluations a ) To what extent does the consumer’s post - decision evaluation provide feelings of satisfaction or dissatisfaction? C . The Consumer’s Culture: External Processes 1 . Reference Groups and Other Social Influences a) What group s does the consumer perceive that he/she is a member of and how do these groups influence the consumer’s behavior?

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    4 Chapter 1 : Understanding Consumer Behavior © 201 3 Cengage 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 Influences a) Ethnic or religious groups affect consumer decisions; these may be regional or broader. b) Diversity impacts one’s vacation choices, for example. 3 . Household and Social Class Influences a) For example, the upper middle class and living with parents impact decisions. 4 . Values, Personality, and Lifestyles a) To what extent do the consumer’s beliefs, personality, activities, interests , and opinions influence the consumer choices he/she makes? D . Consumer Behavior Outcomes and Issues 1 . Consumer Behaviors Can Symbolize Who We Are a ) How do consumers’ behaviors reflect and project “who they are”? 2 . Consumer Behaviors Can Diffuse Through a Market a ) How do the behaviors of certain individuals spread to others in the market? 3 . Consumer Behavior, Ethics, and Social Responsibility a ) Sometimes consumers face potentially conflicting priorities. b) Consumers and marketers can and do use marketing for constructive purposes. III . Who Benefits from the Study of Consumer Behavior? A . Marketing Managers 1 . How do marketing managers use consumer behavior to develop marketing strategies and tactics? 2 . How do they adapt to consumers’ different wants and needs? B . Ethicists and Advocacy Groups 1 . To what extent is it appropriate to use knowledge of consumer behavior to promote certain types of products or services? C . Public Policy Makers and Regulators 1 . To what extent is it appropriate to use knowledge of consumer behavior to influence laws and business rules? D . Academics 1 . How do academics use consumer behavior concepts both in the classroom and when conducting research? E . Consumers and Society 1 . To what extent does knowledge of consumer behavior make people better consumers? IV . Marketing Implications of Consumer Behavior A . Developing and Implementing Customer - Oriented Strategy 1 . 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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    Chapter 1 : Understanding Consumer Behavior 5 © 201 3 Cengage 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 Market 1 . Which consumer groups are appropriate targets for a firm’s marketing efforts? C . Developing Products 1. 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. Positioning 1 . How are competitive offerings positioned? 2 . How should our offerings be positioned? 3 . Should our offerings be repositioned? D . Making Promotion and Marketing Communications Decisions 1 . What are 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 sales promotion objectives and tactics? 7 . Have our sales promotions been effective? 8 . How can salespeople best serve customers? E . Making Pricing Decisions 1 . 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 Decisions 1 . Where and when are target consumers likely to shop ? 2. What do customers want to see in stores? 3 . How should stores be designed? QUESTIONS FOR REVIEW AND DISCUSSION Possible 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 forgot ten as an aspect of c onsumer behavior . 2. What is an offering? A product or service or activity or idea offered by a marketing organization to consumers. 3. What are some of the factors in the psychological core that affect consumer decisions and behavior? MAO : m otivation, ability, opportunity

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    6 Chapter 1 : Understanding Consumer Behavior © 201 3 Cengage 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 comprehension Memory and k now ledge Attitude formation and chan ge 4. What aspects of the consumer’s culture influence decisions and behavior? Diversity influences Household and s ocial class influences Values, personality, and lifestyles 5. How is marketing defined? A social and managerial process through which individuals and groups obtain what they need and want by creating and exchanging products and value with others. 6. How can public policy decision makers, advocacy groups, and marketing managers use consumer research? To understand what consumers and clients value. To help develop and understand what appropriate goods and services deem best for consumers. Policy makers use research to set law and policy in government, for instance a texting while driving law may be based on consumer research about safety and phone 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 Against Drunk Driving MADD). Marketing managers can help consumers by understanding consumer use and desires via research. 7. What kinds of marketing questions can companies use consumer behavior research 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 our advertising be placed?

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    Chapter 1 : Understanding Consumer Behavior 7 © 201 3 Cengage 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 promotions been 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 t o understand the market, a nd it s role in business practice. CONSUMER BEHAVIOR CASE How Unilever’s Brands Connect with Consumers From 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 to annual revenue of $62 billion. The Anglo - Dutch company constantly conducts research to learn more about what consumers want and need, identifying even seemingly small changes 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’s attitudes and emotions, the campaign uses ads, YouTube videos, special events, and other communications to counter beauty stereotypes and make the point that real beauty is more than skin deep. By linking its soap brand to messages reinforcing positive self - esteem for women of all ages, races, sizes, and shapes, Dove has won the admiration and loyalty of consumers in many countries. Unilever’s Ragú food brand has been courting parents with Facebook and YouTube communications that encourage ongoing conversations with marketers and among its brand fans. For example, marketers recently used the brand’s Facebook page (which has more than one million “likes”) to start a dialogue about getting children to eat. Its Facebook fans responded with dozens of additional ideas, which Ragú’s ad agency turned into helpful online videos that dish up tips with a sense of humor. Heavy use of social media is one way that Ragú aims to create an emotional connection with its customers and understand their ever - changing needs and interests. Campaigns combining Facebook, YouTube, Twitter, and special websites have helped Unilever market its food and personal care brands to highly targeted segments such as Latino families in the United States. Unilever’s www.vivemejor.com, the Spanish - language website, and Facebook page provide brand - oriented recipes, coupons, holiday ideas, household hints, and other information that Latino families can use. The company also holds Disfruita la Pasión de la Vida events outside supermarkets to attract and engage Latino consumers. In planning such events, the company turns to its Multicultural Consumer Marketing Insights research team for guidance.

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    8 Chapter 1 : Understanding Consumer Behavior © 201 3 Cengage 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 has determined that the first step is to help consumers understand why they should do something (such as wash with soap to prevent the spread of disease). The next step is to show them how easy it is to take action (buy bars of soap and use them). Then, they must 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 (for themselves, their family, and society). Finally, find a way to continue the behavior over time (ask children to wash before every meal). With these five steps, Unilever has convinced millions of consumers in developing countries to adopt the healthy habit of washing their hands — promoting the company’s Lifebuoy soap brand at the same time. Unilever also sells laundry products in developing nations where water is a scarce resource, yet consumers are accustomed to rinsing clothes several times to get them clean. To address both consumer needs and environmental issues, CEO Paul Polman explains “We’ve put products out in the market — fabric softeners — that only need one rinse.” Even then, “consumers were still doing two or three rinses, so we had to be very creative in educating them,” he says. Clearly, Unilever wants to build strong relationships with its customers by making sure its brands are down - to - earth and “real.” i Case Questions 1. How is Unilever applying its understanding of internal consumer processes in the psychological core to market its products? Unilever understands there are many important psychological processes consumers must go through during the acquisition, use, and disposal of offerings . By u sing market research, the company tap s into specific aspects based on the particular product’s target audience. F or many products, such as Lifebouy soap, Unilever step s consumers through all of the psychological processes , from awareness to attitude change in order to acquire new customers and retain current users. 2. Which of the four external processes in the consumer’s culture do you think have been the most important to the success of Dove’s Campaign for Real Beauty? Why? Val ues, personality, and lifestyle: Dove's campaign is based on market research into women's attitudes and emotions , which are closely tied to their values. The campaign highlights the value that "real beauty" is more than skin deep; a sentiment women in their target audience value and believe is reflective of their personalities. Reference gro ups and other social influences: Dove uses "r eal" women versus models with whom their consumers can because they are members of their reference group. 3. Do you agree with Unilever’s decision to link its brands with efforts to encourage healthy and sustainable behaviors? Explain your answer. Linking brands to healthy and sustainable behaviors helps Unilever create an

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    Chapter 1 : Understanding Consumer Behavior 9 © 201 3 Cengage 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 company cares about more than just profit. IN CLASS EXERCISE * Analyzing Consumer Generated Content Your task is to analyze consumer generated online postings — e.g., blog entries, pictures, and videos — for a product category or brand of your choice. The material should be generated by consumers (advertisements are usually created by firms and/or their advertising agencies and are not appropriate). You can, however, show ads to demonstrate how consumer generated material differs from firm generated advertisements . 1. Select some individuals with whom yo u will be comfortable working. Teams can be any size from one through the entire class. 2. Select (a) a product category (e.g., baseballs, tomatoes, aftershave) ; (b) a brand that may encompass several product categories ; (c) a specific product category for a specific brand (e.g., Nike basketball shoes) of interest. 3. Find a number of online postings by consumers discussing or portraying their experience with the product or brand. You may want to consider: a. Blog entries (which can be searched through the Google Blog Search feature at http://blogsearch.google.com ). b. Consumer product evaluations sites such as epions.com and evaluations on merchant sites such as Amazon.com. c. Photos (available from Flickr (http://www.flickr.com/ ) , WebShots (http://www.webshots.com/), Picasa Web ( http://www.picasaweb.com ), an d any other photo share sites. You can also search using the Google Images search feature ( http://images.google.com ). d. Video recordings (available from YouT ube and Google Video Search ( http://video.google.com ). e. Other online media. 4. Discuss the possible motives of the consumers generating the material in question (e.g., genuine desire to help others, wanting to look good, desire to promote a favorite brand, desire to present an alternative brand to the market leader, “blowing off steam,” show off creative talents more than dealing with substance per se, desire to entertain). 5. Identify the extent to which different people who create material on similar topics/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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    10 Chapter 1 : Understanding Consumer Behavior © 201 3 Cengage 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 suggest certain 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 proper permissions — be used as an ad with a suitable caption?) b. Issues for product design and or content (e.g., are there aspects enjoyed or aspects 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 people search different media. • If one or more group members speak any foreign lang uages, you may want to compare apparent differences between cultures. • To zero in on specific items, you may want to search using phrases put in quotes — 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; Anna Maria 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’s Tips 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 Behavior TRUE/FALSE 1. In the introduction featuring Panera Bread, the 10 million customers who belong to their loyalty program make over 40 percent of all Panera purchases. ANS: T PTS: 1 REF: p. 2 NAT: AACSB: Analytic 2. 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: T PTS: 1 REF: p. 2 NAT: AACSB: Analytic 3. Consumer behavior is a static process. ANS: F PTS: 1 REF: p. 5 NAT: AACSB: Analytic 4. Each household spends on average $138 per day on goods in services (U.S. average). ANS: T PTS: 1 REF: p. 6 NAT: AACSB: Analytic 5. Broad themes that affect acquisition, usage, and disposition decisions are: the psychological core, the process of making decisions, the consumer's culture, and consumer behavior outcomes. ANS: T PTS: 1 REF: p. 10 NAT: AACSB: Analytic 6. The four domains of consumer behavior are: sociological, the process of making decisions, the consumer's social status, and consumer behavior outcomes. ANS: F PTS: 1 REF: p. 10 NAT: AACSB: Analytic 7. In consumer behavior, recognizing a problem occurs when consumers realize they have an unfilled need. ANS: T PTS: 1 REF: p. 12 NAT: AACSB: Analytic 8. Consumer behavior outcomes include the symbolic use of products and the diffusion of ideas, products, or services through a market. ANS: T PTS: 1 REF: p. 13 NAT: AACSB: Analytic 9. Anjala is an avid marathon runner and meets Katy, who also runs. They may consider each other as part of their reference group for running related products or services. ANS: T PTS: 1 REF: p. 12 NAT: AACSB: Analytic 10. One reason marketers study consumer behavior is because it helps them to create new products. ANS: T PTS: 1 REF: p. 16 NAT: 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: T PTS: 1 REF: p. 17 NAT: AACSB: Analytic 12. It is necessary to understand consumers' disposition behaviors when advocating recycling programs. ANS: T PTS: 1 REF: p. 18 NAT: AACSB: Analytic 13. Before buying a product, consumers often have an idea of the worth of that product. ANS: T PTS: 1 REF: p. 23 NAT: AACSB: Analytic 14. Usage is at the core of consumer behavior. ANS: T PTS: 1 REF: p. 4 NAT: AACSB: Reflective 15. Understanding how consumers comprehend and categorize information is important to recognizing and guarding against misleading advertising. ANS: T PTS: 1 REF: p. 17 NAT: AACSB: Communication MULTIPLE CHOICE 16. The consumer behavior field looks at a. how consumers are the most important element of the marketing mix. b. the totality of consumers' decisions with respect to acquisition, consumption, a nd disposition of goods, services, activities, experiences, people, and ideas by human decision - 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: B PTS: 1 REF: p. 3 NAT: AACSB: Analytic 17. The ____ fi eld 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 over time. a. anthropology b. consumer behavior c. economics d. psychology e. customer management ANS: B PTS: 1 REF: p. 3 NAT: AACSB: Analytic 18. An offering is a product, service, activity, or idea a. 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: D PTS: 1 REF: p. 4 NAT: AACSB: Analytic

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    19. The process by which a consumer comes to obtain an offering is known as a. usage. b. disposition. c. offering. d. acquisition. e. ostentation. ANS: D PTS: 1 REF: p. 4 NAT: AACSB: Analytic 20. Thanksgiving products are an example of how ____ has symbolic implications. a. usage b. disposition c. offering d. acquisition e. marketer - control ANS: A PTS: 1 REF: p. 4 NAT: AACSB: Analytic 21. Spreading negative word - of - mouth is an example of how consumers' usage of a product a. 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: A PTS: 1 REF: p. 4 NAT: AACSB: Communication 22. I carefully recycle all of my paper and plastics after using them. In consumer behavior, this is referred to as a. conspicuous consumption. b. conspicuous acquisition. c. relevant marketing. d. disposition behavior. e. gestation. ANS: D PTS: 1 REF: p. 4 NAT: AACSB: Analytic 23. Studying this type of consumer behavior allows marketers to provide a need for customers who are concerned about what to do with a product after usage. a. Usage b. Disposition c. Acquisition d. Product e. Switching ANS: B PTS: 1 REF: p. 4 NAT: AACSB: Analytic 24. Mike searches carefully for his coffee beans before buying. He has many uses for the coffee after purchasing. He makes coffee, coffee ice cream, and coffee cake. After using the coffee, Nate uses the grinds in the garden. Mike's behavior is an example of consumer behavior as a a. 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: C PTS: 1 REF: p. 5 NAT: AACSB: Analytic 25. The consumer behavior process occurs over time as the consumer acquires, uses and disposes of the product. This is part of a. 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: D PTS: 1 REF: p. 5 NAT: AACSB: Analytic 26. Sometimes there are many people involved in an acquisition decision and they may take on different roles. 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 the role of the ____. a. buyer b. information gatherer c. influencer d. disposer e. user ANS: B PTS: 1 REF: p. 5 NAT: AACSB: Analytic 27. The first decision Zach must make about dessert after dinner is most likely a. 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: C PTS: 1 REF: p. 5 NAT: AACSB: Analytic 28. All of the following are ways of acquiring an offering except a. buying. b. borrowing. c. finding. d. dispensing. e. bartering. ANS: D PTS: 1 REF: p. 5 - 6 NAT: AACSB: Analytic 29. Disposable cameras were a flop at first. Consumers doubted that they could take good pictures. When disposable cameras were repositioned "for those who forgot their camera on vacation" or "for those who do not want to ruin their expensive camera on the beach or slopes" sales increased. This could be best thought of as a successful example of marketers understanding a. 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: B PTS: 1 REF: p. 7 NAT: AACSB: Reflective

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    30. George's manager's birthday is tomorrow. As George shops online, he must think of something to buy for her. What is the primary difference between the decisions he will make now and those he would make 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: E PTS: 1 REF: p. 7 NAT: AACSB: Reflective 31. Kim agreed to give a professional massage in return for a haircut. This is an example of a. buying. b. borrowing. c. finding. d. dispensing. e. bartering. ANS: E PTS: 1 REF: p. 7 NAT: AACSB: Analytic 32. Borrowing a. 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: D PTS: 1 REF: p. 8 NAT: AACSB: Analytic 33. A retailer gives cash or credit toward a better video game in return for a customer's older game. This transaction is known as a. purchasing. b. consumption. c. gift giving. d. trading. e. borrowing. ANS: D PTS: 1 REF: p. 7 NAT: AACSB: Analytic 34. A big product - usage problem for marketers is that consumers become dissatisfied because a. 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: A PTS: 1 REF: p. 7 NAT: AACSB: Analytic 35. Tomas realized that his tennis racket was no longer serving him the way it used to. In order to dispose of this offering, he has a choice to a. 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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