Take the quiz test your understanding of the key concepts covered in the chapter. Try testing yourself before you read the chapter to see where your strengths and weaknesses are, then test yourself again once you’ve read the chapter to see how well you’ve understood. Show
1. When a consumer’s current state matches their desired state it means that they have a problem or an unfulfilled need. True or false? True False 2. The consumer’s level of involvement in a purchase decision has a direct bearing on how they make that decision and how much time they spend on it. True or False? True False 3. An attitude describes the way people behave when faced with difficult decisions. True or false? True False 4. Perception is the process by which people select, organise and interpret sensory stimulation (sounds, visions, smell and touch) into a meaningful picture of the world. Without our perception, we would understand nothing. True or false? True False 5. Language, literature, music and beliefs are all elements of a society’s culture. True or false? True False 6. What is the first stage in the purchase decision process?
Answer: d. need or problem recognition 7. What is the final stage in the purchase decision process?
Answer: b. post-purchase evaluation 8. What is a consumer’s awareness set?
Answer: a. the products that a consumer has heard of that may solve their problem 9. What is at the highest level of Maslow’s hierarchy of needs?
Answer: b. self-actualisation needs 10. What does the term ‘evoked set’ mean?
Answer: c. a consumer’s shortlist of possible purchases 11. James recently purchased a new car, however now he is worried about whether he made the right decision. Consumer behaviourists have a term for this state of mind. What is it?
Answer: c. post-purchase dissonance 12. 14-year-old Beth is a member of the Girls Aloud fan club. She accesses their Facebook page regularly and is strongly influenced by what Girls Aloud say and wear. What kind of reference group is this fan club for Beth?
Answer: e. membership group 13. What kind of buying situation is it when a consumer buys a product regularly and there is very little financial (or any other) risk associated with its purchase? Examples might be: their favourite drink, a bar of chocolate or their daily newspaper.
Answer: e. routine problem-solving 14. John has always loved Citroen cars and so he is delighted when he hears that a Citroen has won Top Gear’s award for car of the year. It takes his friends a long time to convince him that it was actually just ‘new hatchback of the year’ and the overall winner was a Jaguar. John has unintentionally changed the information he heard to match his own beliefs and attitudes. What is the term for that?
Answer: b. selective distortion 15. What are the three components of an attitude?
Answer: d. cognitive, affective and conative 16. What are the internal influences on consumer buying behaviour?
Answer: a. personality, perception, learning, motivation, attitudes and beliefs 17. Jo is a well-paid lawyer who loves new technology and always has to be the first to own the latest music player or phone. According to Rodgers’ model, which category of adopter best describes Jo?
18. Name two types of behavioural learning.
Answer: c. classical conditioning and operant conditioning 19. What is a disassociative group?
Answer: d. a group that a person does not want to belong to 20. In which of the following ways the purchasing habits of organisations are rather different to those of individuals?
Answer: e. All of the above. 21. Selective ______ is the process by which stimuli are assessed and non-meaningful stimuli, or those that are inconsistent with our beliefs or experiences, are screened out. 22. An ______ describes a person’s consistently favourable or unfavourable evaluation, feelings and tendencies towards an object or idea. 23. The roles in a business decision-making unit are: initiator, user, ______, financer, gatekeeper, decider and buyer. 24. Individuals, such as buyers, technical personnel (e.g. IT experts) or receptionists who have some control over the flow of information into an organisation, have the role of ______ within the organisational buying centre. 25. The amount of time and effort that a customer is prepared to invest in finding and buying the right product is largely determined by their level of ______ with that product and buying decision. What is the difference between the desired state and actual condition?An actual state is the way an individual perceives his or her feelings and situation to be at the present time. A desired state is the way an individual wants to feel or be at the present time.
What step of the consumer decision making process is the outcome of a difference between actual and desired states?Which step in the consumer decision-making process is a result of an imbalance between actual and desired states? Need recognition is the result of an imbalance between actual and desired states.
Is an imbalance between a consumer's actual and desired states?Motive development is an imbalance between a consumer's actual and desired state in which recognition that gap or problem need resolving.
What are the 5 stages of the consumer decision making process?This is the process by which consumers evaluate making a purchasing decision. The 5 steps are problem recognition, information search, alternatives evaluation, purchase decision and post-purchase evaluation.
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