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Marketing: A McGraw-Hill and QUT Custom Publication
Marketing
A McGraw Hill and QUT Custom Publication
Consumer Behaviour

Multiple Choice Quiz





1

When Marty attended his first statistics class, he realized he ought to buy a calculator or else he would be unable to do his assignments. In which stage of the consumer purchase decision process was Marty when he made this realization?
A) information search
B) problem recognition
C) purchase behavior
D) alternative evaluation
E) pre-purchase cognition



2

When you set out to buy a DVD player for yourself, factors you might consider before purchase are called _____, which represent both the objective attributes of a brand and the subjective ones you use to compare different products and brands.
A) hot buttons
B) informational alternatives
C) evaluative criteria
D) buying decision-makers
E) consumer attributes



3

When buying flour, Kelly considers three brands acceptable—General Mills, Pillsbury, and King Arthur. She believes other brands are not as finely sifted and are more difficult to work with. Collectively, these three brands would be called Kelly’s:
A) evaluative set.
B) evoked set.
C) evolved set.
D) alternative selection group.
E) aspiration group.



4

Cognitive dissonance:
A) occurs with all products.
B) cannot be alleviated once it has occurred.
C) typically occurs during the information search stage of the purchase decision process.
D) is defined as postpurchase psychological tension.
E) happens more with low-involvement products than with high-involvement products.



5

Which of the following statements about consumer involvement in the purchase decision process is true?
A) Limited problem solving is typically lends to low consumer involvement.
B) Extended problem solving is more likely to be used when purchasing low-involvement products.
C) A consumer making a low involvement purchase will typically consider many sellers.
D) There will be no external information sources consulted when making a high involvement purchase.
E) Minimal time will be spent searching for a low-involvement product.



6

Which problem solving variation would normally be used to purchase such items as toothpaste, soda, or chewing gum?
A) routine problem solving
B) limited problem solving
C) extended problem solving
D) simulated selection
E) integrated problem solving



7

Nicole had to go holiday shopping with a bad cold. Her runny nose, headache, and sneezing caused her to make her selections quickly without paying much attention to the price or the quality of her purchases. Nicole’s purchase behavior was the result of _____ influences.
A) situational
B) personal
C) sociocultural
D) motivational
E) marketing mix



8

An illustration of the hierarchy of needs shows its shape to be:
A) oval.
B) linear.
C) a diamond.
D) a box.
E) a pyramid.



9

Which of the following lists the hierarchy of needs in its correct order beginning with the most basic?
A) personal, social, physiological, psychological, and safety
B) physiological, safety, social, personal, and self-actualization
C) safety, physiological, safety, and self-actualization, and personal
D) self-actualization, social, personal, safety, and physiological
E) safety, personal, self-actualization, physiological, and social



10

An ad for Destin Beach, Florida, invites you to “renew your family’s bond on 24-miles of sugar-white sand and sparkling green waters.” This ad is most directly trying to satisfy _____ needs.
A) physiological
B) safety
C) social
D) esteem
E) self actualization



11

Which of the following statements about subliminal perception is true?
A) The Federal Communications Commission (FCC) supports the usage of subliminal perception.
B) Subliminal messages are illegal in the United States.
C) No organizations have used subliminal messages since the years when people used to regularly go to drive-ins to watch movies.
D) There is no substantive scientific support for the concept of subliminal perception.
E) The use of subliminal messaging is monitored by the Better Business Bureau.



12

As a result of selective exposure, consumers:
A) pay attention to messages that are consistent with their attitudes and beliefs and ignore messages that are inconsistent.
B) do not remember all the information they see, hear, or read.
C) interpret information so that it is consistent with their attitudes and beliefs.
D) must be exposed to information at least three times in order to retain it.
E) understand and retain only important information.



13

For which of the following products is perceived risk likely to be the greatest for a female who has just taken her first job after college graduation?
A) a magazine subscription to Glamour
B) a cell phone
C) flowers to decorate her new apartment
D) a new outfit for her first day at work
E) a pair of jeans to wear on weekends



14

There is a close link between __________ and brand loyalty.
A) selective perception
B) habits
C) an antecedent state
D) a temporal effect
E) social class



15

Making connections between two or more ideas or simply observing the outcomes of others' behaviors and adjusting one's own behavior accordingly is what type of learning?
A) stimulus discrimination
B) cognitive learning
C) brand loyalty
D) stimulus generalization
E) behavioral learning



16

Which of the following statements about the VALS program is true?
A) The acronym VALS stands for Value, Attitudes, and Learned Suppositions.
B) The VALS program seeks to explain why and how consumers make purchase decisions.
C) Principle-oriented consumers are members of Generation X.
D) Experiencers and Makers are both classified as status-oriented consumers.
E) Believers and Fulfilleds are both classified as action-oriented consumers.



17

An aspiration group is one:
A) to which a person belongs, including fraternities and social clubs.
B) that a person wishes to be a member of or wishes to be identified with.
C) that a person wishes to maintain a distance from because of differences in values or behaviors.
D) that a person knows he or she can never really fit into because of basic cultural differences.
E) that a person feels is excessively high above him or her socioeconomically.



18

Quinton Svoboda lives with his divorced mother and his sister Courtney. Quinton wants to buy a skateboard with the money he has saved. Courtney has discovered that the skateboard Quinton wants to buy does not have any brakes. His mother is afraid he will injure himself on a skateboard and has said, “No.” Which of the following sentences BEST describes the roles the individual family members played in making this decision?
A) No family member served as information gatherer.
B) The mother took the role of purchaser, influencer, and decision maker.
C) Courtney acted in the role of influencer and information gatherer.
D) Quinton only acted in two roles—purchaser and decision maker.
E) The mother took the role of gatekeeper when she stopped Quinton from making the purchase.



19

Which of the following statements about social class is true?
A) Social class is purely a U.S. phenomenon.
B) Persons within the same social class do not exhibit common attitudes, lifestyles, and buying behaviors.
C) Companies cannot use social class as a basis for describing a target market.
D) A person’s lifestyle, income level, and occupation determine his or her social class.
E) None of the above statements about social class is true.



20

Which of the following statements about Hispanic buying patterns is true?
A) Hispanics are not usually brand loyal.
B) It is easier to market to Hispanics than to any other subculture.
C) Convenience is the most important product attribute to Hispanic homemakers when it comes to food preparation.
D) Hispanic buying preferences are strongly influenced by peers and family.
E) Hispanics do not consult marketer-dominated sources because they believe these external sources of information to be biased.








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