CHAPTER 6 -CONSUMER BUYING POWER

1. Aeropostale is developing a program to get to know its customers. Which of the following is not a reason why Aeropostale needs to understand consumer buying behavior?

2. Purchasers who purchase products for personal or household use and not for business purposes are called the

3. The five major stages of the consumer buying decision process, in order, are

4. Problem recognition occurs when a consumer

5. In the consumer buying decision process, a buyer will search his or her memory for information about products that might solve the problem they have identified in the

6. When Olivia goes to the first class of her Operations Management course, she finds out that in addition to the textbook she already purchased, she also needs a copy of the book The Goal. At which stage of the consumer buying decision process is Olivia?

7. Within the information search step of the consumer buying decision process, what two primary aspects exist?

8. When Chan realizes his liquor cabinet supply was devastated by last weekend's party, he first retrieves information from his memory about what types of liquor he and his friends like most and then asks the attractive clerk at the liquor store what she would recommend. Chan started with a(n) ____ search and then progressed to a(n) ____ search.

9. In the consumer buying decision process, the information search stage

10. During which stage of the consumer buying decision process does a consumer decide from which seller he or she will buy the product?

11. When shopping for detergent, Zachary looks at Tide, Fresh Start, Persil, and All and chooses the one that is on sale. These four brands make up his ____ set.

12. In shopping for a new laptop computer for her master’s degree program, Joelle has narrowed the alternatives to four brands. She is considering Dell, Toshiba, Sony, and Hewlett-Packard. These four brands make up Jocelyn's

13. A group of brands that a consumer views as alternatives for possible purchase is called an

14. Evaluative criteria for brands within the consideration set are both

15. A customer shopping for a fax machine tells a salesperson that it is important for the fax machine to have several attributes. It must use plain paper, be able to make copies, be compatible with all other fax machines, and not require a separate phone line. The buyer has expressed his or her

16. All of the following are marketer-dominated sources of information except

17. Marketers can influence consumers’ evaluations by describing alternatives to products and their attributes in a certain manner, a practice known as

18. During the evaluation of alternatives stage of the consumer buying decision process, framing most likely influences the decision process of ____ buyers.

19. After doing considerable shopping, Kai has just decided what brand and type of athletic shoes to buy and where he's going to buy them. In what stage of the consumer buying decision process is Kai?

20. Seo-yeon is beginning to wonder if she has made the right decision about purchasing a new HP laptop after she sees a friend with a new Dell. Seo-yeon’s doubt whether she made the right decision occurs during the ___________ of the buying decision process.

21. After purchasing a new Infiniti, Kris sees a Lexus pass by on the street and begins to wonder if he made the right choice. Kris is experiencing

22. After purchasing a product, postpurchase evaluation may result in cognitive dissonance. Cognitive dissonance is

23. The three major categories of influences on the consumer buying decision process are

24. Many aspects of consumer buying decisions are affected by the individual's level of involvement. Level of involvement is

25. A major determining factor in deciding which type of decision-making process should be used depends on the individual's intensity of interest in a product and the importance of the product for that person. This is known as an individual's

26. Charles and Melody are searching for a health club to join. This purchase will likely be affected by ____ involvement.

27. Clarissa is a market research analyst for a global consulting firm. She will be traveling to London next month to present her research to a meeting of company executives from around the world. This presentation could be instrumental in the company’s decision of whether she should be promoted at the end of this year. Clarissa has been thinking about the trip, which will be the first time she has been out of the country. She has decided to retire the old college luggage for a more professional-looking version and has begun to evaluate various brands. Clarissa is most likely facing _____ for this particular purchase.

28. The three most widely recognized types of consumer decision making are

29. While shopping at a local grocery store, Brandon sees a display of his favorite brand of energy drink. He buys some to take home for the weekend. This purchase process would be described as

30. Which of the following consumer decision-making processes will probably be used in purchasing toothpaste?

31. Evan has just been hired as a product manager for a major technology firm. Currently, he is making purchases for his new apartment and upcoming job. His purchase of _____ would most likely be done through extended decision making, while his purchase of ____ would be made through limited decision-making behavior.

32. Which of the following buying situations is most consistent with routinized response behavior?

33. Samantha is going to the store to buy milk and cereal. She will most likely use ____ in her consumer decision-making process.

34. Routinized response behavior is what a consumer does when

35. Charlie’s smartphone is two years old and he would like to have a new one. This time, he wants to make sure that it has a longer battery charge and better geographic coverage since he is traveling three days a week for his new job. Charlie is most likely to use _____ for this purchase.

36. When a consumer purchases products occasionally or needs information about an unfamiliar brand in a familiar product category, he or she will most likely engage in

37. When a new variety of Quaker whole-grain breakfast cereals is first introduced, consumers will most likely engage in ____ when deciding whether or not to purchase this new product.

38. Jaimie plans to buy a new swimsuit for her spring break cruise. She has not seen this year's styles and thus will do some comparison shopping before making a purchase decision. Jaimie is engaging in

39. Kellogg's is introducing a new Eggo bran waffle for toasters. Television commercials will be a key element in communicating the benefits associated with this product. Based on that decision, Kellogg's is expecting consumers to engage in what form of decision making?

40. For which of the following products would a consumer most likely use limited decision making?

41. Extended decision making is the type of consumer decision-making process that

42. Which of the following products would probably require extended decision making before a purchase?

43. Jordan and Cindy are searching for an apartment. They will most likely engage in which one of the following forms of decision making?

44. Marilyn went to Sam’s Wholesale Club to shop for a party she was hosting on the weekend. She knew that she could buy larger quantities of food items than she normally did, and they would also be much less expensive. She checked everything off her list and proceeded to the checkout lines. Passing a display of fresh flowers, she thought, “Wouldn’t those be nice for the party?” She selected one of the bouquets and placed it in her cart. Marilyn has most likely engaged in ______ when selecting the food for her party, and ____ when selecting the flowers.

45. Melissa goes to Target to purchase school supplies for her two children. As she is approaching the checkout counter, she sees a vase she just has to have and buys it immediately. Melissa's purchase of the vase is an example of

46. Elaine is buying furniture for her apartment for the first time. She is spending considerable time and effort comparing the products that different stores offer. Which type of decision-making process is she using?

47. Sehun is shopping for a new suit to wear to an important interview. He really wants to impress his prospective employer and is shopping at many stores to find the right outfit. Sehun is using which type of consumer decision-making process?

48. The most significant factor influencing a buyer’s level of involvement is

49. The five categories of situational influences are

50. Thoughts about who will be around when the product is used or consumed relate to which of the following situational influences?

51. Which of the following is not a physical surroundings factor influencing buying decisions?

52. Eavin Singh makes an appointment to visit with a new dermatologist in town because of a recent bad sunburn. When he arrives at the dermatologist's office, Eavin notices a foul odor in the air, worn floor coverings, cluttered rooms that have paint peeling from the walls, and poor lighting. However, the other patients in the waiting room were talking about how much they liked the doctor. While Eavin viewed the dermatologist as competent, Eavin decided not to visit him again even though the dermatologist recommended a follow-up. Which situational influences are most likely to have affected Eavin’s decision?

53. The primary psychological influences on consumer behavior are

54. Perception is a three-step process that involves

55. In the process of perception, individuals receive sensations through sight, sound, taste, smell, and hearing. These sensations are called

56. Selective exposure refers to

57. As Deanna walks to classes, she selects, organizes, and interprets the sensations she is receiving through her sense organs. Deanna is experiencing the process of

58. Renato is in the market for a new car. He believes that lately there have been more car ads than usual on TV. The need Renato has is most likely driving which of the following phenomena?

59. After certain inputs have been selected to reach an individual's awareness, the next step in the perceptual process is perceptual

60. Eloise reads through her e-mails containing advertisements for sweaters from H&M, purses from JCPenney, and athletic shoes from Foot Locker. Later while at the mall, she remembers only the shoe ad, thanks to the recent tear in her own Reeboks. Eloise has engaged in selective

61. When organizing perceptual inputs, people tend to mentally fill in missing elements in a pattern or statement. This principle is called

62. Assignment of meaning to organized information inputs is called

63. Consumers tend to remember information inputs that support their feelings and beliefs and forget inputs that do not. This is known as selective

64. Which of the following statements about how a consumer organizes inputs that reach awareness is most accurate?

65. Buyers' actions are affected by one or more internal energizing forces geared toward satisfying needs, which are called

66. Maslow's hierarchy of needs refers to the five levels of needs that humans seek to satisfy, from most to least basic to survival. These needs, in order from most to least basic to survival are

67. According to Maslow's hierarchy of needs,

68. Shortly after moving into their new home, Eliot and Catarina Park purchase and install smoke detectors and an alarm system. The Parks are concerned about fulfilling their need for

69. Jiniva now feels that her teeth are not white enough after seeing advertisements for whitening toothpaste. Marketers promote these brands based on ____ needs, appealing to sex appeal.

70. People's needs to grow, develop, and achieve their full potential are referred to by Maslow as ____ needs.

71. The U.S. Army recruits soldiers based on the slogan, "Army Strong," implying that people can reach their full personal potential in the U.S. Army. This is an appeal to what need according to Maslow's hierarchy of needs?

72. Psychological influences that determine where a person purchases products on a regular basis are called

73. Lea is shopping for low-calorie frozen dinners to take to work for lunch. Lea has always been mindful of the total calories and the number of fat grams in these dinners. However, after reading an article about the high sodium counts in frozen meals and the maximum grams of sodium a woman should eat daily, she now pays attention to the sodium as well. The changes in Lea’s thought processes and behavior caused by this information are called

74. Marketers often provide consumers with free samples, sometimes coupled with coupons, to help them gain experience with their products and facilitate consumer

75. Marketers help consumers learn through free samples, sometimes coupled with coupons, to reduce purchase risk, through a practice called

76. An attitude is

77. Having used both Secret and Sure deodorants, Ariel feels that Secret is a good product and the one that best meets her needs. She has formed a(n) ____ about Secret.

78. Cognitive, affective, and behavioral are the three major components of

79. As Gwyn has become more knowledgeable about health, obesity, and quality ingredients, her attitude toward soft drinks and fast food have become less favorable, while her attitude toward healthier brands like Panera and LaCroix has improved. This best relates to the _______ component of attitude.

80. What consumer research method is a means of measuring consumer attitudes by gauging the intensity of individuals’ reactions to adjectives, phrases, or sentences about an object?

81. Cindy prefers to shop at Target for most of her household needs even though the same products and brands are available at Kmart. She prefers the service, location, and friendliness of the employees at Target. Cindy’s reasons that influence her decision to shop at Target are called

82. An attitude scale measures the

83. Changing people's attitudes toward a firm and its marketing program is

84. The results of many studies have been inconclusive regarding the association between buyer behavior and

85. Hereditary characteristics combined with personal experiences that together make an individual unique form one's

86. The development of a person's self-concept is a function of

87. Jack spends most of his free time participating in extreme sports and traveling to exotic locations with a group of close friends who share his interests and opinions about most things. This is a description of Jack’s

88. A consumer's buying decisions are affected in part by the people around him or her. Such people and the forces they exert on an individual buyer are called

89. Aletsey is a prosecuting attorney for the city of Cleveland. She is also vice president for the local parent/teacher organization and a coach for her daughter’s soccer team. The actions and activities associated with each of these positions constitute Aletsey’s

90. The forces that other people exert on one's buying behavior are called social influences. These come from reference groups and opinion leaders, digital influences, social classes, culture and subcultures, roles, and

91. Children often achieve ____ by observing parents and older siblings in purchase situations and then through their own purchase experiences.

92. Sofia is interested in joining Alpha Zeta Chi’s sorority. She begins to shop at Renee's, a local store where the Alphas buy their clothes. She also asks her family for a new car because all the sorority members have new cars. In these instances, Sofia is influenced by

93. The three major types of reference groups are

94. Carson’s little brother Colby joined the Boy Scouts recently. Carson notices that in addition to wearing the Boy Scout uniform, Colby has been better about keeping his everyday clothes neat and clean, has been searching online for camping gear, and has become interested in “green” products. Carson believes that the Boy Scouts are now a reference group for Colby because he

95. Which one of the following is most likely to be a product for which both the purchasing decision and the brand decision are strongly influenced by reference groups?

96. Digital influences, such as online review sites and social networks, allow shoppers to reduce their _______ by gaining information from others.

97. Digital influences have largely replaced 

98. An opinion leader is likely to be most effective under all of the following conditions except when the

99. Which of the following statements regarding social class is true?

100. An open aggregate of people with similar social ranking is referred to as a

101. Our society uses many factors, including occupation, educational level, income, wealth, religion, race, ethnic group, and possessions, to group people into

102. A culture can be divided into subcultures according to

103. Market researchers for a local bakery determined that Jewish people consume 63% of the portion of bagels sold in New York City. This is an example of ____ influence on consumer buying decision processes.

104. Which of the following is the fastest growing subculture in the United States?

105. Which of the following is an example of consumer misbehavior?

106. Purposeful actions to take advantage of or harm others during a transaction is best described as 

107. Scenario 6.1

Use the following to answer the questions.

Consumers use information from many sources when making purchasing decisions, including information from friends and family members. One of the most dissatisfying consumer experiences is with auto repair. Aware of this, Kate has asked several of her friends and family members where they have their cars repaired, since she has experienced a problem starting her car when the weather is cold. Kate has heard that Skola's Auto Repair has reasonable prices, but it can be difficult to get an appointment. Steve, one of Kate’s friends, had a very poor experience with Skola's. However, once he complained to them, they fixed the situation and now he prefers their auto repair shop over others.

Refer to Scenario 6.1. The type of decision making that Kate is using to select an auto repair shop would be

108. Scenario 6.1

Use the following to answer the questions.

Consumers use information from many sources when making purchasing decisions, including information from friends and family members. One of the most dissatisfying consumer experiences is with auto repair. Aware of this, Kate has asked several of her friends and family members where they have their cars repaired, since she has experienced a problem starting her car when the weather is cold.  Kate has heard that Skola's Auto Repair has reasonable prices, but it can be difficult to get an appointment.  Steve, one of Kate’s friends, had a very poor experience with Skola's.  However, once he complained to them, they fixed the situation and now he prefers their auto repair shop over others.

Refer to Scenario 6.1. A dissatisfied Skola's Auto Repair customer told a friend about his experience. The friend has been a long-time Skola's customer and the next day, didn't remember what he told her. This is an example of

109.  Scenario 6.1

Use the following to answer the questions.

Consumers use information from many sources when making purchasing decisions, including information from friends and family members. One of the most dissatisfying consumer experiences is with auto repair. Aware of this, Kate has asked several of her friends and family members where they have their cars repaired, since she has experienced a problem starting her car when the weather is cold. Kate has heard that Skola's Auto Repair has reasonable prices, but it can be difficult to get an appointment. Steve, one of Kate’s friends, had a very poor experience with Skola's. However, once he complained to them, they fixed the situation and now he prefers their auto repair shop over others.

Refer to Scenario 6.1. The change in Steve's behavior toward Skola's Auto Repair, caused by the company's response to his complaint, is a function of

110. Scenario 6.1

Use the following to answer the questions.

Consumers use information from many sources when making purchasing decisions, including information from friends and family members. One of the most dissatisfying consumer experiences is with auto repair. Aware of this, Kate has asked several of her friends and family members where they have their cars repaired, since she has experienced a problem starting her car when the weather is cold. Kate has heard that Skola’s Auto Repair has reasonable prices, but it can be difficult to get an appointment. Steve, one of Kate’s friends, had a very poor experience with Skola’s. However, once he complained to them, they fixed the situation and now he prefers their auto repair shop over others.

Refer to Scenario 6.1. Positive feelings generated by satisfaction with Skola’s response will become part of Steve’s

111. Scenario 6.2

Use the following to answer the questions.

Both the Toyota Sienna and the Nissan Quest were very popular choices for family vans. Toyota noticed that the majority of its customers were families with 3 or more children, and so they developed commercials that featured larger families. They also produced commercials that featured Hispanic-looking actors and for some markets, in Spanish. Alicia Desario and her husband were currently shopping for a van for their family. As Alicia listened to an advertisement on the television about the Nissan Quest, she noticed that the Nissan cost about $27,000 and had gas mileage of about 17 mpg. She recalled an earlier ad for the Toyota Sienna, which also cost about $27,000, but had gas mileage of about 21 mpg. She also liked the way the family was portrayed in the Toyota ad, showing the children in the back seats having plenty of room, watching the DVD players, and having their own sound controls. When she spoke to Carlos, her husband, about how much she liked the Toyota van, he replied that its gas mileage was too low at only 16 mpg. Since Alicia didn't agree with that number, he produced a magazine ad that supported his claim of the 16 mpg for the Toyota. Alicia couldn't believe that she had made such an error in hearing what the gas mileage was for the Toyota and the Nissan.

Refer to Scenario 6.2. The fact that Alicia had remembered the gas mileage of the Toyota Sienna incorrectly is most likely an example of

112. Scenario 6.2

Use the following to answer the questions.

Both the Toyota Sienna and the Nissan Quest were very popular choices for family vans. Toyota noticed that the majority of its customers were families with 3 or more children, and so they developed commercials that featured larger families. They also produced commercials that featured Hispanic-looking actors and for some markets, in Spanish. Alicia Desario and her husband were currently shopping for a van for their family. As Alicia listened to an advertisement on the television about the Nissan Quest, she noticed that the Nissan cost about $27,000 and had gas mileage of about 17 mpg. She recalled an earlier ad for the Toyota Sienna, which also cost about $27,000, but had gas mileage of about 21 mpg. She also liked the way the family was portrayed in the Toyota ad, showing the children in the back seats having plenty of room, watching the DVD players, and having their own sound controls. When she spoke to Carlos, her husband, about how much she liked the Toyota van, he replied that its gas mileage was too low at only 16 mpg. Since Alicia didn't agree with that number, he produced a magazine ad that supported his claim of the 16 mpg for the Toyota. Alicia couldn't believe that she had made such an error in hearing what the gas mileage was for the Toyota and the Nissan.

Refer to Scenario 6.2. Carlos' knowledge of the correct gas mileage is an example of the ____ component of his attitude toward the Toyota, while Alicia's feelings about the children in the commercial being happy in the Toyota van were an example of the ____ component of her attitude.

113. Scenario 6.2

Use the following to answer the questions.

Both the Toyota Sienna and the Nissan Quest were very popular choices for family vans. Toyota noticed that the majority of its customers were families with 3 or more children, and so they developed commercials that featured larger families. They also produced commercials that featured Hispanic-looking actors and for some markets, in Spanish. Alicia Desario and her husband were currently shopping for a van for their family. As Alicia listened to an advertisement on the television about the Nissan Quest, she noticed that the Nissan cost about $27,000 and had gas mileage of about 17 mpg. She recalled an earlier ad for the Toyota Sienna, which also cost about $27,000, but had gas mileage of about 21 mpg. She also liked the way the family was portrayed in the Toyota ad, showing the children in the back seats having plenty of room, watching the DVD players, and having their own sound controls. When she spoke to Carlos, her husband, about how much she liked the Toyota van, he replied that its gas mileage was too low at only 16 mpg. Since Alicia didn't agree with that number, he produced a magazine ad that supported his claim of the 16 mpg for the Toyota. Alicia couldn't believe that she had made such an error in hearing what the gas mileage was for the Toyota and the Nissan.

Refer to Scenario 6.2. Toyota's production of commercials that featured Hispanic actors and the Spanish language is an example of marketing to

114. Scenario 6.2

Use the following to answer the questions.

Both the Toyota Sienna and the Nissan Quest were very popular choices for family vans. Toyota noticed that the majority of its customers were families with 3 or more children, and so they developed commercials that featured larger families. They also produced commercials that featured Hispanic-looking actors and for some markets, in Spanish. Alicia Desario and her husband were currently shopping for a van for their family. As Alicia listened to an advertisement on the television about the Nissan Quest, she noticed that the Nissan cost about $27,000 and had gas mileage of about 17 mpg. She recalled an earlier ad for the Toyota Sienna, which also cost about $27,000, but had gas mileage of about 21 mpg. She also liked the way the family was portrayed in the Toyota ad, showing the children in the back seats having plenty of room, watching the DVD players, and having their own sound controls. When she spoke to Carlos, her husband, about how much she liked the Toyota van, he replied that its gas mileage was too low at only 16 mpg. Since Alicia didn't agree with that number, he produced a magazine ad that supported his claim of the 16 mpg for the Toyota. Alicia couldn't believe that she had made such an error in hearing what the gas mileage was for the Toyota and the Nissan.

Refer to Scenario 6.2. Since Alicia and Carlos were using gas mileage as one of their evaluative criteria, they are most likely in the ____ phase of the consumer buying process.

115. The consumer buying decision process involves _______ stages. The first stage is ____________, and the last stage is _____________.

116. In your market research into the buying behavior of a target market, you have confirmed that members of the group do in fact exhibit varying levels of involvement when buying certain products. For example, you confirmed the group has a __________ level of involvement when they are purchasing cars and clothing. When they are shopping for groceries, they exhibit a __________ level of involvement.

117. Experience has shown you that your customers’ buying decisions can be significantly affected by situational influences. You are analyzing past sales activities to better understand how these factors translate into sales impacts. Which of the following statements is true about situational influences on the consumer’s buying decision process?

118. Psychological influences are internal factors that impact a consumer’s buying decision process. More specifically, ___________ is one type of psychological influence wherein the consumer has a tendency to twist or change information received to fit their own personal feelings or beliefs.

119. Credit card companies maintain staffs of professionals whose primary responsibility is to monitor the activity on cardholders’ accounts to spot potential fraudulent purchases or stolen cards. These staffs are employed to prevent which of the following?

120. You commute a long distance to get to work every day, and the cost of gasoline is putting a strain on your personal finances. You realize that you need to look at buying a new car that gets better gas mileage, or that doesn’t run on gasoline at all. In terms of the traditional consumer buying decision process, you are currently in the ___________ stage, and you are about to enter the ___________ stage.

121. High school seniors who are trying to decide which college to attend and newlyweds looking to buy their first home exhibit the same behavior with respect to their level of involvement in their buying process. Which of the following best describes this common buying behavior?

122. According to Maslow’s hierarchy of needs, human beings have five levels of needs they are constantly seeking to satisfy. The need for love and affection is an example of one of humans’ _________________ needs.

123. Marketers must understand a target group’s culture if they hope to construct an effective marketing mix for the target group. Culture is the accumulation of values, customs, beliefs, and knowledge the target group possesses. Culture includes tangible items such as _____________. Additionally, culture includes intangible items such as ________________.

124. Jacob is a purchasing manager of computer and software equipment for his company, which employs about 350 individuals. He subscribes to PC Magazine and several other trade publications that review computer hardware and software. In addition, Jacob is an active user of online forums and often reads reviews that other purchasing managers post about different computer models. Jacob spends about 1–2 hours each week reviewing information through these sources before making purchasing decisions. What stage of the consumer decision process is Jacob most likely in?

125. Tao recently purchased a Ford F150 truck and has owned it for about a week. Earlier in the day, he received a call from Scott, the sales representative who sold him the truck. Scott called to check to see whether Tao had any questions or problems with the truck and if he had learned how to navigate all the bells and whistles. Scott also reminded Tao about how Ford is highly regarded as one of the best automobile brands and that the Ford truck is the #1 truck brand in the United States. What phenomenon is Scott trying to prevent by contacting his customer?

126. Bethany is looking for a Mother’s Day gift for her mom and wants to purchase some type of perfume or cologne. She knows that her mom currently wears a perfume made by Christian Dior called J’adore. When she arrives at the perfume counter, she notices that Christian Dior has several new scents available and a variety of gift boxes that also include powder and body lotion. Bethany is trying to decide what to purchase—whether to try a new fragrance or not. Bethany is willing to spend time trying the different scents, but since the gift boxes only cost $75, there’s little risk involved. What type of consumer decision will this purchase most likely be for Bethany?

127. Tierra has been a loyal customer of Apple for years. She likes to own the latest products and looks forward to announcements about product releases. She owns an Apple phone, iPad, and MacBook and hopes to purchase the new model phone when it’s released in the fall. Tierra was talking to one of her friends about Apple and was surprised to learn that Apple was involved in some workforce-related issues at their overseas plant. Her friend was telling her that Apple paid very low wages and people were required to work long hours. Tierra reasoned that this issue must be related to a third-party manufacturer since Apple would never treat their employees this way. She dismisses the incidence and explained to her friend that it must have been an honest mistake. What type of process is Tierra utilizing with regard to the information about Apple?

128. Luhan was surprised at work today with a cash bonus. As the account executives were preparing to leave the office, their district manager distributed $100 bills and thanked everyone for their efforts. Luhan was incredibly surprised — he had no idea the company would hand out cash as an incentive or reward. He’s wanted a certain pair of shoes he saw at the store but couldn’t really justify the purchase. However, since he’s received this unexpected cash bonus, Luhan decides to stop by the shoe store after work to purchase the shoes. Luhan’s purchasing decision is influenced by which category of situational factors?

129. Tatenda is an account manager for the music production company, Live Nation, and has always been an avid musician and music enthusiast. Tatenda is responsible for working with one of their major clients, State Farm Insurance, who is a major sponsor of various music festivals such as the Coachella Valley Music and Arts Festival, Bonnaroo, Lollapalooza, and Bumbershoot. In his free time, Tatenda plays guitar in a band and enjoys performing at open mic nights or the occasional gig. His job and his hobbies mesh so well that he doesn’t even feel like work is “work”—it’s more recreation to Tatenda since he enjoys the music industry so much. Tatenda’s passion for music and his view of himself as a musician influences his purchasing choices of products and brands. Tatenda’s ________ influences his purchasing decisions as he seeks to purchase items that reflect or enhance his persona.

130. George is a marketing research consultant and specializes in qualitative research. He’s a member of the Qualitative Research Association and enjoys attending regional and national meetings where he can meet other consultants and participate in workshops to improve his skills. George always finds one to two new books to purchase from the trade show and truly enjoys the chance to expand his knowledge base through these learning opportunities. He knows that this new knowledge will improve his capabilities to deliver the type of consultation his clients might desire and will enable him to effectively compete for work. George’s attendance at these national meetings and his book purchases are motivated by his need of ________ , one of Maslow’s hierarchy of needs.

131. Adonis and Bianca have been married for a year and are starting to establish their decision-making styles as a couple. Bianca enjoys shopping and likes to browse the grocery store aisles rather than using a list. While this is time consuming, she always discovers some cool product and usually makes some unplanned purchases. Adonis appreciates Bianca’s efforts and tries to reciprocate by taking care of any purchases for their car or to maintain their home such as getting the oil changed, buying tools, or lawn mowing equipment. Bianca’s purchases of all of the grocery items can be described as _______ decision making, while Adonis’ purchases for the car or home maintenance items are called ______decision making.

132. Lisa is completing her senior year of college and is living in an apartment with three friends. Her family has a subscription to Netflix, and Lisa is able to use the log-on ID and password while she’s at college. Lisa does not have cable TV or satellite TV as she typically streams shows or movies that are available online for free or through Netflix. Several of Lisa’s friends don’t have a subscription to Netflix, so Lisa has given them her log-on ID and password so they can watch their shows. She doesn’t mind sharing the Netflix subscription with her friends—what could it hurt? She has heard that the entertainment industry and Netflix are upset over people sharing their subscription to the streaming services in this way. Lisa’s sharing of her family’s Netflix subscription is an example of ________, which is estimated to cost the electronics and entertainment industries over $50 billion annually.

133. Caleb is a football enthusiast. He watches all the big games, collects football memorabilia, and knows everything there is to know about football history. His best friend Shang is not a football fan. However, he does enjoy watching the Super Bowl every year because of all the excitement. He even finds that he gets really into the game. Usually the Super Bowl is the only football game Shang watches, but he still looks forward to it every year. Caleb has a(n) ____________ involvement with football, whereas Shang has more of a(n) _____________involvement. 

134. Kaitlyn recently visited a Teavana store and wanted to purchase its $79.95 ice tea maker. She has never bought from Teavana before, but she knows it is owned by Starbucks. Kaitlyn views Starbucks very positively and loves their drinks. Kaitlyn will most likely use ______________ when determining whether to purchase the ice tea maker.

135. What stage of the consumer buying decision process comes after problem recognition?

136. Sonya wants to buy a new car. She turns to her friend who is a car enthusiast for his recommendation. He tells her Toyota is by far the best brand. Sonya goes to a Toyota dealership. She notices a Toyota Corolla that is at a reasonable price point. However, she likes the fact that the Toyota Camry is a mid-sized car, but it is more expensive. Sonya tries to remember what her friend told her but is having trouble. She starts weighing the benefits of both vehicles in an attempt to make her final decision. The fact that Sonya sought advice from her friend is an example of _________________. Her attempt to weigh the benefits of the vehicles against one another is _______________.

137. Cognitive dissonance is most likely to occur during which part of the decision-making process? 

138. Alberto loves Chipotle Mexican Grill. He views it as being socially responsible and loves the food. The other day he read in the paper that several people got sick from E. coli from Chipotle Mexican Grill restaurants. The article also detailed safety measures Chipotle was instituting to prevent this from happening again. Alberto would expect nothing less from Chipotle. He feels confident that Chipotle will institute highly effective safety measures. This is most likely an example of 

139. Nicole went to a five-star restaurant that had great reviews. The atmosphere was wonderful and she enjoyed the company of her friends and her boyfriend, Justin. However, at the table next to them sat a family with five kids. The kids were very loud and often ran around. Nicole, who is not fond of kids, was very annoyed. When she left the restaurant, she remarked to her friend that she didn't see what all the hype over the restaurant was about. Nicole was most likely influenced by 

140. Samson visits REI frequently because he likes the depth of its product selection. He also likes the friendliness of the staff and REI's environmental activism. Samson is influenced by ___________ motives.

141. When Anna started high school, she dated a boy on the football team. The relationship ended badly, and Anna swore off jocks forever. She avoids sports games and tells everyone she knows how lame school sports are. Recently, she started dating a new boyfriend who has embraced the Goth persona. Anna thinks he is very cool and wants to be just like him. Anna views jocks as a(n) _____________________, while she views those who embrace the Gothic lifestyle as a(n) _____________________.