Ch. 6 Test - Consumer Behavior

Name

1. Need recognition

• is the beginning of the customer decision process
• occurs when consumers recognize they have an unsatisfied need
• is when consumers want to go from their needy state to a different, desired state
• All of the above are correct
• None of the above are correct

2. "Functional needs" pertain to the

• price of a product
• performance of product
• personal gratification consumers associate with a product
• search for information about a product

3. "Psychological needs" pertain to the

• post purchase cognitive dissonance
• performance of product
• personal gratification consumers associate with a product
• search for information about a product

4. In an external search for information, the buyer

• examines his or her own memory and knowledge about the product
• takes the first step in the purchasing process
• seeks information outside his or her personal knowledge base to help make the buying decision
• seeks to meet psychological needs

5. Actual or perceived risk associated with purchase decisions can delay or discourage a purchase. Marketers try to minimize these risks.

• True
• False

6. Risk that involves the perceived danger inherent in a poorly performing product or service

• social
• financial
• physiological (safety)
• performance

7. Risk that is associated with the initial cost of the purchase as well as the costs of using the item

• psychological
• financial
• physiological (safety)
• performance

8. Risk that involves the fears that consumers suffer when they worry others might not regard their purchases positively

• social
• financial
• physiological (safety)
• performance

9. Risk that refers to the fear of an actual harm should the product not perform properly

• social
• financial
• physiological (safety)
• psychological