76. Harley-Davidson customers are mainly the Hell’s Angels/Muscle Heads crowd.
(Answer: False; p. 128; Easy)
77. The Harley-Davidson Company found out that buying behavior is simple and understanding it is the essential task of marketing management.
(Answer: False; p. 128; Moderate)
78. Consumer buying behavior refers to the buying behavior of businesses.
(Answer: False; p. 128; Easy)
79. The central question for marketers is: How do consumers respond to various marketing efforts the company might use? The starting point is called the stimulus-response of buyer behavior.
(Answer: True; p. 129; Moderate)
80. A dissonance-reducing buying behavior is designed to probe consumers’ hidden, subconscious motivations.
(Answer: False; p. 145; Challenging)
81. Each culture contains groups of people with shared value systems based on common life experiences and situations.
(Answer: True; p. 129; Moderate)
82. Asian Americans, the fastest growing and most affluent U.S. demographic segment, include Chinese Americans, Japanese Americans, Asian Indians, Korean Americans, and Filipino Americans.
(Answer: True; p. 132; Easy)
83. Younger consumers are better off financially than mature consumers. They are the ideal market for exotic travel, restaurants, high-tech home entertainment products, and leisure goods and services.
(Answer: False; p. 132; Easy)
84. Social classes are society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors.
(Answer: True; p. 132; Easy)
85. Social classes are now taking to the streets, as well as cafes, nightclubs, and the Internet, in record numbers. Their goal: to seek out the trendsetters in each community and subtly push them into talking up a specific brand to their friends and admirers.
(Answer: False; p. 132; Moderate)
86. Lifestyle is a person’s pattern of living as expressed in his or her psychographics.
(Answer: True; p. 136; Easy)
87. A belief is the specific mix of human traits that may be attributed to a particular brand.
(Answer: False; p. 141; Moderate)
88. A person’s buying choices are further influenced by four major psychological factors: motivation, perception, learning, and beliefs and attitudes.
(Answer: True; p. 138; Easy)
89. A motive exists when consumers are highly involved with an expensive, infrequent, or risky purchase but see little difference among brands.
(Answer: False; p. 138; Easy)
90. Maslow’s theory is that human needs are arranged in a hierarchy. They include physiological needs, safety needs, social needs, esteem needs, and self-actualization needs. An unsatisfied need motivates one to take action to satisfy it.
(Answer: True; p. 139; Moderate)
91. Alternative evaluation is the process by which people select, organize, and interpret information to form a meaningful picture of the world.
(Answer: False; p. 142; Challenging)
92. The consumer’s purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and purchase decision. The first factor is need recognition.
(Answer: False; p. 143; Moderate)
93. After purchasing the product, the consumer will be satisfied or dissatisfied and will engage in postpurchase behavior.
(Answer: True; p. 144; Easy)
94. Almost all major purchases result in cognitive dissonance, or discomfort caused by postpurchase conflict.
(Answer: True; p. 144; Easy)
95. When a consumer learns about a new product for the first time and makes a decision to try it, it is called the alternative evaluation process.
(Answer: False; p. 142; Moderate)
96. People differ greatly in their readiness to try new products. In each product area, there are “consumption pioneers.” They are also called laggards.
(Answer: False; p. 146; Challenging)
97. Early adopters are guided by respect; they are opinion leaders in their communities and adopt new ideas early but carefully.
(Answer: True; p. 146; Moderate)
98. The early majority are deliberate; although they rarely are leaders, they adopt new ideas before the average person.
(Answer: True; p. 146; Moderate)
99. The late majorities are skeptical; they adopt an innovation only after their friends have tried it.
(Answer: False; p. 146; Challenging)
100. In general, innovators tend to be relatively older, more mature, and have a lower income than late adopters.
(Answer: False; p. 146; Challenging)
101. Five characteristics are especially important in influencing an innovation’s rate of adoption. Two of these are relative advantage and compatibility.
(Answer: True; p. 147; Moderate)
102. Although consumers in different countries have different values, attitudes, and behaviors, the products they buy are very similar to each other.
(Answer: False; p. 148; Challenging)
103. Dissonance-reducing buying behavior occurs when consumers are highly involved with an expensive, infrequent, or risky purchase but see a lot of difference among brands.
(Answer: False; p. 144; Challenging)
104. Alternative evaluation is how the consumer processes information to arrive at brand choices. Consumers do not use a simple and single evaluation process in all buying situations.
(Answer: True; p. 143; Moderate)
105. The consumer’s purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and purchase decision. The first factor is need recognition.
(Answer: False; p. 143; Moderate)
