Test Bank for Consumer Behavior, 13th Edition

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Consumer Behavior
Thirteenth Edition
Michael R. Solomon
Test Bank (Download only) for
Consumer Behavior, 13e
Revised by John Capela

1
Consumer Behavior, 13e (Solomon)
Chapter 1 Buying, Having, and Being: An Introduction to Consumer Behavior
1) A(n) ________ is a person who identifies a need or desire, makes a purchase, and then
disposes of a product during the three stages of the consumption process.
A) marketer
B) consumer
C) influencer
D) content generator
Answer: B
Diff: 1
LO: 1.1: Consumer behavior is a process.
AACSB: Application of knowledge
2) Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her
sorority's formal event. The stores were crowded, and none of her favorite shops carried a dress
that she liked in her size. After spending hours at the mall, Jenny decided to order her dress
online and just return it if it was not exactly right. This story is an example of how consumer
behavior is a(n) ________.
A) industry
B) process
C) art form
D) theory
Answer: B
Diff: 2
LO: 1.1: Consumer behavior is a process.
AACSB: Analytical thinking
3) Which of the following is the study of the processes involved when individuals or groups
select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and
desires?
A) lifestyle marketing
B) role theory
C) consumer behavior
D) marketing research
Answer: C
Diff: 1
LO: 1.1: Consumer behavior is a process.
AACSB: Application of knowledge

2
4) Which term refers to the bond between product and consumer that is difficult for competitors
to break?
A) brand loyalty
B) custom
C) patronage
D) relationship
Answer: A
Diff: 1
LO: 1.1: Consumer behavior is a process.
AACSB: Application of knowledge
5) Which of the following time periods is encompassed in the study of consumer behavior?
A) prepurchase
B) purchase
C) postpurchase
D) All of the above
Answer: D
Diff: 1
LO: 1.1: Consumer behavior is a process.
AACSB: Application of knowledge
6) Which of the following is NOT a stage of the consumption process?
A) desire
B) pre-purchase
C) purchase
D) post-purchase
Answer: A
Diff: 1
LO: 1.1: Consumer behavior is a process.
AACSB: Application of knowledge
7) According to the basic marketing concept, a firm exists to ________, only to the extent that
they understand the people or organizations that will use the products and services they sell.
A) influence popular culture
B) dominate market share
C) nurture relationships
D) satisfy needs
Answer: D
Diff: 2
LO: 1.1: Consumer behavior is a process.
AACSB: Application of knowledge

3
8) Which of the following is NOT considered a demographic?
A) sex
B) income
C) lifestyle
D) occupation
Answer: C
Diff: 1
LO: 1.1: Consumer behavior is a process.
AACSB: Application of knowledge
9) A transaction in which two or more organizations or people give and receive something of
value is called ________.
A) buyer behavior
B) an exchange
C) perception
D) consumer perspective
Answer: B
Diff: 1
LO: 1.1: Consumer behavior is a process.
AACSB: Application of knowledge
10) ________ are statistics that measure observable aspects of population.
A) Psychographics
B) Lifestyles
C) Demographics
D) Benefits
Answer: C
Diff: 2
LO: 1.1: Consumer behavior is a process.
AACSB: Application of knowledge
11) When a transaction occurs between two or more organizations or people who give and
receive something of value, an exchange has taken place.
Answer: TRUE
Diff: 1
LO: 1.1: Consumer behavior is a process.
AACSB: Application of knowledge
12) According to the definition of consumer behavior, how a consumer disposes of an idea and
accepts another is part of consumer behavior.
Answer: TRUE
Diff: 2
LO: 1.1: Consumer behavior is a process.
AACSB: Application of knowledge

4
13) Because consumer behavior is now examined as an entire consumption process that includes
pre-purchase and post-purchase issues, exchange theory is irrelevant to the study of consumer
behavior.
Answer: FALSE
Diff: 2
LO: 1.1: Consumer behavior is a process.
AACSB: Application of knowledge
14) Descriptive characteristics of a population are called demographics.
Answer: TRUE
Diff: 1
LO: 1.1: Consumer behavior is a process.
AACSB: Application of knowledge
15) Demographics are statistics that measure observable aspects of a population, such as birth
rate, age distribution, and income.
Answer: TRUE
Diff: 1
LO: 1.1: Consumer behavior is a process.
AACSB: Application of knowledge
16) In the early stages of development, consumer behavior was known as buyer behavior. What
important aspect of the exchange process does this change in name reflect?
Answer: Buyer behavior reflects an emphasis on the act of purchase, but this exchange is
dependent upon a number of pre-purchase and post-purchase perspectives and behaviors. To
fully understand why an exchange is made, researchers must look at decisions and influences
before the exchange, as well as the expectations of what happens after the exchange. The study
of consumer behavior accounts for pre-purchase and post-purchase issues along with purchase
issues, rather than simply buyer behavior.
Diff: 2
LO: 1.1: Consumer behavior is a process.
AACSB: Reflective thinking
17) Explain the term "market segmentation strategies."
Answer: Market segmentation strategies means an organization targets its product, service or
idea only to a specific group of consumers rather than everybody.
Diff: 2
LO: 1.1: Consumer behavior is a process.
AACSB: Application of knowledge
18) Explain what a consumer is.
Answer: A consumer is a person who identifies a need or desire, makes a purchase, and then
disposes of the purchase during the three stages of the consumption process.
Diff: 2
LO: 1.1: Consumer behavior is a process.
AACSB: Application of knowledge

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5
19) Is there a 'right way' for retailers to help in times of disaster?
Answer: In trying to take action in the face of disasters and tragic events, retailers and brands
can find themselves walking a difficult line. On one hand, it's important for businesses to take
authentically charitable steps in such instances. High-profile charitable acts can also encourage
other brands to step in and donate or act.
However, the fact that businesses are motivated by profit can make such efforts appear like
cynical branding exercises if not handled properly.
For example, when Hurricane Sandy devastated cities on the East Coast in 2012, some marketers
rose to the occasion, whereas others stumbled in the wind. Gap, for example, tweeted, "We'll be
doing lots of Gap.com shopping today. How about you?" American Apparel offered an incentive
to shoppers: "In case you're bored during the storm, just Enter SANDYSALE at Checkout."
Many of the storm victims were not amused. One tweeted, "Hey @americanapparel people have
died and others are in need. Shut up about your #Sandy sale."
In contrast, Allstate ran radio commercials to let policyholders know how to file claims quickly.
JetBlue Airways waived change and cancellation fees for people who had to rebook. How's this
for a relationship builder? Duracell batteries sent a truck to New York City that offered free
batteries and access to charging lockers for mobile devices and computers to desperate people
who had been without power (or even worse, access to social media).
Diff: 2
LO: 1.1: Consumer behavior is a process.
AACSB: Analytical thinking
20) The 80/20 rule (20 percent of users account for 80 percent of sales) targets what user group?
A) all consumers
B) light users
C) heavy users
D) moderate users
Answer: C
Diff: 1
LO: 1.2: Marketers have to understand the wants and needs of different consumer segments.
AACSB: Application of knowledge
21) Age, gender, family structure social class, race, ethnicity and income are all used ________.
A) to divide a market
B) as part of promotion
C) in social media
D) as part of the marketing mix
Answer: A
Diff: 2
LO: 1.2: Marketers have to understand the wants and needs of different consumer segments.
AACSB: Application of knowledge

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6
22) Why is age a common demographic category used in understanding consumer behavior?
A) Different age groups have different wants and needs.
B) Age is easier to categorize than gender.
C) Generational groups tend to be similar.
D) All of the above.
Answer: A
Diff: 2
LO: 1.2: Marketers have to understand the wants and needs of different consumer segments.
AACSB: Application of knowledge
23) Psychographics are used to measure ________.
A) social class
B) income
C) demographics
D) lifestyles
Answer: D
Diff: 1
LO: 1.2: Marketers have to understand the wants and needs of different consumer segments.
AACSB: Application of knowledge
24) People who belong to the same social class are most likely to have which of the following in
common?
A) social standing in the community
B) personality
C) ethnicity
D) family structure
Answer: A
Diff: 1
LO: 1.2: Marketers have to understand the wants and needs of different consumer segments.
AACSB: Application of knowledge
25) Which marketing philosophy emphasizes interacting with customers on a regular basis and
giving them reasons to maintain a bond with the company over time?
A) differentiated marketing
B) global marketing
C) social marketing
D) relationship marketing
Answer: D
Diff: 1
LO: 1.2: Marketers have to understand the wants and needs of different consumer segments.
AACSB: Application of knowledge

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7
26) Walmart tracks the habits of the 100 million customers who visit its stores each week and
responds with products and services directed toward those customers' needs based on the
information collected. This is an example of ________ marketing.
A) undifferentiated
B) database
C) relationship
D) consumer-generated
Answer: B
Diff: 2
LO: 1.2: Marketers have to understand the wants and needs of different consumer segments.
AACSB: Application of knowledge
27) The way consumers feel about themselves, the things they value, and the things they like to
do in their spare time are part of how marketers segment using ________.
A) gender
B) age
C) social class
D) lifestyle
Answer: D
Diff: 2
LO: 1.2: Marketers have to understand the wants and needs of different consumer segments.
AACSB: Application of knowledge
28) A person's marital status is important to which demographic variable?
A) gender
B) race
C) family structure
D) age
Answer: C
Diff: 1
LO: 1.2: Marketers have to understand the wants and needs of different consumer segments.
AACSB: Application of knowledge
29) Which term refers to the collection and analysis of extremely large data sets?
A) mainframe marketing data
B) internet information data
C) big data
D) online media data
Answer: C
Diff: 1
LO: 1.2: Marketers have to understand the wants and needs of different consumer segments.
AACSB: Information technology

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8
30) People who belong to the same social class are most likely to have which of the following in
common?
A) income and social standing in the community
B) personality
C) ethnicity
D) family structure
Answer: A
Diff: 1
LO: 1.2: Marketers have to understand the wants and needs of different consumer segments.
AACSB: Application of knowledge
31) American society is shifting from a mass culture, in which many consumers share the same
preferences, to a diverse culture in which consumers have almost an infinite number of choices.
Answer: TRUE
Diff: 2
LO: 1.2: Marketers have to understand the wants and needs of different consumer segments.
AACSB: Application of knowledge
32) The 80/20 rule states that 80 percent of consumers will use 20 percent of the product.
Answer: FALSE
Diff: 3
LO: 1.2: Marketers have to understand the wants and needs of different consumer segments.
AACSB: Application of knowledge
33) Consumers who share demographic characteristics such as ethnicity and age can have very
different lifestyles.
Answer: TRUE
Diff: 2
LO: 1.2: Marketers have to understand the wants and needs of different consumer segments.
AACSB: Application of knowledge
34) The fact that people often buy products not for what the products do but for what they mean
implies that a product's basic function is important.
Answer: TRUE
Diff: 2
LO: 1.2: Marketers have to understand the wants and needs of different consumer segments.
AACSB: Application of knowledge
35) A need is something a person must have to live.
Answer: TRUE
Diff: 1
LO: 1.2: Marketers have to understand the wants and needs of different consumer segments.
AACSB: Application of knowledge

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9
36) Explain the concept of the 80/20 rule and why it is important to marketers.
Answer: According to the 80/20 rule, 20 percent of a product's users account for 80 percent of
sales of that product. These heavy users are the product's most faithful customers. A company
that can identify, build relationships with, and create value for heavy users is likely to have a
successful marketing strategy.
Diff: 2
LO: 1.2: Marketers have to understand the wants and needs of different consumer segments.
AACSB: Application of knowledge
37) What is relationship marketing? Why is it so widely practiced by today's marketers?
Answer: Marketers who practice relationship marketing have realized that a key to success is
building relationships between brands and customers that will last a lifetime. In this type of
marketing, companies make an effort to interact with customers on a regular basis and give them
reasons to maintain a bond with the company over time. Relationship marketing is even more
important during an economic downturn.
Diff: 2
LO: 1.2: Marketers have to understand the wants and needs of different consumer segments.
AACSB: Application of knowledge
38) What is database marketing? Why is it so widely used by today's marketers?
Answer: Database marketing involves tracking consumer's buying habits very closely and
crafting products and messages tailored precisely to people's wants and needs based on this
information. As consumer markets are more and more segmented, marketers can use technology
such as database marketing to determine exactly what each consumer wants and determine how
to meet those wants.
Diff: 2
LO: 1.2: Marketers have to understand the wants and needs of different consumer segments.
AACSB: Information technology
39) What is database marketing? How is it used by consumers?
Answer: Database marketing tracks specific consumers buying habits very closely and crafts
products and messages tailored precisely to people's wants and needs based on this information.
Diff: 2
LO: 1.2: Marketers have to understand the wants and needs of different consumer segments.
AACSB: Information technology
40) Explain the difference between a need and a want?
Answer: The difference between a need and a want is a need is something a person must have to
live, while a want is a specific manifestation of a need.
Diff: 1
LO: 1.2: Marketers have to understand the wants and needs of different consumer segments.
AACSB: Application of knowledge

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10
41) When a product helps to establish the user's identity, the user is said to have a(n) ________
type of relationship with the product.
A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love
Answer: A
Diff: 1
LO: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.
AACSB: Application of knowledge
42) Music, movies, sports, and books are part of ________.
A) consumer marketing
B) popular culture
C) lifestyles
D) in-your-face marketing
Answer: B
Diff: 1
LO: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.
AACSB: Application of knowledge
43) When a product is part of a user's daily routine the user is said to have a(n) ________ type of
relationship with the product.
A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love
Answer: C
Diff: 1
LO: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.
AACSB: Application of knowledge
44) When a product elicits emotional bonds of warmth and affection, the user is said to have a(n)
________ type of relationship with the product.
A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love
Answer: D
Diff: 1
LO: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.
AACSB: Application of knowledge

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11
45) A relationship a person might have with a product is called ________.
A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) all of the above
Answer: D
Diff: 2
LO: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.
AACSB: Application of knowledge
46) Die-hard Apple fans post videos on YouTube claiming their affection for Apple products.
They most likely have a(n) ________ relationship with the product.
A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love
Answer: D
Diff: 2
LO: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.
AACSB: Application of knowledge
47) Which form of relationship between product and customer is most at risk of the consumer
switching to a different brand or product?
A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love
Answer: C
Diff: 3
LO: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.
AACSB: Reflective thinking
48) Lucy Chang recently purchased a lovely ceramic bowl that featured a red dragon design.
When she thought about her purchase, she found that she really had no justification for buying
the bowl other than it reminded her of the bowls her mother used during evening meals when she
was a young child in Hong Kong. Which type of relationship with a product best explains the
reason for Lucy's purchase of the dragon bowl?
A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love
Answer: B
Diff: 2
LO: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.
AACSB: Application of knowledge

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12
49) The sociological perspective of ________ takes the view that much of consumer behavior
resembles actions in a play; consumers seek the lines, props, and costumes necessary to put on a
good performance.
A) role theory
B) pastiche
C) interpretivism
D) psychographics
Answer: A
Diff: 1
LO: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.
AACSB: Application of knowledge
50) A product that helps to establish the user's identity is called ________.
A) self-concept attachment
B) interdependence
C) love
D) nostalgic attachment
Answer: A
Diff: 1
LO: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.
AACSB: Application of knowledge
51) Role theory takes the view that much of consumer behavior resembles actions in a play.
Answer: TRUE
Diff: 1
LO: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.
AACSB: Application of knowledge
52) Love is a relationship a consumer might have with a product.
Answer: TRUE
Diff: 1
LO: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.
AACSB: Application of knowledge
53) Consumption communities are where consumers share opinions and recommendations about
products.
Answer: TRUE
Diff: 1
LO: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.
AACSB: Application of knowledge
54) According to the different categories of relationships that people may have with products,
interdependence attachment occurs if the product is part of the user's daily routine.
Answer: TRUE
Diff: 2
LO: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.
AACSB: Application of knowledge

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13
55) A consumer is a person who identifies a need or desire, makes a purchase, and then disposes
of the product.
Answer: TRUE
Diff: 1
LO: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.
AACSB: Application of knowledge
56) Popular culture is both a product of marketing and an inspiration for marketing.
Answer: TRUE
Diff: 2
LO: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.
AACSB: Application of knowledge
57) Target began a new campaign to sell leather furniture. In emphasizing how leather furniture
has been used over the decades in movies and books, by celebrities, and a necessity for home
entertainment, the campaign is drawing upon popular culture.
Answer: TRUE
Diff: 2
LO: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.
AACSB: Application of knowledge
58) List and briefly characterize four types of relationships a person might have with a product.
Provide examples to illustrate each.
Answer: The four types of relationships are: 1) self-concept attachment-the product helps to
establish the user's identity; 2) nostalgic attachment-the product serves as a link with a past-self;
3) interdependence-the product is a part of the user's daily routine; and 4) love-the product elicits
emotional bonds of warmth, passion, or another strong emotion.
Diff: 3
LO: 1.3: Our choices as consumers relate in powerful ways to the rest of our lives.
AACSB: Application of knowledge
59) A ________ creates a state of tension that drives consumers to attempt to reduce or
eliminate.
A) want
B) demand
C) need
D) response
Answer: C
Diff: 1
LO: 1.4: Our motivations to consume are complex and varied.
AACSB: Application of knowledge

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14
60) People buy products for ________.
A) what they do
B) what they mean
C) the role the product plays in the consumer's life
D) All of the above
Answer: D
Diff: 2
LO: 1.4: Our motivations to consume are complex and varied.
AACSB: Application of knowledge
61) When a person buys a product for emotional reasons, the need is ________.
A) utilitarian
B) functional
C) interdependent
D) hedonic
Answer: D
Diff: 2
LO: 1.4: Our motivations to consume are complex and varied.
AACSB: Application of knowledge
62) A product that helps to establish the user's identity is called a self-concept attachment.
Answer: TRUE
Diff: 1
LO: 1.4: Our motivations to consume are complex and varied.
AACSB: Application of knowledge
63) People often buy products for what they mean, not what they do.
Answer: TRUE
Diff: 2
LO: 1.4: Our motivations to consume are complex and varied.
AACSB: Application of knowledge
64) Explain the difference between a need and a want. Provide an example of each.
Answer: A need is a basic biological motive that cannot be created by marketing. A want
represents one way that individuals are taught by society and culture to satisfy a biological need.
For example, thirst is a general need but thirst for Pepsi or Coke is a want.
Diff: 2
LO: 1.4: Our motivations to consume are complex and varied.
AACSB: Application of knowledge

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