Consumer Behavior Buying, Having, and Being 13th Edition (2026) by Michael
Solomon Complete All Chapters Verified Questions with Detailed Answers.
Chapter 1: Buying, Having, and Being – An Introduction to Consumer Behavior
Question 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
Rationale: A consumer is defined as a person who identifies a need or desire,
makes a purchase, and then disposes of the product during the three stages of
the consumption process. This definition emphasizes that consumer behavior is a
process, not just the act of purchasing. The three stages include prepurchase,
purchase, and postpurchase issues that influence the consumer before, during,
and after a purchase .
Question 2
,Jenny Rowlins is exhausted after her shopping trip to pick out a dress for her
sorority's formal event. After spending hours at the mall without finding a dress
she liked in her size, she decided to order her dress online and return it if it wasn't
exactly right. This story illustrates that consumer behavior is a(n) ________.
A) industry
B) process
C) art form
D) theory
Answer: B
Rationale: Consumer behavior is a process that involves prepurchase, purchase,
and postpurchase activities. Jenny's experience demonstrates all three stages:
prepurchase (identifying the need for a dress and searching at the mall), purchase
(ordering online), and potential postpurchase (returning if not satisfied). The
expanded view of exchange includes issues that influence the consumer before,
during, and after a purchase .
Question 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
Rationale: Consumer behavior is formally defined as 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. It encompasses the
entire consumption process, including prepurchase, purchase, and postpurchase
activities .
Question 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
Rationale: Brand loyalty refers to the bond between product and consumer that is
difficult for competitors to break. When a product succeeds in satisfying needs
and is purchased over and over again, it attains brand loyalty. This is a crucial
aspect of consumer behavior, representing a strong connection between the
consumer and the product .
Question 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
Rationale: The study of consumer behavior encompasses all three stages of the
consumption process: prepurchase (the issues that influence consumers before a
Solomon Complete All Chapters Verified Questions with Detailed Answers.
Chapter 1: Buying, Having, and Being – An Introduction to Consumer Behavior
Question 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
Rationale: A consumer is defined as a person who identifies a need or desire,
makes a purchase, and then disposes of the product during the three stages of
the consumption process. This definition emphasizes that consumer behavior is a
process, not just the act of purchasing. The three stages include prepurchase,
purchase, and postpurchase issues that influence the consumer before, during,
and after a purchase .
Question 2
,Jenny Rowlins is exhausted after her shopping trip to pick out a dress for her
sorority's formal event. After spending hours at the mall without finding a dress
she liked in her size, she decided to order her dress online and return it if it wasn't
exactly right. This story illustrates that consumer behavior is a(n) ________.
A) industry
B) process
C) art form
D) theory
Answer: B
Rationale: Consumer behavior is a process that involves prepurchase, purchase,
and postpurchase activities. Jenny's experience demonstrates all three stages:
prepurchase (identifying the need for a dress and searching at the mall), purchase
(ordering online), and potential postpurchase (returning if not satisfied). The
expanded view of exchange includes issues that influence the consumer before,
during, and after a purchase .
Question 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
Rationale: Consumer behavior is formally defined as 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. It encompasses the
entire consumption process, including prepurchase, purchase, and postpurchase
activities .
Question 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
Rationale: Brand loyalty refers to the bond between product and consumer that is
difficult for competitors to break. When a product succeeds in satisfying needs
and is purchased over and over again, it attains brand loyalty. This is a crucial
aspect of consumer behavior, representing a strong connection between the
consumer and the product .
Question 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
Rationale: The study of consumer behavior encompasses all three stages of the
consumption process: prepurchase (the issues that influence consumers before a
