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Consumer Behavior, 10e (Solomon)

Chapter 1 Buying, Having, and Being



1) A marketer who segments a population by age and gender is using ________ to
categorize consumers.

A) demographics

B) psychographics

C) roles

D) lifestyle

Answer: A

Diff: 1

Learning Outcome: Explain how membership in ethnic, religious, and racial subcultures
influences consumer behavior.

Skill: Concept

Objective: 1-3

AACSB: Multicultural and diversity understanding



2) A consumer researcher who examines consumers' lifestyles and personalities is
studying ________.

A) demographics

B) psychographics

C) social class

D) usage rates

Answer: B

Diff: 1

Learning Outcome: Explain how membership in ethnic, religious, and racial subcultures
influences consumer behavior.

,Skill: Concept

Objective: 1-3

AACSB: Multicultural and diversity understanding



3) In an online ________, members share opinions and recommendations about products.

A) market segment

B) consumption community

C) marketing database

D) culture jam

Answer: B

Diff: 1

Learning Outcome: Discuss the influence of groups and word-of-mouth (WOM)
communication.

Skill: Concept

Objective: 1-4

AACSB: Use of information technology

,4) A marketer uses ________ to target a brand only to specific groups of consumers who
are most likely to be heavy users of the marketer's brand.

A) asynchronous interactions

B) market segmentation strategies

C) the 80/20 strategy

D) economies of information

Answer: B

Diff: 1

Learning Outcome: Define consumer behavior and describe its influence on marketing
practices.

Skill: Concept

Objective: 1-3

AACSB: Multicultural and diversity understanding



5) 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

Learning Outcome: Define consumer behavior and describe its influence on marketing
practices.

Skill: Concept

Objective: 1-1

, AACSB: Multicultural and diversity understanding



6) A(n) ________ is a person who identifies a need or desire, makes a purchase, and then
disposes of a product.

A) marketer

B) consumer

C) influencer

D) content generator

Answer: B

Diff: 1

Learning Outcome: Define consumer behavior and describe its influence on marketing
practices.

Skill: Concept

Objective: 1-2