Chapter 9 Individual Decision Making
1) When Bill asked friends which TV set to buy, they warned him against certain ones but
praised others. He went to a huge new "electronics supermarket" where he checked out features
of the 27-inch HD flat screen. He saw two he liked overall, but one of them had a feature he
really liked: 4K. The process by which Bill sought appropriate guidelines to use in making a
purchase decision is:
A) information search.
B) browsing.
C) research.
D) window shopping.
ANSWER: A
Type: MC Page Ref: 261
Skill: Application
Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the
way we evaluate and choose products varies widely, depending on various factors.
2) Having too many choices in the marketplace is referred to as:
A) purchase momentum.
B) consumer hyperchoice.
C) pseudo-choice.
D) maximizing.
ANSWER: B
Type: MC Page Ref: 258
Skill: Concept
Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the
way we evaluate and choose products varies widely, depending on various factors.
3) The view that consumers carefully gather, integrate, and weigh all the information available
about a product before making a purchase decision is known as the:
A) rational perspective.
1
,B) experiential perspective.
C) interpretative perspective.
D) behavioural influence perspective.
ANSWER: A
Type: MC Page Ref: 259
Skill: Concept
Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the
way we evaluate and choose products varies widely, depending on various factors.
2
,4) When Jenny goes to the supermarket to purchase cereal, she is overwhelmed by the sheer
number of brands, flavours, and options. This is called consumer:
A) hyperchoice.
B) overload.
C) wearout.
D) adaptation.
ANSWER: A
Type: MC Page Ref: 258
Skill: Application
Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the
way we evaluate and choose products varies widely, depending on various factors.
5) Spiro is shopping at Walmart and very quickly picks up everything on his shopping list that he
needs. Because it went quickly and he feels good, he keeps shopping. This is an illustration of:
A) conspicuous consumption.
B) compulsive behaviour.
C) purchase momentum.
D) selection acceptance.
ANSWER: C
Type: MC Page Ref: 259
Skill: Application
Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the
way we evaluate and choose products varies widely, depending on various factors.
6) When purchase decisions are made under conditions of low involvement, often the consumer's
decision results from cues in the shopping environment, such as surprise sales, the way products
are displayed, etc. This view of what affects consumer decisions is known as the:
A) rational perspective.
B) experiential perspective.
C) behavioural influence perspective.
D) interpretivist perspective.
ANSWER: C
3
, Type: MC Page Ref: 260
Skill: Concept
Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the
way we evaluate and choose products varies widely, depending on various factors.
4
1) When Bill asked friends which TV set to buy, they warned him against certain ones but
praised others. He went to a huge new "electronics supermarket" where he checked out features
of the 27-inch HD flat screen. He saw two he liked overall, but one of them had a feature he
really liked: 4K. The process by which Bill sought appropriate guidelines to use in making a
purchase decision is:
A) information search.
B) browsing.
C) research.
D) window shopping.
ANSWER: A
Type: MC Page Ref: 261
Skill: Application
Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the
way we evaluate and choose products varies widely, depending on various factors.
2) Having too many choices in the marketplace is referred to as:
A) purchase momentum.
B) consumer hyperchoice.
C) pseudo-choice.
D) maximizing.
ANSWER: B
Type: MC Page Ref: 258
Skill: Concept
Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the
way we evaluate and choose products varies widely, depending on various factors.
3) The view that consumers carefully gather, integrate, and weigh all the information available
about a product before making a purchase decision is known as the:
A) rational perspective.
1
,B) experiential perspective.
C) interpretative perspective.
D) behavioural influence perspective.
ANSWER: A
Type: MC Page Ref: 259
Skill: Concept
Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the
way we evaluate and choose products varies widely, depending on various factors.
2
,4) When Jenny goes to the supermarket to purchase cereal, she is overwhelmed by the sheer
number of brands, flavours, and options. This is called consumer:
A) hyperchoice.
B) overload.
C) wearout.
D) adaptation.
ANSWER: A
Type: MC Page Ref: 258
Skill: Application
Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the
way we evaluate and choose products varies widely, depending on various factors.
5) Spiro is shopping at Walmart and very quickly picks up everything on his shopping list that he
needs. Because it went quickly and he feels good, he keeps shopping. This is an illustration of:
A) conspicuous consumption.
B) compulsive behaviour.
C) purchase momentum.
D) selection acceptance.
ANSWER: C
Type: MC Page Ref: 259
Skill: Application
Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the
way we evaluate and choose products varies widely, depending on various factors.
6) When purchase decisions are made under conditions of low involvement, often the consumer's
decision results from cues in the shopping environment, such as surprise sales, the way products
are displayed, etc. This view of what affects consumer decisions is known as the:
A) rational perspective.
B) experiential perspective.
C) behavioural influence perspective.
D) interpretivist perspective.
ANSWER: C
3
, Type: MC Page Ref: 260
Skill: Concept
Objective: L9-01 Consumer decision making is a central part of consumer behaviour, but the
way we evaluate and choose products varies widely, depending on various factors.
4
