Chapter 1 Buying, Having, and Being: An
Introduction to Consumer Behavior
,Consumer Behavior, 12e (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.
A) marketer
B) consumer
C) influencer
D) content generator
Answer: B
Diff: 1
Objective: 1.1: Consumer behavior is a process.
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
Objective: 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
Objective: 1.1: Consumer behavior is a process.
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
, Objective: 1.1: Consumer behavior is a process.
5) Which of the following time periods is encompassed in the study of consumer behavior?
A) Pre-purchase
B) Purchase
C) Post-purchase
D) All of the above
Answer: D
Diff: 1
Objective: 1.1: Consumer behavior is a process.
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
Objective: 1.1: Consumer behavior is a process.
7) According to the basic marketing concept, a firm exists to ________.
A) influence popular culture
B) dominate market share
C) nurture relationships
D) satisfy needs
Answer: D
Diff: 2
Objective: 1.1: Consumer behavior is a process.
8) Which of the following is NOT considered a demographic?
A) Sex
B) Income
C) Lifestyle
D) Occupation
Answer: C
Diff: 1
Objective: 1.1: Consumer behavior is a process.
AACSB: Analytical thinking
9) A transaction in which two or more organizations or people give and receive something of
value is called ________.
A) buyer behavior
B) exchange
C) perception
D) consumer perspective
Introduction to Consumer Behavior
,Consumer Behavior, 12e (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.
A) marketer
B) consumer
C) influencer
D) content generator
Answer: B
Diff: 1
Objective: 1.1: Consumer behavior is a process.
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
Objective: 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
Objective: 1.1: Consumer behavior is a process.
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
, Objective: 1.1: Consumer behavior is a process.
5) Which of the following time periods is encompassed in the study of consumer behavior?
A) Pre-purchase
B) Purchase
C) Post-purchase
D) All of the above
Answer: D
Diff: 1
Objective: 1.1: Consumer behavior is a process.
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
Objective: 1.1: Consumer behavior is a process.
7) According to the basic marketing concept, a firm exists to ________.
A) influence popular culture
B) dominate market share
C) nurture relationships
D) satisfy needs
Answer: D
Diff: 2
Objective: 1.1: Consumer behavior is a process.
8) Which of the following is NOT considered a demographic?
A) Sex
B) Income
C) Lifestyle
D) Occupation
Answer: C
Diff: 1
Objective: 1.1: Consumer behavior is a process.
AACSB: Analytical thinking
9) A transaction in which two or more organizations or people give and receive something of
value is called ________.
A) buyer behavior
B) exchange
C) perception
D) consumer perspective
