,Name Clas Dat
: s: e:
Chapter 01—Understanding Consumer Behavior
1. Consumer behavior is the totality of consumers' decisions with respect to the acquisition, consumption, and disposition
of goods, services, time, and ideas by human decision-making units over time.
a. True
b. False
ANSWER: True
2. Consumer behavior reflects more than the way that a product is acquired by a single person at any one point in time.
a. True
b. False
ANSWER: True
3. Buying represents one type of acquisition behavior.
a. True
b. False
ANSWER: True
4. Usage is at the core of consumer behavior.
a. True
b. False
ANSWER: True
5. Disposition is the process by which a consumer uses an offering.
a. True
b. False
ANSWER: False
6. The sequence of acquisition, consumption, and disposition does not occur over time.
a. True
b. False
ANSWER: False
7. The many factors that affect acquisition, usage, and disposition decisions can be classified into four broad domains: the
psychological core, the process of making decisions, the consumer's culture, and consumer behavior outcomes.
a. True
b. False
ANSWER: True
8. Before consumers can make decisions, they must have some source of knowledge or information upon which to base
their decisions.
a. True
b. False
ANSWER: True
9. Culture refers to the typical or expected behaviors, norms, and ideas that characterize a group of people.
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,Name Clas Dat
: s: e:
Chapter 01—Understanding Consumer Behavior
a. True
b. False
ANSWER: True
10. One reason marketing managers study consumer behavior is to create public awareness of inappropriate practices.
a. True
b. False
ANSWER: False
11. Marketing managers need to understand consumer behavior to protect consumers from unfair, unsafe, or inappropriate
marketing practices.
a. True
b. False
ANSWER: False
12. Research indicates that consumers find it difficult to understand the differences between brands when they view a
chart, matrix, or grid comparing brands and their attributes.
a. True
b. False
ANSWER: False
13. A brand name is better remembered when placed in an ad that has interesting and unrelated visuals.
a. True
b. False
ANSWER: False
14. Sellers should create the endowment effect by setting a higher price for goods than buyers are willing to pay.
a. True
b. False
ANSWER: False
15. An offering is a product, service, activity, or idea:
a. that is acquired but not used by consumers.
b. that is used but not acquired by consumers.
c. marketed by a firm but not yet available in the marketplace.
d. made available by a marketing organization to consumers.
e. that is in the marketplace but not yet accepted by consumers.
ANSWER: d
16. The process by which a consumer comes to own an offering is known as _____.
a. usage
b. disposition
c. comprehension
d. acquisition
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, Name Clas Dat
: s: e:
Chapter 01—Understanding Consumer Behavior
e. perception
ANSWER: d
17. Which of the following statements is true of acquisition behavior?
a. Attitudes toward materialism, status, and self-concept do not play a role in acquisition behavior.
b. Consumers tend to procrastinate in redeeming coupons and gift cards when deadlines are close.
c. Ways of obtaining goods and services include renting, leasing, trading, and sharing.
d. Disposition represents one type of acquisition behavior.
e. Acquisition behavior of one customer cannot be linked with disposition behavior of another customer.
ANSWER: c
18. Linda runs a small café. At the end of the day, she recycles all paper and plastic. In the context of consumer behavior,
this is an example of _____.
a. preattentive processing
b. purchase behavior
c. zapping
d. disposition behavior
e. zipping
ANSWER: d
19. Which of the following statements is true of consumer behavior?
a. It is limited to the study of how consumers buy products.
b. It reflects the actions of a single consumer rather than a group of consumers.
c. It is related to how consumers make acquisition decisions rather than disposition decisions.
d. It deals with the purchase of tangible goods but not services.
e. It affects decisions about managing debt.
ANSWER: e
20. Identify a true statement about the consumer behavior process.
a. Consumers do not make decisions about where to consume various products.
b. Culture does not influence consumers' acquisition, disposition, or usage behavior.
c. Consumer behavior is a dynamic process.
d. Finding a new use for a tangible product is a way to dispose of an offering temporarily.
e. Lending represents one type of acquisition behavior.
ANSWER: c
21. Mike wants to buy a computer. His friend, Gregory, researches the various brands of computers in the market and
helps Mike choose one. As Mike is about to buy it, Mike's father mentions that the brand Mike has chosen is mediocre
compared with the other brands in the market. In this scenario, Mike's father plays the role of the _____.
a. influencer
b. purchaser
c. user
d. ethicist
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: s: e:
Chapter 01—Understanding Consumer Behavior
1. Consumer behavior is the totality of consumers' decisions with respect to the acquisition, consumption, and disposition
of goods, services, time, and ideas by human decision-making units over time.
a. True
b. False
ANSWER: True
2. Consumer behavior reflects more than the way that a product is acquired by a single person at any one point in time.
a. True
b. False
ANSWER: True
3. Buying represents one type of acquisition behavior.
a. True
b. False
ANSWER: True
4. Usage is at the core of consumer behavior.
a. True
b. False
ANSWER: True
5. Disposition is the process by which a consumer uses an offering.
a. True
b. False
ANSWER: False
6. The sequence of acquisition, consumption, and disposition does not occur over time.
a. True
b. False
ANSWER: False
7. The many factors that affect acquisition, usage, and disposition decisions can be classified into four broad domains: the
psychological core, the process of making decisions, the consumer's culture, and consumer behavior outcomes.
a. True
b. False
ANSWER: True
8. Before consumers can make decisions, they must have some source of knowledge or information upon which to base
their decisions.
a. True
b. False
ANSWER: True
9. Culture refers to the typical or expected behaviors, norms, and ideas that characterize a group of people.
Copyright Cengage Learning. Powered by Cognero. Page 1
,Name Clas Dat
: s: e:
Chapter 01—Understanding Consumer Behavior
a. True
b. False
ANSWER: True
10. One reason marketing managers study consumer behavior is to create public awareness of inappropriate practices.
a. True
b. False
ANSWER: False
11. Marketing managers need to understand consumer behavior to protect consumers from unfair, unsafe, or inappropriate
marketing practices.
a. True
b. False
ANSWER: False
12. Research indicates that consumers find it difficult to understand the differences between brands when they view a
chart, matrix, or grid comparing brands and their attributes.
a. True
b. False
ANSWER: False
13. A brand name is better remembered when placed in an ad that has interesting and unrelated visuals.
a. True
b. False
ANSWER: False
14. Sellers should create the endowment effect by setting a higher price for goods than buyers are willing to pay.
a. True
b. False
ANSWER: False
15. An offering is a product, service, activity, or idea:
a. that is acquired but not used by consumers.
b. that is used but not acquired by consumers.
c. marketed by a firm but not yet available in the marketplace.
d. made available by a marketing organization to consumers.
e. that is in the marketplace but not yet accepted by consumers.
ANSWER: d
16. The process by which a consumer comes to own an offering is known as _____.
a. usage
b. disposition
c. comprehension
d. acquisition
Copyright Cengage Learning. Powered by Cognero. Page 2
, Name Clas Dat
: s: e:
Chapter 01—Understanding Consumer Behavior
e. perception
ANSWER: d
17. Which of the following statements is true of acquisition behavior?
a. Attitudes toward materialism, status, and self-concept do not play a role in acquisition behavior.
b. Consumers tend to procrastinate in redeeming coupons and gift cards when deadlines are close.
c. Ways of obtaining goods and services include renting, leasing, trading, and sharing.
d. Disposition represents one type of acquisition behavior.
e. Acquisition behavior of one customer cannot be linked with disposition behavior of another customer.
ANSWER: c
18. Linda runs a small café. At the end of the day, she recycles all paper and plastic. In the context of consumer behavior,
this is an example of _____.
a. preattentive processing
b. purchase behavior
c. zapping
d. disposition behavior
e. zipping
ANSWER: d
19. Which of the following statements is true of consumer behavior?
a. It is limited to the study of how consumers buy products.
b. It reflects the actions of a single consumer rather than a group of consumers.
c. It is related to how consumers make acquisition decisions rather than disposition decisions.
d. It deals with the purchase of tangible goods but not services.
e. It affects decisions about managing debt.
ANSWER: e
20. Identify a true statement about the consumer behavior process.
a. Consumers do not make decisions about where to consume various products.
b. Culture does not influence consumers' acquisition, disposition, or usage behavior.
c. Consumer behavior is a dynamic process.
d. Finding a new use for a tangible product is a way to dispose of an offering temporarily.
e. Lending represents one type of acquisition behavior.
ANSWER: c
21. Mike wants to buy a computer. His friend, Gregory, researches the various brands of computers in the market and
helps Mike choose one. As Mike is about to buy it, Mike's father mentions that the brand Mike has chosen is mediocre
compared with the other brands in the market. In this scenario, Mike's father plays the role of the _____.
a. influencer
b. purchaser
c. user
d. ethicist
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