【正文】 All consumers pass through all five of the stages of buying process model when in a buying situation. Answer: False Page: 191 Level of difficulty: Easy 87. The buying process starts when the buyer decides to or actually enters a store or service provider’s facility. Answer: False Page: 191 Level of difficulty: Medium 88. We can distinguish between two levels of arousal—heightened attention and heightened stimulation sensation. Answer: False Page: 191 Level of difficulty: Hard 89. A belief is a person’s enduring favorable or unfavorable evaluation, emotional feeling, and action tendencies toward some object or idea. Answer: False Page: 194 Level of difficulty: Medium Part 3: Connecting with Customers 162 90. The expectancyvalue model of attitude formation posits that consumers evaluate products and services by bining their brand beliefs—the positives and negatives—according to importance. Answer: True Page: 194 Level of difficulty: Medium 91. If a pany finds that a consumer has chosen a petitive product over their pany’s offering, one way to get the consumer back could be by developing a strategy wherein the pany ―shifts the buyer’s ideals‖ on one or more levels. Answer: True Page: 196 Level of difficulty: Medium 92. With nonpensatory models of consumer choice, positive and negative attribute considerations usually out. Answer: False Page: 197 Level of difficulty: Medium 93. Volvo has the reputation for being one of the most ―safe‖ cars on the road. For those that value safety, Volvo would be the logical choice. The preceding is an example of the lexicographic heuristic of consumer choice. Answer: True Page: 197 Level of difficulty: Medium 94. If a product poses a threat to the physical well being of a consumer, this is called psychological risk. Answer: False Page: 198 Level of difficulty: Medium 95. A key driver of sales frequency is the adoption rate. Answer: False Page: 199 Level of difficulty: Hard 96. With respect to a consumerbuying situation that involves varietyseeking behavior, the market leader can encourage variety seeking by offering lower prices or deals. Answer: False Page: 200 Level of difficulty: Hard 97. Many products are bought under conditions of low involvement. This means that the consumer does not touch them except from a distance. Answer: False Page: 200 Level of difficulty: Medium 98. A rule of thumb is called a heuristic. Answer: True Page: 201 Level of difficulty: Easy 99. In the anchoring heuristic, the consumer bases his or her predictions on the quickness and ease with which a particular example of an oute es to mind. Answer: False Page: 201 Level of difficulty: Hard 100. Prospect theory maintains that consumers frame decision alternatives in terms of gains and losses according to a value function. Answer: True Page: 203 Level of difficulty: Medium Chapter 6: Analyzing Consumer Markets 163 Essay 101. Explain the differences between culture, subculture, and social class. Suggested Answer: Culture is the fundamental determinant of a person’s wants and behavior. Subcultures provide more specific identification and socialization of their members. Subcultures include nationalities, religions, racial groups, and geographic regions. Social class is a relatively homogeneous and enduring division in a society, that are hierarchically ordered and whose members share similar values, interests, and behaviors. Pages: 174–175 Level of difficulty: Medium 102. What is a reference group? Describe three different types of reference groups that can have an impact on a consumer’s purchasing behavior. Suggested Answer: Reference groups consist of all the groups that have a direct (facetoface) or indirect influence on his/her attitudes or behavior. Types of reference groups that can impact a consumer’s purchasing behavior include membership groups, primary groups, secondary groups, aspirational groups, and disassociative groups. Page: 177 Level of difficulty: Medium 103. What is brand personality and what five traits have been linked to it? Suggested Answer: Brand personality is the specific mix of human traits that may be attributed to a particular brand. Traits that have been associated with brand personality are sincerity, excitement, petence, sophistication, and ruggedness. Page: 182 Level of difficulty: Medium 104. Briefly, explain Freud’s theory on human motivation and how this might be related to marketing. Suggested Answer: Sigmund Freud assumed that the psychological forces shaping people’s behavior are largely unconscious, and that a person cannot fully understand his or her own stated capabilities. When a person examines specific brands, he or she will react not only to their stated capabilities, but also to other, less conscious cues. Page: 184 Level of difficulty: Hard 105. List and briefly characterize Maslow’s Hierarchy of Needs. Suggested Answer: Beginning with the most basic needs to the most advanced, the need structure is as follows: (1) physiological needs—food, water, shelter。 (2) safety needs—security, protection。 (3) social needs—sense of belonging, love。 (4) Part 3: Connecting with Customers 164 esteem needs—selfesteem, recognition, status。 and (5) selfactualization needs—selfdevelopment and realization. Page: 185 Level of difficulty: Medium 106. People can emerge with different perceptions of the same object because of three perceptual processes. List and briefly characterize those processes. Suggested Answer: The three processes are selective attention, selective distortion, and selective retention. Selective attention occurs because a person cannot possi