Question 1. Compare and contrast the three major types of consumer problem-solving processes.

1. Compare and contrast the three major types of consumer problem-solving processes.
2. How does the level of involvement affect the type of consumer problem-solving process that
a person uses?
3. What can marketers do to reduce cognitive dissonance in a consumer who has just
purchased an expensive product?
4. Draw and label the consumer buying decision process and include the possible influences on
the process.
5. Why is it important for marketers to recognize the stages that a consumer goes through in
making a purchase decision?
6. Identify and describe the five major categories of situational influences.
7. In what ways can situational influences affect the consumer buying decision process?
8. Discuss how perceptual processes may influence the consumer buying decision process.
9. What is Maslow’s hierarchy of needs? How does it apply to the consumer buying decision
process?
10. Why are consumer attitudes an important issue for marketers to study? Can attitudes be
changed easily by marketers? Explain.
11. In what ways does an individual’s personality affect his or her buying behavior?
12. Discuss how reference groups and opinion leaders influence purchase behavior.
13. How does an individual’s social class influence the products he or she buys?
14. Why is it important for marketers to understand the cultural and subcultural influences that
may affect the consumer buying decision process?
15. Compare and contrast the three major ethnic subcultures in the United States.
16. How have subcultures changed in the United States since 1990? How are the expected to
change in the upcoming years?
17. Abercrombie & Fitch is developing a program to get to know its customers. Which of the
following is not a reason why A&F needs to understand consumer buying behavior?
a) customer’s reactions to marketing strategy can impact the firm’s success
b) all customers are the same when it comes to buying behavior
c) a firm should create a marketing mix that satisfies customers
d) it helps the marketer predict how consumers will respond to marketing strategies
e) the marketing concept stresses that a firm should know its customers
18. Purchasers who intend to use or benefit from the purchased product and do not buy
products for business purposes are called the
a) ultimate consumers.
b) end-use consumption group.
c) business market.
d) household purchasing group.
e) organizational market.
19. Many aspects of consumer buying decisions are affected by the individual’s level of
involvement. Level of involvement is
a) the importance and intensity of interest in a product in a particular situation.
b) the buyer’s perception, motives, and abilities.
c) the amount of external search that an individual puts into the decision-making process.
d) the particular circumstance or environment in which consumers find themselves.
e) a combination of an individual’s demographic factors.
20. Justin is purchasing his third car in the past five years. He has been a car enthusiast ever
since he was a little boy. He likes to spend his free time looking at car magazines, going to car
shows, and watching NASCAR. Justin’s interest in cars is referred to as
a) situational involvement.
b) dynamic involvement.
c) enduring involvement.
d) dynamic buying behavior.
e) situational buying behavior.
21. A major determining factor in deciding which type of problem-solving process should be
used depends on the individual’s intensity of interest in a product and the importance of the product
for that person. This is known as an individual’s
a) motivational structure.
b) routinized response behavior.
c) level of involvement.
d) cognitive dissonance.
e) evaluative criteria.
22. Chloe and Max are searching for a health club to join. This purchase will likely be affected by
___________ involvement.
a) low
b) internal
c) enduring

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