The economic-buyer theory assumes that consumers know all the facts and logically compare choices.
Most economists assume that consumers are "economic buyers" who logically evaluate choices to get the greatest satisfaction from spending their time and money.
Economic needs include such things as self-respect, accomplishment, fun, freedom and relaxation. True False
The "economic buyer" view of consumers says that individuals will only buy the cheapest goods and services available--regardless of quality.
Economic needs are concerned only with getting the best quality at the lowest price. True False
Most marketing managers think that the economic-buyer theory explains buyer behavior very well. True False
According to the text, consumer buying decisions are influenced by economic needs, psychological variables, social influences, and the purchase situation.
Motivation, perception, learning, attitudes, trust, and lifestyle are psychological variables which affect consumer buying.
Family, social class, reference groups, and culture are the psychological variables that affect a consumer's buying decisions.
10. Wants are the basic forces that motivate a person to do something. True False
11. Wants are needs which are learned during a person's life. True False
12. A drive is a strong stimulus that encourages action to reduce a need. True False
13. Food, liquid, sex, and rest are examples of physiological needs. True False
14. Examples of personal needs include self-esteem, accomplishment, fun, freedom, and relaxation. True False
15. The "hierarchy of needs" model suggests that most products must fill more than one need at the same time.
16. According to the Hierarchy of Needs, consumers are motivated to first satisfy their higher-order needs, then they will focus on their lower-level needs.
17. Motivation theory suggests that a consumer would not try to satisfy physiological and safety needs until social and personal needs have been completely satisfied.
18. Motivation theory suggests that only one need can be satisfied at a time. True False
19. Consumers do not usually see or hear all the stimuli that come their way. True False
20. In selective exposure we screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs.
21. "Selective exposure" refers to a person's ability to screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs. True False
22. Learning is a change in a person's thought processes caused by prior experience. True False
23. According to learning theory, a cue is likely to result in a consumer response only if there is a drive to satisfy.
24. Reinforcement of a response decreases the likelihood of the same response the next time the drive occurs.
25. Reinforcement strengthens the relationship between the cue and the response. True False
26. Adding lemon scent to Pledge furniture polish is an example of using a positive cue. True False
27. A perfume ad that suggests that people who use the product have more appeal to the opposite sex is an example of a positive cue.
28. That "new car" smell that includes an aroma of leather and wood is an example of using a positive cue.
29. Many needs are culturally (or socially) learned.
30. Americans' preoccupation with deodorants is an example of a culturally learned need. True False
31. An attitude is a person's point of view about something, and usually involves liking or disliking. True False
32. The main difference between attitudes and beliefs is that beliefs always involve liking or disliking,...
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