Chapter 03 The Psychology of Selling: Why People Buy

 

Complete Chapter Questions With Answers

 

Sample Questions Are Posted Below

 

True / False Questions

1. A Golden Rule Salesperson is helpful and honest with customers even if that means losing sales.
   Answer: True

Learning Objective: 03-06

Topic: The Golden Rule: Benefits

Blooms: Remember

AACSB: Ethics

Level of Difficulty: Easy

Explanation: The Golden Rule of Sales places customers before personal gain. Customers want to trust salespeople, and being ethical can build strong customer relationships.

 

2. In the stimulus-response model of consumer behavior, information about why consumers do or do not buy is hidden in the black box.
   Answer: True

Learning Objective: 03-06

Topic: Why People Buy—The Black Box Approach

Blooms: Understand

AACSB:

Level of Difficulty: Medium

Explanation: The stimulus-response model assumes that prospects respond in a predictable way to a sales presentation. However, the buyer’s decision-making process is unknown and referred to as the black box.

 

3. The stimulus-response model of buyer behavior assumes a prospect will respond in some unpredictable manner to a sales presentation.
   Answer: False

Learning Objective: 03-06

Topic: Why People Buy—The Black Box Approach

Blooms: Understand

AACSB:

Level of Difficulty: Medium

Explanation: The stimulus-response model assumes that prospects respond in a predictable way to a sales presentation. However, the buyer’s decision-making process is unknown and internalized.

 

4. A person’s needs are wants that are learned by a person, while wants result from a lack of something desirable.
   Answer: False

Learning Objective: 03-06

Topic: Psychological Influences on Buying

Blooms: Remember

AACSB:

Level of Difficulty: Easy

Explanation: People’s needs result from a lack of something desirable. Wants are needs learned by the person. For example, people need transportation—but some want a BMW while others prefer a Ford Mustang.

 

5. Economic needs refer to the buyer’s need to behave in an economically rational manner and buy the lowest priced item available.
   Answer: False

Learning Objective: 03-06

Topic: Psychological Influences on Buying

Blooms: Understand

AACSB:

Level of Difficulty: Medium

Explanation: Economic needs are the buyer’s need to purchase the most satisfying product for the money. Economic needs include price, quality, convenience of buying, and service.