Consumer Purchasing Decisions

Reading Passage 3
You should spend about 20 minutes on Questions 29-40, which are based on Reading
passage 3 on pages 25 and 26.
Consumer Purchasing Decisions

Section A
The psychologist Carl Jung posited that people make decisions in two distinct ways: by
taking in a great deal of information and over time, rationally making a choice, or by making
an intuitive decision quickly. However, these categories do not necessarily reflect the full
complexity of decision-making, particularly when it comes to purchases. In general,
purchasing goods or services involves five steps: problem recognition, information search,
evaluation of alternatives, purchase decision, and post-purchase behavior. These steps can
happen in an instant, and although they are seemingly only affected by taste and available
resources, what looks like an intuitive process is actually more intricate and involves many
decision points, both conscious and subconscious.
Section B
All purchases, from small to large, are affected on the most fundamental level by
subconscious motivations—a set of factors that cannot be easily simplified. Psychologist
Abraham Maslow proposed a hierarchy of needs to explain human motivation, in which
necessities such as food and shelter must first be met in order for humans to seek fulfillment
of higher order needs such as acceptance and love. Maslow’s hierarchy is usually shown as a
pyramid, with fundamental physiological needs at the base, underpinning needs concerning
safety, such as financial security and physical health. After those first two tiers have been
satisfied, an individual can focus on needs for love and belonging. The penultimate tier
consists of the need for esteem and self-respect. Only once someone has met the four more
basic needs can he or she strive for the peak, self-actualization. If this final need is met, the
individual has reached his true potential. Where one is on that scale may subtly affect what
one will concentrate on in a purchasing decision. For instance, someone who aspires to be
accepted by the members of a community will subconsciously start buying clothing that
mimics what is worn by that group.
Section C
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In terms of conscious decisions, psychologists have divided the process into three different
styles: the single feature model, the additive feature model, and the elimination of aspects
model. The single feature model means that the decision maker focuses on one aspect of a
product. Here one might look at cost over all else, since it might be the most important factor
to someone who is not quite secure economically. For this person, buying a set of plastic
plates is a better decision than investing in fine porcelain dishware. This model works best
for simple and quick decisions.
Section D
The additive feature model works better for more complex decisions, such as buying a
computer. Here one would look at the types of computers and their range of features. A
consumer might weigh the mobility of a laptop against the power of a desktop. This is all
compounded, of course, by where the consumer is in Maslow’s hierarchy. If the person has a
good job and is using the computer to develop community or find a relationship, that may
affect what he is looking for.
Section E
The elimination of aspects model is similar to the additive feature model but works in
reverse. Here the consumer evaluates various choices feature by feature, and when a
selection doesn’t have that feature, it is eliminated until only one option is left.
Section F
Clearly, explaining purchasing behavior is a complex endeavor. In fact, beyond the

subconscious factors and conscious decision models are mental shortcuts that help
consumers reduce the effort in making decisions. Psychologists have identified a number of
these shortcuts, or heuristics, which are used frequently and help with difficult choices in
particular. For example, the availability heuristic comes into play when a consumer has a
previous experience with a product or brand and then makes a decision to either buy that
brand or avoid it the next time. Similarly, marketers frequently capitalize on the
representative heuristic, in which a consumer presented with two products will often choose
the more visually familiar option. This explains why the brandings of many products look
similar to one another. And even more easily understood is the price heuristic, in which a
product is perceived to be of higher or lower quality based on cost, as was shown in a recent
study in which consumers were presented with the exact same wine at two price points, but
preferred the taste of the “more expensive” sample.
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Questions 29-34
Choose the best answer A, B, C or D.
Write the correct letter in boxes 29-34 on your answer sheet.
29 The process of making a purchase
A was of special interest to Carl Jung.
B may be more complex than that of other decisions.
C involves conscious decisions made in five stages.
D happens more quickly when based on intuition.
30 The five levels of Maslow’s hierarchy
A are ordered according to the individual needs of specific people.
B must be completed separately, in isolated events.
C occur in a sequence.
D focus mainly on emotional needs.
31 The highest level of Maslow’s hierarchy of need is
A admiration.
B realization of potential.
C protection from the elements.
D clothing.
32 According to the single feature model, some will prefer to buy plastic plates
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instead of fine dishware because
A they are most concerned about price.
B they are emotionally insecure.
C they do not have time to make a careful decision.
D they are focused on how others will react to their choice.
33 The “additive feature” decision model
A offers a method to analyze the hierarchy of person’s needs.
B exposes flaws in Maslow’s theories.
C can be combined with Maslow’s hierarchy for deeper understanding.
D influences a consumer’s stage in Maslow’s hierarchy.
34 The “elimination of aspects” model
A involves detailed comparison.
B conflicts with the “additive feature” decision model.
C works best with simple purchasing decisions.
D is largely subconscious.
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Questions 35-40
Match each item with the theory it relates to according to the article.
Choose the correct letter A–C for questions 35-40 below.
NB You may use any letter more than once.
Write the correct letter, A, B

, or C, in boxes 35-40 on your answer sheet.
35 Physical needs take priority over emotional or intellectual needs.
36 All possible features are considered carefully.
37 A product is bought based on only one attribute.
38 A consumer buys a more expensive product hoping to receive higher quality.
39 The desire to be included in a social group influences decisions.
40 A negative experience with a brand influences future purchase decisions.
Theories
A Maslow’s Hierarchy of Needs

B Conscious Decision Making Models
C Decision Heuristics
END OF READING TEST
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Reading Passage 3

Consumer Purchasing Decisions

Clearly, explaining purchasing behavior is a complex endeavor. In fact, beyond the

Write the correct letter in boxes 29-34 on your answer sheet.

29 The process of making a purchase

A was of special interest to Carl Jung.

B may be more complex than that of other decisions.

C involves conscious decisions made in five stages.

D happens more quickly when based on intuition.

30 The five levels of Maslow’s hierarchy

A are ordered according to the individual needs of specific people.

B must be completed separately, in isolated events.

D focus mainly on emotional needs.

31 The highest level of Maslow’s hierarchy of need is

C protection from the elements.

A they are most concerned about price.

B they are emotionally insecure.

C they do not have time to make a careful decision.

D they are focused on how others will react to their choice.

33 The “additive feature” decision model

A offers a method to analyze the hierarchy of person’s needs.

B exposes flaws in Maslow’s theories.

C can be combined with Maslow’s hierarchy for deeper understanding.

D influences a consumer’s stage in Maslow’s hierarchy.

34 The “elimination of aspects” model

A involves detailed comparison.

B conflicts with the “additive feature” decision model.

C works best with simple purchasing decisions.

Choose the correct letter​ A​–​C ​for questions 35-40 below.

NB ​You may use any letter more than once.

Write the correct letter, ​A​, B

35 Physical needs take priority over emotional or intellectual needs.

36 All possible features are considered carefully.

37 A product is bought based on only one attribute.

38 A consumer buys a more expensive product hoping to receive higher quality.

39 The desire to be included in a social group influences decisions.

40 A negative experience with a brand influences future purchase decisions.

A​ Maslow’s Hierarchy of Needs

END OF READING TEST

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Choose the correct letter A–C for questions 35-40 below.

NB You may use any letter more than once.

Write the correct letter, A, B

A Maslow’s Hierarchy of Needs