1. As the school semester started, Adam needed markers. He went to Office Depot and found a dozen different types of markers hanging in packages, and he had no real preferences among them. After a quick look, he chose a package of Sharpie retractable markers. They caught his attention because they were so colorful and he remembered seeing a YouTube ad with a catchy song. Later at home, he opened the package and wrote a message for his roommate with a blue marker. He noticed how smoothly the ink flowed as he wrote and he liked the click mechanism of the marker. (10 points) a. Identify each of the steps of the consumer decision-making process and describe how Adam moved through each step. b. Was Adam's purchase high or low involvement? Explain why.
2. Describe the three categories of consumer decision-making behavior. For each category, list two products for which you use that type of consumer decision-making behavior. Briefly explain your decision-making for each product listed. (12 points)
3. Recall an occasion when you experienced cognitive dissonance about a purchase you made. (10 points)
   • Describe the purchase.
   • What were your pre-purchase expectations?
   • What did you discover during your post-purchase evaluation? How well were your expectations met?
   • What might one do about the cognitive dissonance you felt?
4. Consumers making purchases are affected by factors such as previous experience, interest, and perceived risk of negative consequences (financial, social, psychological, social visibility). (20 points)
   • Point out two involvement factors most likely to be associated with each of the following consumer purchases: a. A college student buying a winter coat b. A mother buying snack items to pack in her children's lunches c. A marathon runner buying athletic shoes d. A 25-year-old single man buying a used car
   • Classify each purchase as high or low involvement.
   • Explain your answers.
5. Define non-aspirational reference group and give an example of an individual or type of person who would fit into this group for you or someone you know. Explain your answer. (10 points)
6. Briefly define the roles in the consumer purchase decision-making process: (12 points)
   • initiator:
   • influencer:
   • decision maker:
   • purchaser:
   • consumer:

Consider the Jones family, which consists of these family members: Greg (age 43), his wife Jane (age 41), and their children David (age 18), Anna (age 13), and Zak (age 6). Identify the person in the Jones family who might play each of the consumer purchase decision-making process roles in the purchase of: a. Froot Loops breakfast cereal b. an iPad c. a new car

Consi