Ch 6

Retailers use ______ to see how well they are doing at turning potential buyers into actual buyers.

the conversion rate

Consumers often evaluate alternatives while still engaged in the search process.

true

Evaluation of alternatives often takes place during the information search process.

true

Situational factors sometimes override psychological and social issues

true

The collection of all possible alternatives for a decision, even those the buyer would not consider and might not even be aware of, is referred to as the ______

universal set

In general, what is the first sense to be triggered in a new setting?

visual

Which statement illustrates an internal locus of control?

"Consequences are the result of my actions."

What attempts to influence purchase decisions through environmental design?

Choice architecture

Charley would like to buy a laptop. The Sony laptop he's considering costs 25% more than most others he has looked at. What type of risk is Charley experiencing?

Financial

What are the three stages of memory?

Retrieval Storage Encoding

Why would a firm record the number of abandoned virtual carts on its website?

To assess the conversion rate

When does the consumer decision process begin?

When consumers realize they have an unfulfilled need and want to reach a different, desired state

Consumer decision rules are either ______ or ______

compensatory; noncompensatory

One of the factors that affects a consumer's search process involves weighing the perceived benefits of a search against the perceived ____________

costs

Taking a yoga class or a meditation class to maintain a satisfied outlook on life is appealing to which need in Maslow's hierarchy?

esteem

_______ needs (from Maslow's hierarchy) allow people to satisfy their inner desires.

esteem

Jamie wants to buy a car. She reads car reviews online, asks her friends for advice, and visits the websites of all the major car manufacturers. Next, she goes to several car dealerships to test-drive cars. Jamie is engaging in which type of problem solving to select a car?

extended

An ______ search is when the buyer looks for information beyond personal knowledge to help make the buying decision, such as checking the Internet, asking a friend, or visiting a showroom.

external

Customer dissatisfaction is most likely to occur when a product ______

fails to live up to high performance expectations

_____ consist of information that has been acquired and stored in the brain, to be available and utilized when needed.

memory

A(n) ______ is a basic need that drives consumers to solve a problem and satisfy a need, such as a headache that leads a person to purchase a pain reliever.

motive

The motive that drives Conrad to buy a large bottle of Gatorade after a 3-mile run and drink it quickly is a(n) ______ need.

physiological

The final step in the consumer decision-making process, and a very important element in retaining and building a loyal customer base, is ___________ behavior

post purchase

Consumer decision making about products and services is influenced by the configuration of all of the following; market mix, social influences, ______ factors, and sociological factors.

psychological

Need ___________ is the first stage in the consumer decision process

recognition

All of the brands that Mary can easily call to mind for laundry detergents, whether she would consider buying them or not, comprise her ______ set

retrieval

Consumers access desired information in what stage of memory?

retrieval

The ______ is the second step in the consumer decision process.

search for information

Which of Maslow's needs is the highest level of needs?

self-actualization

he marketing manager for a department store knows that the ______ in her store, which appeals to sight, hearing, and smell, can profoundly impact the customer's decision process.

sensory situation

The olfactory sense is also known as the sense of ______

smell

Sophie finds a fur coat at a consignment shop. While she really likes it, she is concerned that wearing it will make her the target of animal activists. This is an example of which type of risk?

social

The consumer decision process is best defined as ______

the steps consumers experience when making a purchase

Which statement illustrates an external locus of control?

"No matter how hard I study, the test will be too hard."

Which of the following elements affect the consumer search process? (Select all that apply.) Actual or perceived risk A firm's accounting processes Perceived benefits and costs The locus of control

Actual or perceived risk Perceived benefits and costs The locus of control

What components of attitude do marketing communications usually target?

Affective Cognitive Behavioral

A(n) _________ is learned, long lasting, and often develops over a long period of time. For instance, you might like your instructor for much of the semester until he or she returns your first exam.

Attitude

When the consumer uses many evaluative criteria such as fuel economy, acceleration speed, and the availability of extra features, like satellite radio or GPS, to make a decision about purchasing a car, the consumer is doing what?

Basing the decision on important, salient features of the car

For the purchase of an Apple iPod, match each of the three components of the buyer's attitude about the product (on the left) with its description (on the right).

Cognitive: The buyer knows he can download music, videos, and lectures from iTunes anywhere anytime. Affective: The buyer loves the sleek feel of the iPod and has it with him almost at all times. Behavioral: The buyer takes action and his own method for categorizing his downloads, storing them in the iPod, and accessing them.

Lamar is trying to decide which college to attend from four that accepted him. One is a small, prestigious school that costs three times as much as the other, larger universities. In the end, Lamar decides to take out student loans and attend the smaller school, believing its reputation will lead to a desirable job after graduation. Which type decision model is he employing?

Compensatory

Which type of decision rule involves a consumer trading off one product trait against another when evaluating alternatives?

Compensatory

Which of the following is a set of criteria that consumers use to quickly and efficiently select from among several alternatives?

Consumer decision rules

Universal sets are a subset of retrieval sets and evoked sets.

False

Omar is considering buying a sports car, but he changes his mind when he realizes that the cost of regular maintenance would be exorbitant. Which type of risk kept Omar from making the purchase?

Financial

What are the two types of information search? (Select all that apply.) Location search Internal search Risk search External search Functional search

Internal search External search

In which situation did an alternative evaluation option occur within the search process?

Kevin searches for a new car on the Internet before visiting the "The Mile of Cars" store

Product promotions that set unrealistically high consumer expectations often lead to which of the following?

Long-term customer dissatisfaction High initial sales of the product

Which factor does NOT directly influence how the consumer makes a purchase decision?

Macroeconomic factors

Which of the following are the most serious and potentially damaging consumer behaviors?

Negative word of mouth and spreading rumors

A kindergarten teacher wants to buy several electronic tablets for her classroom, but she is concerned that they will break with all of the children handling them. Which type of risk is the teacher experiencing?

Performance

Bennie has been trying to convince his parents to buy him a used Chevy Corvette, a popular American sports car. But his parents are afraid owning a fast sports car will increase his risk of being injured in an auto accident. Bennie's parents are concerned about which type of risk?

Physiological

Johannes buys an expensive sports car that has a high monthly payment. Two weeks later, he gets laid off from his job and begins to regret buying the car. Johannes is experiencing which of the following?

Postpurchase cognitive dissonance

Which factors usually influence the consumer decision process the same way each time?

Psychological Social

What is the next stage in the consumer decision process after need recognition?

Search for information

Determinant attributes and consumer decision rules are examples of which of the following?

Shortcuts consumers use to simplify purchase decisions

What is the purpose of playing background music in stores?

To encourage consumers to stay in the store longer To increase consumers' positive feelings toward the store

Which best describes the purpose of determinant attributes?

To help consumers differentiate competing brands or stores that seem similar

Limited problem solving is most likely to occur under which condition?

When the consumer has a purchase decision that calls for, at most, moderate effort and time

When does self-actualization occur?

When you feel completely satisfied with your life and how you live

Which of the following are external searches for information when looking to purchase a new car?

You browse the manufacturer's website. You ask your brother how he likes his new car. You purchase a copy of Consumer Reports.

________ architecture is the attempt to influence consumers through the design of the environments in which they make their purchasing decisions.

choice

In addition to customer satisfaction and loyalty, which of the following is also one of the potential postpurchase outcomes?

cognitive dissonance

Having completed an information search, a consumer's next step in decision making is ______evaluation of alternatives

evaluation of alternatives

Important attributes, or ______ criteria, consist of a set of salient, or important, attributes about a particular product. Examples of these attributes can be price, quality, location, time, ease of use, etc.

evaluative

Juan is familiar with several brands of mobile phones, but he plans to consider only two brands when he purchases his next phone. Those two brands are his _______

evoked

Octavia is in the market for purchasing a new automobile, but she will only consider buying models made by American companies. The American car makers are part of Octavia's ______ set.

evoked

Locating information from one's own memory and knowledge is known as a(n) ________ information search, whereas seeking outside sources of information is a(n) __________ search

internal; external

Consumers may have different levels of ______, which is known as the consumer's degree of interest in a product or service.

involvment

Randy considers the purchase of a six-pack of beer rather indifferently, as he will drink any brand that is fairly inexpensive. His low degree of interest in beer classifies him as a low-_________ beer buyer.

involvment

_______ refers to a change in a person's thought process or behavior that arises from experience.

learning

Wayne buys a new laptop every two years. At this point, rather than research different brands, he simply orders the latest version of the one he already has. For Wayne, the laptop is a(n) ______ problem-solving purchase experience. extended

limited

Hallmark sells Valentine's Day cards with romantic quotes, which are appealing to ______ needs.

love

Sometimes older people join Facebook as a way to keep in touch with younger family members. Which of Maslow's needs motivates their decision to join Facebook?

love

When Alicia is thinking about where she would like to eat lunch, she remembers five places close by where she has eaten before. Although some of them she would not revisit, these restaurants are part of Amber's ______ set.

retrieval