Consumer Behavior Chapter 15
unawareness set
To which set do alternatives the consumer does not know about belong? A) inert set B) inept set C) unawareness set D) unknown set E) evoked set
a b and c
A consumer decision requires information on which of the following? A) The appropriate evaluative criteria for the solution of a problem. B) The existence of various alternative solutions. C) The performance level or characteristic of each alternative solution on each evaluative criterion. D) a and b E) a, b, and c
awareness set
All of the brands that a consumer thinks of as potential solutions are known as the _____. A) awareness set B) evaluative criteria C) alternative set D) preferred set E) consideration set
inert set
Brands for which a consumer is aware but basically indifferent toward compose his or her _____. A) evoked set B) consideration set C) inept set D) excluded set E) inert set
inept
Brands that are found completely unworthy of further consideration are members of the _____. A) evoked set B) inept set C) excluded set D) inert set E) discarded set
maintenance strategy
Coca-Cola has a large brand-loyal purchaser segment. Which marketing strategy is appropriate for this brand? A) capture strategy B) acceptance strategy C) maintenance strategy D) preference strategy E) disrupt strategy
general product-related terms
Consumers conducting a generic search in an Internet search engine use which type of terms? A) retailer-related terms B) brand-related terms C) general product-related terms D) brand- plus product-related terms E) price-related terms
shopping orientations
Consumers' general approaches or patterns of external search are termed _____. A) social status B) shopping orientations C) involvement D) motives E) differentials
ongoing search
Deliberate external search that occurs in the absence of problem recognition and is done both to acquire information for possible later use and because the process itself is pleasurable is known as _____. A) internal search B) ongoing search C) eternal search D) continuous search E) perpetual search
consumer characteristics
Experience, familiarity, social status, shopping orientation and product involvement are examples of which factor that influences the expected benefits and perceived costs of search? A) market characteristics B) product characteristics C) consumer characteristics D) situation characteristics E) personality traits
product differentiation
Feature and quality variations across brands are referred to as _____. A) product positioning B) brand leverage C) product differentiation D) market segmentation E) market characteristics
extended decision making
For which type of decision making is external information search relatively important? A) automatic decision making B) limited decision making C) nominal decision making D) extended decision making E) truncated decision making
evaluative criteria
Freddy is purchasing a new car, and he has decided that gas mileage, price, reliability, and styling are important to him. These attributes represent Freddy's _____. A) evoked set B) evoked criteria C) consideration criteria D) evaluative criteria E) evaluative set
personal sources
Friends, family, and others are examples of which source of information? A) memory B) personal sources C) independent sources D) marketing sources E) experiential sources
all of the above
How has the Internet changed consumers' ability to search for information? A) allows easy access to manufacturers' Web sites B) allows easy access to other consumers C) allows easy access to government agencies D) expands the ability of marketers to provide information to consumers E) all of the above
intercept strategy
If a brand is included in a consumer's evoked set, which marketing strategy is NOT appropriate? A) maintenance strategy B) intercept strategy C) capture strategy D) preference strategy E) all of the above are appropriate
nominal decision making
If, in response to a problem, a consumer recalls a single, satisfactory solution, no further information search or evaluation may occur. The consumer purchases the recalled brand and _____ has occurred. A) automatic decision making B) limited decision making C) nominal decision making D) extended decision making E) truncated decision making
marketing sources
Lane is test driving several models of automobiles to help him decide which one to purchase. Which source of information does this represent? A) memory B) personal sources C) independent sources D) marketing sources E) experiential sources
independent sources
Magazines, consumer groups, and government agencies represent which source of information? A) memory B) personal sources C) independent sources D) marketing sources E) experiential sources
using email
Research shows that the most common use of the Internet is _____. A) searching for a map or driving directions B) getting news C) buying a product D) using e-mail E) checking the weather
internal search
Once a problem is recognized, relevant information from long-term memory is used to determine if a satisfactory solution is known, what the characteristics of potential solutions are, what are appropriate ways to compare solutions, and so forth. This is referred to as _____. A) internal search B) external search C) primary search D) ongoing search E) evoked search
memory
Past searches, prior personal experiences, and prior low-involvement learning are examples of which source of information? A) memory B) personal sources C) independent sources D) marketing sources E) experiential sources
a b and c
Perceived risk is a function of the _____. A) individual B) product C) situation D) a and b E) a, b, and c
all of the above
Perceived risk is high for products whose failure to perform as expected would result in a high _____. A) social cost B) financial cost C) time cost D) physical cost E) all of the above
generic
Research has shown that most of the online search leading up to a purchase was _____. A) brand only B) generic C) brand-item D) retail E) price-related
marketing sources
Sales personnel, Web sites, and advertising represent which type of information source? A) memory B) personal sources C) independent sources D) marketing sources E) experiential sources
bots
Services that aid consumers in their search and decision making on the Internet are known as _____. A) bots B) worms C) viruses D) seekers E) minimizers
evoked set
The brands or products one will evaluate for the solution of a particular consumer problem are called the _____. A) evoked set B) evaluative criteria C) alternative set D) preferred set E) awareness set
evaluative criteria
The desired features or characteristics required to meet a consumer's needs are his or her _____. A) evoked set B) evoked criteria C) consideration criteria D) evaluative criteria E) evaluative set
consideration set
The evoked set is also called the _____. A) evaluative set B) alternative set C) awareness set D) preferred set E) consideration set
market characteristics
The number of alternatives, price range, store distribution, and information availability are examples of which factor that influences the expected benefits and perceived costs of search? A) market characteristics B) product characteristics C) consumer characteristics D) situation characteristics E) technological characteristics
clickthrough rate
The percentage who clicks through a banner ad to the corporate Web site is known as _____. A) response rate B) turnover rate C) clickthrough rate D) rating E) hits
evoked set
Thomas is aware of several different brands of electric shavers, but he is only considering seriously three different brands. These three brands that Thomas is evaluating represent his _____. A) evoked set B) evaluative criteria C) alternative set D) preferred set E) awareness set
spam
Unsolicited e-mail that is a major concern and irritant and is known as _____. A) spit B) spam C) blog D) junk mail E) banner mail
limited decision making
When a consumer notices a new product in a store because of the point-of-purchase display, reads about the attributes of the product and recalls an unresolved problem that this product will solve, and then purchases the product, _____ has occurred. A) automatic decision making B) limited decision making C) nominal decision making D) extended decision making E) truncated decision making
Household income
Which demographic characteristic describes the greatest percentage of U.S. adult Internet users? A) Women B) Black, non-Hispanic C) 65+ years of age D) Household income of $75,000+ E) Rural
low involvement learning
Which information source is NOT actively acquired by consumers? A) past searches B) personal experience C) low-involvement learning D) independent groups E) marketer information
preference strategy and acceptance strategy
Which marketing strategies are appropriate for extended decision making? A) maintenance strategy and disrupt strategy B) capture strategy and intercept strategy C) preference strategy and acceptance strategy D) maintenance strategy and intercept strategy E) capture strategy and acceptance strategy
capture strategy and intercept strategy
Which marketing strategies are appropriate for limited decision making? A) maintenance strategy and disrupt strategy B) capture strategy and intercept strategy C) preference strategy and acceptance strategy D) maintenance strategy and intercept strategy E) capture strategy and acceptance strategy
maintenance strategy and disrupt strategy
Which marketing strategies are appropriate for nominal decision making? A) maintenance strategy and disrupt strategy B) capture strategy and intercept strategy C) preference strategy and acceptance strategy D) maintenance strategy and intercept strategy E) capture strategy and acceptance strategy
disrupt strategy
Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets? A) disrupt strategy B) maintenance strategy C) capture strategy D) preference strategy E) all of the above
all of the above
Which of the following factors influences the expected benefits and perceived costs of search? A) market characteristics B) product characteristics C) consumer characteristics D) situation characteristics E) all of the above
search engine optimization
Which of the following involves techniques designed to ensure that a company's Web pages appear high on an Internet search result list? A) market segmentation B) search engine optimization C) spam D) blogging E) behavioral targeting
a
Which of the following is NOT a major issue marketers must deal with concerning the Internet's role in information search and decision making? A) How can they get more consumers to use the Internet instead of seeking information from salespeople? B) How can they drive their information to consumers? C) How can they drive consumers to their information? D) How (if at all) can online selling be utilized or integrated with existing channels? E) all of the above are major issues marketers must deal with
e
Which of the following is NOT a research finding regarding the Internet as an information source? A) Online information is expected. B) Online information boosts offline sales. C) Online sources are viewed as valuable. D) Online sources reduce a salesperson's role. E) Over 90% of Americans use the Internet to research a product/service before buying it.
purchase set
Which of the following is NOT a subcategory of the awareness set? A) evoked set B) purchase set C) inert set D) inept set E) all of the above are subcategories of the awareness set
all of the above
Which of the following is a primary source of information available to consumers? A) memory B) personal sources C) independent sources D) marketing sources E) all of the above
temporal perspective
Which of the following is probably the most important situational variable with respect to search behavior? A) temporal perspective B) task definition C) physical surroundings D) antecedent state E) social surrounding
all of the above
Which of the following is true regarding the Internet as a source of information? A) Online information is expected. B) Online information boosts offline sales. C) Online sources are viewed as valuable. D) Online sources reduce a salesperson's role. E) all of the above
C
Which of the following statements is FALSE regarding appropriate alternatives? A) An evoked set is those brands or products one will evaluate for the solution of a particular consumer problem. B) The brand found completely unworthy of further consideration is a member of the inept set. C) Marketing strategy that focuses only on creating awareness is adequate. D) Brands for which a consumer is aware of but basically indifferent toward compose that consumer's inert set. E) Alternatives the consumer does not know about compose the unawareness set.
B
Which of the following statements is FALSE regarding information search? A) Consumers continually recognize problems and opportunities, so internal and external searches for information to solve these problems are ongoing processes. B) Searching for information is free. C) Information search involves mental as well as physical activities that consumers must perform. D) The benefits of information search often outweigh the cost of search. E) Consumers acquire a substantial amount of relevant information without deliberate search.
marketing sources
Which source of information includes inspection or product trial? A) memory B) personal sources C) independent sources D) marketing sources E) experiential sources
external search
Which type of search can involve independent sources, personal sources, marketer-based information, and product experience? A) internal search B) external search C) primary search D) secondary search E) evoked search
Behavioral targeting
_____ involves tracking consumer click patterns on a Web site and using that information to decide on banner ad placement. A) Clickthrough targeting B) Search engine optimization C) Bot software D) Behavioral targeting E) Spam