MKT 310 - Exam 3

Cedric runs out of gas on the way to work. He thinks to himself-"How stupid I am!" Cedric has experienced a form of a problem recognition that is being dominated by a downward movement in his actual state. A. true B. false

A. True

Tanya type scans the newspaper ads every day for new information about current fashion styles and trends, even though she isn't thinking about buying clothes anytime soon. Tanya is engaging in a(n) ________ search. A. pre-purchase B. ongoing C. internal D. delayed

B. On going

Buying decisions that are made with little or no conscious effort are called ________. A. close minded B. habitual C. satisficing D. extended

B. habitual

A mental or problem-solving shortcut to make a decision is called a(n) ________. A. determinant B. detail rule C. heuristic D. experience rule

C. Hueristic

________ is the process by which the consumer surveys the environment for appropriate data to make a reasonable decision. A. Problem recognition B. Evaluation of alternatives C. Information search D. Product choice

C. Information search

When using the ________ rule of decision making, a consumer evaluates brands on the most important attribute, but specific cutoffs are imposed. A. lexicographic B. elimination-by-aspects C. conjunctive D. compensatory

C. conjunctive

Chen Lo uses a decision rule that says "Only buy well-known brand names" when selecting a set of golf clubs. He does not look at price, the store, or even discounts when purchasing clubs. Chen Lo's purchasing pattern is an example of a consumer using a ________. A. habit decision rule B. compensatory rule C. noncompensatory rule D. conjunctive rule

C. noncompensatory rule

A decision strategy that seeks to deliver an adequate solution rather than the best possible solution is referred to as ________. A. inertia B. rationalizing C. satisficing D. anchoring

C. satisficing

The alternatives actively measured during a consumer's choice process are the ________ set. A. inert B. evoked C. evaluate D. consideration

D. Consideration

If a consumer's ideal state is very near or identical to his or her actual state, which of the following best describes the type of problem recognition the consumer would most likely have? A. opportunity recognition B. need recognition C. search recognition D. no problem recognition

D. no problem recognition

Needs are created when the actual state of a customer declines. A. True B. False

A. True

Decisions driven by our emotional responses to a product are called ________. A. affective B. habitual C. cognitive D. compensatory

A. Affective

Hirosi ordered the expensive "heart attack special" at the local pub. It came with a one-pound hamburger and a full bucket of fries. Halfway through the meal, Hirosi was not feeling well. Yet according to the sunk-cost fallacy, Hirosi will likely continue until he has finished the "special." A. True B. False

A. True

People often make decisions on the basis of mental accounting. One facet of this accounting is making a decision based on the way a problem was posed. This is called ________. A. framing B. the sum-cost fallacy C. loss aversion D. positioning

A. framing

Which of the following occurs when a consumer uses a selected product and decides whether it merits his or her expectations? A. feature creep B. inertia C. framing D. post-purchase evaluation

D. post-purchase evaluation