Mktg 410 Chapter 8

Ongoing search

What type of information search is a female customer engaged in when she scans the newspaper ads every day for new information on fashions, even though she isn't thinking of buying anything anytime soon?

Opportunity recognition

A consumer who moves his or her ideal state upward is experiencing ________.

Extended problem solving

A customer buying an unfamiliar product that carries a fair degree of risk would most likely engage in what type of problem solving?

It will increase, and then decrease as the customer becomes more knowledgeable.

As a customer's product knowledge increases, what typically happens to the amount of search conducted by the consumer?

Mental accounting emphasizes the extraneous characteristics of the choice environment even if the results are not rational.

Casinos make their interiors very plush and expensive looking, knowing that gamblers who would be reluctant to make a $10 bet in average surroundings would gladly make $100 wagers in luxurious surroundings. Which of the following best explains the gamblers' behavior?

Kent is variety seeking.

Kent, a college student, is a loyal Coca-Cola drinker. He averages about six Cokes a day. He even prefers Coke to water. However, today when he passed a vending machine in his dorm, he bought a new flavor of soft drink called Big Red. Which of the following most accurately explains his behavior, given the facts about Kent's previous behavior?

The sunk-cost fallacy

Les just bought a megaphone of root beer. As he drinks from the giant cup, he eventually becomes full. One of his friend's comments, "If you don't stop drinking that stuff, you will get sick." Les replies, "Hey, I bought it and I am not going to waste one drop of it." Les's behavior could best be described by which of the following mental biases?

Consideration

The alternatives actively considered during a consumer's choice process are his or her ________ set.

Ethnocentrism

When Japanese cars first became popular in the United States, some drivers of domestic cars placed bumper stickers on their vehicles that stated "Hungry? Eat your foreign car." These stickers encouraged people to support local workers and keep an American advantage in the balance of trade between Japan and the United States. The attitude expressed by the stickers is called ________.

Lexicographic

When the ________ rule of decision-making is used, the brand that is the best on the most important attribute is the one selected.