Chapter 6

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

search for information

Evoked Set

Alternative brands or stores that the consumer states they will consider when making a purchase decision

internal locus of control

Belief that you have some control over the outcomes of your actions, in which case they generally engage in more search activities

External locus of control

Consumers believe that fate or other external factors control all outcomes

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

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

Macroeconomic factors

Place the steps of the customer decision process in order

Need Recognition Information Search Alternative Evaluation Purchase and Consumption PostPurchase

Need recognition would be greatest in which situation?

Pete returned home from work to find that his refrigerator is broken and that his refrigerated and frozen food must be thrown out.

physiological Risk (safety risk)

Risk that refers to the fear that harm may come to the person should the product not perform properly

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

To assess the conversion rate

Financial Risk

associated with a monetary outlay and includes the initial cost of the purchase, as well as the costs of using the item or service

psychological risk

associated with the way people will feel if the product or service does not convey the right image

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

cognitive dissonance

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

conversion rate

Performance Risk

involves the perceived danger inherent in a poorly performing product or service

Internal Search for information

occurs when the buyer examines his or her own memory and knowledge about the product or service, gathered through past experiences

External Search for information

occurs when the buyer seeks information outside his or her personal knowledge base to help make the buying decision

Need ____ is the first stage in the consumer decision process.

recognition

The consumer decision process is best defined as

the steps consumers experience when making a purchase

Retrieval Set

those brands or stores that the consumer can readily bring forth from memory