Chapter #9 Consumer

Decisions driven by our emotional responses to a product are called ________.

affective

A consumer who buys the same brand over and over again exhibits ________

brand loyalty

A customer buying an unfamiliar product that carries a fair degree of risk would most likely engage in ________ decision making.

cognitive

According to ________, we evaluate the eort we'll need to make a particular choice and then we tailor the amount of cognitive "eort" we expend to make that choice.

constructive processing

Dimensions we use to judge the merits of competing options are called ________.

evaluative criteria

Buying decisions that are made with little or no conscious effort are called ________.

habitual

A bucket in consumer decision making is ________.

habitual, cognitive and affective

A mental or problem-solving shortcut to make a decision is called a(n) ________.

heuristic

According to the ________ rule, a product with a low standing on one attribute cannot make up for this position by being better on another attribute.

noncompensatory

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 ________.

noncompensatory rule

A hot and thirsty customer buys a cool drink and nds it very satisfying. He then buys another drink even though he had not initially planned on buying two and even though he is no longer thirsty. This is an example of ________.

purchase momentum

According to this view, people calmly and carefully integrate as much information as possible with what they already know about a product, painstakingly weigh the pluses and minuses of each alternative, and arrive at a satisfactory decision.

rational perspective

A decision strategy that seeks to deliver an adequate solution rather than the best possible solution is referred to as ________.

satisfcing

________ describes consumption at the low end product involvement by the consumer.

Inertia

________ is the process by which the consumer surveys the environment for appropriate data to make a reasonable decision.

Information search

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 gamblers' behavior?

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

________ occurs whenever the consumer sees a signficant difference between his or her current state of aairs and some desired state.

Problem recognition

A consumer can recognize problems as either an opportunity or a need. How should promotions dier between those emphasizing opportunities and those emphasizing needs?

Promotions emphasizing opportunities should attempt to increase the ideal state, while promotions emphasizing needs should give locations where the products can be purchased.

According to ________, utility is dened in terms of gains and losses.

prospect theory

According to ________, a company can make money if it sells small amounts of items that only a few people want, if the company sells enough dierent items.

the long tail