Consumer Behavior—Chapter 14

Occurs when a consumer is very involved with a brand or a product category and yet has a very low level of involvement with a particular purchase of that product because of brand loyalty, time pressures, or other reasons.

Product Involvement

A discrepancy that a variety of brands within a product category can reduce.

Generic Problem Recognition

A problem in which the consumer is not aware.

Inactive Problem

Involves internal and limited external search, few alternatives, simple decision rules on a few attributes, and little post purchase evaluation.

Limited Decision Making

Which approach to problem identification focuses on a particular activity such as lawn maintenance? a. activity analysis b. product analysis c. problem analysis d. human factors research e. emotion research

a

Which non marketing factor affects a consumer's desired state? a. culture/subculture b. normal depletion c. product/brand performance d. availability of products e. all of the above

a

Which approach to problem recognition examines the purchase or use of a particular product or brand? a. activity analysis b. product analysis c. problem analysis d. human factors research e. emotion research

b

Which of the following is NOT an appropriate condition to attempt to influence generic problem recognition? a. It is early in the product life cycle. b. The firm has a small percentage of the market. c. External search after problem recognition is apt to be limited. d. It is an industry-wide cooperative effort. e. all of the above are appropriate conditions to attempt to influence generic problem recognition

b

A problem that the consumer is aware of or will become aware of in the normal course of events.

Active Problem

The way an individual perceives his or her feelings and situation to be at the present time.

Actual State

The way an individual wants to feel or be at the present time.

Desired State

Involves an extensive internal and external information search followed by a complete evaluation of multiple alternatives and significant postpurchase evaluation.

Extended Decision Making

A discrepancy that only one brand can solve.

Selective Problem Recognition

Campbell's soup used several advertising campaigns that stressed the benefits of soup in general. For example, one tagline used was "Soup is good food," and another was "Never underestimate the power of soup." Which type of problem recognition was Campbell's attempting to stimulate? a. generic problem recognition b. selective problem recognition c. active problem recognition d. inactive problem recognition e. primary problem recognition

a

Kim was participating in a group discussion centered on the participants' problems encountered while taking care of their hair. Which approach to problem identification is this? a. activity analysis b. product analysis c. problem analysis d. human factors research e. emotion research

a

Two basic approaches to causing problem recognition are _____. a. generic problem recognition and selective problem recognition b. active problem recognition and inactive problem recognition c. actual problem recognition and desired problem recognition d. perceived problem recognition and objective problem recognition e. primary problem recognition and secondary problem recognition

a

A firm that introduces a new line of non-fat snack food due to increasing consumer concern with health is _____. a. activating problem recognition b. reacting to problem recognition c. suppressing problem recognition d. triggering problem recognition e. none of the above

b

A manufacturer of a digital music player asked several consumers the problems associated with using these types of products. Several consumers said that they had trouble downloading music onto their computers and then onto their music players. Which approach to problem recognition is this marketer using? a. activity analysis b. product analysis c. problem analysis d. human factors research e. emotion research

b

An advertisement for Topol toothpaste, which is targeted at smokers and coffee and wine drinkers, stresses how this is the only brand that can remove the stains associated with these consumption behaviors. Which type of problem recognition is this marketer attempting to stimulate? a. generic problem recognition b. selective problem recognition c. active problem recognition d. inactive problem recognition e. primary problem recognition

b

Which type of consumer decision making includes only a limited internal information search and no external search for information? a. routine decision making b. nominal decision making c. extended decision making d. simple decision making e. limited decision making

b

Which type of decision making process in effect involves no decision per se? a. simple decision making b. nominal decision making c. extended decision making d. automatic decision making e. default decision making

b

Which type of nominal decision is characterized by a consumer believing that all brands within a given product category are about the same and not attaching much importance to the product category or purchase? a. routine decision b. repeat purchase decision c. secondary decision d. inconsequential decision e. indifferent decision

b

A food manufacturer asked a group of working mothers to think about the problem of serving nutritious meals to their families given their time constraints and to indicate what activities, products, or brands are associated with or perhaps could eliminate those problems. This manufacturer is using which approach to problem recognition? a. activity analysis b. product analysis c. problem analysis d. human factors research e. emotion research

c

Which approach to problem recognition starts with a problem and asks respondents to indicate which activities, products, or brands are associated with (or perhaps could eliminate) those problems? a. activity analysis b. product analysis c. problem analysis d. human factors research e. emotion research

c

The manager of a bank branch is concerned about the number of mistakes the tellers were making, so he started manipulating different aspects of the environment in the bank to see what effect each has on the tellers' performance. He examined factors such as the lighting, temperature, and the volume of the music playing in the bank. Which approach to problem recognition is this manager using? a. activity analysis b. product analysis c. problem analysis d. human factors research e. emotion research

d

Which approach to problem recognition attempts to determine human capabilities in areas such as visions, strength, response time, flexibility, and fatigue and the effect on these capabilities of lighting, temperature, and sound? a. activity analysis b. product analysis c. problem analysis d. human factors research e. emotion research

d

One retailer asked a group of consumers the types of emotions they experience in both positive and negative retail situations. The purpose of this research was to uncover consumer reactions to various situations so that clerks could be trained to respond appropriately. Which approach to problem recognition is this? a. activity analysis b. product analysis c. problem analysis d. human factors research e. emotion research

e

Radian6 is a leader in the field of _____. a. social media measurement b. focus group moderating c. product development d. consumer problem discovery e. a and d

e

Which approach to problem recognition examines emotions associated with certain problems? a. activity analysis b. product analysis c. problem analysis d. human factors research e. emotion research

e

What is the most common approach to discovering consumer problems? a. activity analysis b. intuition c. product analysis d. problem analysis e. qualitative research

b

Which problem recognition involves a discrepancy that a variety of brands within a product category can reduce? a. generic problem recognition b. selective problem recognition c. active problem recognition d. inactive problem recognition e. primary problem recognition

a

Which problem recognition involves a discrepancy that only one brand can solve? a. generic problem recognition b. selective problem recognition c. active problem recognition d. inactive problem recognition e. primary problem recognition

b

Effective quality control and distribution and package inserts that assure the consumer of the wisdom of their purchase are attempts at _____. a. responding to consumer problems b. helping consumers recognize problems c. discovering consumer problems d. diverting consumers' attention away from problems e. suppressing problem recognition

e

Which condition is appropriate to attempt to influence generic problem recognition? a. It is early in the product life cycle. b. The firm has a high percentage of the market. c. External search after problem recognition is apt to be limited. d. It is an industry-wide cooperative effort. e. all of the above

e

Which of the following is an approach to problem identification? a. activity and product analysis b. human factors research c. problem analysis d. emotion research e. all of the above

e

T/F: A latent problem is one of which the consumer is not aware.

f

T/F: A consumer's desired state can be influenced by previous decisions.

t

The level of concern for, or intent in, the purchase process triggered by the need to consider a particular purchase.

Purchase Involvement

T/F: An latent problem is one of which the consumer is not aware.

f

Occurs when there is very low involvement with the purchase.

Nominal Decision Making

The result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.

Problem Recognition

A(n) _____ is the way an individual perceived his or her feelings and situation to be at the present time. a. current state b. actual state c. desired state d. self-concept e. self-assessment

b

Which type of consumer problem is one of which the consumer is not aware? a. latent b. manifest c. active d. inactive e. blatant

d

T/F: If purchase involvement is high, then enduring product involvement will also be high.

f

T/F: One difficulty with using intuition alone to identify consumer problems is that it is a complex research technique that requires extensive training.

f

T/F: Approaches to discovering consumer problems include activity analysis, product analysis, problem analysis, human factors research, and emotion research.

t

T/F: Attempts to influence generic problem recognition are appropriate for brands that have a high market share.

t

T/F: Firms attempt to cause selective problem recognition to gain or maintain market share.

t

T/F: Nominal decision making is sometimes referred to as habitual decision making.

t

T/F: Problem recognition is the first stage of the consumer decision process.

t

T/F: Problem recognition is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.

t

T/F: Two distinct categories of nominal decision making are brand loyal decisions and repeat purchase decisions.

t

Which type of consumer decision making does NOT include alternative evaluation? a. routine decision making b. nominal decision making c. extended decision making d. simple decision making e. limited decision making

b

James likes to eat a strawberry Pop-Tart for breakfast before school. After about two weeks of this, he starts to get bored with that and switches to waffles. James is displaying which type of behavior? a. variety-seeking b. brand-switching c. entertainment d. limited search e. extended search

a

Nominal decision making is sometimes referred to as _____. a. habitual decision making b. routine decision making c. simple decision making d. automatic decision making e. default decision making

a

Nominal decisions can be broken into which two distinct categories? a. brand loyal decisions and repeat purchase decisions b. primary decisions and secondary decisions c. high involvement decisions and low involvement decisions d. expensive decisions and inexpensive decisions e. first purchase decisions and repeat purchase decisions

a

Relative importance of a problem is determined by which of the following? a. how critical the problem is to the maintenance of the consumer's desired lifestyle b. how critical problem is to others c. the magnitude of the discrepancy between the desired and actual states d. the magnitude of the discrepancy between the actual self-concept and the ideal self-concept e. the level of risk associated with the decision process

a

Tess noticed that she was almost out of shampoo. Which stage of the decision process will this observation activate? a. problem recognition b. information search c. alternative evaluation d. post purchase evaluation e. dissonance

a

Very high levels of purchase involvement tend to produce _____. a. extended decision making b. nominal decision making c. affective decision making d. limited decision making e. none of the above

a

Which of the following drives problem recognition? a. the consumer's perception of the actual state b. objective reality of the consumer's actual state c. the amount of information available d. the number of alternatives from which to choice e. others' perception of an individual's actual state

a

Which of the following statements is true regarding active and inactive consumer problems? a. Active problems require the marketer only to convince consumers that its brand is the superior solution. b. Active and inactive problems do not require different marketing strategies. c. An active problem is one of which the consumer is not aware. d. Even though a consumer is aware of it, an inactive problem is one that he or she has no desire to rectify. e. Active problems are more serious than inactive ones.

a

Which type of consumer decision making only includes the stages of problem recognition, limited internal information search, purchase, and limited post purchase behavior? a. nominal decision making b. normal decision making c. limited decision making d. extended decision making e. simple decision making

a

Which type of decision making covers the middle ground between nominal and extended decision making? a. limited decision making b. partial decision making c. mid-range decision making d. modified decision making e. internal decision making

a

A(n) _____ is the way an individual wants to feel or be at the present time. a. current state b. desired state c. actual state d. ideal state e. idolized state

b

Emma noticed that she was almost out of gas, so she pulled into the nearest gas station and filled up her tank. Emma's decision on which gas to purchase is characterized by _____. a. a high level of cognitive processing b. a low level of purchase involvement c. limited decision making d. extended decision making e. a high level of affective processing

b

Marla is bored with her cell phone. She wants to purchase a new one that has cool ring tones and can take a picture. She's not going to conduct a big search for a new phone as she's just going to consider a few others. Which type of decision making is this? a. nominal decision making b. limited decision making c. extensive decision making d. extended decision making e. truncated decision making

b

Rudy is a product category manager for a major consumer packaged goods manufacturer. Part of his job requires that he analyze a given product category and logically determine where improvements could be made. Rudy has determined several consumer problems this way. Which of the following best describes how Rudy uncovers consumer problems? a. activity analysis b. intuition c. product analysis d. problem analysis e. qualitative research

b

What is the first stage of the consumer decision process? a. information search b. problem recognition c. alternative evaluation d. purchase e. post purchase behavior

b

Which of the following statements is FALSE regarding problem recognition? a. Problem recognition is the first stage in the consumer decision process. b. Only when the desired state is greater than the actual state will a problem exist. c. Problem recognition is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process. d. Without recognition of a problem, there is no need for a decision. e. all of the above are true regarding problem recognition

b

_____ is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process? a. alternative evaluation b. problem recognition c. information search d. purchase e. post purchase evaluation

b

A completely nominal decision does not even include consideration of _____. a. information b. problem recognition c. the "do not purchase" alternative d. purchase evaluation e. all of the above

c

All EXCEPT which of the following non marketing factors affect consumers' desired state? a. reference group b. household characteristics c. normal depletion d. financial status/expectations e. culture

c

Bessie is at the grocery store and is trying to remember some of the things she needs to buy. She is in the cleaning products aisle looking at the floor cleaning products. She's pretty sure she has another bottle left at home, so she doesn't purchase another. Bessie's perception of her current situation regarding this product reflects her _____. a. current state b. desired state c. actual state d. self-concept e. self-assessment

c

Many elderly consumers have problems with arthritis. This painful condition makes it almost impossible for them to open jars or medicine containers because the joints in their fingers are so stiff. Which type of consumer problem is this? a. latent b. manifest c. active d. inactive e. blatant

c

The Smith's oldest daughter, Olivia, is a senior in high school. She has all "A's" and scored a 34 on the ACT. She is president of the debate team and the national honor society as well as a member of the cheerleading squad. Olive wants to attend medical school, so both she and her parents are very concerned about which undergraduate school she attends. They have spent countless hours on the Internet examining universities, and they have already visited five campuses. For Olivia and her parents, which type of decision making does this represent? a. limited decision making b. nominal decision making c. extended decision making d. complex decision making e. complete decision making

c

The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is known as _____. a. personal involvement b. product involvement c. purchase involvement d. enduring involvement e. activated involvement

c

The level of one's desire to resolve a particular problem depends on which factors? a. the consumer's perception of his or her actual state and the desired state b. the length of time required to make a decision and the level of purchase involvement c. the magnitude of the discrepancy between the desired and actual states and the relative importance of the problem. d. the degree of brand loyalty and the amount of time required to make a decision e. the direction of the discrepancy between the desired and actual states and the relative importance of the purchase

c

Which of the following is NOT a type of consumer decision making discussed in your text? a. nominal decision making b. extended decision making c. complex decision making d. limited decision making e. all of the above are types of decision making

c

Which of the following is a non marketing factor affecting consumers' actual state? a. social status b. household characteristics c. product/brand performance d. motives e. culture

c

Which of the following statements is FALSE regarding consumer decisions and the consumer decision process? a. The decision process model provides useful insight into all types of consumer purchases. b. Consumer decisions are frequently the result of a single problem. c. Consumer decisions are rational and functional; otherwise they do not involve decisions per se. d. Some consumer decisions result from the convergence of several problems. e. Once the decision process begins, it may evolve and become more complex with multiple goals.

c

Which type of consumer decision making involves the evaluation of many attributes and alternatives and employs complex decision rules? a. routine decision making b. nominal decision making c. extended decision making d. simple decision making e. limited decision making

c

Which type of consumer problem is one the consumer is aware of or will become aware of in the normal course of events? a. latent b. manifest c. active d. inactive e. blatant

c

Some companies attempt to initiate problem recognition through _____. a. mass media advertising b. focus groups c. content analysis d. point-of-purchase displays e. a and d

e

Which type of decision making involves an extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant post purchase evaluation? a. limited decision making b. nominal decision making c. extended decision making d. complex decision making e. complete decision making

c

Which type of decision making involves internal and external search, few alternatives, simple decision rules on a few attributes, and little post purchase evaluation? a. nominal decision making b. routine decision making c. limited decision making d. partial decision making e. extended decision making

c

All EXCEPT which of the following non marketing factors affect a consumer's actual state? a. past decisions b. normal depletion c. product/brand performance d. reference grou e. availability of products

d

Brad was out of soft drinks in his dorm room, so he went to the store and purchased Coke. This is the brand he always buys, and he would not even consider purchasing another brand. Which type of nominal decision does this illustrate? a. routine decision b. repeat purchase decision c. primary decision d. brand loyal decision e. low visibility decision

d

Candice is on a diet and wants to lose 10 pounds. She wants to be thin right now, which represents her _____. a. actual state b. ideal state c. healthy state d. desired state e. future state

d

Rita is doing her family's grocery shopping and purchases ice cream. She's purchased Blue Bell ice cream before and purchases it again. She's not committed to this brand; it's just that she and her family like it. Which type of nominal decision is this? a. inconsequential decision b. indifferent decision c. automatic decision d. repeat purchase decision e. secondary decision

d

The Martins' home has potentially unsafe levels of radon, but they have no idea because it is odorless and they have not been feeling any ill effects from it. In fact, several homes have this problem and the owners are not aware of it, and they may never become aware of it unless testing is done. What type of consumer problem is this? a. latent b. manifest c. active d. inactive e. dangerous

d

What are the types of consumer problems? a. latent and manifest b. primary and secondary c. low involvement and high involvement d. active and inactive e. actual and perceived

d

What has research revealed regarding consumers' variety-seeking behavior? a. Once a consumer tries another brand, there is a high probability that he or she will not return to the previous brand. b. Consumers usually switch to options within the same brand. c. Consumers are unwilling to switch to options within the brand. d. Consumers are more likely to become bored on sensory attributes such as taste. e. Consumers are more likely to become bored with non-sensory attributes such as brand name.

d

Which type of nominal decision is characterized by a fairly high degree of product involvement but a low degree of purchase involvement? a. routine decision b. inexpensive decision c. primary decision d. brand loyal decision e. low visibility decision

d

Blake doesn't much care about cars but is engaging in a substantial amount of information search about cars since he is about to buy a new car. In terms of involvement, Blake is _____. a. high in product involvement; low in purchase involvement b. high in value-expressive involvement; low in product involvement c. high in product involvement; high in purchase involvement d. low in product involvement; low in purchase involvement e. low in product involvement; high in purchase involvement

e

Quaker introduced its "Quaker Oats to go" bar and marketed it as a healthy and convenient breakfast choice. Quaker's marketing message is designed to help the consumer to _____. a. search for information b. engage in self-assessment c. recognize a problem d. acknowledge breakfast as important and make it a priority in their busy day e. c and d

e

Which of the following is a concern marketing managers have related to problem recognition? a. discovering consumer problems b. developing the marketing mix to solve consumer problems c. helping consumers recognize problems d. suppressing problem recognition among consumers e. all of the above

e

Which of the following is a non marketing factor affecting problem recognition? a. social status b. previous decisions c. motives d. situation e. all of the above

e

Which of the following is a type of consumer decision making discussed in your text? a. nominal decision making b. limited decision making c. extended decision making d. b and c e. a, b, and c

e

Which online environment option is a growing source of potential consumer feedback and input? a. surveys b. blogs c. facebook d. twitter e. b, c, and d

e

Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives? a. routine decision making b. nominal decision making c. extended decision making d. simple decision making e. limited decision making

e

Which type of decision making involves recognizing a problem for which there are several possible solutions? a. nominal decision making b. normal decision making c. alternate decision making d. modified decision making e. limited decision making

e

T/F: The level of one's desire to resolve a particular problem depends on two factors: the actual state and the desired state.

f

T/F: The three types of decision making are rebuy, limited, and extended.

f

T/F: Universal problem recognition involves a discrepancy that variety of brands within a product category can reduce.

f

T/F: When a consumer's actual state is perceived as being greater than the desired state, recognition of a problem does not occur.

f

T/F: Variety-seeking behavior is a challenge to marketers because it means the consumers switch brands for reasons beyond a company's control.

t