Exam 2

In a compensatory decision, a brand's weakness on one attribute cannot be overcome by its strength on another attribute.

False

Making a brand a compromise option in the choice set decreases that brand's probability of being chosen because consumers do not like "middle-of-the road" brands.

False

Search engine optimization involves tracking consumer click patterns on a website and using that information to decide on banner ad placement

False

The long-term total influence of advertising and other marketer-provided information on consumer decision making and sales is nominal.

False

Many customer loyalty programs are designed to generate repeat purchases rather than committed customers.

True

Nominal and most limited decision making will not produce postpurchase dissonance.

True

Nominal decision making is sometimes referred to as habitual decision making.

True

One reason a consumer does an ongoing search is because the process itself is pleasurable to him or her

True

Two distinct categories of nominal decision making are brand loyal decisions and repeat purchase decisions

True

Conjunctive, disjunctive, elimination-by-aspects, and lexicographic are noncompensatory decision rules.

True (the only compensatory is compensatory decision duh)

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 _____.

low in product involvement; high in purchase involvement

Selecting the optimal alternative, minimizing the decision effort, and maximizing the ease with which a decision can be justified are examples of consumer _____.

metagoals

Which type of decision making process in effect involves no decision per se?

nominal decision making

An outlet or brand whose performance confirms a low-performance expectation generally will result in _____.

nonsatisfaction

All EXCEPT which of the following nonmarketing factors affect consumers' desired state?

normal depletion

Connie just purchased her first new car, and she's actually feeling a little bad about it. She's concerned about how much money she spent and how long she will be making car payments. She's not sure she made the right choice, either. She liked another car a little better, but ended up purchasing another model. Connie is experiencing _____.

postpurchase dissonance

Which of the following occurs when a consumer actively acquires a product that is not used or used only sparingly relative to its potential use?

product nonuse

A consumer can be neither satisfied nor dissatisfied

true

Sometimes consumers purchase products and do not use them

true

To which set do alternatives the consumer does not know about belong?

unawareness set

Which of the following is a key element of relationship marketing

all of the above

Which of the following is an alternative once a consumer has decided to get rid of a product?

all of the above

Which of the following is true regarding the Internet as a source of information?

all of the above

Which of the following is NOT a possible outcome once a consumer is satisfied

all of the above are possible outcomes

Karl and his wife are considering putting a built-in pool in their backyard. They were discussing who they could get to do it for them, and they realized they knew of five pool contractors in their city. These five pool contractors that they thought of as potential contractors for them represent their _____.

awareness set

The famous Pepsi challenge had consumers taste two brands of cola without letting them know the brand name of either. Which type of test is this?

blind tests

Nominal decisions can be broken into which two distinct categories?

brand loyal decisions and repeat purchase decisions

Consumers who exhibit a positively biased behavior toward a specific brand are exhibiting _____.

brand loyalty

Which marketing strategies are appropriate for limited decision making?

capture strategy and intercept strategy

Which of the following means that the consumer is enthusiastic about a particular brand and is somewhat immune to actions by competitors?

commitment

Which of the following is NOT a type of consumer decision making discussed in your text?

complex decision making

Which of the following is NOT a decision rule used by consumers?

conjoint

The segment of mobile phone users who are older and not into mobility or technology is known as _____.

Basic Planners

_____ involves tracking consumer click patterns on a website and using that information to decide on banner ad placement.

Behavioral targeting

Given attribute cutoffs of Price = 5, Quality = 5, and Weight = 4, which of the following would be chosen using the disjunctive decision rule? NEC Dell Compaq Price 5 4 4 Quality 3 3 5 Weight 3 3 1

Compaq and NEC would be considered further.

Hailey purchased furniture for her living room and spent quite a bit of money. After she purchased it, she started regretting that she spent so much and she wasn't sure she liked the furniture. To make herself feel better, she told herself that the other furniture she was considering really wasn't that good and probably would not last as long as the furniture she ended up purchasing. Which of the following is Hailey using to reduce her postpurchase dissonance?

Decreasing the desirability of rejected alternatives

A latent problem is one of which the consumer is not aware.

False

All of the brands thought of as potential solutions are known as the consideration set

False

Functional performance relates to the physical functioning of the product.

False

If purchase involvement is high, then enduring product involvement will also be high.

False

Marriott Rewards customers earn points whenever they stay at any Marriott property. Louis is in this program, and he travels quite a bit because he works in sales. He usually stays at a Courtyard by Marriott, and when he walks into the lobby there is a sign by the desk welcoming him by name as well as other Marriott Rewards customers who might be staying there. This ongoing relationship between Louis and Marriott is an example of _____.

Relationship Marketing

Jose and his family, all Mexican by birth, went to dine at a new Mexican restaurant in Houston, which is home to many outstanding Mexican restaurants. They were expecting authentic Mexican food, and they got it. They most likely experienced _____.

Satisfaction

Sandy uses online banking, and her bank charges her $4.99 per month. However, she has seen ads for a competing bank offering free online banking services. She'd like to switch, but she realized that it might be difficult to do since she has several of her bill payments set up as automatic debits. The cost of changing to another bank represents Sandy's _____.

Switching cost

Rational choice theory implicitly or explicitly assumes a number of things about consumer choice that are often not true, such as _____.

all of the above

Banner ads are one way to drive a firm's information to consumers

True

Consumers might experience guilt by the use of a product or a service.

True

Evaluative criteria can differ in type, number, and importance.

True

Factors affecting the relative importance and influence of evaluative criteria include usage situation, competitive context, and advertising effects.

True

Firms attempt to cause selective problem recognition to gain or maintain market share.

True

Firms need to satisfy consumer expectations by creating reasonable expectations through promotional efforts and maintaining consistent quality so those expectations are fulfilled.

True

Online shopping services, such as PriceGrabber.com assist consumers _____.

a and 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 low level of purchase involvement

A consumer decision requires information on which of the following?

a, b, and c

A(n) _____ is the way an individual perceives his or her feelings and situation to be at the present time.

actual state

Experience, familiarity, social status, shopping orientation and product involvement are examples of which factor that influences the expected benefits and perceived costs of search?

consumer characteristics

Which type of motives underlie behaviors that are intrinsically rewarding to the individual involved?

consummatory motives

Rebecca is a single woman in her 40s. She sold her Honda Civic and bought an Acura CSX, which is considerably more expensive. She was going to her brother's house with her mother, and she asked her mother to drive in her car instead of Rebecca's new one. She didn't want her brother to see that she had purchased an expensive car for herself. Rebecca was experiencing _____.

consumption guilt

Every time Hannah buys a sandwich at Super Subs, she gets a stamp on a card. Once she has 10 stamps, she'll get a free sandwich. This is an example of a(n) _____.

customer loyalty program

Candice is on a diet and wants to lose 10 pounds. She wants to be thin right now, which represents her _____.

desired state

Which decision rule establishes a minimum level of performance for each important attribute (often a fairly high level), and all brands that meet or exceed the performance level for any key attribute are considered acceptable? (too high)

disjunctive (too high)

Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets?

disrupt strategy

Which marketing strategy is appropriate if the brand is not part of the evoked set and the target market engages in nominal decision making?

disrupt strategy

A brand whose perceived performance falls below expectations generally produces _____.

dissatisfaction

Which of the following is NOT a source of increased customer profitability over time?

increased churn (rotating of consumers)

The various dimensions, features, or benefits consumers look for in response to a specific problem are called _____.

evaluative criteria

Which type of consumer decision making involves the evaluation of many attributes and alternatives and employs complex decision rules?

extended decision making

Affective performance can arise from only the symbolic dimension of product performance.

false

Employees who deal directly with consumers are known as _____.

front line employees

Savannah works at the front desk at a Marriott Hotel. If a guest has a complaint, she is empowered to make amends up to a certain amount without her supervisor's approval. Savannah is known as a _____.

frontline employee Primary employee

Factors such as timely delivery, order accuracy, billing accuracy, and merchandise quality are part of which dimension in online satisfaction and dissatisfaction?

fulfillment and reliability

Which demographic factor has the least influence on U.S. adult Internet usage?

gender

Which problem recognition involves a discrepancy that a variety of brands within a product category can reduce?

generic problem recognition

Which approach to problem recognition attempts to determine human capabilities in areas such as vision, strength, response time, flexibility, and fatigue and the effect on these capabilities of lighting, temperature, and sound?

human factors research

Magazines, consumer groups, and government agencies represent which source of information?

independent sources

If the target market engages in limited decision making and the brand is not part of their evoked set, the objective will be to _____.

intercept the consumer during the search for information on the brands in the evoked set

Nakeisha wants to purchase some new make-up, but she wants something different from what she is currently using. Since she has experience with this product, she just thinks of the other products she has tried and decides to purchase one of those. Which type of information search has Nakeisha performed?

internal search

What is the most common approach to discovering consumer problems?

intuition

Which of the following is true regarding the Net Promoter Score (NPS)

it asks WOM questions

The minimum amount that one brand can differ from another with the difference still being noticed is referred to as the ______.

just noticeable difference

Gwen is an elderly lady and is participating in a market research study. The researcher asked her to describe the criteria someone who needs adult diapers might use to evaluate alternatives. The researcher was not asking Gwen what criteria she would use, but rather, the criteria Gwen thinks someone else would use. Which type of technique is this known as?

projective technique

Which of the following is NOT a type of consumer choice process?

rational choice

Which of the following is NOT an alternative if a consumer decides to retain a product's package?

recycle it

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?

repeat purchase decision

Which problem recognition involves a discrepancy that only one brand can solve?

selective problem recognition

Unsolicited e-mail that is a major concern and irritant is known as _____.

spam

An attribute used to stand for or indicate another attribute is known as a _____.

surrogate indicator

Which of the following drives problem recognition?

the consumer's perception of the actual state

A metagoal refers to _____.

the general nature of the outcome being sought

Speed of service and convenient location are criteria Jake considers when deciding at which restaurant to eat lunch during a work day. However, when he and his wife go out for a romantic dinner, the ambiance and quality of the food are more important. Which factor is influencing the importance he places of various criteria?

usage situation

Factors such as information quality, navigation, price, merchandise availability, purchase process, and order tracking are part of which dimension in online satisfaction and dissatisfaction?

website design and integration

Ronald is dissatisfied with a product he has bought. What is the first decision Ronald will make with regard to his dissatisfying situation?

whether or not to take any external action