MKTG 315 Exam 4

Online shopping services, such as PriceGrabber.com assist consumers ______ a. with more complex decisions b. with forming their evoked sets c. by making the final choice for them d. a and c e. a and b

a and b

Kara noticed that she was almost out of gas, so she pulled into the nearest gas station and filled up her tank. Kara'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

a low level of purchase involvement

Molly noticed that she was almost out of gas, so she pulled into the nearest gas station and filled up her tank. Molly'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

a low level of purchase involvement

The desired features or characteristics required to meet a consumers' needs are his or her ______ a. evoked set b. evoked criteria c. consideration criteria d. evaluative criteria e. evaluative set

evaluative criteria

Which decision rule requires the consumer to rank the criteria in order of importance, and then the consumer selects the brand that performs best on the most important attribute? a. conjunctive b. lexicographic c. compensatory d. elimination-by-aspects e. disjunctive

lexicographic

This heuristic represents a tool consumers use under which type of decision-making? a. absentee b. nominal c. limited d. extended e. high involvement

limited

The desired features or characteristics required to meet a consumers' needs are his or her _______ a. evoked set b. consideration criteria c. evaluative set d. evoked criteria e. evaluative criteria

evaluative criteria

The various dimensions, features, or benefits consumers look for in response to a specific problem are called _______ a. alternatives b. evaluative criteria c. heuristics d. motives e. choices

evaluative criteria

Your friend has asked for a new purse for her birthday. You already know your friend loves the brand Coach, so you decide to buy another Coach purse in a different style than she already has. Which set of consumer information search did you use to pick out the brand? a. inert set b. inept set c. impossible set d. evoked set e. evolved set

evoked set

Ashley is searching for a new car to buy. She has a Jeep car in mind already. Then John recommends Audi. Ashley has never driven an Audi and was not aware of the brand but she does not view the brand negatively. He also recommends Volkswagen, but Ashley does not trust the quality of the brand after the emissions scandal. Which of the car brands is her inept set? a. Audi b. Jeep c. Volkswagen d. Toyota e. none of the above

Volkswagen

Rational choice theory implicitly or explicitly assumes a number of things about consumer choice that are often not true, such as ______ a. consumers seek one optimal solution to a problem and choose on that basis b. consumers have the skill and motivation to find the optimal choice c. the optimal solution does not change as a function of situational factors such as time pressure, task definition, or competitive context d. a and c e. all of the above

all of the above

When experiencing choice overload, consumers may.. a. respond with "analysis paralysis" and make no decision b. use heuristics to make a decision c. end up feeling dissatisfied with their choice d. blame themselves for making a bad choice e. all of the above

all of the above

Which of the following is a primary source of information available to consumers? a. memory b. personal sources c. independent sources d. marketing sources e. all of the above

all of the above

Ben is interested in golf, so he visits several gold-related websites such as the USGA and the PGA. Unbeknownst to him, his surfing behavior is being tracked, and it's no accident that he receives several banner ads for golf products and destinations. This is called __________. a. search engine optimization b. blogging c. behavioral targeting d. spam e. market segmentation

behavioral targeting

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? a. generic tests b. primary tests c. surrogate tests d. blind tests e. perceptual tests

blind tests

Duane is of average intelligence, and like most consumers, he cannot compare too many alternatives at one time. He is experiencing _________ a. working memory b. bounded memory c. bounded rationality d. bounded processing e. finite processing

bounded rationality

Zack 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

brand loyal decision

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 e. c and d

c and d

"Purchase involvement on Netflix may significantly differ in India because their preferred video device is: a. iPad b. laptop c. desktop d. cell phone e. none of the above

cell phone

One source of information that is passively acquired can come from: a. past searches b. personal experience c. conditioning d. marketer information e. independent groups

conditioning

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

consumer decisions are rational and functional; otherwise they do not involve decisions per se

Pamela likes to sew because it relaxes her. To her, it's like therapy. For Pamela, sewing represents which type of motive? a. instrumental motive b. personal motive c. cognitive motive d. consummatory motive e. affective motive

consummatory motive

Which type of motives underlie behaviors that are intrinsically rewarding to the individual involved? a. primary motives b. affective motives c. immediate motives d. instrumental motives e. consummatory motives

consummatory motives

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

culture/subculture

Which decision rule requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion and requires that all brands are first considered on the most important criterion, the second most important and so on until only one brand remains? a. compensatory b. elimination-by-aspects c. disjunctive d. lexicographic e. conjunctive

elimination-by-aspects

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

extended decision-making

True/False When a consumer's actual state is perceived as being greater than the desired state, recognition of a problem does NOT occur

false

Hypertargeting is a strategy that: a. helps marketers move brands into consumers' inept set b. helps marketers move brands into consumers' choice set c. helps marketers drive consumers to information d. help marketers drive info to consumers e. help marketers utilize online behavioral advertising surreptitiously

help marketers drive info to consumers

When a consumer notices a new product in a store because of the point-of-purchase display, reads about the attributes of the product and recalls an unresolved problem that this product will solve, and then purchases the product, _______ has occurred. a. truncated decision making b. automatic decision making c. extended decision making d. nominal decision making e. limited-decision making

limited-decision making

Which information source is NOT actively acquired by consumers? a. past searches b. personal experience c. low-involvement learning d. independent groups e. marketer information

low-involvement learning

Mindless consumption, like eating too much popcorn during a movie, reflects which type of decision-making? a. absentee b. nominal c. limited d. extended e. braindead

nominal

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

nominal decision-making

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 ad 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

only when the desired state is greater than the actual state will a problem exist

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

problem recognition

Which of the following is(are) NOT a type of consumer choice process? a. affective choice b. attitude-based choice c. rational choice d. affective choice and attitude-based choice e. all of these are types of consumer choice processes

rational choice

Which of the following is probably the most important situational variable with respect to information search behavior? a. temporal perspective b. task definition c. physical surroundings d. antecedent state e. social surroundings

temporal perspective

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

the "do not purchase" alternative

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 info available d. the number of alternatives from which to chose e. others' perception of a person's actual state

the consumer's perception of the actual state

A meta-goal refers to _____ a. the overall amount of energy devoted to any given purchase b. the general nature of the outcome being sought c. the conscious thinking of all decision processes d. using nonfinancial criteria to make purchase decisions e. none of the above

the general nature of the outcome being sought

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 stuff. Which type of consumer problem is this? a. latent b. active c. manifest d. inactive e. bilatent

active

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

active

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

active and inactive

Which of the following statements is TRUE regarding active and inactive consumer problems? a. active problems require the marketers only to convince consumers that its brands 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 thought a consumer is aware of it, and inactive problem is one that he or she has no desire to rectify e. active problems are more serious than inactive ones

active problems require the marketer only to convince consumers that its brand is the superior one

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

active problems require the marketer only to convince consumers that its brand is the superior solution

Bobbie bought a HP computer because his brother has one, and he seems to be satisfied with it. He did not compare any other computers when making this choice. Which type of choice process did Bobbie use? a. affective choice b. attitude-based choice c. rational choice d. attribute-based choice e. instrumental choice

attitude-based choice

Harry is an exquisite wizard and needs only the best of magical equipment. He decides he needs to buy a new wand, when he arrived at the wand shop, Harry had a list of wands that he would prefer and ones that he would not. Harry had gotten there too late and all of the top wands were sold out, so he settled for his back-up choice. Which of these is the correct form of the decision making alternatives and sets described here? a. aware; evoked set b. unaware; evoked set c. aware; inept set d. unaware; inept set e. aware; inert set

aware; inert set

All of the brands that a consumer thinks of as potential solutions are known as the ______ a. awareness set b. evaluative criteria c. alternative set d. preferred set e. consideration set

awareness set

Morgan is 18 years old and is trying to decide what she wants to be when she grow up (shopping for a college major). Since Morgan is a freshman this year, she has not been a consumer in this market before. The first part of her decision as a consumer addresses the features & evaluative criteria she wants from a college major. For Morgan, these evaluative criteria include enjoyment of subject area, competence in subject area, level of difficulty, job placement rates, and projected income after graduation. Morgan's next step is writing down every major that she is conscious of, seeking appropriate alternatives. What is this list of majors called? a. evoked set b. inert set c. awareness set d. inept set e. b and d

awareness set

Chelsea is looking online for a new computer. After she decides on her desired features and price, Chelsea begins to search for a brand that she would like to invest in. While looking online, Chelsea came across brands she was aware of and that she felt neutral about and those brands made up her ______ set as well as brands she was aware and that she viewed negatively that make up her _____ set. a. inert; inept b. awareness; inept c. inert; awareness d, appropriate alternatives; inert e. inept; inert

awareness; inept

The best type of information related to relationship marketing comes from: a. personal sources b. independent sources c. memory d. experiential sources e. none of the above

experiential sources

Which of the following is NOT a major issue marketers must deal with concerning the internet's role in information search and decision making? a. how can they get more consumers to use the internet instead of seeking information from salespeople? b. how can they drive their information to consumers? c. how can they drive consumers to their information? d. how (if at all) can online selling be utilized or integrated with existing channels? e. all of the above are major issues

how can they get more consumers to use the internet instead of seeking information from salespeople?

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

inactive

Magazine, consumer groups, and government agencies represent which source of information? a. memory b. personal sources c. independent sources d. marketing sources e. experiential sources

independent sources

Magazines, consumer groups, and government agencies represent which source of information? a. memory b. marketing sources c. experiential sources d. personal sources e. independent sources

independent sources

Darcy is considering the purchase of living room furniture. While there are several national-chain furniture stores in her city, she is not considering Haverty's because she's purchased furniture from this store before and has been dissatisfied. For Darcy, this furniture retailer is included in her _______ a. evoked set b. consideration set c. inept set d. excluded set e. inert set

inept set

Joe is searching for a new truck. Joe has always enjoyed the Ford brand of truck. His love for the Ford brand has always left him with a negative opinion of Chevy. When Joe is searching for his new truck the Chevy brand of truck will fall under which consideration set? a. awareness set b. inert set c. inept set d. evoked set e. problem set

inept set

Elaine is considering the purchase of a computer is aware that Toshiba and HP are brands in this product category. However, she is basically indifferent toward them. These two brand represent Elaine's _________. a. evoked set b. inept set c. inert set d. excluded set e. consideration set

inert set

Hannah asked her mother to buy her a certain brand of athletic shoes because that's what all the other kids are wearing at school. For Hannah, which type of motive is most likely underlying her request for that specific brand? a. instrumental motive b. affective motive c. cognitive motive d. consummatory motive e. personal motive

instrumental motive

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. qualitative research d. product analysis e. problem analysis

intuition

Wendy was in Walmart and noticed a display with baking items collected together and a little pad with recipes to tear off. She looked at the recipe and decided that this would make a nice dessert for Thanksgiving, so she purchased the products that were conveniently located on the display. Which type of decision-making did Wendy undertake? a. automatic decision-making b. limited decision-making c. nominal decision-making d. extended decision-making e. truncated decision-making

limited decision-making

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

low in product involvement; high in purchase involvement

Blake doesn't care that much 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 product involvement; low purchase involvement b. high value-expressive involvement, low product involvement c. high product involvement, high purchase involvement d. low product involvement, low purchase involvement e. low product involvement, high purchase involvement

low product involvement, high purchase involvement

Stephanie and her husband are considering the purchase of a 52-inch plasma television. They have visited several manufacturers' websites, looked at the ads in the Sunday newspaper, and have spoken with salespeople at several electronics stores. Which source of information are they using? a. personal sources b. independent sources c. memory d. marketing sources e. experiential sources

marketing sources

Karen is going to the mall to purchase new shoes. Based on her prior experience with Nine West and her positive attitude toward them, she plans on looking at the Nine West store first. Her decision to visit the Nine West store is based on which source of information? a. memory b. independent sources c. marketing sources d. personal sources e. experiential sources

memory

Karen is going to the mall to purchase new shoes. Based on her prior experience with Nine West and her positive attitude toward them, she plans on looking at the Nine West store first. Her decision to visit the Nine West store is based on which source of information? a. memory b. personal sources c. independent sources d. marketing sources e. experiential sources

memory

Past searches, prior personal experiences, and prior low-involvement learning are examples of which source of information? a. memory b. experiential sources c. personal sources d. independent sources e. marketing sources

memory

Which of the following statements is TRUE regarding consumer choice processes? a. the greater the motivation to make an optimal decision, the more likely at attitude-based choice will be made b. attitude-based choices require the comparison of each specific attribute across all brands considered c. attitude-based choices require the knowledge of specific attributes at the time the choice is made d. consumers do not use attitude-based choices for important products e. motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made

motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made

Which of the following statements is true regarding consumer choice processes? a. attitude-based choices require the knowledge of specific attributes at the time the choice is made b. the greater the motivation to make an optimal decision, the more likely an attitude-based choice will be made c. motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made d. consumers do not use attitude-based choices for important products e. attitude-based choices require the comparison of each specific attribute across all brands considered

motivation, information availability, and situational factors interact to determine the likelihood that attitude-based choices are made

If, in response to a problem, a consumer recalls a single, satisfactory solution, no further information search or evaluation may occur. The consumer purchases the recalled brand and ____ has occurred. a. automatic decision-making b. limited decision-making c. nominal decision-making d. extended decision-making e. truncated decision-making

nominal decision-making

If you've never heard of Poo-Pourri, yet you ned to buy a toilet spray for your bathroom, this specific brand (Poo-Pourri) would be considered: a. part of the awareness et b. part of the evoked set c. part of the inert set d. part of the inept set e. none of the above

none of the above

Marketing strategies to deal with choice overload include: a. increasing the number of product assortments b. selecting alternatives that have little meaningful differences c. subscription decision services such as e-tailer Stitch Fix d. increasing the square footage in brick and mortar stores e. none of the above

none of the above

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

normal depletion

Bryan loves fishing and owns a variety of fishing equipment. On his free time he enjoys researching ways to improve and add to his collection of gear. This is an example of what? a. internal search b. ongoing search c. personal search d. product experience e. none of the above

ongoing search

To address buyers remorse, retailers (including Staples) use which strategy? a. money back guarantee b. satisfaction guarantee c. price match guarantee d. "no questions asked" returns e. none of the above

price match guarantee

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? a. projective techniques b. intangible technique c. perceptual mapping d. tangible technique e. conjoint analysis

projective technique

Which indirect measurement techniques used to determine consumers' evaluative criteria allow the respondent to indicate the criteria someone else might use? a. projective techniques b. perceptual mapping c. conjoint analysis d. tangible e. intangible

projective techniques

All EXCEPT which of the following nonmarketing factors affect a consumers' actual state? a. normal depletion b. product/brand performance c. past decisions d. availability of products e. reference group

reference group

Which of the following statements is FALSE regarding information search? a. the initial search generally produces a set of guides or decision restraints b. the amount of search depends on purchase involvement c. search has benefits such as finding a lower price or better higher quality d. information search involves mental as well as physical activities that consumers must perform e. searching for information is free

searching for information is free

Which of the following is the most widely used technique for measuring consumers' judgments of brand performance on specific attributes? a. nominal scales b. likert scales c. rank ordering scales d. constant sum scales e. semantic differential scales

semantic differential scales

Amelia wanted to purchase a nice watch for her husband, but she was overwhelmed by the amount of information available on the internet for this product. She visited one website that offered a service that would do the searching and comparisons for her, so she decided to use it. The service Amelia used is referred to as a(n) __________ a. shopping bot b. internet organizer c. minimizer d. personal data assistant e. search engine

shopping bot

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

social media measurement and consumer problem discovery

The level of a consumers' 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

the magnitude of the discrepancy between the desired and actual states and the relative importance of the problem

True/False Nominal decision-making is sometimes referred to as habitual decision-making

true