Chapter 9

________ describes consumption at the low end.

Inertia

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

Information search

Which of the following is NOT a category in the buyclass theory of purchasing?

Innovative rebuy

Tomorrow, Janice will be attending a party with a buffet. In anticipation of splurging on delicious food, she is eating very little today. Janice is using a ________ to help her estimate consumption over time and regulate her behavior.

mental processing

The first stage in the consumer decision-making process is ________.

problem recognition

According to ________, utility is defined 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 different items.

the long tail

Which buying decision situation has the highest level of risk and the most buyers involved in the process?

New task

Tanya type scans the newspaper ads every day for new information about current fashion styles and trends, even though she isn't thinking about buying clothes anytime soon. Tanya is engaging in a(n) ________ search.

Ongoing

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

Problem recognition

The alternatives actively measured during a consumer's choice process are the ________ set.

consideration

Evaluating the effort when we need to make a particular choice is called the ________.

constructive process

Products that consumers are willing to pay more for are called ________ products.

cult

People often make decisions on the basis of a mental accounting. One facet of this accounting is making a decision based on the way a problem was posed. This is called ________.

framing

People often make decisions on the basis of mental accounting. One facet of this accounting is making a decision based on the way a problem was posed. This is called ________.

framing

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

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

Brand loyalty

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

Constructive perspective

Directories and portals, Web site evaluators, forums, fan clubs, and user groups are all forms of which of the following?

Cybermediaries

Which of the following best describes intelligent agents?

Sophisticated software programs that use collaborative filtering technologies to learn from past user behavior to recommend new purchases.

What type of cybermediaries are intelligent agents?

They are computer programs that recommend products based on past purchasing patterns.

What is a major distinction between customers who purchase a product because they are brand loyal and those who purchase by inertia?

Whether the customers hold a very positive or weak attitude toward the product

Two important factors determine how a couple spends time and money. One of these factors is whether the couple has children. What is the other factor?

Whether the woman works

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

affective

The "good enough" perspective on decision making is known as ________.

bounded rationality

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

cognitive

A bucket in consumer decision making is ________.

cognitive, affective, habitual

Features actually used to differentiate among choices are called ________ attributes.

determinant

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

evaluative criteria

A customer buying an unfamiliar product which carried a fair degree of risk would most likely engage in what type of problem solving?

extended problem solving

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

habitual

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

heuristic

________ is a frenzied, guilt-ridden compromise between conflicting cultural ideals of motherhood and professionalism.

juggling lifestyle

Kraft has repackaged its salad dressings as "anything" dressings to encourage people to shift their ________ and consider the dressings as a complement to more than just salads.

knowledge structures

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

The success of ________ hinges on the marketer's ability to convince the consumer to consider its product within a given category.

positioning strategy

A hot and thirsty customer buys a cool drink and finds 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

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

satisficing