Consumer Behavior Final

T/F: Momentary conditions reflect temporary states of mind rather than temporary states of being.

False

T/F: The first step a firm should most want from a dissatisfied customer is that they stop buying the brand or at that store.

False

T/F: Online interactive tools and virtual trials have become part of the information search experience.

True

A biased behavior of a consumer toward one or more alternative brands out of a set of potential solutions is known as his or her...

brand loyalty

What is a way managers can improve marketing of new products when consumers are reluctant to dispose of an existing item?

by allowing consumers to trade old items for new ones

When a consumer sells a product directly to another consumer with or without the help of a commercial intermediary, a _______ occurs.

consumer-to-consumer sale

While grocery shopping, James comes across cheese puffs. He is reminded of his sister who loves them. Although not originally on his grocery list, he picks a large packet of cheese puffs without paying attention to the brand. Which decision-making process did James use?

limited decision making

Kenneth and Rose bought a new home and have been shopping for media room and bedroom furniture. What is influencing their furniture shopping desire?

previous decision

What are 2 ways consumers respond to the unpleasant feelings associated with crowding in a store?

-making purchase decisions faster -buying fewer items and spending less time in stores

T/F: As individuals gain skills, their desires related to those skills remain the same.

False (Correct Answer: individual development causes changes in desired and actual states)

T/F: The majority of both online and offline purchases are preceded by an online search of information.

True ( 94% of online purchases and 74% of offline purchases are preceded by an online search)

T/F: Price, advertising intensity, warranties, brand and country of origin are examples of surrogate indicators.

True (An attribute used to stand for or indicate another attribute is known as a surrogate indicator. Consumers often use such factors as price, advertising intensity, warranties, brand, and country of origin as surrogate indicators of quality-- what we termed quality signals)

In the context of types of information sought by consumers, an awareness set is a part of a set of...

all possible alternatives that can solve a consumer's problem.

Features of an individual person, such as moods or momentary conditions, that affect that individual's consumption behavior but are NOT lasting characteristics are referred to as...

antecedent states

What emotion is generally associated with postpurchase dissonance?

anxiety

In situations where a consumer must dispose of a product before acquiring a new product, it is advantageous for the manufacturers and retailers to...

assist consumers in the disposition process

Specific mood responses are created in shoppers by manipulation of the physical retail environment by managers by a process known as..

atmospherics

Consumers who rely on summary impressions and intuitions when evaluating a product demonstrate a(n) _________ choice.

attitude-based

When it is difficult to find information about a product and a purchase must be made quickly, consumers are more likely to rely on a(n) _______ choice.

attitude-based

If a consumer does NOT take an external action when dissatisfied with a firm or brand he or she is likely to...

have a less favorable attitude toward that firm or brand.

It is critical for firms to invest in search-related marketing efforts because...

highest priority listings can be obtained by their website for the most appropriate search terms.

The lexicographic decision rule differs from the other rules in that the customer must...

rank criteria in order of importance

A disadvantage of using a direct method to determine the evaluative criteria used by consumers is that...

sometimes consumers are unable to vocalize their evaluative criteria

T/F: The choice between purchases for self-use versus purchases for gift giving is the major task dichotomy faced by marketers.

True (The major task dichotomy used by marketers is between purchases for self-use versus gift giving)

T/F: Ongoing search involves an intentional external search occurring in the absence of problem recognition and is done both for acquiring information for use perhaps at a later time and because the process itself is pleasurable.

True

T/F: Price premium refers to the fact that repeat and specifically committed customers tend to buy the brand consistently rather than waiting for a sale or continually negotiating price.

True

Nominal decision making is also referred to as ________ decision making.

habitual

For most durable goods, consumers are reluctant to buy a new item until the old item...

has fully depreciated its value

Which statement demonstrates a consumer's commitment to a brand?

"I trust this store."

When it comes to durable goods and consumer disposition concerns, a firm's marketing strategy must consider consumers need for

- Storage space - Feeling old item's value has depreciated - A need to recycle used items - Feeling old item's value has depreciated and a need to recycle used items

Select the typical effects of a scented store environment on consumers.

-Consumers' sense of time spent shopping decreases -Consumers' intention to revisit the store greatly increases -Consumers' intention to purchase certain items increases

What 3 steps would occur in the limited decision making process?

-Internal and limited external information search -Little postpurchase evaluation -Evaluation of few alternatives

In the context of discovering consumer problems, what are 2 characteristics of simple intuition?

-It is a relatively easy approach -It is fast and inexpensive

Which 2 types of consumer purchases would typically involve an extended decision making process?

-Personal computer -Home

Which are market characteristics, perceived by consumers, that influence the extent of external search conducted by them?

-the availability of information -the number of alternatives available to solve a problem -the extent of store distribution -the perceived price range in a product class among equivalent brands

Which of the following are factors that are influenced by store atmosphere? -willingness of shoppers to linger -consumer judgements of store quality -number and quality of advertisements -consumers judgements of store image -ability of shoppers to predict product quality

-willingness of shoppers to linger -consumer judgments of store quality -consumer judgments of store image

What are the 3 types of consumer choice processes?

1. Affective 2. Attribute-based 3. Attitude-based

What are the 5 decision rules commonly used by consumers?

1. Elimination-by-aspects 2. Lexicographic 3. Compensatory 4. Conjunctive 5. Disjunctive

What are 5 primary sources of information available to consuers?

1. Experiential Sources 2. Independent Sources 3. Memory 4. Personal Sources 5. Marketing Sources

Information search often requires all of the following EXCEPT:

All of these choices are often required: mental effort physical effort giving up more desirable activities money

Which of these situations reflects a company engaged in activity analysis? -Fast-n-Light Shoes provides consumers with a pair of socks with every shoe purchase. -Muscle Water conducted a focus group to find out why consumers purchase their brand over others. -New-Town Athletics asked yoga participants to try out a new mat and then complete a survey about the mat. -All-Clean Inc. surveyed parents of high school athletes to find out what types of stains end up on the athletes uniforms.

All-Clean Inc. surveyed parents of high school athletes to find out what types of stains end up on the athletes uniforms.

4 Types of situational influences

Communications situation Purchase situation Usage situation Disposition situation

Which of the following statements is true about the way consumers regulate their moods? -Consumers primarily regulate their moods at a nonconscious level -Consumers regulate their moods both at nonconscious and conscious levels -Regulation of moods is essentially conscious decision made by consumers -Regulation of moods occurs neither at conscious nor at nonconscious levels

Consumers regulate their moods both at nonconscious and conscious levels

Match the type of motives that influences a consumer's purchase behavior with the appropriate examples. Consummatory motive Instrumental motive

Consummatory motive- a person purchasing an expensive smartphone because it makes him or her appear trendy Instrumental motive- a person purchasing a scientific calculator to solve complicated numerical problems

In the context of atmospherics, match the tones of colors to the influence they have on consumers. Cool colors- Warm colors-

Cool colors- increase consumer satisfaction and sales Warm colors- drive impulse purchases and attract attention

T/F: A direct-to-consumer sale occurs when one consumer sells a product directly to another with or without the assistance of commercial intermediary.

False

T/F: A key elements of relationship marketing is to standardize the relationship across customers.

False

T/F: HP has a large brand-loyal purchaser segment; therefore, a disrupt marketing strategy is most appropriate for this brand.

False

T/F: The number one online shopping tool is online reviews.

False

T/F: Marketing managers never desire to suppress problem recognition among consumers.

False (Reason: There are times when marketers desire to suppress problem recognition among consumers. This is one of the four concerns related to problem recognition that marketing managers face.)

T/F: Sensory perception relates to an individual's ability to distinguish between similar stimuli.

False (Sensory discrimination relates to an individual's ability to distinguish between stimuli)

T/F: The decoy effect comes into play when choosing among three options, we tend to prefer, and choose, the one that is physically positioned in the middle.

False (The center-stage effect states that when choosing among three options, we tend to prefer, and choose, the one that is physically positioned in the middle)

T/F: The three consumer choice processes are mutually exclusive.

False (The three consumer choice processes are not mutually exclusive and combinations may be used in a single decision)

Decisions that are based on an affective choice would answer which question?

How do I feel about it?

What is a true statement about purchase involvement? -It is a temporary state of a household or an individual -It is independent of an individual's interaction with a product -It is not concerned with situational characteristics -It is dampened by the need to consider a particular purchase

It is a temporary state of a household or an individual

__________ strategies, which enable consumers to compare prices of a product in various other stores while inside a particular store, have given consumers more control over their shopping experience.

Local mobile search

Match the time durations to the strategies used to shift a target market into a more extensive form of decision making. Long run Short run

Long run- product improvement followed by attention-attracting advertising Short run- attention-attracting advertising specifically aimed at breaking habitual decision making

Which statement regarding music and consumption behavior is true? -Music can influence consumption behavior in both traditional retailer settings and in online settings. -Fast, up-beat tempos seem to work best for the majority of shopping situations -An emerging trend is to have music played only in the background so it does not compete with the shopping experience -Music does not have to match the musical preferences of the target audience in order to create a positive retail experience

Music can influence consumption behavior in both traditional retailer settings and in online settings.

Match the market characteristics that influence the extent of external search conducted by consumers, to the marketing strategies developed by marketers to reduce search time. Number of alternatives Perceived price range Extent of store distribution Information availability

Number of alternatives- development of a large number of strategic models to guide consumers toward exclusive models Perceived price range- implementation of cost matching strategies perceived by consumers as signaling lower costs Extent of store distribution- strategic location of outlets to decrease engagement of consumers in external searches Information availability- avoiding consumer accessibility to too much details about products which keeps consumers' need for information active without overloading them

Match the factors that make the Internet a major avenue for searching information by consumers to their descriptions. Online information expected Online information boosts offline sales Online sources are viewed as valuable Online sources reduce a salesperson's role

Online information expected- product information is anticipated to be found on a company's website. Online information boosts offline sales- products are more likely to be purchased directly from the market if a company provides product-related information online. Online sources are viewed as valuable- websites are equal to or better than traditional advertising media in many categories. Online sources reduce a salesperson's role- less purchase assistance is required by consumers who browse products online.

Which statement about time as a situational factor that influences a consumer's purchase decision is true? -Consumers consider more product alternatives when they are rushed for time -With limited time, the consumer will make fewer suboptimal purchases -Perceptions of retailer service quality are decreased by time pressure -The less time a consumer has, the more information he or she can process

Perceptions of retailer service quality are decreased by time pressure

Match the types of reinforcements associated with products to the amount they influence consumer engagement in external search. Positive products Negative products

Positive products- increase external search Negative products- decrease external search

Match the sources of firm profit growth per customer over time with their appropriate descriptions. Price premium Referrals Lower costs

Price Premium- committed customers who consistently purchase the brand rather than continually negotiating its price or waiting for a sale Referrals- consumers who begin to purchase a brand as a result of recommendations from existing customers Lower Costs- consumers who learn how to interact with a firm more efficiently over time

Match the consumer segments of mobile phone users to their appropriate description. Prodigies Personals Pragmatics Talkers

Prodigies- Constantly-connected, mobile-centric tech trendsetters Personals- Mobile-savvy; prefer connecting with friends through direct messaging Pragmatics- Mobile professionals who manage home and work with their phone Talkers- Use mobile phones mainly for verbal conversations and an occasional video call

What is involved in projective techniques for determining consumers' evaluative criteria?

Respondents are asked to designate criteria that someone else might utilize.

___________ on the Internet provided opportunities for marketers to effectively use acceptance strategy for marketing their brands.

Search engine optimization

_________ refers to the costs of finding, evaluating, and adopting a different solution from the current solution to a recognized problem.

Switching cost

T/F: Roughly 74% of U.S. adults access local information via their mobile devices including local mobile apps.

True

Which statement reflects the relationship between consumer behavior and communication situations? -The situation in which consumers receive information has no impact on their behavior -Retail margins decrease considerably when consumers pay more attention to product information -Consumers respond better to marketing communications in least favorable situations -The behavior of consumers is greatly impacted by the situation in which they receive marketing information

The behavior of consumers is greatly impacted by the situation in which they receive marketing information

What effect does perceived benefits have on one's external search for information?

The greater the perceived benefits, the more time willbe spent searching.

T/F: Shopping with friends drives more impulse purchases than does shopping with family.

True

T/F: The more consumers search for external information, the more accumulated knowledge they gain and thus lower the benefits of search just prior to purchase.

True

Identify an accurate statement about moods -They always completely interrupt a consumer's ongoing behavior -They are affected by and affect a consumption process -They are always more intense than the emotions of a person -They never affect all aspects of a person's behavior

They are affected by and affect a consumption process

What can managers do to make the best use of situations in which consumers are most receptive to marketing communications?

They can place their ads in appropriate media contexts to enhance the ads' effectiveness.

T/F: Consumers tend to buy less under crowded store conditions.

True

T/F: Consumers who demonstrate a positively biased behavior toward a specific brand are exhibiting brand loyalty.

True

T/F: Emotions, such as the joy of riding in a brand new car, are a form of evaluative criteria.

True

T/F: Mabel is embarrassed when shopping for adult diapers at a retail store. This negative emotion is influenced by both the product (adult diapers) and the situation.

True

Match the factors that influence the importance a consumer places on different evaluative criteria with their appropriate descriptions. Usage situations Competitive context Advertising effects

Usage situations- These are conditions in which a service or product is utilized. Competitive context- Increased variance across rival brands leads to increased efforts by consumers in a decision-making process. Advertising effects- Those promotional campaigns which increase processing of a product attribute and the importance of that attribute.

Which of the following is an example of sensory discrimination? Variance in the amount of rainfall. Variance in the taste of wine. Presence of high fiber and high protein Logic behind a numerical problem

Variance in the taste of wine

Victoria needs a new dishwasher. Based on research across various measures, such as stores visited, brands considered, sources utilized, and total overall search, which of the following can we expect regarding Victoria's search?

Victoria will perform limited information search

Which scenario exemplifies a PURCHASE situation that would influence consumer behavior? -Natalia bought the all-in-one tuna packet with crackers because it included a spoon and could be easily disposed of. -Wendell decided not to get a coffee at Starbucks between classes, because the line was too long. -Andi buys more chicken noodle soup when she is feeling ill than she does when she is feeling well. -An advertiser places an ad for golf clubs on the golf channel.

Wendell decided not to get a coffee at Starbucks between classes, because the line was too long.

Which of the following is a situation in which consumer's purchase decision is influenced by the social groups in his or her immediate environment? -a consumer wanting to buy an adult-only magazine in a crowded store -a consumer enjoying the in-store music while waiting at a checkout counter -a consumer shopping in express retail stores to save time -a consumer attracted by a new style of shoes in a retail store

a consumer wanting to buy an adult-only magazine in a crowded store

According to research, background music yields the most positive retail outcome if...

a moderate level of arousal is created by it.

The type of problem that a consumer will become aware of in the normal course of events or is already aware of is known as a(n) __________ problem.

active

Marlo was very happy receiving her acceptance letter from the university. This scenario illustrates Marlo's _______ state.

actual

Janet wants to buy a laptop that suits her budget. After looking at a few laptops, she chooses the one that looks trendy and will complement her personality. In this scenario, Janet has most likely made an _________ choice.

affective

When making a(n) _________ choice, consumers imagine using the product or service and consider how it will make them feel.

affective

The emotional response that using a product provides is known as...

affective performance

In the context of appropriate alternatives to consumer problems, the brands that a consumer is aware of constitute the __________ set.

awareness

Why do marketers employing intercept strategy on a target market focus considerably on attracting consumers' attention?

because consumers are not considering the marketers' brand

The process through which consumer click patterns are tracked on a website to decide on banner ad placement is known as....

behavioral targeting

A test, conducted by marketers to evaluate functional characteristics of a product, in which respondents are unaware of the product's brand name is referred to as a(n) _________ __________.

blind test

Barry is participating in a consumer research panel. He is asked to taste three different cola brands. Each cola is presented to him in a small cup that does not indicate the brand of the cola. What type of research is this company conducting?

blind test

When conducting an online search of information, consumers are often faced with information overload. This has led to the creation of _________ which have the ability to filter information on the Internet based on criteria set by the consumers.

bots

When a consumer believes that a brand strengthens and reflects some aspect of his or her self-concept it is called...

brand identification

How do consumers create the situations that allow marketers to develop products and advertising?

by choosing to lead a certain lifestyle

When a marketer's brand is evaluated by consumers who are using nominal decision making to evaluate alternative solutions to recognized problem, the strategy typically employed by the marketer is to...

capture as much market share as practical

For which product category is brand identification by committed consumers the most common?

cars

The turnover in a firm's customer base is referred to as...

churn

A customer loyal to a brand, service, or store is known as a(n) ________ customer.

committed

According to the _________ decision rule, a brand that scores highest on the sum of a consumer's judgement of significant evaluative criteria will be selected by the consumer.

compensatory

Mahut finds one dishwasher that meet the standards he is looking for an two that do not. He eliminates the two that do not and buys the one. Which decision rule is he using?

conjunctive

Minimum required performance standards on each evaluative criterion are established and either the first or all brands that surpass or meet these minimum standards are selected using the __________ decision rule.

conjunctive

The Priestley family had a yard sale to sell all the things which were no longer of use to them. The yard sale is an example of a...

consumer-to-consumer sale

While _________ motives underlie behaviors that are intrinsically fulfilling to an involved person, ________ motives trigger behaviors of a person oriented to obtain a second goal.

consummatory; instrumental

Corinne bought a new car but feels some trepidation about her purchase after noticing that many cars in her neighborhood are hybrid models that save gas while her new car is not a hybrid. Her trepidation is an example of...

consumption guilt

When negative emotions are aroused as the result of using a service or a product, it leads to...

consumption guilt

Weddings are not only social, legal, and religious rituals, they are also...

consumption rituals

Marketers need to _________ to prevent existing loyal consumers from searching alternative solutions to recognized problems in other brands or product categories.

counter short-term competitive strategies

A target market's nominal decision making process should be disrupted if a brand is not a part of a target market's ___________ set.

evoked

In the context of temporal perspective, external information search of a consumer upon recognizing a problem ____________ with a decrease in the availability of time to the consumer.

decreases

Pam practices for long hours because she wants to be selected as the captain of the school's baseball team. The exemplifies Pam's _________ state.

desired

Behavioral targeting is a technique used to...

determine banner ad placement.

When a company uses a focus group to ask consumers about one of its products, it is an example of a(n) ______ method to determine evaluative criteria.

direct

Use innovativeness by consumers helps marketers as...

discovery of new applications of their products greatly increases their sales.

The _________ decision rule establishes a minimum level of performance for each important attribute of a product.

disjunctive

The _____________ 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.

disjunctive

Which consumer decision rule establishes a minimum level of importance for each product attribute?

disjunctive

Firms attempt to maximize consumer satisfaction to subvert the ripple effect caused by...

dissatisfied consumers engaging in negative WOM about that firm.

All of the brands that a consumer will evaluate for the solution of a particular problem is known as the...

evoked set

According to marketers, both the product and the purchase situation influence ____________, a negative emotion that can affect purchase behavior.

embarrassment

In response to a particular problem, a consumer looks for the various dimensions, benefits, or features that are referred to as...

evaluative criteria

Shelly, a university undergraduate, wants to purchase a new phone. She engages in an internal search to find a phone that has a big screen, has the latest android operating system, and complements her personality. In this scenario, the desired features that Shelly wants are her

evaluative criteria

The characteristics or features of potential solutions to a recognized problem that are desired by a consumer and are determined through his or her internal search are called...

evaluative criteria

Aster plans to buy a new smartphone. She has expertise in technology and stringently compares the features of different smartphones both online and in stores before purchasing. In this scenario, the decision-making process used by Aster is ___________ decision making.

extended

In the context of finding potential solutions to a recognize problem, the process of evaluating brands in an evoked set requires consumers to...

gather information about each brand on each applicable evaluation criterion.

In the context of task definition, a consumer's purchase behavior while giving gifts is influenced by both ________ and _________ task definitions.

general; specific

The kind of problem recognition that arises when a consumer is faced with a discrepancy that can be reduced by having a variety of brands within a product category is called ____________ problem recognition.

generic

If a consumer lacks awareness of a problem, it is referred to as a(n) ________ problem.

inactive

The marketing department of New York Fashion clothing stores has learned that many of its customers have limited opportunities to shop during current store hours. What is one way the marketing department can address this issue?

increase growth of Internet retail stores

Products that have quality and feature variation across brands lead to...

increased consumer engagement in external search

Advertising can affect the importance of evaluative criteria by...

increasing attention on the evaluation criteria and increasing elaborative processing

If positive information is available for set of brands but a consumer does not accept or process them, then those brands belong to the ___________ set of alternative solutions to a recognized problem.

inept

When consumers seek appropriate alternatives while purchasing a product, the brands that a consumer views negatively constitute the ________ set.

inept

If the favorite alternative brands of consumers are not available, then consumers opt for brands that are part of the _________ set.

inert

In the context of appropriate alternatives to consumer problems, brands that are viewed in a neutral manner by consumers despite their awareness about those brands comprise the ___________ set.

inert

With the knowledge of usage situations, marketers can...

inform consumers about how satisfaction is created by their products.

The motives that underlie behaviors designed to achieve a second goal are termed...

instrumental motives

Which dimension of product performance relates to the physical functionality of a product?

instrumental performance

Satisfaction with a product is primarily a function of

instrumental performance and symbolic performance

Delilah engages in limited decision making to replace the brand of hair products she currently uses. Lesner, a brand of hair products, is not a part of the evoked set that Delilah considers. Identify a strategy the marketers of Lesner are most likely to use in order to influence Delilah to purchase the product.

intercept strategy

Information search by consumers, using relevant information from long-term memory, once a problem is recognized, is known as ___________ search.

internal

One feature of perceptual mapping is that it does not...

involve specification of evaluative criteria by consumers

Marketing managers are interested in external information search because...

it provides them with direct access to the consumer.

The minimum amount one product can differ from another, with that difference being noticed by consumers, is called the...

just noticeable difference

Before the popularity of smartphones, Cindy would go from store to store, manually comparing prices, to find the best deals for products. Now, she uses a mobile phone application to compare prices. In this scenario, Cindy has benefited from the __________ strategy.

local mobile search

Kendra forgot to take her favorite shampoo along on vacation. She is in a hurry to get to the hotel so she stops at a convenience store and buys another brand even though she believes it won't be as good. Kendra's expected level of performance for this new shampoo is...

low

Nominal decision making tends to be associated with...

low levels of purchase involvement

The use of simple intuition to identify consumer problems has an increased likelihood of failure because it...

may not apply to a wide range of consumers

Transient feeling states that are capable of influencing a consumer's purchase behavior but are generally not tied to a specific object or event are known as ____________.

moods

Although the states of mind of an individual are reflected by __________, the temporary states of being of an individual are reflected by ___________.

moods; momentary conditions

Marketers need to understand how disposition decisions are affected by situational influences so that...

more ethical and effective marketing programs and products can be developed.

Another term for habitual decision making is...

nominal decision making

The first assumption of rational choice theory says that consumers seek __________ and make their choice on the basis.

one optimal solution to a problem

The tobacco industry is an example of a group that prefers to _________ the government-issued health warnings associated with smoking.

suppress

Techniques designed to ensure that the web pages of a company are easily accessible to search engines and are focused in ways that increase the likelihood that they will be found are involved in search engine....

optimization

What type of product would result in e-waste?

personal computer

E-waste refers to the waste associated with...

personal electronic devices

Sounds, aromas, decor, weather, lighting, and configurations of materials surrounding the stimulus object are included in the __________ dimension of situational characteristics that influence consumer behavior.

physical surroundings

Anxiety or doubt felt by a consumer after making a difficult and relatively permanent purchase decision is referred to as _______.

postpurchase dissonance

Doubt about the wisdom of a purchase shortly after the purchase is referred to as

postpurchase dissonance

Although there are some differences, an acceptance strategy is most similar to a ___________ strategy.

preference

Extended decision making with the brand in a consumer's evoked set requires a ___________ strategy.

preference

Kim is involved in extended decision making before purchasing a new car. She considers the brand Elance. Which of the following is a strategy that the marketers of Elance most likely uses in order to ensure that Kim purchases the car?

preference strategy

Thought-Tank Inc. is a marketing research firm conducting a study to analyze problems that consumers using low-quality tires face. The study includes questions such as "Which brand(s) of tires get purchased easily?" and "Which brand(s) of tires lose air easily?" This is an example of __________ analysis.

problem

Crunchy Cereal Company is conducting research and asking consumers to complete the statement "Boxes of ________ don't fit on my kitchen shelves." What method is the company using to identify a consumer concern?

problem analysis

In the context of the consumer decision process, when there is a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process, this is known as...

problem recognition

The first stage in the consumer decision process is...

problem recognition

The first stage of the decision process is called the...

problem recognition

Examination of problems encounters by consumers while using a product or brand and the purchase is referred to as ______________ analysis.

product

Gemini Inc. is a marketing research firm determining the purchase and usage patterns of a new ergonomic chair. Focus groups are used to determine the problems consumers encounter while using this chair. This analysis by Gemini is an example of....

product analysis

Hans notices a new brand of barbecue sauce at a point-of-purchase display in the grocery store. He picks up a bottle and plans to have a barbecue this weekend at his place. He puts the sauce in his pantry when he gets home but proceeds to forget all about it. This scenario is an example of...

product nonuse

When a consumer actively purchases a product but utilizes it only sparingly or does NOT utilize it at all, it is an example of...

product nonuse

Which situation is the most likely to lead to consumer commitment toward a product?

product performance that exceeds expected performance

The role that moods play in the communications situation of delivering promotional messages to consumers is known as the...

program context effect

An example of an indirect method used by marketers to measure consumers' evaluative criteria is a(n)...

projective technique

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

purchase involvement

A company's attempt to develop an expanding, ongoing exchange relationship with its consumers is known as __________ __________.

relationship marketing

Consumers who continue to buy the same product or brand though they do NOT have an emotional attachment to it are called...

repeat purchasers

A socially defined occasion known as a(n) _________ situation triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning.

ritual

What is considered to be the number-one online shopping tool?

search engines

The type of problem recognition that arises when consumers are faced with a discrepancy, which only one brand can solve, is called ________ problem recognition.

selective

The knowledge of consumers' antecedent states, especially their moods, is important for marketing managers because...

services and products are a means for consumer to manage their moods

The atmosphere found in service business such as a spas, salons, and fast food restaurant is known as...

servicescapes

Internet shopping services use ___________ that do the shopping/searching for users.

shopping bots

Rita, a teenager, is obsessed with technology and keeps herself updated on the latest gadgets. She wants to buy a laptop. It does not take her long to decide on the brand and model. Which of the following consumer characteristics influences Rita's lack of need for external search?

shopping orientation

The combination of factors particular to a time and place that do NOT follow from a knowledge of the stable attributes of a consumer and a stimulus and that have an effect on current consumer behavior is known as...

situational influence

Which product category is more likely to lead to customer dissatisfaction due to failed instrumental performance?

smart phones

In the context of situational characteristics that influence consumers' purchase decisions, ________ _______ are the other individuals, apart from the consumer, present in a particular situation.

social surroundings

The ___________ of a retail environment is referred to as the sum of all its physical features.

store atmosphere

After identifying a consumer problem, marketing managers can try to solve the problem by...

structuring the marketing matrix

In the context of evaluative criteria, an attribute used to denote or stand for or indicate another attribute is known as a(n)...

surrogate indicator

Jenni is shopping for wedding shoes and narrows her decision down to two pairs. She decides to buy the more expensive pair because that the higher priced shoe must be better quality. Her belief is based on a...

surrogate indicator

Matthew has driven a Toyota for the last 12 years and decides to replace it with another Toyota because he doesn't have the time or patience to evaluate other brands. In other words, Matthew considers the ______ costs to be too high.

switching

Joanie likes the sandals she is trying on because they fit well but she doesn't think they will go with any of her outfits. What aspect of her evaluation is causing dissatisfaction with the sandals?

symbolic performance

When the performance of a product relates to image-enhancement or aesthetic performance, it is known as a(n)...

symbolic performance

Which term describes the reason that a consumption activity occurs?

task definition

Which situational characteristic of a consumer's purchase decision deal with the effect of time on consumer behavior?

temporal perspectives

When an individual's behavior is visible, social influence is a significant force since people...

tend to comply with the expectations of their group.

A consumer's lifestyle is a significant determinant of his or her actual state because...

that is how the consumer chooses to live, given the constraints imposed by his or her resources

Once consumers recognize a problem, they often prefer using __________ to search for information on potential solutions.

the Internet

A servicescape is...

the atmosphere of a service business

Shannon plans to buy a television set. She prepares a list of evaluative criteria in decreasing order of importance. She decides on a cut-off for each evaluative criterion. Then, she evaluates televisions, removing those that do not meet the cut-off for the most important criterion. She continues her search using this method until one brand remains. What decision rule is Shannon using?

the elimination-by-aspects decision rule

Colors and other aspects of a store's physical environment are designed specifically for the cultures involved because...

the meaning of colors differs in different cultures.

Envy Inc. is a leading footwear manufacturer. A survey reveals that consumers prefer the optimum comfort provided by its products to the products of other brands. Envy Inc. uses this information to communicate to other consumers the benefit of buying its products. Which situational influence does Envy Inc. use in order to increase its sales?

the usage situation

When a consumer's choice of a product is primarily influenced by the affective component of his or her attitude, the consumer's evaluation of a product is based on...

the way the product makes him or her feel

Marketers put significant effort into having a high percentage of satisfied consumer because...

these consumers are much more likely to purchase the same brand repeatedly.

Ritual situations are receiving increasing attention by marketers because...

they often involve prescribed consumption behaviors

Why do firms attempt to create selective problem recognition in consumers?

to maintain or gain market share

Consumers who find different applications for a product are demonstrating...

use innovativeness

Marketers are able to determine the best purposes for their products by rating situations that consumers leading a particular lifestyle are likely to encounter. These situations are referred to as...

use situations

Nominal decision making indicates a __________ involvement with a purchase.

very low

Website visits that occur as a result of exposure to an online ad but which do not occur at the time of exposure have been termed ________

view-throughs

Marketers would prefer suppressing problem recognition by consumers when they don't...

want customers to recognize faults in their products or brands.

Which situation shows how a consumer's prior decision influences their future decision within the same product category? -when a consumer begins collecting furniture before buying a new home -when a consumer's sweater does not fit him or her any longer -when a consumer purchases clothes for his or her child -when a consumer joins a health club and needs to buy running shoes and athletic wear

when a consumer joins a health club and needs to buy running shoes and athletic wear

Which of the following statements are true concerning the way consumers respond to situational influence? -Situational influence concerns factors that are particular to a time and place -Consumers often react to marketing in a way that is strongly influenced by the consumer's current situation -Consumers respond in an isolated manner to the stimuli presented by marketers, such as products and advertisements -A situation influence that can negatively affect a consumer's attention is clutter

-Situational influence concerns factors that are particular to a time and place -Consumers often react to marketing in a way that is strongly influenced by the consumer's current situation -A situation influence that can negatively affect a consumer's attention is clutter

Select the items that are part of the physical surroundings that can affect consumption behavior. -Store lighting -Decor, aroma, and lighting -Configuration of store merchandise -Placement of ads in more than one medium

-Store lighting -Decor, aroma, and lighting -Configuration of store merchandise

What must marketers do to maintain existing loyal customers?

-Use reinforcement advertising -Avoid out-of-stock situations -Maintain product improvements and development

A firm might attempt to influence generic problems recognition when which 2 conditions exist?

-When the firm has a high percentage of the market -It is early in the product life cycle

The unpleasant feelings that consumers associate with crowding in stores results in what?

-a poor shopping experience -less satisfactory purchases -reduced likelihood of returning to the stores

Which are factors that typically increase a consumer's engagement in an external search for alternative solutions to a recognized problem?

-pleasant physical surroundings -gift-giving situations

What are the 4 concerns marketing managers have related to problem recognition?

-suppressing problem recognition among consumers -making consumers occasionally recognize problems -knowing the problems consumers face -knowing how to create a marketing mix that solves consumers' problems

What 4 aspects of a purchase affect a consumer's decision to take action when dissatisfied?

1. Importance of that product to the consumer 2. Characteristics of the consumer 3. Ease of taking an external action 4. Consumer's overall level of satisfaction with a brand or firm

Suzy is shopping for a new refrigerator. What are 2 examples of TANGIBLE criteria Suzy might consider when evaluating various refrigerators?

1. LG is an energy saver and has the most efficient ice maker. 2. Kenmore costs $150 less than the Whirlpool

Which 5 segments are mobile phone users as proposed by Experian?

1. Personals 2. Occasionals 3. Tribals 4. Browsers 5. Prodigies

List the steps that are taken in perceptual mapping of consumers' evaluative criteria in a sequential order, with the first step at the top.

1. Ranking of alternative brands by consumers based on similarity 2. Processing of ranks by a computer 3. Creation of a perceptual map of brands

In sequential order, with the first step at the top, list the steps taken by consumers using the elimination-by-aspects decision rule to evaluate alternatives to a recognized problem.

1. The evaluative criteria based on significance are rated by consumers and cutoff points for each criterion are established. 2. All brands are considered on the most significant criterion and those that do not meet or surpass an established cut-off point are eliminated. 3. Remaining brands are similarly evaluated by consumers on criteria with progressively lower importance until one brand remains.

In sequential order in which they occur, list the steps, with the first step at the top, to develop marketing strategies appropriate to a target market's purchase situation.

1. The rules or combination of rules most likely used by a target market in a particular purchase situation should be determined. 2. Marketing strategies that correspond to the decision-making activities conducted by a target market should be developed.

What are 3 situations that might cause customers to become dissatisfied with a product or company?

1. attraction by competitors 2. service encounter failures 3. ethical problems

What are 2 INTANGIBLE factors that influence the type of evaluative criteria used by consumers in making a decision?

1. brand image 2. style

What are 3 likely outcomes if a consumer's expectations with a product are not met?

1. brand switching 2. unfavorable word-of-mouth communications 3. making complaints

What 3 things are determined during internal search for information?

1. characteristics of potential solutions 2. existence of a satisfactory solution 3. ways of comparing potential solutions

What are 3 tools and strategies used by firms to implement relationship marketing with its customers?

1. customized mass communications 2. a consumer database 3. advanced employee motivation and training

What 3 demographic factors account for many of the reasons people in the United Stated do not use the Internet?

1. education 2. income 3. age

What are 2 practices marketers can use to maximize consumer satisfaction?

1. maintain consistent quality that lives up to reasonable expectations created my a firm 2. create reasonable expectations of a product through ad campaigns

What 2 factors can prevent consumers from disposing of current products and replacing them with new ones?

1. space limitation 2. financial limitation

What are 3 factors that influence the importance a consumer places on different evaluation criteria?

1. usage situation 2. advertising effects 3. competitive context

T/F: The 3 types of consumer decision making are nominal, limited, and complex.

False (Correct Answer: nominal, limited, and extended)

Which statement accurately describes the relationship between expectations and performance in the evaluation process?

Expectations and perceived performance are not independent of each other.

Match the consumer characteristics that influence the extent of consumer engagement in external search with their appropriate descriptions. Experience Shopping orientation Social status Perceived risk

Experience- increased probability of a repeat purchase reduces the likelihood of external search Shopping orientation- Reduced likelihood of external search just before purchase when consumers engage in ongoing search Social status- decreased likelihood of engaging in external search as consumer move through different stages of life Perceived risk- increased probability of threat increases consumer engagement in external search

T/F: A repeat purchase decision is a type of nominal decision in which the consumer believes all the brands within a given product category are about the same, but attaches a relatively high importance on the product category or purchase.

False

T/F: In the case of a dissatisfied customer, when no external action is taken, the customer is likely to have a more favorable attitude toward the store or brand.

False

T/F: Incurred costs are the costs of finding, evaluating, and adopting another solution.

False

T/F: It is only necessary for a marketer to track consumer online complaints and comments.

False

T/F: The other individuals present in the particular situation are referred to as the group participants.

False

T/F: Affective performance of a product is always independent of its instrumental or symbolic performance.

False ( Affective performance of a product or a brand may arise from the instrumental or symbolic performance or from the product itself.)

T/F: Brand loyalty is expressed by a consumer immediately upon noticing a brand for the first time.

False (Brand loyalty is biased behavioral response of a decision-making unit expressed over time with respect to one or more alternative brands out of a set of such brans. Brand loyalty is a function of a consumer's psychological processes.)

T/F: Choice overload is more likely to occur when consumers are familiar and confident in their knowledge to make a choice among a small number of alternative products with similar features.

False (Choice overload occurs when the consumer has too many alternatives and feels overwhelmed; and is more likely to occur when the choice is one with which the consumer lacks expertise and familiarity, one that is important to the consumer, and one that offers numerous alternatives each possessing numerous, varied, nonoverlapping features)

T/F: Cognitive motives underlie behaviors that are intrinsically rewarding to the individual involved.

False (Consummatory motives underlie behaviors that are intrinsically rewarding to the individual involved)

T/F: The way an individual perceives his or her feelings and situation to be at the present time is known as one's desired state.

False (Correct Answer: Actual State)

T/F: Online retailers are not concerned with atmospherics.

False (Correct Answer: Atmospherics is also important online. Atmospherics is the process that managers use to fashion the physical retail environment to create specific mood responses in consumers.

T/F: Perceptions of the actual state of a consumer are determined only by a consumer's current situation.

False (Correct Answer: Perceptions of the actual state of a consumer are determined both by his or her lifestyle and current situation. A consumer's lifestyle is a major determinant of his or her actual state as it is how he or she chooses to live given the limitations imposed by his or her resources.

T/F: The various dimensions, features, or benefits consumers look for in response to a specific problem are called heuristics.

False (Evaluative criteria are the various dimensions, features, or benefits consumers look for in response to a specific problem)

T/F: The greatest proportion of consumers perform an extensive external search of information prior to purchase.

False (External information search is skewed toward limited search, with the greatest proportion of consumers performing little external search immediately prior to purchase.

T/F: The sum of all the physical features of a retail environment is referred to as the retail ambiance.

False (correct answer: Store Atmosphere)

T/F: Typically, consumers only use one of the 5 decision rules when making a decision.

False (more than one rule may be used in any given decision)

Which of the following are evaluative criteria for customers choosing among brands in an evoked set? Features Competitor awareness Emotional considerations Price

Features Emotional considerations Price

Symphony, a home goods store, has opened a new branch in an upscale locality. Aware of the research finding of environmental fragrancing, the store uses a pleasant scent in its new location. However, this does not improve the brand recall and evaluation by consumers as Symphony had hoped. Which of the following would be the most plausible reason for the failure of this strategy? -Fragrance preferences are highly individualized -Environmental fragrancing is a fraudulent industry -Odors never affect consumers' shopping experiences -Virtually all consumers have allergic reactions to artificial fragrances

Fragrance preferences are highly individualized

Select the TRUE statement regarding Internet usage in the United States Internet usage decreases as income rises Growth of new Internet users has slowed considerably Internet usage increases with age About half of all adults have use the Internet

Growth of new Internet users has slowed considerably

What information should marketers have before implementing strategies to capture large shares of consumers who are involved in nominal decision making?

How does the target market engage in information search on recognizing a problem?

Jensen decides to change to another eye doctor after her last appointment when she was kept waiting in the exam room for 45 minutes before the doctor showed up. What is causing Jensen's dissatisfaction?

Inconvenience

A consumer uses the lexicographic decision rule to evaluate two alternative tire brands, "Big Tread" and "Atlantis." Assuming that both brands exhibit maximum performance at each level for the most important criterion, which strategy should marketers of Big Tread use to influence consumers to purchase Big Tread tires?

Influence consumers to choose the next most important attribute of Big Tread

Match the types of purchases with the types of decision rules consumers typically use in those purchase situations. Low-involvement purchases High-involvement purchases

Low-involvement purchases- relatively simple decision rules like disjunctive, conjunctive, lexicographic, or elimination-by-aspects High-involvement purchases- increased evaluation efforts in the form of complex decision rules such as compensatory rules and different stages of decision making

__________ are related to the nature of programming that surrounds a focal promotional message or commercial communicated to consumers.

Program context effects

Which of the following statements about the influences on purchase decisions when shopping for gifts is accurate? -Giving gifts is independent of several factors including the relationship between a giver and a recipient and the occasion. -Gift giving is universal and does not change based on cultural differences -Regardless of the occasion, gift giving always fulfills utilitarian needs -Purchase criteria and shopping strategies used by consumers when giving gifts are different from those used when purchasing for self-use

Purchase criteria and shopping strategies used by consumers when giving gifts are different from those used when purchasing for self-use

____________ is when a consumer needs to consider a particular purchase that triggers a level of concern or interest in that particular purchase process.

Purchase involvement

Which of the following is an example of an antecedent state that influences a customer's purchase decision? -a consumer who wants to buy a gift for his or her sibling -a consumer who purchases clothes to overcome a bad mood -a consumer who shops for grocery between classes -a consumer who buys nonalcoholic beverages everyday

a consumer who purchases clothes to overcome a bad mood

Which is a typical example of the disposition situation faced by consumers? -a consumer feeling homesick in a metropolitan city -a consumer having to shop for groceries between classes -a consumer wishing to discard broken electronic equipment -a consumer using only cell phones to make calls

a consumer wishing to discard broken electronic equipment

Situational influence consists of...

a set of factors outside of and removed from the consumer and the characteristics of the marketing stimulus.

Which of the following is an example of a typical purchase situation faced by consumers, as understood by marketers? -a mother goes to the library to read books to her children -a student consumer hoping to complete grocery shopping in between her classes -a professional having a client audit the following day -a teenage rugby player getting good grades

a student consumer hoping to complete grocery shopping in between her classes

A choice based on the "how do I feel about it" heuristic is referred to as...

affective choice

A problem of which a consumer is aware is...

an active problem

The problem of ________ on the Internet has led to the evolution of specialized tools and services to help consumers in their search and decision making.

information overload

The general nature of the outcome a consumer seeks is referred to as a...

metagoal

For an individual's state of being to be considered as an antecedent state, it should be...

momentarily experienced by the individual

In the context of situational factors that influence consumer behavior, the increase of time involved with a service and hedonic motives has led to the...

physical characteristics of a business becoming as important as the intangible services it provides.