Exam 3 Consumer Behavior

Which of the following statements is true regarding consumer choice processes?

Motivation, information availability, and situational factors interact to determine which choice process will be used.

suppressing problem recognition

Effective quality control and distribution and package inserts that assure the consumer of the wisdom of their purchase are attempts at _____. A) responding to consumer problems B) helping consumers recognize problems C) discovering consumer problems D) diverting consumers' attention away from problems E) suppressing problem recognition

Market characteristics that influence the expected benefits and perceived costs of search include the number of alternatives, price range, store distribution, and information availability.

True

Marketing strategy that focuses only on creating awareness may be inadequate.

True

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

True

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

True

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

True

Online services use bots, which are software "robots" that do the shopping/searching for users, and are therefore often referred to as shopping bots.

True

Problem recognition is the first stage of the consumer decision process.

True

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

True

Sometimes consumers purchase products and do not use them.

True

The conjunctive decision rule establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards.

True

The five primary sources of information available to consumers are memory, personal sources, independent sources, marketing sources, and experiential sources.

True

The perceived risk associated with unsatisfactory product performance increases information search prior to purchase.

True

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

True

Variety-seeking behavior is a challenge to marketers because it means the consumers switch brands for reasons beyond a company's control.

True

Which of the following is an example of a federal law passed to facilitate direct comparisons among alternatives?

Truth-in-Lending law

generic problem recognition and selective problem recognition

Two basic approaches to causing problem recognition are _____. A) generic problem recognition and selective problem recognition B) active problem recognition and inactive problem recognition C) actual problem recognition and desired problem recognition D) perceived problem recognition and objective problem recognition E) primary problem recognition and secondary problem recognition

spam

Unsolicited e-mail that is a major concern and irritant and is known as _____. A) spit B) spam C) blog D) junk mail E) banner mail

extended decision making

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

active and inactive

What are the types of consumer problems? A) latent and manifest B) primary and secondary C) low involvement and high involvement D) active and inactive E) actual and perceived

Which of the following is a source of increased customer profitability over time? all of the above

all of the above

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

all of the above

Which of the following is an approach to problem identification?

all of the above

Which of the following is an example of a metagoal?

all of the above

Which of the following is often used as a surrogate indicator of quality?

all of the above

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

all of the above

Which of the following was used by Sunbeam Appliance Company to assist in redesigning its many lines of small kitchen appliances?

all of the above

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

all of the above are possible outcomes

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?

lexicographic

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

rational choice

Which indirect measurement techniques used to determine consumers' evaluative criteria allow the respondent to indicate the criteria someone else might use?

projective techniques

Which of the following are indirect measurement techniques used to determine consumers' evaluative criteria?

projective techniques and perceptual mapping

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

purchase involvement

Which of the following is NOT a subcategory of the awareness set?

purchase set

Evaluative criteria differ on all EXCEPT which of the following?

quality

Service employees that are uncaring, impolite, unresponsive, or unknowledgeable will cause consumers to switch providers for which reason?

service encounter failure

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 Web site 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) _____.

shopping bot

Consumers' general approaches or patterns of external search are termed _____.

shopping orientations

Research shows that the most common use of the Internet is _____.

using e-mail

A consumer decision requires information on which of the following?

a, b, and c

Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine _____.

a, b, and c

Disposition of the product or the product's container may occur _____ product use.

a, b, and c

Evaluative criteria can differ on which of the following?

a, b, and c

Perceived risk is a function of the _____.

a, b, and c

Which of the following is a type of consumer choice process?

a, b, and c

Which of the following is a type of consumer decision making discussed in your text?

a, b, and c

Which marketing strategy is similar to preference strategy but is complicated by the fact that the target market is not seeking information about the brand?

acceptance strategy

Expenses associated with advertising, establishing a new account, and mailing catalogs are examples of _____.

acquisition costs

Emma noticed that she was almost out of gas, so she pulled into the nearest gas station and filled up her tank. Emma's decision on which gas to purchase is characterized by _____.

a low level of purchase involvement

Which of the following motives are most likely in affective choices?

consummatory motives

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

independent sources

Which measurement technique used to assess consumers' evaluative criteria assumes consumers will not or cannot state their evaluative criteria?

indirect

Brands that are found completely unworthy of further consideration are members of the _____.

inept set

The disjunctive decision rule establishes an optimum level of performance for each evaluative criterion.

False

The level of one's desire to resolve a particular problem depends on two factors: the actual state and the desired state.

False

The maintenance marketing strategy is appropriate if consumers use extended decision making and the brand is in the evoked set.

False

The most common method of direct measurement to determine the relative importance of evaluative criteria is the semantic differential.

False

The three types of decision making are rebuy, limited, and extended.

False

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

False

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

False

Tess noticed that she was almost out of shampoo. Which stage of the decision process will this observation activate?

Problem recognition

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

consummatory motives

Style, taste, prestige, feelings generated, and brand image are examples of which type of evaluative criteria?

intangible

If a brand is included in a consumer's evoked set, which marketing strategy is NOT appropriate?

intercept strategy

One marketer for a brand of shampoo learned through research that consumers in the target market engage in limited decision making but that this marketer's brand is not part of their evoked set. Which marketing strategy is appropriate for this company?

intercept strategy

Which marketing strategies are appropriate for extended decision making?

preference strategy and acceptance strategy

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

problem analysis

Which approach to problem recognition starts with a problem and asks respondents to indicate which activities, products, or brands are associated with (or perhaps could eliminate) those problems?

problem analysis

What is the first stage of the consumer decision process?

problem recognition

A manufacturer of a digital music player asked several consumers the problems associated with using these types of products. Several consumers said that they had trouble downloading music onto their computers and then onto their music players. Which approach to problem recognition is this marketer using?

product analysis

Which approach to problem recognition examines the purchase or use of a particular product or brand?

product analysis

Feature and quality variations across brands are referred to as _____.

product differentiation

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

product nonuse

Which of the following is a nonmarketing factor affecting consumers' actual state?

product/brand performance

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

projective technique

Kodak markets digital cameras and is aware that consumers search for information concerning this product on the Internet using one of the several search engines (e.g., Google). To ensure that Kodak appears on the first page of results, this company pays the search engine to become a sponsored link when consumers search the key words "digital camera." This is an illustration of _____.

search engine optimization

Which of the following involves techniques designed to ensure that a company's Web pages appear high on an Internet search result list?

search engine optimization

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

selective problem recognition

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

selective problem recognition

Which of the following is the most widely used technique for measuring consumers' judgments of brand performance on specific attributes?

semantic differential scales

The ability of an individual to distinguish between similar stimuli is called _____.

sensory discrimination

A metagoal refers to _____.

the general nature of the outcome being sought

The level of one's desire to resolve a particular problem depends on which factors?

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

Which of the following is the major reason consumers give for shopping online? A) want product delivered B) unique merchandise C) price D) impulse E) convenience

E

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

Problem recognition

unawareness set

To which set do alternatives the consumer does not know about belong? A) inert set B) inept set C) unawareness set D) unknown set E) evoked set

A consumer can be neither satisfied nor dissatisfied.

True

A consumer selling something to another individual through an online intermediary (i.e., eBay) is known as a consumer-to-consumer sale.

True

A consumer's desired state can be influenced by previous decisions.

True

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

True

Which of the following tends to be more holistic in nature, and the brand is not decomposed into distinct components that are evaluated separately from the whole?

affective choice

Which of the following does NOT affect how important various criteria are for consumers?

all of the above

Which of the following factors influences the expected benefits and perceived costs of search?

all of the above

A price with which other prices are compared is known as a(n) _____. A) reference price B) comparison price C) base price D) starting price E) internal price

A

An attempt to develop an ongoing, expanding exchange relationship with a firm's customers is called _____. A) relationship marketing B) internal marketing C) personal marketing D) formal marketing E) acquisition marketing

A

Any source of products or services for consumers is referred to as a _____. A) retail outlet B) contact point C) transaction point D) distribution outlet E) channel outlet

A

Consumers that exhibit a positively biased behavior toward a specific brand are exhibiting _____. A) brand loyalty B) brand leverage C) brand image D) brand equity E) brand bias

A

Dawn and her two daughters went to see Pride & Prejudice at the movie theater. They all loved the movie and came out saying "we're so glad she married Mr. Darcy!" This movie provided them with _____. A) affective performance B) direct performance C) instrumental performance D) symbolic performance E) consummatory performance

A

Eric booked a hotel through hotels.com. However, when he arrived at the hotel, they had no record of his reservation, and he was unable to get a room. He decided then that he would never use this service again. Which reason for changing providers does this represent? A) core service failure B) service encounter failure C) pricing D) attraction by competitors E) ethical problems

A

Exploding demand and short product life-spans for high-tech gadgets such as cell phones, personal computers, and various other personal electronic devices is creating growing concerns over _____. A) e-waste B) poisonous waste C) hazardous waste D) reusable waste E) recyclable waste

A

For which product is no disposition involved? A) ice cream cone B) laundry detergent C) soft drink D) clothing E) electronics

A

Good product offers and information, value, and alignment with consumers' interests are components of which dimension of online retailer image? A) usefulness B) enjoyment C) trustworthiness D) style E) familiarity

A

Jason will only drink Pepsi cola, and he feels an emotional attachment to it. That is the brand he was brought up on and is the one he continues to drink every day. Jason is exhibiting _____. A) brand loyalty B) brand leverage C) brand image D) brand equity E) brand bias

A

Jose and his family, all Mexican by birth, went to dine at a new Mexican restaurant in Houston, which is home to many outstanding Mexican restaurants. They were expecting authentic Mexican food, and they got it. They most likely experienced _____. A) satisfaction B) dissatisfaction C) amazement D) nonsatisfaction E) surprise

A

Marketing efforts focused on a firm's current customers are generally termed _____. A) relationship marketing B) internal marketing C) personal marketing D) formal marketing E) acquisition marketing

A

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

A

Rebecca is opening a women's shoe store. She is carefully considering the quality, selection, style, and price that she wants for her store. Which dimension of store image is she concerned with? A) merchandise B) service C) physical facilities D) store atmosphere E) institutional

A

Renee has been going to the same dentist for years. However, her employer changed her dental insurance plan, and her dentist was not part of the plan. She had to switch to an approved dentist. Which reason for changing providers does this represent? A) involuntary switching B) responses to service failures C) pricing D) attraction by competitors E) ethical problems

A

Sarah just purchased some casual twill pants from L.L.Bean. When she was checking out, she was asked for her e-mail address. Below that box was a box that was checked that indicated she would like to receive promotion messages and have her information shared with similar marketers. She unchecked that box because she did not want to receive these promotional offers and did not want her information shared. This is an example of which approach online retailers are using to enhance consumers' control? A) "opt-in" approach B) behavioral targeting C) search engine optimization D) bots E) blogs

A

Shelly orders her disposable contact lenses online, and she is sent two boxes every six weeks. Based on Forrester Research's categories of products and services, which does this represent? A) replenishment goods B) researched items C) convenience items D) shopping goods E) selective items

A

Sherri pulled up to the drive-up ATM at her bank. She put her card in, and it came right back out. On the screen was a message that the machine was not operational. Sherri was not happy. Which incident type with respect to self-service technologies does this represent? A) technology failure B) service design flaw C) technology design flaw D) customer failure E) financial failure

A

The emotional response that owning or using the product or outlet provides is known as _____. A) affective performance B) direct performance C) instrumental performance D) symbolic performance E) consummatory performance

A

The retail attraction model is also called the _____. A) retail gravitation model B) retail dispersion model C) retail composition model D) retail network model E) retail concentration model

A

What are the two dimensions to performance for products? A) instrumental and symbolic B) latent and manifest C) immediate and delayed D) direct and indirect E) consummatory and instrumental

A

When perceptions of product performance match expectations that are at or above the minimum performance level, _____ generally results. A) satisfaction B) dissatisfaction C) nonsatisfaction D) elation E) surprise

A

Which dimension of store image consists of quality, selection, style, and price components? A) merchandise B) service C) physical facilities D) store atmosphere E) institutional

A

Which of the following category of products and services identified by Forrester Research based on their purchase characteristics relative to Internet shopping consists of moderate cost, high-frequency purchases? A) replenishment goods B) researched items C) convenience items D) shopping goods E) selective items

A

Which of the following factors is the MOST likely reason consumers change providers of a service? A) core service failure B) service encounter failure C) pricing D) attraction by competitors E) ethical problems

A

Which of the following is NOT an online shopper segment? A) Technocrats B) Adventurous Explorers C) Suspicious Learners D) Fun Seekers E) all of the above are online shopper segments

A

Which of the following is a recommended strategy for retailers when consumers select the outlet first and the brand second? A) appropriate pricing B) brand availability advertising C) brand image management D) price special on brands E) co-op ads featuring brands

A

Which of the following is a segment of consumers based on shopping orientation? A) Chameleons B) Shopping Lovers C) Adventurous Explorers D) Shopping Avoiders E) Fun Seekers

A

Which segment of online shoppers, while open to new ways of doing things, are reluctant to purchase online because of their lack of computer training? A) Suspicious Learners B) Business Users C) Fearful Browsers D) Technology Muddlers E) Shopping Avoiders

A

While John is open to new ways of doing things and he's not afraid of giving a computer his credit card number, he is reluctant to purchase online due to his lack of confidence in using a computer. He has never had any training on using a computer. To which segment of online shoppers does John belong? A) Suspicious Learners B) Business Users C) Fearful Browsers D) Technology Muddlers E) Shopping Avoiders

A

_____ continue to buy the same brand though they do not have an emotional attachment to it. A) Repeat purchasers B) Brand loyals C) Committed customers D) Satisfied buyers E) Referred buyers

A

the "do not purchase" alternative

A completely nominal decision does not even include consideration of _____. A) information B) problem recognition C) the "do not purchase" alternative D) purchase evaluation E) all of the above

a b and c

A consumer decision requires information on which of the following? A) The appropriate evaluative criteria for the solution of a problem. B) The existence of various alternative solutions. C) The performance level or characteristic of each alternative solution on each evaluative criterion. D) a and b E) a, b, and c

reacting to problem recognition

A firm that introduces a new line of non-fat snack food due to increasing consumer concern with health is _____. A) activating problem recognition B) reacting to problem recognition C) suppressing problem recognition D) triggering problem recognition E) none of the above

actual state

A(n) _____ is the way an individual perceives his or her feelings and situation to be at the present time. A) current state B) actual state C) desired state D) self-concept E) self-assessment

desired state

A(n) _____ is the way an individual wants to feel or be at the present time. A) current state B) desired state C) actual state D) ideal state E) idolized state

Which of the following statements is true regarding active and inactive consumer problems?

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

normal depletion

All EXCEPT which of the following nonmarketing factor affects consumers' desired state? A) reference group B) household characteristics C) normal depletion D) financial status/expectations E) culture

awareness 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

A $10 savings on a $200 item should _____. A) not show the regular price B) show the dollar savings but not the percentage savings C) show the percentage savings but not the dollar savings D) show both the dollar savings and the percentage savings E) show neither the dollar savings nor the percentage savings

B

A brand whose perceived performance falls below expectations generally produces _____. A) satisfaction B) dissatisfaction C) nonsatisfaction D) elation E) fear

B

Barry is considerably computer literate, and he uses it all the time in his profession. He's a free-lance writer and uses the Internet to search for information, and most of his work is sent back and forth to his editors via the Internet. While Barry does shop online, it's nothing novel to him. To which segment of online shoppers does Barry belong? A) Suspicious Learners B) Business Users C) Fearful Browsers D) Technology Muddlers E) Shopping Avoiders

B

Carla continued to search for information on cars even after she purchased one. She would go over her decision in her head, and pay attention to ads that featured the car she bought. She was also noticing how many other people drove her model of car, which made her feel more confident that she made a wise decision. Carla is attempting to reduce _____. A) consumption guilt B) postpurchase dissonance C) postpurchase shame D) postpurchase fear E) consumption anxiety

B

Cindy did almost all of her Christmas shopping on the Internet last year. She enjoys buying online and does so frequently. She'll tell anybody who will listen how wonderful it is to shop online, especially since she lives in a small city that does not have all the wonderful retail stores she likes. Cindy would be categorized as which segment of online shopper? A) Retailer's Dream B) Shopping Lovers C) Fun Seekers D) Adventurous Explorers E) Cyber Shopper

B

Consumers who browse and/or purchase in more than one channel are known as _____. A) cosmopolitan B) multi-channel shoppers C) multi-taskers D) market mavens E) opinion leaders

B

For which product are consumers more willing to travel longer distances to shop for? A) toothpaste B) wedding dress C) beer D) laundry detergent E) soft drinks

B

For which type of firm has research shown that reducing the number of customers who leave by 5 percent resulted in the highest percentage increase in average profits per customer? A) auto services B) branch banks C) insurance brokerage D) industrial laundry E) credit insurance

B

Hailey purchased furniture for her living room and spent quite a bit of money. After she purchased it, she started regretting that she spent so much and she wasn't sure she liked the furniture. To make herself feel better, she told herself that the other furniture she was considering really wasn't that good and probably would not last as long as the furniture she ended up purchasing. Which of the following is Hailey using to reduce her postpurchase dissonance? A) Increasing the desirability of the brand purchased. B) Decreasing the desirability of rejected alternatives. C) Decreasing the importance of the purchase decision. D) Reversing the purchase decision. E) Increasing the importance of the purchase decision.

B

Harriet is very frugal, so she regularly combs the grocery ads looking for bargains. Usually she'll go to a particular store just to buy an advertised item, but sometimes she purchases other items that were not advertised as well. The purchase of the unadvertised items represent which type of sales? A) incremental sales B) spillover sales C) marginal sales D) sales plus E) impulse sales

B

IBM has developed the Shopping Buddy, which is a _____. A) full-body scanner that collects full body measurements in 10 seconds B) computerized touchscreen PC that can be attached to shopping carts C) system in which consumers register their fingerprint and then pay by having their finger scanned at checkout D) a shopping "bot" that searches the Internet for the lowest prices for consumers E) computerized shopping list of favorite and frequently purchased items

B

Jim is trying to determine the level of his store's attraction by using the square footage as a measure of breadth of merchandise and the distance to the store from different geographic areas. Which model is he using? A) retail multiattribute model B) retail gravitation model C) retail attribution model D) retail geographic model E) retail distribution model

B

Jon purchased an antique watch on eBay from another consumer. Which type of sale is this known as? A) direct-to-consumer sale B) consumer-to-consumer sale C) personal sale D) private sale E) electronically-mediated sale

B

Lori purchased new tires for her car, and she can bring it back every 5,000 miles to have the tires rotated for free. However, Lori doesn't do it because that would require that she take her car to the shop and either leave it and have someone get her and take her back later or sit and wait for the tires to be rotated. Which type of cost does this represent? A) social cost B) time cost C) effort cost D) physical cost E) mental cost

B

Negative emotions or guilt feelings aroused by the use of a product or a service are referred to as _____. A) postpurchase anxiety B) consumption guilt C) consumption anxiety D) postpurchase dissonance E) consumption dissonance

B

Paul was searching the Internet for information regarding the purchase of a digital video recorder (DVR). Based on Forrester Research's categories of products and services relative to Internet shopping, which category does this represent? A) replenishment goods B) researched items C) convenience items D) shopping goods E) selective items

B

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

B

Sales for which product or service classified as "researched items" are the highest? A) food & beverage B) travel C) automotive parts D) computer hard/software E) event tickets

B

Sales of additional items to customers who came to purchase an advertised item are referred to as _____. A) incremental sales B) spillover sales C) marginal sales D) sales plus E) impulse sales

B

Sandy uses online banking, and her bank charges her $4.99 per month. However, she has seen ads for a competing bank offering free online banking services. She'd like to switch, but she realized that it might be difficult to do since she has several of her bill payments set up as automatic debits. The cost of changing to another bank represent Sandy's _____. A) incurred costs B) switching costs C) effort costs D) balancing costs E) committed costs

B

Scott is twenty years old and has a high school education. He likes to go on the Internet to play games, but he's afraid to buy things online. Even if this was not so, he doesn't make enough money for him to be able to buy much anyway. Scott belongs to which segment of online shoppers? A) Suspicious Learners B) Fun Seekers C) Fearful Browsers D) Technology Muddlers E) Shopping Avoiders

B

Service employees that are uncaring, impolite, unresponsive, or unknowledgeable will cause consumers to switch providers for which reason? A) core service failure B) service encounter failure C) pricing D) attraction by competitors E) ethical problems

B

Simon was dissatisfied with the meal and service he received at a restaurant, so he complained. The manager came out and was arrogant to Simon, and Simon felt like he was trying to blame him for the bad experience he had by saying he was too picky. Simon vowed never to eat at that restaurant again. Which reason for changing providers does this represent? A) involuntary switching B) responses to service failures C) pricing D) attraction by competitors E) ethical problems

B

The costs of finding, evaluating, and adopting another solution are known as _____. A) incurred costs B) switching costs C) effort costs D) balancing costs E) committed costs

B

The major reason people give for not shopping on the Internet is _____. A) lack of "touch" B) security concerns C) too difficult D) unfamiliar merchants E) none of the above

B

The term used to refer to turnover in a firm's customer base is _____. A) turnover B) churn C) attrition rate D) turn ratio E) defection rate

B

Todd owns a discount sporting goods store, and several of the items in his store have a manufacturer's suggested retail price (MSRP) above Todd's lower price. Todd is using the MSRP as a(n) _____. A) base reference price B) external reference price C) perceptual reference price D) internal reference price E) disclosed reference price

B

Which model is used to calculate the level of store attraction based on store size and distance from the consumer? A) retail multiattribute model B) retail attraction model C) retail attribution model D) retail geographic model E) retail distribution model

B

Which of the following barriers to online purchasing is related to consumer fears regarding how personal information about them that is gathered online might be used? A) lack of "touch" B) online privacy concerns C) economic costs D) opportunity costs E) dispersion concerns

B

Which of the following components represent the service dimension of a store's image? A) quality, selection, style, and price B) layaway plan, sales personnel, easy return, credit, and delivery C) location and parking D) congeniality, fun, excitement, and comfort E) store reputation

B

Which of the following is a description of the shopping orientation known as Predators? A) Their shopping styles are situation-specific or constantly changing. B) They are purposive and speed oriented in their shopping. C) They shop both to make purchases and as an activity. D) They like to shop. E) They have a propensity to stockpile items and to purchase large quantities to either save money or alleviate the need for shopping.

B

Which of the following is true regarding postpurchase dissonance? A) All consumer purchase decisions are followed by postpurchase dissonance of some sort. B) The importance of the decision to the consumer is one factor that influences the probability and magnitude of postpurchase dissonance. C) The individual's tendency to experience anxiety is not related to postpurchase dissonance. D) The easier it is to alter the decision, the more likely postpurchase dissonance will be. E) Nominal decision making usually results in the greatest magnitude of postpurchase dissonance.

B

Which of the following is true regarding word-of-mouth (WOM)? A) WOM is a minor factor in consumer behavior. B) Consumers trust WOM more than many other sources. C) Satisfaction yields more WOM than does dissatisfaction. D) Consumers do not give WOM much merit, especially negative WOM. E) Marketers are not concerned about WOM.

B

Which of the following means that the consumer is enthusiastic about a particular brand and is somewhat immune to actions by competitors? A) satisfaction B) commitment C) market maven D) brand leverage E) brand fanatic

B

Which online shopper segment is the most computer literate, does not view online shopping as novel, and aren't usually champions of the practice? A) Suspicious Learners B) Business Users C) Fearful Browsers D) Technology Muddlers E) Shopping Avoiders

B

Which segment of online consumers are the least wealthy and least educated, sees entertainment value in the Internet, but buying things online frightens them? A) Suspicious Learners B) Fun Seekers C) Fearful Browsers D) Technology Muddlers E) Shopping Avoiders

B

Which type of reference price is presented by a marketer for the consumer to use to compare with the current price? A) base reference price B) external reference price C) private reference price D) outlet reference price E) public reference price

B

Which type of sale occurs when one consumer sells a product directly to another with or without the assistance of a commercial intermediary? A) direct-to-consumer sale B) consumer-to-consumer sale C) personal sale D) private sale E) direct marketing

B

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

Behavioral targeting

have men recognize a problem with respect to facial care

Beiersdorf is working to have their Nivea for Men brand introduced and publicized in America in order to _____. A) fulfill a governmental mandate B) have men recognize a problem with respect to facial care C) market its new home hair coloring system D) increase brand awareness E) none of the above

inert set

Brands for which a consumer is aware but basically indifferent toward compose his or her _____. A) evoked set B) consideration set C) inept set D) excluded set E) inert set

inept

Brands that are found completely unworthy of further consideration are members of the _____. A) evoked set B) inept set C) excluded set D) inert set E) discarded set

A consumer using a product in a new way is referred to as _____. A) counterfactual thinking B) prefactual thinking C) use innovativeness D) usage expansion E) extended use thinking

C

A given consumer's or target market's perception of all the attributes associated with a retail outlet is generally referred to as the _____. A) store atmosphere B) servicescape C) store image D) store ambiance E) store personality

C

A retailer being temporarily out of a particular brand is called _____. A) whiteouts B) blackouts C) stockouts D) shortage E) shrinkage

C

A shopping style that puts particular emphasis on certain activities or shopping motivations is called a _____. A) shopping segment B) shopping typology C) shopping orientation D) shopping perspective E) store atmosphere

C

An outlet or brand whose performance confirms a low-performance expectation generally will result in _____. A) satisfaction B) dissatisfaction C) nonsatisfaction D) elation E) anger

C

Brands owned and sold by a specific retail outlet are known as _____. A) primary brands B) secondary brands C) store brands D) internal brands E) limited distribution brands

C

Carl and his family purchased a new home, and the builder left half empty paint cans in the garage. Carl doesn't know what to do with them because he cannot put them out in the regular trash. Carl is concerned with which of the following with regard to the paint? A) purchase B) use C) disposition D) consumption E) product nonuse

C

Christine has never purchased anything from the Internet. She likes to look at items on the Internet, but she doesn't want to give her credit card number or pay shipping charges. To which segment of online shoppers does Christine belong? A) Suspicious Learners B) Business Users C) Fearful Browsers D) Technology Muddlers E) Shopping Avoiders

C

Which of the following is NOT a type of knowledge where a low level of calibration frequently occurs to the detriment of consumers and firms?

all of the above

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

C

Doubt or anxiety regarding a purchase a consumer has made is known as _____. A) postpurchase worry B) postpurchase guilt C) postpurchase dissonance D) postpurchase shame E) postpurchase fear

C

Even if a dissatisfied consumer takes no external action, which of the following is likely? A) will engage in negative work-of-mouth B) will stop buying that brand C) will have a less favorable attitude toward the store or brand D) will stop buying at that store E) all of the above

C

Every time Hannah buys a sandwich at Subway, she gets a stamp on a card. Once she has 10 stamps, she'll get a free sandwich. This is an example of a(n) _____. A) food stamp program B) acquisition program C) customer loyalty program D) tie-in program E) overlay program

C

Hunter purchased a new computer, and he started thinking about what it would be like if he had purchased the other brand that he was considering seriously. He purchased a Dell, but he kept thinking that if he had only spent a little more and purchased the IBM, he might not be experiencing some of the problems that he is (i.e., computer "freezing up"). Which of the following is Hunter engaging in? A) postpurchase anxiety B) consumption guilt C) counterfactual thinking D) prefactual thinking E) innovative thinking

C

Kelly likes to shop at Target. She really likes the Archer Farms brands with the rooster on the label, which is one of Target's own brands and can only be purchased there. These types of brands are known as _____. A) primary brands B) secondary brands C) store brands D) internal brands E) limited distribution brands

C

Kevin buys the same brand of clothing all the time. He continues to buy it because it fits him well and the price is right, but he does not have an emotional attachment to it. Kevin is an example of a(n) _____. A) trapped purchaser B) committed customer C) repeat purchaser D) nonsatisfied customer E) indifferent purchaser

C

Kristen purchased a chair and ottoman from a national chain furniture store. After only six months, the fabric started to fade and tear in some spots. While she didn't spend much money on this chair, she did expect it to last longer than that. Kristen most likely experienced _____. A) satisfaction B) dissatisfaction C) nonsatisfaction D) elation E) guilt

C

Leon is concerned with the reliability and durability of laptop computers he is considering purchasing. This represents which dimension of product performance? A) affective B) direct C) instrumental D) symbolic E) consummatory

C

Leslie loves to shop at T.J. Maxx and feels she is saving a lot of money because the price tags usually have the manufacturer's suggested retail price (MSRP) listed and crossed off and the T.J. Maxx price below much lower. The MSRP is being used as a _____. A) markup B) base price C) reference price D) deceptive price E) perceptual price

C

MVM (My Virtual Model) helps consumers shopping online overcome which barrier? A) security B) information quantity C) lack of touch D) flow E) difficulty

C

Neil is considering the purchase of a 4-wheeler ATV. He visited a distributor to look at different models, and when he looked at prices he compared them with a price his brother told him he paid for an ATV. The price Neil retrieves from memory is known as a(n) _____. A) base reference price B) external reference price C) internal reference price D) private reference price E) personal reference price

C

Pam and her friends ate at a new Italian restaurant, and the food, service, and ambiance exceeded their expectations. They all decided that this was the only Italian restaurant they will ever go to again in their town. This is an illustration of _____. A) nonsatisfaction B) extended decision making C) commitment D) relationship marketing E) customer value

C

Purchase of which product typically represents low social risk and low economic risk for consumers? A) deodorant B) automobile C) socks D) auto repairs E) hair cut/style

C

Purchases made in a retail outlet that are different from those the consumer planned to make prior to entering that retail outlet are called _____. A) incremental purchases B) irrational purchases C) unplanned purchases D) emotional purchases E) deviant purchases

C

Rod wasn't expecting much from the painters that came to his house. True to form, they did not do a good job and confirmed his low-performance expectations. Rod is most likely experiencing _____. A) satisfaction B) dissatisfaction C) nonsatisfaction D) elation E) anger

C

Ronald is dissatisfied with a product he has bought. What is the first decision Ronald will make with regard to his dissatisfying situation? A) whether to complain to the store or to the manufacturer B) whether or not to stop buying that brand C) whether or not to take any external action D) whether or not to initiate legal action E) whether or not to complain to a government agency

C

The external ice cube shoot on Cade's refrigerator door was not working properly. She could hear the ice falling into the shoot, but nothing would come out. She looked inside and realized there was a solid block of ice clogging the shoot, and she couldn't get it loose. Cade decided to use a hair dryer to melt the ice, and it worked. Cade's using a hair dryer in a new way represents _____. A) counterfactual thinking B) prefactual thinking C) use innovativeness D) usage expansion E) extended use thinking

C

Unplanned purchases are further subdivided into which two categories? A) primary and secondary B) direct and indirect C) reminder and impulse D) generally planned and substitute E) latent and manifest

C

Wendy was describing to her friend what the American Girl store is Chicago is like. She was telling her about all the different rooms that were in the store, such as a room for each doll (e.g., Bitty Baby, Felicity, Kit, etc.), a room for furniture, a room for girl-sized clothing that matched the dolls' clothing, the tea room, and the auditorium where she saw a stage show. Which dimension of store image was Wendy describing? A) merchandise B) service C) physical facilities D) convenience E) institutional

C

What is the first decision a dissatisfied customer will make? A) whether to complain to the store or to the manufacturer B) whether or not to stop buying that brand C) whether or not to take any external action D) whether or not to initiate legal action E) whether or not to complain to a government agency

C

What was the MAIN reason consumers gave in a survey for why they don't like shopping in stores? A) don't like shopping B) dealing with crowds C) salespeople are poorly informed D) parking and traffic E) the time it takes to shop

C

When a retailer represents a price as "regularly $15.99, now $9.99," the $15.99 is called the _____. A) starting price B) base price C) reference price D) comparison price E) markup

C

Which dimension of product performance relates to the physical functioning of the product? A) affective B) direct C) instrumental D) attributional E) consummatory

C

Which disposition alternative is the most widely used by consumers? A) trade in B) recycle C) throw away D) give away E) sell

C

Which of the following category of products and services identified by Forrester Research based on their purchase characteristics relative to Internet shopping consists of low-risk discretionary items? A) replenishment goods B) researched items C) convenience items D) shopping goods E) selective items

C

Which of the following is FALSE regarding committed customers? A) They are unlikely to consider additional information when making a purchase. B) They are resistant to competitors' marketing efforts. C) They are less likely to forgive an occasional product or service failure. D) They are likely to be a source of positive word-of-mouth. E) They are more profitable to the firm than mere repeat purchasers.

C

Which of the following is NOT an alternative if a consumer decides to retain a product's package? A) store it B) use it for original purpose C) recycle it D) use it for a new purpose E) all of the above are alternatives in this situation

C

Which of the following is a category of products and services based on their purchase characteristics relative to Internet shopping identified by Forrester Research? A) "high-touch" goods B) search goods C) replenishment goods D) adventurous goods E) tangible goods

C

Which of the following is a recommended strategy for manufacturers when consumers select the outlet first and the brand second? A) retailer image advertising B) more exclusive distribution C) point-of-purchase displays D) price special on brands E) brand availability advertising

C

Which of the following occurs when a consumer actively acquires a product that is not used or used only sparingly relative to its potential use? A) consumption guilt B) nonconsumption guilt C) product nonuse D) counterfactual thinking E) prefactual thinking

C

Which of the following refers to imagining the outcome if a different decision had been made in the past? A) postpurchase dissonance B) consumption guilt C) counterfactual thinking D) prefactual thinking E) innovative thinking

C

Which of the following statements is FALSE regarding Internet retailing? A) Internet retailing is a booming and increasingly competitive business. B) Apparel is one of the largest sales categories on the Internet and one of the fastest growing. C) Research has shown that consumers shop online for reasons different to those for shopping from catalogs. D) Catalogs and the Internet appear to work in a complementary fashion. E) With respect to apparel, lack of touch can be a major barrier for nonstore retailers.

C

_____ refers to the fact that repeat and particularly committed customers tend to buy the brand consistently rather than waiting for a sale or continually negotiating price. A) Acquisition cost B) Referral C) Price premium D) Price indifferent E) Price insensitive

C

Which of the following is a concern marketing managers have related to problem recognition?

all of the above

Which of the following is a decision rule used by consumers?

all of the above

maintenance strategy

Coca-Cola has a large brand-loyal purchaser segment. Which marketing strategy is appropriate for this brand? A) capture strategy B) acceptance strategy C) maintenance strategy D) preference strategy E) disrupt strategy

Given the following importance weights Price = 50, Quality = 40, and Ease of use = 10, which of the following computers would be chosen using a compensatory decision rule?

Compaq

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

Compaq and NEC would be considered further.

Which of the following statements is FALSE regarding consumer decisions and the consumer decision process?

Consumer decisions are rational and functional; otherwise they do not involve

What has research revealed regarding consumers' variety-seeking behavior?

Consumers are more likely to become bored on sensory attributes such as taste.

general product-related terms

Consumers conducting a generic search in an Internet search engine use which type of terms? A) retailer-related terms B) brand-related terms C) general product-related terms D) brand- plus product-related terms E) price-related terms

Which of the following is true regarding word-of-mouth (WOM)?

Consumers trust WOM more than many other sources.

shopping orientations

Consumers' general approaches or patterns of external search are termed _____. A) social status B) shopping orientations C) involvement D) motives E) differentials

All other things being equal, consumers tend to prefer _____. A) external reference prices over internal reference prices B) dollar savings over percentage savings C) percentage savings over dollar savings D) larger retail outlets over smaller outlets E) smaller retail outlets over larger outlets

D

Bob wants to purchase a big screen television, but he's reluctant because he tells himself that "If I buy it now, then the price will drop and I'll regret not waiting longer." Bob is engaging in _____. A) prepurchase dissonance B) consumption guilt C) counterfactual thinking D) prefactual thinking E) purchase anxiety

D

Consumers acquiring product through mail, telephone, or computer orders is referred to as _____. A) outsourcing B) outlet shopping C) non-traditional shopping D) in-home shopping E) all of the above

D

Employees who deal directly with consumers are known as _____. A) foot soldiers B) clerks C) consumer-level employees D) front-line employees E) primary employees

D

Even though Sam has a computer and online access, he doesn't spend much time using it. He hears how his friends purchase items online, but he really has no interest in that area. Sam belongs to which segment of online shoppers? A) Suspicious Learners B) Business Users C) Fearful Browsers D) Technology Muddlers E) Shopping Avoiders

D

George has used the same company for his car and home insurance for over 20 years. Any claim he has made has been handled fairly and quickly. A major hurricane came through his area causing many individuals, including George, and business owners to lose everything. While he was hearing about so many insurance claim nightmares, he knew his company would come through because he trusts this company. George is an example of a _____. A) repeat purchaser B) satisfied buyer C) total buyer D) committed customer E) affective customer

D

Hank is seen by others as the guy to go to if they have questions related to the Internet. He recently helped his friend download music from iTunes for his new iPod MP3 player. Hank also likes to shop online because, to him, it's more fun than going to a store. To which segment of online shoppers does Hank belong? A) Retailer's Dream B) Shopping Lovers C) Fun Seekers D) Adventurous Explorers E) Cyber Shopper

D

How can firms enhance consumers' control with regard to online privacy concerns? A) don't ask for information B) use bots C) use blogs D) use "opt in" approach E) use search engine optimization approaches

D

Kim likes to go to Sam's Warehouse because she can purchase large quantities of products such as paper and cleaning products. She likes to buy large quantities because she doesn't like to buy these things, so she figures she won't have to buy them that often if she purchases large quantities. Which shopping orientation best describes Kim? A) Chameleons B) Scavengers C) Foragers D) Collectors/Gatherers E) Predators

D

Kimberly loves the ham and turkey from the Heavenly Ham store. There is only one store in her town, though, and it is pretty far away. She goes that direction on Saturdays for her daughter's music lesson, but by the time it's over and she's heading home, the store is already closed. Sometimes she brings a cooler and stops there before her daughter's lesson, but most of the time she forgets to bring the cooler. She usually ends up buying lunch meat at the grocery deli. Which reason for changing providers does this represent? A) involuntary switching B) responses to service failures C) pricing D) inconvenience E) ethical problems

D

Monique is buying a new coat for the winter. While she is concerned with how well the coat will keep her warm, she is also concerned with how stylish it will make her look. Her concern for stylishness represents which dimension of product performance? A) affective B) direct C) instrumental D) symbolic E) consummatory

D

Savannah works at the front desk at a Marriott Hotel. If a guest has a complaint, she is empowered to make amends up to a certain amount without her supervisor's approval. Savannah is known as a _____. A) decision maker B) key employee C) consumer-level employee D) front-line employee E) primary employee

D

The trustworthiness dimension of an online retailer's image is represented by which components? A) good product offers and information, value, aligned with interests B) fun, attractive, pleasant to browse C) easy to use and navigate, flexible site D) reputation, information safety and security E) fast and flexible delivery and transactions

D

Tylenol, which is an analgesic known as acetaminophen, warns in some of its advertising that consumers should read labels carefully because several other types of medications include acetaminophen (e.g., Tylenol Sinus) and consumers could overdose on this medicine and potentially suffer liver damage. Which type of cost is associated with this risk? A) social cost B) time cost C) effort cost D) physical cost E) mental cost

D

What is the key to success of store brands? A) low price B) low quality, but at a low price C) high quality at a high price D) high quality at a reasonable price E) attractive packaging

D

Which dimension of product performance relates to aesthetic or image-enhancement performance? A) affective B) direct C) instrumental D) symbolic E) consummatory

D

Which of the following are types of reference prices? A) primary and secondary B) direct and indirect C) latent and manifest D) internal and external E) high and low

D

Which of the following is FALSE regarding the way in which disposition decisions can affect a firm's marketing strategy? A) For most durable goods, consumers are reluctant to purchase a new item until they have "gotten their money's worth" from the old one. B) Disposition sometimes must occur before acquisition of a replacement because of space or financial limitations. C) Frequent decisions by consumer to sell, trade, or give away used products results in a large used-product market that can reduce the market for new products. D) The United States is a completely throw away society, and consumers are willing to purchase new products without concern for waste. E) Environmentally sound disposition decisions benefit society as a whole and thus the firms that are part of that society.

D

Which of the following is NOT a key decision for retailers considering price advertising? A) How large a discount to use? B) Should a reference price be used? C) What verbal statements should be used? D) What is the cost of the item compared to the total media cost? E) None of the above are key decisions.

D

Which of the following is NOT a source of increased customer profitability over time? A) increased sales volume B) lower costs C) referrals D) increased churn E) price premium

D

Which of the following is a theory proposed to explain why so many retail prices end just below a round number (i.e., 99)? A) "left-to-right" theory B) sale-association theory C) multiattribute theory D) a and b E) a, b, and c

D

Which of the following is an ambient condition related to store atmosphere? A) customer characteristics B) symbols C) layout D) temperature E) furnishings

D

Which of the following refers to imagining different outcomes before a decision is made? A) prepurchase dissonance B) consumption guilt C) counterfactual thinking D) prefactual thinking E) innovative thinking

D

Which of the following statements is true regarding counterfactual thinking? A) It occurs before a decision is made. B) Marketers try to avoid consumers from thinking this way. C) It is the same as prefactual thinking, but it is more severe. D) Marketers always try to reduce the likelihood that consumer think this way. E) It can be removed by price guarantees.

D

Which type of customer has an emotional attachment to the brand or firm? A) repeat purchaser B) satisfied buyer C) total buyer D) committed customer E) affective customer

D

Which type of reference price or price range does a consumer retrieve from memory to compare with a price in the market? A) base reference price B) historical reference price C) private reference price D) internal reference price E) repeat reference price

D

Why must manufacturers design products with both the primary purpose and other potential uses in mind? A) consumers demand it B) competition requires it C) to be able to promote secondary uses D) stringent product liability laws E) to save on research and development costs

D

Which of the following is a key element of relationship marketing?

all of the above

Which of the following is an alternative once a consumer has decided to get rid of a product? A) sell it B) give it away C) loan it to someone D) throw it away E) all of the above

E

Which of the following is an online shopper segment? A) Shopping Lovers B) Adventurous Explorers C) Suspicious Learners D) Fun Seekers E) all of the above

E

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

Decreasing the desirability of rejected alternatives.

ongoing search

Deliberate external search that occurs in the absence of problem recognition and is done both to acquire information for possible later use and because the process itself is pleasurable is known as _____. A) internal search B) ongoing search C) eternal search D) continuous search E) perpetual search

A consumer's decision of whether or not to take action when he or she is dissatisfied is a function of which of the following? A) importance of the purchase to the consumer B) ease of taking action C) consumer's existing level of overall satisfaction with the brand or outlet D) characteristics of the consumer involved E) all of the above

E

Disposition of the product or the product's container may occur _____ product use. A) during B) after C) before D) a and b E) a, b, and c

E

Expenses associated with advertising, establishing a new account, and mailing catalogs are examples of _____. A) churn B) opportunity costs C) switching costs D) contribution costs E) acquisition costs

E

It is predicted that total US retail expenditures online will be _____ in 2008 A) $130 million B) $38 billion C) $1.2 billion D) $94 billion E) $232 billion

E

Jane was looking through the Pottery Barn catalog and saw some lamps she liked. Instead of calling the toll-free number to purchase the lamps, she went to Pottery Barn's Web site and ordered them. This is an example of _____. A) alternative shopping B) outsourcing C) multi-level marketing D) non-traditional shopping E) in-home shopping

E

Suzy is having her 6th birthday party at Club Libby Lu at a department store in the mall. She and six of her friends will get a complete "make-over" with glittery makeup and shiny extensions added to their hair. This is an example of which approach retailers are taking to improve the shopping experience? A) kiosks B) mini-stores C) lifestyle centers D) brand stores E) "destination areas" within stores

E

Tasha doesn't understand all the hype about Internet shopping. When she shops, she wants to personally see the item, and she wants it right then, not 5-9 business days latter. Tasha belongs to which segment of online shoppers? A) Suspicious Learners B) Business Users C) Fearful Browsers D) Technology Muddlers E) Shopping Avoiders

E

The "Merchandise" dimension of store image includes _____. A) quality B) selection C) price D) style E) all of the above

E

The "Service" dimension of store image includes all of the following EXCEPT _____. A) easy return B) sales personnel C) delivery D) credit E) all of the above are included

E

The NFL is able to customize their newsletter by _____. A) tracking what pieces are clicked on B) providing news about the individual fan's favorite team C) matching the individual fan's specific interests D) enabling fans to update their profile E) all of the above

E

The probability of a consumer experiencing postpurchase dissonance, as well as the magnitude of such dissonance, is a function of which of the following? A) The degree of commitment or irrevocability of the decision. B) The importance of the decision to the consumer. C) The difficulty of choosing among the alternatives. D) The individual's tendency to experience anxiety. E) all of the above

E

The purchase of products involves the risk that they may not perform as expected, causing which of the following to be high? A) social cost B) time cost C) effort cost D) physical cost E) all of the above

E

Which of the following affects consumers' retail outlet selection? A) outlet image B) retailer brands C) retail advertising D) outlet location and size E) all of the above

E

Which of the following is NOT a factor affecting consumers' retail outlet selection? A) outlet image B) retailer brands C) retail advertising D) outlet location and size E) number of levels of distribution

E

Which of the following is NOT a key element of relationship marketing? A) Developing a core service or product around which to build a customer relationship. B) Pricing in a manner to encourage loyalty. C) Augmenting the core service or product with extra benefits. D) Marketing to employees so that they will perform well for customers. E) Standardize the relationship across customers.

E

Which of the following is NOT a possible outcome once a consumer is satisfied? A) committed customer B) discontinued use C) repeat purchases D) increased use E) all of the above are possible outcomes

E

Which of the following is NOT a reason consumers gave for why they don't like shopping in stores? A) don't like shopping B) dealing with crowds C) salespeople are poorly informed D) parking and traffic E) all of the above were reasons why consumers don't like shopping in stores

E

Which of the following is NOT a type of cost associated with perceived risk? A) social cost B) time cost C) effort cost D) physical cost E) spatial cost

E

Which of the following is NOT an action a consumer may utilize to reduce dissonance? A) Increase the desirability of the brand purchased. B) Decrease the desirability of rejected alternatives. C) Decrease the importance of the purchase decision. D) Reverse the purchase decision (return the product before use). E) Increase the importance of alternatives that were not considered in the purchase initially.

E

Which of the following is a key element of relationship marketing? A) Customizing the relationship to the individual customer. B) Pricing in a manner to encourage loyalty. C) Augmenting the core service or product with extra benefits. D) Marketing to employees so that they will perform well for customers. E) all of the above

E

Which of the following is a source of increased customer profitability over time? A) increased sales volume B) lower costs C) referrals D) price premium E) all of the above

E

Which of the following is a variable that influences brand decisions inside a retail outlet? A) point-of-purchase materials B) price reductions C) outlet atmosphere D) stockout situations E) all of the above

E

Which segment of online shoppers has an appealing income, but they don't purchase from the Internet because they don't like to wait for products to be shipped to them, and they like seeing merchandise in person before buying? A) Suspicious Learners B) Business Users C) Fearful Browsers D) Technology Muddlers E) Shopping Avoiders

E

consumer characteristics

Experience, familiarity, social status, shopping orientation and product involvement are examples of which factor that influences the expected benefits and perceived costs of search? A) market characteristics B) product characteristics C) consumer characteristics D) situation characteristics E) personality traits

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

False

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

False

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

False

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

False

Attitude-based choices are not used for important decisions.

False

Attribute-based choices involve the use of general attitudes, summary impressions, intuitions, or heuristics.

False

Committed customers are less likely to forgive a product or service failure.

False

Counterintuitive thinking refers to imagining the outcome if a different decision had been made in the past.

False

Functional performance relates to the physical functioning of the product.

False

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

False

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

False

Most purchases are the result of extended decision making and therefore involve considerable external search prior to purchase.

False

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

False

Repeat purchasers continue to buy the same brand because of their emotional attachment to it.

False

Research has shown that the Internet is used equally by all segments of the adult U.S. population.

False

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

False

The awareness set has generally been found to be smaller than the evoked set.

False

The brands found to be completely unworthy of further consideration comprise the excluded set.

False

product differentiation

Feature and quality variations across brands are referred to as _____. A) product positioning B) brand leverage C) product differentiation D) market segmentation E) market characteristics

extended decision making

For which type of decision making is external information search relatively important? A) automatic decision making B) limited decision making C) nominal decision making D) extended decision making E) truncated decision making

evaluative criteria

Freddy is purchasing a new car, and he has decided that gas mileage, price, reliability, and styling are important to him. These attributes represent Freddy's _____. A) evoked set B) evoked criteria C) consideration criteria D) evaluative criteria E) evaluative set

personal sources

Friends, family, and others are examples of which source of information? A) memory B) personal sources C) independent sources D) marketing sources E) experiential sources

Which demographic characteristic describes the greatest percentage of U.S. adult Internet users?

Household income of $75,000+

Which of the following is NOT a major issue marketers must deal with concerning the Internet's role in information search and decision making?

How can they get more consumers to use the Internet instead of seeking information from salespeople?

all of the above

How has the Internet changed consumers' ability to search for information? A) allows easy access to manufacturers' Web sites B) allows easy access to other consumers C) allows easy access to government agencies D) expands the ability of marketers to provide information to consumers E) all of the above

Given the following minimum standards (cutoff points) Price = 3, Quality = 4, and Ease of use = 3, which of the following computers would be chosen using the conjunctive decision rule?

IBM

intercept strategy

If a brand is included in a consumer's evoked set, which marketing strategy is NOT appropriate? A) maintenance strategy B) intercept strategy C) capture strategy D) preference strategy E) all of the above are appropriate

nominal decision making

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

Which of the following is NOT an action a consumer may utilize to reduce dissonance?

Increase the importance of alternatives that were not considered in the purchase initially.

How did Sunbeam Appliance Company use conjoint analysis to help them redesign its many lines of small kitchen appliances?

It was used to provide data on the structure of consumers' preferences for product features and their willingness to trade one feature for more of another feature.

marketing sources

Lane is test driving several models of automobiles to help him decide which one to purchase. Which source of information does this represent? 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) personal sources C) independent sources D) marketing sources E) experiential sources

Which of the following statements is true regarding counterfactual thinking?

Marketers always try to reduce the likelihood that consumer think this way.

Which of the following statements is FALSE regarding appropriate alternatives?

Marketing strategy that focuses only on creating awareness is adequate.

Which of the following is a noncompensatory decision rule?

all of the above

habitual decision making

Nominal decision making is sometimes referred to as _____. A) habitual decision making B) routine decision making C) simple decision making D) automatic decision making E) default decision making

brand loyal decisions and repeat purchase decisions

Nominal decisions can be broken into which two distinct categories? A) brand loyal decisions and repeat purchase decisions B) primary decisions and secondary decisions C) high involvement decisions and low involvement decisions D) expensive decisions and inexpensive decisions E) first purchase decisions and repeat purchase decisions

internal search

Once a problem is recognized, relevant information from long-term memory is used to determine if a satisfactory solution is known, what the characteristics of potential solutions are, what are appropriate ways to compare solutions, and so forth. This is referred to as _____. A) internal search B) external search C) primary search D) ongoing search E) evoked search

Which of the following statements is FALSE regarding problem recognition?

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

Which of the following is NOT a research finding regarding the Internet as an information source?

Over 90% of Americans use the Internet to research a product/service before buying it.

memory

Past searches, prior personal experiences, and prior low-involvement learning are examples of which source of information? A) memory B) personal sources C) independent sources D) marketing sources E) experiential sources

a b and c

Perceived risk is a function of the _____. A) individual B) product C) situation D) a and b E) a, b, and c

all of the above

Perceived risk is high for products whose failure to perform as expected would result in a high _____. A) social cost B) financial cost C) time cost D) physical cost E) all of the above

_____ refers to the fact that repeat and particularly committed customers tend to buy the brand consistently rather than waiting for a sale or continually negotiating price.

Price premium

how critical the problem is to the maintenance of the consumer's desired lifestyle

Relative importance of a problem is determined by which of the following? A) how critical the problem is to the maintenance of the consumer's desired lifestyle B) how critical the problem is to others C) the magnitude of the discrepancy between the desired and actual states D) the magnitude of the discrepancy between the actual self-concept and the ideal self-concept E) the level of risk associated with the decision process

_____ continue to buy the same brand though they do not have an emotional attachment to it.

Repeat purchasers

generic

Research has shown that most of the online search leading up to a purchase was _____. A) brand only B) generic C) brand-item D) retail E) price-related

using email

Research shows that the most common use of the Internet is _____. A) searching for a map or driving directions B) getting news C) buying a product D) using e-mail E) checking the weather

marketing sources

Sales personnel, Web sites, and advertising represent which type of information source? A) memory B) personal sources C) independent sources D) marketing sources E) experiential sources

Which of the following statements is FALSE regarding information search?

Searching for information is free.

bots

Services that aid consumers in their search and decision making on the Internet are known as _____. A) bots B) worms C) viruses D) seekers E) minimizers

Given the following information, which of the following compact disc players would be chosen using the lexicographic decision rule?

Sony

Given the following information, which of the following compact disc players would be chosen using the elimination-by-aspects decision rule?

Sony and Pioneer would be considered further.

Which of the following is NOT a key element of relationship marketing?

Standardize the relationship across customers.

Which of the following is FALSE regarding the way in which disposition decisions can affect a firm's marketing strategy?

The United States is a completely throw away society, and consumers are willing to purchase new products without concern for waste.

evoked set

The brands or products one will evaluate for the solution of a particular consumer problem are called the _____. A) evoked set B) evaluative criteria C) alternative set D) preferred set E) awareness set

evaluative criteria

The desired features or characteristics required to meet a consumer's needs are his or her _____. A) evoked set B) evoked criteria C) consideration criteria D) evaluative criteria E) evaluative set

consideration set

The evoked set is also called the _____. A) evaluative set B) alternative set C) awareness set D) preferred set E) consideration set

Which of the following is NOT an appropriate condition to attempt to influence generic problem recognition?

The firm has a small percentage of the market.

Which of the following is true regarding postpurchase dissonance?

The importance of the decision to the consumer is one factor that influences the probability and magnitude of postpurchase dissonance.

purchase involvement

The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is known as _____. A) personal involvement B) product involvement C) purchase involvement D) enduring involvement E) activated involvement

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

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

market characteristics

The number of alternatives, price range, store distribution, and information availability are examples of which factor that influences the expected benefits and perceived costs of search? A) market characteristics B) product characteristics C) consumer characteristics D) situation characteristics E) technological characteristics

clickthrough rate

The percentage who clicks through a banner ad to the corporate Web site is known as _____. A) response rate B) turnover rate C) clickthrough rate D) rating E) hits

moderator

The person present during a focus group discussion that keeps the discussion moving and focused on the topic is called a(n) _____. A) coordinator B) director C) moderator D) initiator E) interpreter

Procter & Gamble is the manufacturer of Pampers diapers. At one time, the price of a typical package of diapers was relatively high (i.e., over $12 a package). Due to the threat of store brands stealing market share because of their lower price, P&G decided to lower the price for Pampers. While most consumers noticed the price reduction because P&G promoted that fact, what most of them did not notice was that the number of diapers per package also decreased. However, the reduction was only one or two diapers per package. Which of the following best explains why consumers did not notice the reduction in the quantity?

The reduction in the quantity did not reach the level of a just noticeable difference.

Which of the following is FALSE regarding committed customers?

They are less likely to forgive an occasional product or service failure.

evoked set

Thomas is aware of several different brands of electric shavers, but he is only considering seriously three different brands. These three brands that Thomas is evaluating represent his _____. A) evoked set B) evaluative criteria C) alternative set D) preferred set E) awareness set

A recent study found that a low level of calibration frequently occurs to the detriment of consumers and firms in the areas of memory of facts and events, belief polarization and validity, and personal forecasts.

True

Affective choices tend to be holistic in nature.

True

All consumers have a bounded rationality.

True

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

True

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

True

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

True

Churn is a term used to refer to turnover in a firm's customer base.

True

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

True

Consumers continually recognize problems and opportunities, so internal and external searches for information to solve these problems are ongoing processes.

True

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

True

Disposition of the product or the product's container may occur before, during, or after product use.

True

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

True

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

True

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

True

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

True

For a target market using the elimination-by-aspects rule, it is critical to meet or surpass the consumers' requirements on one more (in order) of the criteria used than the competition.

True

For many products and services, there are wide variations in profitability across customers.

True

If a customer is dissatisfied with a company's product, the company would prefer that he or she complains to the company.

True

Indirect measurement techniques used to determine consumers' evaluative criteria differ from direct measurements in that they assume consumers will not or cannot state their evaluative criteria.

True

D

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

problem recognition

What is the first stage of the consumer decision process? A) information search B) problem recognition C) alternative evaluation D) purchase E) postpurchase behavior

intuition

What is the most common approach to discovering consumer problems? A) activity analysis B) intuition C) product analysis D) problem analysis E) qualitative research

limited decision making

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) automatic decision making B) limited decision making C) nominal decision making D) extended decision making E) truncated decision making

activity analysis

Which approach to problem identification focuses on a particular activity such as lawn maintenance? A) activity analysis B) product analysis C) problem analysis D) human factors research E) emotion research

emotion research

Which approach to problem recognition examines emotions associated with certain problems? A) activity analysis B) product analysis C) problem analysis D) human factors research E) emotion research

product analysis

Which approach to problem recognition examines the purchase or use of a particular product or brand? A) activity analysis B) product analysis C) problem analysis D) human factors research E) emotion research

all of the above

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

Household income

Which demographic characteristic describes the greatest percentage of U.S. adult Internet users? A) Women B) Black, non-Hispanic C) 65+ years of age D) Household income of $75,000+ E) Rural

low involvement learning

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

preference strategy and acceptance strategy

Which marketing strategies are appropriate for extended decision making? A) maintenance strategy and disrupt strategy B) capture strategy and intercept strategy C) preference strategy and acceptance strategy D) maintenance strategy and intercept strategy E) capture strategy and acceptance strategy

capture strategy and intercept strategy

Which marketing strategies are appropriate for limited decision making? A) maintenance strategy and disrupt strategy B) capture strategy and intercept strategy C) preference strategy and acceptance strategy D) maintenance strategy and intercept strategy E) capture strategy and acceptance strategy

maintenance strategy and disrupt strategy

Which marketing strategies are appropriate for nominal decision making? A) maintenance strategy and disrupt strategy B) capture strategy and intercept strategy C) preference strategy and acceptance strategy D) maintenance strategy and intercept strategy E) capture strategy and acceptance strategy

disrupt strategy

Which marketing strategy is appropriate if the brand is not part of consumers' evoked sets? A) disrupt strategy B) maintenance strategy C) capture strategy D) preference strategy E) all of the above

culture/subculture

Which nonmarketing factor affects a consumer's desired state? A) culture/subculture B) normal depletion C) product/brand performance D) availability of products E) all of the above

the consumer's perception of the actual state

Which of the following drives problem recognition? A) the consumer's perception of the actual state B) objective reality of the consumer's actual state C) the amount of information available D) the number of alternatives from which to choice E) others' perception of an individual's actual state

all of the above

Which of the following factors influences the expected benefits and perceived costs of search? A) market characteristics B) product characteristics C) consumer characteristics D) situation characteristics E) all of the above

search engine optimization

Which of the following involves techniques designed to ensure that a company's Web pages appear high on an Internet search result list? A) market segmentation B) search engine optimization C) spam D) blogging E) behavioral targeting

a

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 marketers must deal with

e

Which of the following is NOT a research finding regarding the Internet as an information source? A) Online information is expected. B) Online information boosts offline sales. C) Online sources are viewed as valuable. D) Online sources reduce a salesperson's role. E) Over 90% of Americans use the Internet to research a product/service before buying it.

purchase set

Which of the following is NOT a subcategory of the awareness set? A) evoked set B) purchase set C) inert set D) inept set E) all of the above are subcategories of the awareness set

complex decision making

Which of the following is NOT a type of consumer decision making discussed in your text? A) nominal decision making B) extended decision making C) complex decision making D) limited decision making E) all of the above are types of decision making

product/brand performance

Which of the following is a nonmarketing factor affecting consumers' actual state? A) social status B) household characteristics C) product/brand performance D) motives E) culture

all of the above

Which of the following is a nonmarketing factor affecting problem recognition? A) social status B) past decisions C) motives D) situation 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

a b and c

Which of the following is a type of consumer decision making discussed in your text? A) nominal decision making B) limited decision making C) extended decision making D) b and c E) a, b, and c

all of the above

Which of the following is an approach to problem identification? A) activity analysis B) product analysis C) problem analysis D) emotion research E) all of the above

temporal perspective

Which of the following is probably the most important situational variable with respect to search behavior? A) temporal perspective B) task definition C) physical surroundings D) antecedent state E) social surrounding

all of the above

Which of the following is true regarding the Internet as a source of information? A) Online information is expected. B) Online information boosts offline sales. C) Online sources are viewed as valuable. D) Online sources reduce a salesperson's role. E) all of the above

C

Which of the following statements is FALSE regarding appropriate alternatives? A) An evoked set is those brands or products one will evaluate for the solution of a particular consumer problem. B) The brand found completely unworthy of further consideration is a member of the inept set. C) Marketing strategy that focuses only on creating awareness is adequate. D) Brands for which a consumer is aware of but basically indifferent toward compose that consumer's inert set. E) Alternatives the consumer does not know about compose the unawareness set.

c

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

B

Which of the following statements is FALSE regarding information search? A) Consumers continually recognize problems and opportunities, so internal and external searches for information to solve these problems are ongoing processes. B) Searching for information is free. C) Information search involves mental as well as physical activities that consumers must perform. D) The benefits of information search often outweigh the cost of search. E) Consumers acquire a substantial amount of relevant information without deliberate search.

B

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

A

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

Which of the following is a nonmarketing factor affecting problem recognition?

all of the above

generic problem recognition

Which problem recognition involves a discrepancy that a variety of brands within a product category can reduce? A) generic problem recognition B) selective problem recognition C) active problem recognition D) inactive problem recognition E) primary problem recognition

selective problem recognition

Which problem recognition involves a discrepancy that only one brand can solve? A) generic problem recognition B) selective problem recognition C) active problem recognition D) inactive problem recognition E) primary problem recognition

survey

Which research technique asks relatively large numbers of individuals about the problems they are facing? A) survey B) focus group C) content analysis D) laddering E) perceptual mapping

marketing sources

Which source of information includes inspection or product trial? A) memory B) personal sources C) independent sources D) marketing sources E) experiential sources

nominal decision making

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 type of consumer decision making includes only a limited internal information search and no external search for information? A) routine decision making B) nominal decision making C) extended decision making D) simple decision making E) limited decision making

limited decision making

Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives? A) routine decision making B) nominal decision making C) extended decision making D) simple decision making E) limited decision making

extended decision making

Which type of consumer decision making involves the evaluation of many attributes and alternatives and employs complex decision rules? A) routine decision making B) nominal decision making C) extended decision making D) simple decision making E) limited decision making

normal decision making

Which type of consumer decision making only includes the stages of problem recognition, limited internal information search, purchase, and limited postpurchase behavior? A) nominal decision making B) normal decision making C) limited decision making D) extended decision making E) simple decision making

inactive

Which type of consumer problem is one on which the consumer is not aware? A) latent B) manifest C) active D) inactive E) blatant

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) latent B) manifest C) active D) inactive E) blatant

limited decision making

Which type of decision making covers the middle ground between nominal and extended decision making? A) limited decision making B) partial decision making C) mid-range decision making D) modified decision making E) internal decision making

extended decision making

Which type of decision making involves an extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant postpurchase evaluation? A) limited decision making B) nominal decision making C) extended decision making D) complex decision making E) complete decision making

limited decision making

Which type of decision making involves internal and external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation? A) nominal decision making B) routine decision making C) limited decision making D) partial decision making E) extended decision making

nominal decision making

Which type of decision making process in effect involves no decision per se? A) simple decision making B) nominal decision making C) extended decision making D) automatic decision making E) default decision making

repeat purchase decision

Which type of nominal decision is characterized by a consumer believing that all brands within a given product category are about the same and not attaching much importance to the product category or purchase? A) routine decision B) repeat purchase decision C) secondary decision D) inconsequential decision E) indifferent decision

brand loyal decision

Which type of nominal decision is characterized by a fairly high degree of product involvement but a low degree of purchase involvement? A) routine decision B) inexpensive decision C) primary decision D) brand loyal decision E) low visibility decision

focus group

Which type of research technique gathers 8 to 12 similar individuals (e.g., working mothers) brought together to discuss a particular topic? A) survey B) focus group C) content analysis D) laddering E) perceptual mapping

external search

Which type of search can involve independent sources, personal sources, marketer-based information, and product experience? A) internal search B) external search C) primary search D) secondary search E) evoked search

Behavioral targeting

_____ involves tracking consumer click patterns on a Web site and using that information to decide on banner ad placement. A) Clickthrough targeting B) Search engine optimization C) Bot software D) Behavioral targeting E) Spam

problem recognition

_____ is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process? A) Alternative evaluation B) Problem recognition C) Information search D) Purchase E) Postpurchase evaluation

Which of the following is a primary source of information available to consumers?

all of the above

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

active

Which type of consumer problem is one the consumer is aware of or will become aware of in the normal course of events?

active

What are the types of consumer problems?

active and inactive

Kim was participating in a focus group in which the discussion centered around the participants' problems encountered while taking care of their hair. Which approach to problem identification is this?

activity analysis

Which approach to problem identification focuses on a particular activity such as lawn maintenance?

activity analysis

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

actual state

Bessie is at the grocery store and is trying to remember some of the things she needs to buy. She is in the cleaning products aisle looking at the floor cleaning products. She's pretty sure she has another bottle left at home, so she doesn't purchase another. Bessie's perception of her current situation regarding this product reflects her ____.

actual state

Amy is shopping for a dress to wear to a formal dance. She tried on several dresses, not even noticing the price of each. After about two hours of this, she tried one on and exclaimed, "This is it!" That particular dress was the one that she thought made her look fabulous, so she bought it. Which type of choice did Amy use to select this dress?

affective choice

Dawn and her two daughters went to see Pride & Prejudice at the movie theater. They all loved the movie and came out saying "we're so glad she married Mr. Darcy!" This movie provided them with _____.

affective performance

The emotional response that owning or using the product or outlet provides is known as _____.

affective performance

A consumer's decision of whether or not to take action when he or she is dissatisfied is a function of which of the following?

all of the above

How has the Internet changed consumers' ability to search for information?

all of the above

Perceived risk is high for products whose failure to perform as expected would result in a high _____.

all of the above

The NFL is able to customize their newsletter by _____.

all of the above

The probability of a consumer experiencing postpurchase dissonance, as well as the magnitude of such dissonance, is a function of which of the following?

all of the above

Which condition is appropriate to attempt to influence generic problem recognition?

all of the above

Before a marketing manager or a public policy decision maker can develop a sound strategy to affect consumer decisions, her or she must determine all EXCEPT which of the following?

all of the above must be determined

Bobbie bought a Dell computer because her brother has one, and he seems to be satisfied with it. She did not compare any other computers when making this choice. Which type of choice process did Bobbie use?

attitude-based choice

Which type of consumer choice process involves the use of general attitudes, summary impressions, intuitions, or heuristics, and no attribute-by-attribute comparisons are made at the time of choice?

attitude-based choice

Joseph is considering the purchase of a computer, and he is comparing brands on the basis of price, memory, speed, and reliability. He mentally ranks each alternative on these attributes and makes a selection based on these rankings. Joseph is using which type of choice process?

attribute-based choice

Which type of consumer choice process requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brands?

attribute-based choice

All of the brands that a consumer thinks of as potential solutions are known as the _____.

awareness set

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

awareness set

Ben is interested in golf, so he visits several golf-related Web sites, 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 _____.

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?

blind tests

Which type of test enables the marketer to evaluate the functional characteristics of the product and to determine if an advantage over a particular competitor has been obtained without the contaminating, or halo, effects of the brand name or the firm's reputation?

blind tests

Which type of test is one in which the consumer is not aware of the product's brand name?

blind tests

Services that aid consumers in their search and decision making on the Internet are known as _____.

bots

A limited capacity for processing information is known as _____.

bounded rationality

Duane is of average intelligence, and like most consumers, he cannot compare too many alternatives at one time. This limited capacity for processing information is known as _____.

bounded rationality

For which type of firm has research shown that reducing the number of customers who leave by 5 percent resulted in the highest percentage increase in average profits per customer?

branch banks

A new brand of peanut butter cookies includes Hershey's Kisses chocolates on top. Which of the following is this new brand using in an attempt to gain from the quality associated with Hershey's chocolate?

brand alliance

Brad was out of soft drinks in his dorm room, so he went to the store and purchased Coke. This is the brand he always buys, and he would not even consider purchasing another brand. Which type of nominal decision does this illustrate?

brand loyal decision

Which type of nominal decision is characterized by a fairly high degree of product involvement but a low degree of purchase involvement?

brand loyal decision

Nominal decisions can be broken into which two distinct categories?

brand loyal decisions and repeat purchase decisions

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

brand loyalty

Jason will only drink Pepsi cola, and he feels an emotional attachment to it. That is the brand he was brought up on and is the one he continues to drink every day. Jason is exhibiting _____.

brand loyalty

Which marketing strategies are appropriate for limited decision making?

capture strategy and intercept strategy

The term used to refer to turnover in a firm's customer base is _____.

churn

The percentage who clicks through a banner ad to the corporate Web site is known as _____.

clickthrough rate

Pam and her friends ate at a new Italian restaurant, and the food, service, and ambiance exceeded their expectations. They all decided that this was the only Italian restaurant they will ever go to again in their town. This is an illustration of _____.

commitment

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

commitment

George has used the same company for his car and home insurance for over 20 years. Any claim he has made has been handled fairly and quickly. A major hurricane came through his area causing many individuals, including George, and business owners to lose everything. While he was hearing about so many insurance claim nightmares, he knew his company would come through because he trusts this company. George is an example of a _____.

committed customer

Which type of customer has an emotional attachment to the brand or firm?

committed customer

Joanne is considering the purchase of a microwave oven and has four evaluative criteria. For each criterion, she has attached an importance weight ("W"), and each brand is evaluated on its performance on that criterion ("B"). Then a rating is calculated by summing the product of the B's and W's on a criterion for each brand, and the brand with the highest overall rating is chosen. Which type of decision rule is Joanne using?

compensatory

The multiattribute model is which type of decision rule?

compensatory

Which decision rule states that the brand that rates highest on the sum of the consumer's judgments of the relevant criteria will be chosen?

compensatory

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

complex decision making

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

conjoint

In which type of indirect measurement approach to measuring the relative importance of consumers' evaluative criteria are consumers presented with several descriptions of alternatives and asked to rank all of them in terms of his or her preference for those combinations of features?

conjoint analysis

Jamie was participating in a market research study regarding computers when he was presented with 24 different computers that varied on four criteria. He was asked to rank all 24 descriptions in terms of his preference for those combinations of features. Which approach to assess the relative importance Jamie places on evaluative criteria was this research using?

conjoint analysis

Which of the following is the most popular indirect measurement approach to measuring the relative importance of consumers' evaluative criteria?

conjoint analysis

Conrad is considering the purchase of a laptop computer. He has decided that he will not spend more that $1200, the computer must weigh no more that 4 pounds, and battery life must last at least 4 hours. He has similar minimum requirements for a few other criteria he is using to evaluate alternatives. If an alternative does not meet ALL of these minimum requirements, he will not consider it further. Which decision rule is Conrad using?

conjunctive

Which decision rule establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards?

conjunctive

The evoked set is also called the _____.

consideration set

Which of the following is the most common method of direct measurement of the relative importance of consumers' evaluative criteria?

constant sum scales

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

consumer characteristics

Jon purchased an antique watch on eBay from another consumer. Which type of sale is this known as?

consumer-to-consumer sale

Which type of sale occurs when one consumer sells a product directly to another with or without the assistance of a commercial intermediary?

consumer-to-consumer sale

Pamela likes to sew because it relaxes her. To her, it's like therapy. For Pamela, sewing represents which type of motive?

consummatory motive

Negative emotions or guilt feelings aroused by the use of a product or a service are referred to as _____.

consumption guilt

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

consumption guilt

Eric booked a hotel through hotels.com. However, when he arrived at the hotel, they had no record of his reservation, and he was unable to get a room. He decided then that he would never use this service again. Which reason for changing providers does this represent?

core service failure

Which of the following factors is the MOST likely reason consumers change providers of a service?

core service failure

Hunter purchased a new computer, and he started thinking about what it would be like if he had purchased the other brand that he was considering seriously. He purchased a Dell, but he kept thinking that if he had only spent a little more and purchased the IBM, he might not be experiencing some of the problems that he is (i.e., computer "freezing up"). Which of the following is Hunter engaging in?

counterfactual thinking

Which of the following refers to imagining the outcome if a different decision had been made in the past?

counterfactual thinking

Which nonmarketing factor affects a consumer's desired state?

culture/subculture

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

customer loyalty program

Which of the following does NOT influence the evaluation of alternatives on each criterion?

decision rules applied

A(n) _____ is the way an individual wants to feel or be at the present time.

desired state

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

desired state

Chaz was asked by a market researcher which criteria he uses when purchasing beer. He told the researcher that taste and price are important to him. Which method did the researcher use to obtain this information from Chaz?

direct

Which measurement method involves asking consumers what criteria they use in a particular purchase or, in a focus group setting, noting what consumers say about products and their attributes?

direct

To determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize which two methods of measurement?

direct and indirect

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

disjunctive

Carl and his family purchased a new home, and the builder left half empty paint cans in the garage. Carl doesn't know what to do with them because he cannot put them out in the regular trash. Carl is concerned with which of the following with regard to the paint?

disposition

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

disrupt strategy

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

disrupt strategy

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

dissatisfaction

Exploding demand and short product life-spans for high-tech gadgets such as cell phones, personal computers, and various other personal electronic devices is creating growing concerns over _____.

e-waste

Miles is considering the purchase of a new car. Price is the most important criterion for him, and he will only consider those models that do not exceed $20,000. Since several models satisfy this criterion, he then considers how each alternative performs with respect to gas mileage, and he will not consider any that get less than 20 miles per gallon in the city. Which decision rule is Miles using?

elimination-by-aspects

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 all brands are first considered on the most important criterion, the second most important, and so on until only one brand remains?

elimination-by-aspects

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

emotion research

Which approach to problem recognition examines emotions associated with certain problems?

emotion research

Freddy is purchasing a new car, and he has decided that gas mileage, price, reliability, and styling are important to him. These attributes represent Freddy's _____.

evaluative criteria

Nancy usually considers price and quality when she has to make a major purchase, such as an appliance or an automobile. These two features represent Nancy's _____.

evaluative criteria

The desired features or characteristics required to meet a consumer's needs are his or her _____.

evaluative criteria

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

evaluative criteria

The brands or products one will evaluate for the solution of a particular consumer problem are called the _____.

evoked set

Thomas is aware of several different brands of electric shavers, but he is only considering seriously three different brands. These three brands that Thomas is evaluating represent his _____.

evoked set

Eric was in the store and started looking at riding lawn mowers. He didn't come to this store for the purpose of purchasing one, but he started considering it once he was there. However, he did not purchase one on that trip. Instead he went to other stores to look at their mowers, he asked his neighbor and his brother-in-law about their mowers, and he searched the Internet before he decided on the brand to purchase. Which type of decision making did Eric undertake?

extended decision making

For which type of decision making is external information search relatively important?

extended decision making

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

extended decision making

Very high levels of purchase involvement tend to produce _____.

extended decision making

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

extended decision making

Which type of decision making involves an extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant postpurchase evaluation?

extended decision making

Nathan is purchasing a new computer, so he asks his friends and family for help in selecting one. He also has searched the Internet and visited the Dell, Gateway, and IBM Web sites and has consulted Consumer Reports. Nathan is conducting which type of information search?

external search

Which type of search can involve independent sources, personal sources, marketer-based information, and product experience?

external search

Mickey and his three roommates were asked to participate in a research study. They arrived and were seated in a room with about 8 other guys their age. Then the researcher started asking them questions about their sporting activities, but he let them talk pretty freely. Mickey and the others participated in which type of research technique?

focus group

Which type of research technique gathers 8 to 12 similar individuals (e.g., working mothers) brought together to discuss a particular topic?

focus group

Firms with a limited reputation sometimes do which of the following with a reputable firm so as to gain from the quality associated with the known brand?

form brand alliances

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

front-line employee

Employees who deal directly with consumers are known as _____.

front-line employees

Consumers conducting a generic search in an Internet search engine use which type of terms?

general product-related terms

Bob is searching the Internet for information on digital cameras, so he types in the words "digital camera" in Google. Which type of search is Bob conducting?

generic

Research has shown that most of the online search leading up to a purchase was _____.

generic

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

generic problem recognition

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

generic problem recognition

Two basic approaches to causing problem recognition are _____.

generic problem recognition and selective problem recognition

Nominal decision making is sometimes referred to as _____.

habitual decision making

Beiersdorf is working to have their Nivea for Men brand introduced and publicized in America in order to _____.

have men recognize a problem with respect to facial care

With the information provided by perceptual mapping the marketer can determine all of the following EXCEPT _____.

how consumers will trade one evaluative criteria for another

Relative importance of a problem is determined by which of the following?

how critical the problem is to the maintenance of the consumer's desired lifestyle

Jon needed to purchase new tires for his SUV. He consulted Consumer Reports to see how the various brands were rated. Jon consulted which type of information source?

independent sources

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

human factors research

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

human factors research

For which product is no disposition involved?

ice cream cone

The Martin's home has potentially unsafe levels of radon, but they have no idea because it is odorless and they have not been feeling any ill effects from it. In fact, several homes have this problem and the owners are not aware of it, and they may never become aware of it unless testing is done. What type of consumer problem is this?

inactive

Which type of consumer problem is one on which the consumer is not aware?

inactive

Kimberly loves the ham and turkey from the Heavenly Ham store. There is only one store in her town, though, and it is pretty far away. She goes that direction on Saturdays for her daughter's music lesson, but by the time it's over and she's heading home, the store is already closed. Sometimes she brings a cooler and stops there before her daughter's lesson, but most of the time she forgets to bring the cooler. She usually ends up buying lunch meat at the grocery deli. Which reason for changing providers does this represent?

inconvenience

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

increased churn

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 _____.

inept set

Brands for which a consumer is aware but basically indifferent toward compose his or her _____.

inert set

Elaine is considering the purchase of a computer and is aware that Toshiba and HP are brands in this product category. However, she is basically indifferent toward them. These two brands represent Elaine's _____.

inert set

Leon is concerned with the reliability and durability of laptop computers he is considering purchasing. This represents which dimension of product performance?

instrumental

Which dimension of product performance relates to the physical functioning of the product?

instrumental

What are the two dimensions to performance for products?

instrumental and symbolic

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?

instrumental motive

Which type of motives activates behaviors designed to achieve a second goal?

instrumental motives

Samantha is purchasing a new car. She knows she should compare alternatives on the basis of cost and performance features, but she can't help but consider the styling and the color. She also wants a car that will make her look "cool" and feel special when she's driving it. Styling, color, and how the car will make her feel are examples of _____ evaluative criteria.

intangible

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

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

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

internal search

Once a problem is recognized, relevant information from long-term memory is used to determine if a satisfactory solution is known, what the characteristics of potential solutions are, what are appropriate ways to compare solutions, and so forth. This is referred to as _____.

internal search

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?

intuition

What is the most common approach to discovering consumer problems?

intuition

Renee has been going to the same dentist for years. However, her employer changed her dental insurance plan, and her dentist was not part of the plan. She had to switch to an approved dentist. Which reason for changing providers does this represent?

involuntary switching

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

just noticeable difference

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

limited decision making

Wendy was in Wal-Mart 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?

limited decision making

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.

limited decision making

Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives?

limited decision making

Which type of decision making covers the middle ground between nominal and extended decision making?

limited decision making

Which type of decision making involves internal and external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation?

limited decision making

Blake doesn't much care about cars but is engaging in a substantial amount of information search about cars since he is about to buy a new car. In terms of involvement, Blake is _____.

low in product involvement; high in purchase involvement

Susan actually knows quite a bit about some product categories that she doesn't actively seek out information concerning and doesn't even own. Which of the following is the most likely means by which she obtained this information?

low-involvement learning

Which information source is NOT actively acquired by consumers?

low-involvement learning

Coca-Cola has a large brand-loyal purchaser segment. Which marketing strategy is appropriate for this brand?

maintenance strategy

Which marketing strategy requires consistent attention to product quality, distribution, and a reinforcement advertising strategy because the brand is purchased habitually by the target market?

maintenance strategy

Which marketing strategies are appropriate for nominal decision making?

maintenance strategy and disrupt strategy

The number of alternatives, price range, store distribution, and information availability are examples of which factor that influences the expected benefits and perceived costs of search?

market characteristics

Lane is test driving several models of automobiles to help him decide which one to purchase. Which source of information does this represent?

marketing sources

Sales personnel, Web sites, and advertising represent which type of information source?

marketing sources

Stephanie and her husband are considering the purchase of a 52" plasma television. They have visited several manufacturers' Web sites, looked at the ads in the Sunday newspaper, and have spoken with sales people at several electronics stores. Which source of information are they using?

marketing sources

Which source of information includes inspection or product trial?

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?

memory

Past searches, prior personal experiences, and prior low-involvement learning are examples of which source of information?

memory

Maximizing the accuracy of the decision or minimizing the experience of negative emotion while making the decision are examples of consumer _____.

metagoals

The person present during a focus group discussion that keeps the discussion moving and focused on the topic is called a(n) _____.

moderator

Every winter, Laurie's skin becomes very dry and results in painful cracks in her skin on her fingers. Once this happens, Laurie remembers that Zim's Crack Cream works really well for this problem, so she stops at the store to pick some up. Which type of decision making has occurred?

nominal decision making

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.

nominal decision making

Which type of consumer decision making does NOT include alternative evaluation?

nominal decision making

Which type of consumer decision making includes only a limited internal information search and no external search for information?

nominal decision making

Which type of consumer decision making only includes the stages of problem recognition, limited internal information search, purchase, and limited postpurchase behavior?

nominal decision making

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

nominal decision making

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

nonsatisfaction

Kristen purchased a chair and ottoman from a national chain furniture store. After only six months, the fabric started to fade and tear in some spots. While she didn't spend much money on this chair, she did expect it to last longer than that. Kristen most likely experienced _____.

nonsatisfaction

Rod wasn't expecting much from the painters that came to his house. True to form, they did not do a good job and confirmed his low-performance expectations. Rod is most likely experiencing _____.

nonsatisfaction

All EXCEPT which of the following nonmarketing factor affects consumers' desired state?

normal depletion

Barry is always searching information about wine. He reads Wine Spectator every month, has several books related to wine, visits wine-related Web sites frequently, and has visited several wine regions throughout the world. While he purchases wine frequently, he does not conduct this information search for just that reason. He just enjoys learning about wine. For Barry, his search for information about wine is a(n) _____.

ongoing search

Deliberate external search that occurs in the absence of problem recognition and is done both to acquire information for possible later use and because the process itself is pleasurable is known as _____.

ongoing search

A technique that requires consumers to judge the similarity of alternative brands is _____.

perceptual mapping

Gail was participating in a market research study, and she was given 20 pairs of brands of shampoo and asked to indicate which pair is most similar, which is second most similar, and so forth until all pairs were ranked. Which type of indirect measurement technique used to assess Gail's evaluative criteria does this represent?

perceptual mapping

Friends, family, and others are examples of which source of information?

personal sources

Kasi is seeking the advice of her parents in her decision on which college to attend. Which source of information is Kasi using?

personal sources

Carla continued to search for information on cars even after she purchased one. She would go over her decision in her head, and pay attention to ads that featured the car she bought. She was also noticing how many other people drove her model of car, which made her feel more confident that she made a wise decision. Carla is attempting to reduce _____.

postpurchase dissonance

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

postpurchase dissonance

Doubt or anxiety regarding a purchase a consumer has made is known as _____.

postpurchase dissonance

Bob wants to purchase a big screen television, but he's reluctant because he tells himself that "If I buy it now, then the price will drop and I'll regret not waiting longer." Bob is engaging in _____.

prefactual thinking

Which of the following refers to imagining different outcomes before a decision is made?

prefactual thinking

Extended decision making with the brand in the evoked set requires which marketing strategy?

preference strategy

Which theory assumes that the consumer is a rational decision maker with well-defined, stable preferences, and has sufficient skills to calculate which option will maximize his or her value and will choose on this basis?

rational choice theory

A firm that introduces a new line of non-fat snack food due to increasing consumer concern with health is _____.

reacting to problem recognition

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

recycle it

All EXCEPT which of the following nonmarketing factors affect a consumer's actual state?

reference group

An attempt to develop an ongoing, expanding exchange relationship with a firm's customers is called _____.

relationship marketing

Marketing efforts focused on a firm's current customers are generally termed _____.

relationship marketing

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

relationship marketing

Rita is doing her family's grocery shopping and purchases ice cream. She's purchased Blue Bell ice cream before and purchases it again. She's not committed to this brand; it's just that she and her family like it. Which type of nominal decision is this?

repeat purchase decision

Which type of nominal decision is characterized by a consumer believing that all brands within a given product category are about the same and not attaching much importance to the product category or purchase?

repeat purchase decision

Kevin buys the same brand of clothing all the time. He continues to buy it because it fits him well and the price is right, but he does not have an emotional attachment to it. Kevin is an example of a(n) _____.

repeat purchaser

When perceptions of product performance match expectations that are at or above the minimum performance level, _____ generally results.

satisfaction

Simon was dissatisfied with the meal and service he received at a restaurant, so he complained. The manager came out and was arrogant to Simon, and Simon felt like he was trying to blame him for the bad experience he had by saying he was too picky. Simon vowed never to eat at that restaurant again. Which reason for changing providers does this represent?

responses to service failures

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

satisfaction

Lisa has to check her e-mail frequently to delete the unsolicited messages she gets, typically for loans and prescription drugs. If she doesn't delete them, her inbox will fill up and e-mails that she wants to receive won't get through. This unsolicited e-mail is known as _____.

spam

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

spam

Why must manufacturers design products with both the primary purpose and other potential uses in mind?

stringent product liability laws

ffective quality control and distribution and package inserts that assure the consumer of the wisdom of their purchase are attempts at _____.

suppressing problem recognition

Sam is a retiree with considerable resources, so he doesn't really spend much time on purchase decisions. His belief is that the most expensive brand is probably also the best in terms of quality. Sam uses price as a _____ indicator of quality.

surrogate

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

surrogate indicator

Which research technique asks relatively large numbers of individuals about the problems they are facing?

survey

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

switching costs

The costs of finding, evaluating, and adopting another solution are known as _____.

switching costs

Monique is buying a new coat for the winter. While she is concerned with how well the coat will keep her warm, she is also concerned with how stylish it will make her look. Her concern for stylishness represents which dimension of product performance?

symbolic

Which dimension of product performance relates to aesthetic or image-enhancement performance?

symbolic

Andrew is considering the purchase of a portable DVD player. He is comparing alternatives on the basis of screen size, battery life, and price. Andrew is using which type of evaluative criteria?

tangible

Cost and performance features are examples of which type of evaluative criteria?

tangible

The two types of evaluative criteria are _____.

tangible and intangible

Sherri pulled up to the drive-up ATM at her bank. She put her card in, and it came right back out. On the screen was a message that the machine was not operational. Sherri was not happy. Which incident type with respect to self-service technologies does this represent?

technology failure

Which of the following is probably the most important situational variable with respect to search behavior?

temporal perspective

A completely nominal decision does not even include consideration of _____.

the "do not purchase" alternative

Sensory discrimination is _____.

the ability of an individual to distinguish between similar stimuli

Which of the following drives problem recognition?

the consumer's perception of the actual state

Which disposition alternative is the most widely used by consumers?

throw away

What is the task in the rational choice theory?

to identify or discover the one optimal choice for the decision confronting the decision maker

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

unawareness set

John drinks Schwepps Ginger Ale for dinner as a beverage, while Jack uses it only as a mixer in his cocktails. Which factor that influences the importance of evaluative criteria is this?

usage situation

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

usage situation

A consumer using a product in a new way is referred to as _____.

use innovativeness

The external ice cube shoot on Cade's refrigerator door was not working properly. She could hear the ice falling into the shoot, but nothing would come out. She looked inside and realized there was a solid block of ice clogging the shoot, and she couldn't get it loose. Cade decided to use a hair dryer to melt the ice, and it worked. Cade's using a hair dryer in a new way represents _____.

use innovativeness

James likes to eat a strawberry Pop-Tart for breakfast before school. After about two weeks of this, he starts to get bored with that and switches to waffles. James is displaying which type of behavior?

variety-seeking

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

whether or not to take any external action

What is the first decision a dissatisfied customer will make?

whether or not to take any external action

Even if a dissatisfied consumer takes no external action, which of the following is likely?

will have a less favorable attitude toward the store or brand