Quiz 1: Customer Behavior

What need pertains to the performance of a product or service?

Functional needs

According to the consumer decision process, after consumers recognize the need for a product, they then engage in

an information search

________ involves the buyer considering his own or her personal knowledge about a product based on past experiences.

an internal search for information

The majority of products and services are likely to satisfy

both functional and psychological needs

Erik was shopping for a new pair of sunglasses. Although he would have liked to take the sunglasses home immediately after purchasing them, he was willing to trade off immediate availability when he realized that he could purchase the sunglasses online for a 30 percent discount. This is an example of using a ?

compensatory decision rule

Because not all purchase intentions result in an actual purchase, retailers calculate the ________ to measure how effectively a decision to purchase a specific product results in a completed purchase.

conversion rate

Aisha has a strong desire to make the world a better place and is concerned with saving the planet. Therefore, she shops local, buys organic foods, and recycles regularly. Which of Maslow's needs does Aisha's actions fulfill?

esteem

Aaron considered three important attributes when deciding which mechanic he wanted to use: the convenience of the location, hours of operation, and price for services. In this situation, these three attributes are called

evaluative criteria

The salient or important attributes about a particular product that consumers base their product evaluations on are called

evaluative criteria

Katrina is considering different brands of makeup to buy, but she can only think of three she would actually consider purchasing. These three brands make up her ________ set.

evoked

When Carlos was considering buying a new car, he sought out unbiased information and ratings about different makes and models in Car and Driver magazine. What corresponds most closely to this aspect of the decision process?

external search for information

When a manufacturer offers a money-back guarantee on the purchase of its products to show that the products will perform as expected, it is most likely attempting to alleviate which risk?

financial risk

Whenever Laura buys shampoo, she always automatically reaches for the same brand and puts it in her shopping cart with no thought or effort. Laura is engaged in

habitual decision making

Mike was in the local deli and saw a display for a new flavor of sliced ham. He had not planned to buy any ham, but decided on the spot to buy a pound to try it. Mike's purchase represents

impulse buying

Jamie loves Lululemon apparel for its style and comfort. She needs new yoga pants, so she purchases a pair at Lululemon. This is an example of which type of purchase decision?

limited problem solving

The discrepancy between a consumer's actual state and desired state is associated with which step in the consumer decision process?

need recognition

Dylan is in the market for a new laptop and is spending a considerable amount of time researching the various brands and models available. In contrast, he does not spend much time researching the purchase of an inexpensive kitchen appliance, like a toaster. This can best be explained by which concept?

perceived benefits versus perceived costs of search

Sophia thinks the west side of her city is a great area to own a home and raise a family. Yasir thinks the west side has too much crime, poor schools, and would be a poor choice of location to own a home and raise a family. Sophia and Yasir have different ________ regarding the west side of the city.

perceptions

Of the five types of risk associated with purchase decisions, which one involves the perceived danger inherent in a poorly performing product or service?

performance risk

External agencies and government bodies publish safety ratings for cars to help consumers alleviate _____ risk.

physiological

What is the correct theoretical progression of Maslow's hierarchy of needs, from the bottom of the pyramid to the top of the pyramid?

physiological, safety, love, esteem, self-actualization

Sometimes called buyer's remorse, ________ is the internal conflict that arises from an inconsistency between two beliefs or between beliefs and behavior.

postpurchase cognitive dissonance

Marketers that set unrealistically high consumer expectations of a product through advertising, personal selling, or other types of promotion may generate higher initial sales, but it will eventually result in ________ if the product fails to achieve these expectations.

postpurchase dissatisfaction

________ pertain(s) to the personal gratification consumers associate with the product or service.

psychological needs

When consumers are engaged in the consumer decision process, the specific brands or stores they can readily recall in a product category are referred to as their ________ set.

retrieval