Chapters 14-16: Consumer Decision Process
"A good deal that used to be a great deal is still a good deal and it's certainly better than an awful deal that's now just a lousy deal." This statement addresses the bias of: a. loss aversion b. relativism c. absolutism d. sunk cost fallacy e. availability bias
relativism
____ is a pattern of mistakes in judgment whereby inferences about other people and situations may be drawn in an illogical fashion. a. A heuristic b. System 1 processing c. A cognitive bias d. System 2 processing e. none of the above are correct
A cognitive bias
_____ is fast, automatic, associative, emotional, and unconscious processing. a. System 1 processing b. System 2 processing c. Central route processing d. Peripheral route processing e. Relativism
System 1 processing
Driving on the left side of the road in England requires the use of _____. a. System 1 processing b. System 2 processing c. Central route processing d. Peripheral route processing e. Relativism
System 2 processing
11. 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? a. perceptual mapping b. regression analysis c. factor analysis d. conjoint analysis e. cluster analysis
a
12. 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.
a
13. 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? a. variety seeking b. brand switching c. entertainment d. limited search e. extended search
a
14. 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? a. usage situation b. competitive context c. advertising effects d. experience e. social influences
a
2. Consumer-to-consumer solutions to "problems they never knew they had" have accelerated due to the rise of _____. a. social media like Pininterest b. crowd sourcing like Kickstarter c. peer innovation like Quirky d. all of the above e. none of the above
a
2. Nakeisha wants to purchase some new makeup, but she wants something different from what she is currently using. Because 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? a. internal search b. external search c. primary search d. ongoing search e. evoked search
a
5. Hannah asked her mother to buy her a certain brand of athletic shoes because that's what all the other kids are wearing at school. For Hannah, which type of motive is most likely underlying her request for that specific brand? a. instrumental motives b. affective motives c. cognitive motives d. consummatory motives e. personal motives
a
7. 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
a
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
a
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? functional analysis. a. human factors research b. activity analysis c. product analysis d. problem analysis e. emotion research
a
John assumes that the more expensively priced solar system must be superior to one that is less expensive. This describes the use of ____. a. a heuristic b. a cognitive bias c. motivated reasoning d. affective processing e. none of the above are correct
a heuristic
Jane continues to invest money in a fund that is not particularly successful mainly because she has already invested so much money in this fund. This describes ____. a. a sunk cost fallacy b. the availability heuristic c. loss aversion d. framing e. anchoring
a sunk cost fallacy
17. The multiattribute model is which type of decision rule? a. compensatory b. noncompensatory c. disjunctive d. lexicographic e. elimination-by-aspects
a?
Colleen decides on buying the couch that's on sale for $1000 after finding out that the retail value of it is $1800. This is an example of: a. a sunk cost fallacy b. the availability heuristic c. loss aversion d. framing e. anchoring
anchoring
10. 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 _____. a. market segmentation b. search engine optimization c. spam d. blogging e. behavioral targeting
b
10. _____ 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
b
15. 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? a. blind test b. brand alliance c. two-sided message d. conjoint alliance e. conjunctive alliance
b
3. 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 Apple websites and has consulted Consumer Reports. Nathan is conducting which type of information search? a. internal search b. external search c. primary search d. ongoing search e. evoked search
b
4. Every winter, Laurie's skin becomes very dry and results in painful cracks in the 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? a. automatic decision making b. limited decision making c. nominal decision making d. extended decision making e. truncated decision making
b
4. Which type of motives underlie behaviors that are intrinsically rewarding to the individual involved? a. instrumental motives b. affective motives c. cognitive motives d. consummatory motives e. personal motives
b
A decision that does not include alternative evaluation is a. extended decision making. b. nominal decision making. c. affective decision making. d. limited decision making. e. none of the above.
b
5. Wendy was in Walmart and noticed a display with baking items collected together and a little pad with recipes to tear off. She looked at the recipe and decided that this would make a nice dessert for Thanksgiving, so she purchased the products that were conveniently located on the display. Which type of decision making did Wendy undertake? a. automatic decision making b. limited decision making c. nominal decision making d. extended decision making
b (i think)
7. 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
b (i think)
The reason that using System 1 often makes sense is because we have a limited capacity for processing information. This is known as ____. a. working memory b. bounded memory c. bounded processing d. finite processing e. bounded rationality
bounded rationality
12. The minimum amount that one brand can differ from another with the difference still being noticed is referred to as the ______. a. discriminatory difference b. sensory difference c. just noticeable difference d. recognition difference e. obvious difference
c
13. An attribute used to stand for or indicate another attribute is known as a _____. a. determinant attribute b. substitute indicator c. surrogate indicator d. secondary indicator e. proxy
c
2. 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 _____. a. working memory b. bounded memory c. bounded rationality d. bounded processing e. finite processing
c
6. The desired features or characteristics required to meet a consumer's needs are his or her _____. a. evoked set b. consideration criteria c. evaluative criteria d. evoked criteria e. evaluative set
c
8. 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.
c
9. To determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize which two methods of measurement? a. primary and secondary b. manifest and latent c. direct and indirect d. immediate and delayed e. nominal and interval
c
10. Which of the following are indirect measurement techniques used to determine consumers' evaluative criteria? a. conjoint analysis & factor analysis b. factor analysis & regression analysis c. regression analysis & perceptual mapping d. projective techniques & perceptual mapping e. projective techniques & regression analysis
d
11. Higher perceived risk is associated with _____. a. decreased search prior to purchase b. more reliance on information from personal sources c. greater reliance on personal experience d. B and C only e. A and C only
d
13. Which marketing strategies are appropriate for limited decision making? a. maintenance strategy & disrupt strategy b. capture strategy & intercept strategy c. preference strategy & acceptance strategy d. maintenance strategy & intercept strategy e. capture strategy & acceptance strategy
d
6. 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? a. affective choice b. attitude-based choice c. rational choice d. attribute-based choice e. instrumental choice
d
7. 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 _____. a. alternatives b. choices c. heuristics d. evaluative criteria e. motives
d
9. _____ involves tracking consumer click patterns on a website and using that information to decide on banner ad placement. a. Click-through targeting b. Search engine optimization c. Bot software d. Behavioral targeting e. Spam
d
1. Rational choice theory implicitly or explicitly assumes a number of things about consumer choice that are often not true, such as _____. a. consumers seek one optimal solution to a problem and choose on that basis b. consumers have the skill and motivation to find the optimal choice c. the optimal solution does not change as a function of situational factors such as time pressure, task definition, or competitive context d. A and C only e. all of the above
e
11. 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
e
14. Which of the following is an approach to problem identification? a. activity and product analysis b. human factors research c. problem analysis d. emotion research e. all of the above
e
15. 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
e
16. Which of the following is a noncompensatory decision rule? a. conjunctive b. disjunctive c. lexicographic d. elimination-by-aspects e. all of the above
e
3. Which of the following is(are) a type of consumer choice process? a. affective choice b. attitude-based choice c. attribute-based choice d. A and B only e. A, B, and C (not D)
e
8. 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 _____. a. evoked set b. consideration set c. inept set d. excluded set e. inert set
e
14. 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
e?
8. Before a marketing manager or public policy decision maker can develop a sound strategy to affect consumer decisions, he or she must determine _____. a. which evaluative criteria are used by the consumer b. how the consumer perceives the various alternatives on each criterion c. the relative importance of each criterion d. A and B only e. A, B, and C (not D)
e?
Very high levels of purchase involvement tend to produce ____. a. extended decision making b. nominal decision making c. affective decision making d. limited decision making e. none of the above
extended decision making
To avoid feelings of regret, Joe refuses to bet $5 in the hopes of winning $10. This describes ____. a. a sunk cost fallacy b. the availability heuristic c. loss aversion d. framing e. anchoring
loss aversion
Blake doesn't much care about cars but is spending a lot of time searching out information about cars because he intends to purchase a new car. In terms of involvement, Blake is ___. a. high in product involvement; low in purchase involvement b. high in value-expressive involvement; low in product involvement c. high in product involvement; high in purchase involvement d. low in product involvement; high in purchase involvement e. low in product involvement; high in purchase involvement
low in product involvement; high in purchase involvement
Groupthink is a process: a. where group members gather to decide an issue b. of group members stressing disagreement and skepticism c. of group members stressing cohesiveness & agreement rather than skepticism and optimum decision making d. of breaking rigid thinking by placing a problem in a different frame of reference e. none of the above
of group members stressing cohesiveness & agreement rather than skepticism and optimum decision making (i think)
Regarding organ donation, the U.S. has a(n) ____ policy, whereas many European countries use a(n) ____ policy. a. opt in, opt out b. opt out, opt in c. individualistic, collectivist d. collectivist, individualistic e. none of the above
opt in, opt out
What is the first stage of the consumer decision process? a. information search b. problem recognition c. alternative evaluation d. purchase e. postpurchase behavior
problem recognition
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. enduring involvement d. activated involvement e. purchase involvement
purchase involvement