Consumer Behavior Chapter #3

A consideration set, which contains options that consumers want to choose among, consists of a leading brand's perfume, handbag, and designer footwear. To make this brand look even better, marketers decide to add accessories from an inferior brand to the consideration set. This act by the marketers is an instance of the _____. a.attraction effect b.feedback effect c.retrieval effect d.biased effect e.differential effect

a

For each attribute, the point at which a brand is rejected with a noncompensatory modelis referred to as the _____. a.cutoff level b.margin point c.benchmark d.threshold e.end note

a

Imagery plays a key role in _____. a.emotional decision-making b.disjointivedecision-making c.financial decision-making d.attributivedecision-making e.societal decision-making

a

In a _____,the brand that has the best overall score,attribute goodness times importance summed across all of the brand's attributes, is the one consumers choose. a.compensatory model b.brand-compliant model c.noncompensatory model d.resistive model e.brand-equivalent model Feedback

a

In the process of deciding which criteria are relevant to a choice, which of the following statements is true of consumers' goals during a decision process? a.Prevention-focused consumers, who are more risk-averse,emphasize aproduct's efficacy. b.If the goal is to simplify a choice,the consumer will seek out a large assortment of choices. c.If the goal is flexibility in choice,the consumer will seek out a small assortment of choices. d.Consumers' goals remain constant during the decision process.Incorrect e.Promotion-focused consumers highly emphasize on the effectiveness of a product.

a

Judging how probable it is that something will occur is referred to as a(n) _____. a.estimation of likelihood b.evaluation of randomization c.conjunctive process d.affective response e.motivational insight

a

Maureen hates shopping for clothes and is easily confused if provided with plenty of choices. She has an upcoming office party for which she needs to purchase a dress. The night before the party, she reluctantly goes to a nearby mall to buy a dress that would be apt for the occasion. Which of the following consumer tendencies is illustrated by Maureen in this scenario? a.Decision delay b.Imagery phobia c.Regret minimization d.Lack of expertise e.Source inconsistency

a

Price comparison shopping in which consumers compare each brand on price and select the one with the desired price is an example of _____. a.attribute processing b.price stratification c.brand processing d.exploratory modeling e.brand classification

a

Which of the following statements is true of decision framing? a.Consumers are more willing to take risks with products when a choice is framed as avoiding a loss than one framed as acquiring a gain.Correct b.A product framed in the context of higher-priced options will be judged as being moreexpensive than one framed in the context of lower-priced options. c.When the outcomes are equally positive, sellersfeel better about not losing money while buyers feel better about achieving gains. d.Consumers are more likely to choose a brand with negatively framed claims about a competitor when elaboration is high than when it is low. e.Consumers react more positively when marketers frame the cost of a product as a large one-time expenseinstead of as aseries of small payments.

a

Which of the following strategies can help acompany get its brand into the consumer's consideration set? a.Maximizing the attraction effectresulting in a more positive evaluation of the brand b.Limiting repetition of the brand name and messages in marketing communications c.Increasing sales of high-margin items simply by offering a low-priced option d.Trying to decrease consumer's short-term memory for the product's attributes e.Promoting comparisons of the brand with superior competitors

a

​Len wants to purchase a car and visits a car showroom to have a look at all the new models. In the showroom, Len assesses the cars' key features, such as the quality, comfort, and performance of the engines. In this scenario, he is _____. a.making judgments b.formulating a body feedback c.retrieving information from short-term memory d.retrieving information from long-term memory e.making dissonant decisions

a

In a(n) _____, a negative rating on a key attribute leads to immediate rejection of the brand from the consideration set. a.expectancy-value model b.noncompensatory model c.evolutionary model d.compensatory model e.incremental model

b

In the context of decisions based on gains and losses, which of the following statements is true of prevention-focused consumers? a.They are willing to try new things. b.They tend to preserve the status quo. c.They make a decision that will result in a change. d.They tend to be less risk-averse. e.They emphasize their own skills to use a product.

b

In the context of time pressure, _____want to improve their current well-being and prefer products that help them to do so. a.risk averse consumers b.present-oriented consumers c.brand-oriented consumers d.attribute-oriented consumers e.sustainable consumers

b

Nancy plans to purchase a new car. She has planned a holiday and hence wants to buy the car at the earliest. To make a quick decision, she first dismisses all the cars that do not have a rear-view camera. In this scenario, Nancy's attitude toward the car purchase exemplifies the _____. a.expectancy model b.conjunctive model c.intractable model d.spiral model e.value-based model

b

When asked to set a price for an item to be exchanged, sellers typically ask for a much higher price than buyers are willing to pay. This is referred to as the _____. a.goal framing effect b.endowment effectCorrect c.power effect d.attribute framing effect e.eliminatory effect Feedback

b

When deciding which brands to consider, a(n) _____ refers to those options that consumers want to choose among. a.inert set b.consideration set c.inept set d.equivalent set e.maximized set

b

Which of the following statements is true of prospect theory? a.Consumers are willing to buy a product even when the decision involves losses. b.Consumers have strong negative reactions to price increases. c.Consumers are not risk-averse. d.As part of their defense mechanism, sellers respond to self-threat by diminishing the value of a self-associated object.Incorrect e.When an item is exchanged, sellers ask for a much lower price than expected by the buyers.

b

With the _____, consumers order the attributes in terms of importance and compare the options one attribute at a time, starting with the most important attribute. a.exploratory model b.lexicographic model c.spiral model d.subjunctive model e.evolutionary model

b

​In the context of making decisions in a group, which of the following statements is true of self-presentation? a.Uniformity at the group level is of utmost priority. b.Consumers use unique choices to express their individuality. c.Consumers identify difference in choices by interacting within the group. d.Consumers tend to make choices that are similar to those made by the rest of the group. e.Information gathering within the group is of utmost priority

b

In the context of noncomparable decisions, which of the following statements is true of alternative-based strategy? a.It allows the choice to be constructed or built up. b.It uses choices based on individual evaluation of all the options. c.It develops an overall evaluation of each option. d.It is also referred to as bottom-up processing. e.It involves formation of abstract representations of comparable attributes.

c

Rene wants to purchase a laptop. She compares the laptops of Finneco and Twissare, two of the leading laptop brands in the market, to decide which of the two brands would suit her requirements perfectly. She finds that both the laptop brands tie on the most important feature "processing speed." She then moves on to compare the next feature "graphics" and selects Finneco because it is ranked higher. This scenario exemplifies the use of the _____ by Rene to make the selection. a.subjunctive model b.incremental model c.lexicographic model d.brute-force model e.evolutionary model

c

The elimination-by-aspects model is similar to the lexicographic model except that it: a.eliminates brand associations. b.compares the attributes of two or more brands. c.incorporates the notion of an acceptable cutoff. d.includes only negative attribute information. e.includes only positive attribute information.

c

Using a conjunctive model, consumers set up: a.acceptable levels for the cutoffs that are desirable to find the good ones. b.evaluations that put the weight on positive information rather than on negative information. c.minimum cutoffs for each attribute that represent the absolute lowest value they are willing to accept. d.evaluations based on several of the most important attributes rather than on all of them. e.evaluations to immediately eliminate brands that are inadequate on any one or more important attributes.

c

When consumers tend to exhibit _____, theyoften find moderately priced options more attractive than options that are either very expensive or very inexpensive. a.branding efficiency b.imagery dominance c.extremeness aversion d.attribute moderation e.schematic inferiority

c

Which of the following statements is true of a lexicographic model? a.It evaluates one brand at a time. b.Consumers stop comparing brands in case there is a tie between two attributes. c.A weak attribute results in immediate rejection of the brand from the consideration set. d.If one attribute of an option dominates, the consumer selects that option. e.It is a type of a compensatory selection strategy. Feedback

c

_____ isthe process by which consumers combine items of information about attributes to reach a decision. a.Differential decision-making model b.Cognitive decision-making model c.Conjunctive decision-making model d.Emotional decision-making model e.Intuitive decision-making model

c

Barbara loves to visit the mountains during this time in the summer. It is December and she has already started planning ahead for summer. In this scenario, Barbara's prediction of her summer holidays is an example of _____. a.cognitive impulsion b.heuristic planning c.affective forecasting d.spatial analogy e.prospective theory

cc

A _____ is best when a customer wishes to rule out unsuitable options as soon as possible. a.compensatory strategy b.self-affirmation strategy c.brand awareness state d.conjunctive model e.subjunctive model

d

Consumers' predictions of what they will feel in the future is referred to as _____. a.prospective occurrences b.prospective theory c.spatial analogy d.affective forecastingCorrect e.heuristic planning

d

Judgment is a(n) _____ the decision-making process. a.affective feed into b.minor outcome of c.major outcome of d.critical input into e.estimate of the success of

d

Which of the following is one of the drawbacks of compensatory models? a.They do not fit with most decision-making situations. b.They form an analysis where a negative evaluation of one brand cannot be made up by the positive features on others. c.They cannot be used whenbrands in consumers' consideration set are similar in attractiveness. d.They require a significant amount of effort. e.They cannot help consumers in weighing the goodness of an attribute.

d

Clarke is moving out of town and wishes to sell his Legone motorbike. Patrick, Clarke's friend, is ready to purchase the motorbike. However, Clarke wants to charge a price that is much higher than Patrick is willing to pay. This scenario is an example of the _____. a.eliminatory effect b.goal framing effect c.value-recognition effect d.attribute framing effect e.endowment effect

e

Danny is interested in purchasing a new car. He sees an ad of a new car model manufactured by Jadeon, which is Danny's favorite car company. Danny's interest in the new model increases when he finds out through the ad that this model is affordable and also has a high engine power. In this scenario, Danny's method of making a judgment about the new car model is an example of _____. a.an estimation of likelihood b.emotional accounting c.consumer resentment d.mental accounting e.an anchoring and adjustment process

e

Georgia wishes to rent a convertible car during her upcoming vacation in Hawaii. She imagines the view of the ocean, the smell of tropical flowers, and the wind in her hair. However, when reaches Hawaii, it is raining heavily and her rental car has engine problems. Georgia's expectation before she started her trip is an instance of a(n) _____. a.resonance effect b.incidental effect c.attraction effect d.mood congruent bias e.self-positivity bias

e

In the _____, the consumer bases evaluations on several of the most important attributes rather than on all of them. a.spiral model b.value-based modelIncorrect c.intractable model d.exploratory model e.disjunctive model

e

Linda wants to purchase a new smartphone and assessing one brand at a time. She first collects information about Kiarane smartphones, which are marketed as top of the line. She decides to make a judgment on Kiarane smartphones before moving on to the next brand. This act of Linda is an example of _____. a.attribute enhancementIncorrect b.an appraisal theory c.a brand-decision delay d.a brand-expectancy model e.brand processing

e

Making a selection among options or courses of action is referred to as _____. a.recourse equalization b.data tuning c.meta-analysis d.affective response e.decision-making

e

The initial reference point or anchor in the decision processis referred to as _____. a.a referral decision b.attribute processing c.a sustainable anchor d.affective modeling e.decision framing

e

When brands in consumers' consideration set are similar in attractiveness, they must put more effort into making a decision and will more likely use a(n) _____. a.cutoff model b.associative model c.low-elaboration model d.high-elaboration model e.compensatory model

e