MARK 383 Final

When to use selective problem recognition (3 factors)

1. it is NOT early in the product cycle (growth and mature stages) 2. small firms in the industry 3. external search after problem recognition is likely to occur

When to use Generic problem recognition (4 factors)

1. it is early in the product cycle 2. the firm has a high percentage of the market 3. external search after problem recognition is likely to be limited 4. it is an industrywide effort

What are the five key dimensions or characteristcs?

1. physical surroundings** 2. social surroundings 3. temporal perpective 4. task definition 5. antecedent states

What are the 3 consumer choices and there types of choice processes?

Attribute-based choice: cognitive - deliberate,rational,sequential Attitude-based choice: habitual - behavioral, unconscious, automatic Affective choice: affective - emotional, instantaneous

define antecedent states

Moods and momentary conditions; happy consumers buy more - more impulse purchases) Momentary conditions are temporary states of being (tired, having extra cash, being broke)

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? -inactive -manifest -blatant -active -latent

active

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 -self-concept -current state -self-assessment -desired state

actual state

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 -rational choice -attitude-based choice -attribute-based choice -instrumental choice

affective choice

What is situational influence?

all those factors particular to a time and place that have an effect on consumer behavior

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 -instrumental choice -rational choice -attribute-based choice -affective 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 -affective choice -rational choice -attitude-based choice -instrumental choice

attribute-based choice

All of the brands that a consumer thinks of as potential solutions are known as the _____. -preferred set -consideration set -evaluative set -awareness set -alternative set

awareness set

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 -repeat purchase decision -routine decision -low visibility decision -primary decision

brand loyal decision

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 _____. -customer value -non-satisfaction -relationship marketing -commitment -extended decision making

commitment

Experience, familiarity, social status, shopping orientation and product involvement are examples of which factor that influences the expected benefits and perceived costs of search? -personally traits -market characteristics -consumer characteristics -situation characteristics -product characteristics

consumer characteristics

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

consumer-to-consumer sale

Which of the following statements is FALSE regarding consumer decisions and the consumer decision process? -the decision process model provides useful insight into all types of consumer purchases. -consumer decisions are rational and functional; otherwise they do not involve decisions per se. -some consumer decisions result from the convergence of several other problems -consumer decisions are frequently the results of a single problem -once the decision process begins, it may evolve and become more complex with multiple goals

consumers decisions are rational and functionl; otherwise they do not involve decisions per se.

Negative emotions or guilt feelings aroused by the use of a product or a service are referred to as _____. -postpurchase dissonance -consumption dissonance -consumption guilt -postpurchase anxiety -consumption anxiety

consumption guilt

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 -purchase -use -consumption -product nonuse

disposition

Decision made by consumers regarding the _____ situation can create significant social problems as well as opportunities for marketers. -disposition -usage -communication -expanded usage -purchase

disposition

Which of the following is a negative emotion influenced by both the product (e.g., hearing aids, feminine hygiene products) and the situation? -disappointment -embarrassment -worry -anger -fear

embarrassment

Which of the following is NOT a situation in which consumer behavior occurs? -purchase decision -usage decision -communications situation -disposition situation -evaluation situation

evaluation situation

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 _____. -heuristics -alternatives -evaluative criteria -motives -choices

evaluative criteria

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 _____. -awareness set -evaluative set -alternative set -evoked set -preferred set

evoked set

For which type of decision making is external information search relatively important? -nominal decision making -automatic decision making -extended decision making -truncated decision making -limited decision making

extended decision making

Which type of decision making involves an extensive internal and external search followed by a complex evaluation of multiple alternatives and significant postpurchase evaluation? -limited decision making -complex decision making -nominal decision making -complete decision making -extended decision making

extended decision making

Which problem recognition involves a discrepancy that a variety of brands within a product category can solve? -primary problem recognition -selective problem recognition -active problem recognition -generic problem recognition -inactive problem recognition

generic problem recognition

Which of the following statements regarding information search is FALSE? -when perceived risk of product is high, consumers search for more information. -consumers who start a new household life cycle tend to search for information -consumers with higher social status search more information prior to purchase -experts tend to search less information -higher product involvement leads to less information search

higher product involvement leads to less information search.

Which of the following is NOT an action a consumer may utilize to reduce dissonance? -decrease the desirability of rejected alternatives -reverse the purchase decision (return the product before use) -increase the important of alternatives the were not consistent in the purchase initially -increase the desirability of the brand purchased -decrease the important of the purchase decision

increase the importance of alternatives that were not consistent with the purchase initially

Style, taste, prestige, feelings generated, and brand image are examples of which type of evaluative criteria? -instrumental -secondary -tangible -primary -intangible

intangible

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? -secondary search -evoked search -internal search -primary search -external search

internal search

define task definition

it is the reason the consumption activity is occurring. (self use v. gift giving - varies by occasion & gender)

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 _____. -high in product involvement; low in purchase involvement -low in product involvement; high is purchase involvement -low in product involvement; low in product involvement -high in value-expressive involvement; low in product involvement -high in product involvement; high in purchase involvement

low in product involvement; high in purchase involvement

Under conditions of crowding, consumers tend to do all of the following EXCEPT ______. -make more demands on the sales personnel -buy less -make faster decisons -be less satisfied

make more demands on the sales personnel

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? -technological characteristics -market characteristics -situation characteristics -product characteristics -consumer characteristics

market characteristics

Sales personnel, websites, and advertising represent which type of information source? -memory -marketing sources -experiential sources -personal sources -independent sources

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? -independent sources -personal sources -experiential sources -marketing sources -memory

memory

Which type of consumer decision making does NOT include alternative evaluation? -extended decision making -simple decision making -nominal decision making -routine decision making -limited decision making

nominal decision making

define social surroundings

other individuals present in a particular situation. Peoples actions are influenced by those around them.

Decor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the stimulus object are included in which situational characteristic? A) physical surroundings B) social surroundings C) temporal perspectives D) task definition E) antecedent states

physical surroundings

Define physical surroundings and store atmosphere

physical surroundings: decor, sounds, aromas, lighting, crowding, and store arrangement store atmosphereL the sum of all physical features of a retail environment **scent marketing: "smell is slowly to forget", think Hollister or A&F

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 guilt -postpurchase shame -postpurchase worry -postpurchase dissonance -postpurchase fear

postpurchase dissonance

What is the first stage of the consumer decision process? -alternative evaluation -information search -postpurchase behavior -problem recognition -purchase

problem recognition

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 -consumption guilt -counterfactual thinking -prefactual thinking -nonconsumption guilt

product nonuse

When perceptions of product performance match expectations that are at or above the minimum performance level, _____ generally results. -elation -surprise -satisfaction -non-satisfaction -dissatisfaction

satisfaction

Which of the following statements is FALSE regarding information search? -the initial search generally produces a set of guides for decision restraints -search has benefits such as finding a lower price or getting higher quality -the amount of search depends on purchase involvement -searching for information is free -information search involves mental as well as physical activities that consumers must perform

searching for information is free

An advertisement for Topol toothpaste, which is targeted at smokers and coffee and wine drinkers, stressed 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? -generic problem recognition -inactive problem recognition -active problem recognition -primary problem recognition -selective problem recognition

selective problem recognition

The ability of an individual to distinguish between similar stimuli is called _____. -perceptual discrimination -sensory perception -sensory discrimination -stimulus generalization -perceptual generalization

sensory discrimination

Many of you have probably heard of Banana Republic retail stores and perhaps have shopped there. Many of you may not know that the store used to look much different than it does today. It used to be more like an adventure, and the merchandise assortment was more appropriate for a safari. If you've ever seen an Indiana Jones movie, you can get a pretty good idea of what Banana Republic used to look like. The stores would have a jeep in the store, camouflage netting, and music from the 1940s playing. The inside had wooden beams and maps hung on the wall that looked like treasure maps. Much of the merchandise was accompanied by a sign that had a tale of some adventure associated with it. These physical features of the retail environment are referred to as the _____. A) store situation B) retail ambiance C) retail surroundings D) store atmosphere E) merchandising mix

store atmosphere

An attribute used to stand for or indicate another attribute is known as a _____. -surrogate indicator -secondary indicator -determinate attribute -proxy -substitute indicator

surrogate indicator

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? -primary -tangible -secondary -intangible -instrumental

tangible

Stacy is shopping to purchase new linens for her guest room. Which situational characteristic is influencing her behavior? A) physical surroundings B) social surroundings C) temporal perspective D) task definition E) antecedent states

task definition

Which of the following is a situational characteristic? -social class -product -demographics -temporal perspective -package

temporal perspective

Define Temporal perspectives

temporal perspectives deal with the effect of time on consumer behavior (if the store is closing soon, if effects how you shop)

define communications situation

the situation in which consumers recieve information

define the disposition situation

the situation in which the purchase is disposed of

define purchase situation

the situation in which the purchase is made

Which disposition alternative is the most widely used by consumers? -sell -throw away -recycle -trade in -give away

throw away

When orange juice manufacturers attempted to expand various times of day when consumers would see orange juice as an appropriate beverage to consume, they were trying to influence which situation? -usage -communication -disposition -purchase -consumption

usage

The external ice cube chute on Cade's refrigerator door was not working properly. She could hear the ice falling into the chute, but nothing would come out. She looked inside and realized there was a solid block of ice clogging the chute, 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 -usage expansion -prefactual thinking -counterfactual thinking -extended use thinking

use innovativeness

With respect to the typology of service environment, a bank would be categorized as ______. -moderate -utilitarian -tangible -hedonic -personal

utilitarian

define the usage situation

when the product is appropriate or needed