Consumer Behavior final
Attitude-Based Choice
Involves the use of general attitudes, summary impressions, intuitions, or heuristics; no attribute-by-attribute comparisons are made at the time of choice.
situational influences
all of the factors particular to a time and place that have a demonstrable and systematic effect on current behavior
evoked set
alternatives given consideration
Negative emotions or guilt feelings aroused by the use of a product or a service are referred to as _____.
consumption guilt
nominal decision making
habitual decision making, involves no decision per se
physical surroundings
include decor, sounds, aromas, lighting, crowding, and tore arrangement
behavioral targeting
tracking consumer click patterns on a website and using that information to decide on banner ad placement
Sam is test driving several models of automobile to help him decide which one to purchase. Which source of information does this represent?
experiential sources
problem recognition
the result of a discrepancy between an ideal state and an actual state that is sufficient to arouse and activate the decision process
disposition situation
the situation in which a purchase is disposed of
purchase situation
the situation in which a purchase is made
evaluative criteria
the various dimensions, features, or benefits a consumer looks for in response to a specific problem
Which disposition alternative is the most widely used by consumers?
throw away
In which situation do marketers attempt to place their ads in appropriate media contexts to enhance their effectiveness?
Communication
involvement
a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting
inactive problem
a problem of which the consumer is not aware
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
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
•After consulting the Internet to determine what features she is most interested in, she compares various brands on the features which are most important to her, like size, zoom, and storage size. She mentally ranks the options and decides to buy the best one.
attribute baed choice/ cognitive choice
inept set
avoided alternatives
inert set
backup alternatives
Rational
carefully consider alternatives and pick the option that fits our needs for the least cost
Temporal Perspectives
deal with the effect of time on consumer behavior
Candice is on a diet and wants to lose 10 pounds. She wants to be thin right now, which represents her _____.
desired state
Which of the following is NOT an action a consumer may utilize to reduce dissonance?
increase the importance of alternatives that were not consistent in the purchase initially
experiential sources
inspection or product trial
Generic Problem Recognition
involves a discrepancy that a variety of brands within a product category can reduce
selective problem recognition
involves a discrepancy that only one brand can solve
extended decision making
involves extensive internal and external search followed by a complex evaluation of multiple alternatives
Which of the following market characteristics decrease external search?
less concentrated store distribution
Independent Source
magazines, consumer groups, and government agencies
Under conditions of crowding, consumers tend to all of the following except _____________
make more demands on the sales personnel
Product use
marketers need to understand how consumers use their products
Recently, I purchased clothes from Forever 21 online. Most of them fit well, but some of the clothes did not. When the clothes came, I felt really frustrated because I wish I hadn't bought the clothes that didn't fit. Even the clothes that did felt, I didn't love & felt that the price I paid for everything was not worth what I received. I returned what didn't fit and tried to find ways to wear what did fit to make myself feel better.?
reverse the purchase decision
marketing sources
sales personnel, websites, and advertising
Scent marketing
smell is slow to forget. Smell automatically triggers memory
with respect to the typology of service environments, a bank would be categorized as __________
utilitarian
usage situation
when the product is appropriate or needed
The five key dimensions or characteristics are
1.Physical surroundings 2.Social surroundings 3.Temporal perspectives 4.Task definition 5.Antecedent states
I bought a date party dress from an expensive website. Then I found another dress I liked a lot more on another website for a lot cheaper, but the dress I bought was non-returnable. I regretted the decision on the expensive dress. Then I thought, "it is just a dress, not a big deal."
Decrease the importance of the purchase decision
Gertrude is very environmentally conscious, so she only uses paper bags at the grocery store and tries to purchase items in packages that are recyclable. Her behavior concerns which type of situation?
Disposition situation
attribute-based choice
Requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brands.
symbolic performance
aesthetic or image-enhancement performance
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
•One camera catches Susan's eyes: she examines it, and she thinks it looks sleek, modern, and cool. She looks at others and thinks they are boring and too serious. Then she imagines what a great impression she would make using the first camera. She decides to buy the first camera.
affective choice
awareness set
brand consumers are aware of
surrogate indicator
an attribute used to stand for or indicate another attribute
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
•Susan remembers her friends camera (Olympus) worked well and looked good; her parents had a Kodak that also worked well but was rather large and bulky; and her old Fuji had not performed as well as she expected. Finally, she decides to buy the Olympus.
attitude based choice/ habitual 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
All of the brands that a consumer thinks of as potential solutions are known as the _____.
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
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
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
Which of the following statements os FALSE regarding consumer decisions and the consumer decision process?
consumer decisions are rational and functional otherwise they so not involve decision per se
Jon purchased an antique watch on eBay from another consumer. Which type of sale is this known as?
consumer to consumer sale
Mary bought a house instead of renewing her apartment lease. Then she was not sure it was a wise decision every time the handyman did not return her call. But then she recalled many other issues with the old apartment, she felt better about having the house. Which of the following strategy Mary used to reduce her postpurchase dissonance?
decrease the desirability of rejected alternatives
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
Decisions made by consumers regarding _____________ situation can create significant social problems as well as opportunities for marketers.
disposition
which of the following is a negative emotion influenced by both the product and the situation?
embarrassment
which of the following is NOT a situation in which consumer behavior occurs?
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 _____.
evaluative criterea
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
for which type of decision making is external information search relatively important?
extended decision making
personal sources
friends, family, others
Which problem recognition involved a discrepancy that a variety of brands within a product category can reduce?
generic problem regicnition
Which of the following statements regarding information search is FALSE?
higher product involvement leads to less informations search
I recently bought a desk/vanity that I thought would be a cute and functional addition to my room. Once I received the desk I had to put it together. I then had it put together and where I wanted it in my room, but it seemed a lot larger and taller than I expected and kinda stuck out in my room. I was then disappointed with how it made my room look, but since the package was shipped in multiple boxes and I had to put it together it was virtually impossible to return. I tried to add decorations and lights to my desk to make it fit more in my room and remind myself that it will help me when needing to do my makeup and complete homework. I convinced myself that functionally this was a good purchase form Wayfair.?
increase the desirability of the brand purchased
Just the other day I added an item onto my Amazon order to qualify for free shipping. I ended up paying only a little less than I would have if I decided to just pay shipping. This item was a veggie protein puff snack. I'm trying to eat healthier so I was super excited to try them. They arrived yesterday, I broke into the bag and they smelled and tasted horrible. I'm still convinced the product is bad, but at least I saved a couple dollars.
increase the desirability of the brand purchased
Purchase decisions
influenced by involvement, including product involvement and purchase involvement
Style, taste, prestige, feelings generated, and brand image are examples of which type of evaluative criteria?
intangible
limited decision making
internal and limited external search, few alternatives, simple decision rules on a few attributes, and little post purchase evaluation
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
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
Sales personnel, websites, and advertising represent which type of information source?
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
antecedent states
moods and momentary conditions, coffee when tired, candy when sad
Physical characteristics become more important as the service becomes ________ and ___________
more hedonic and the time spent increased
Which type of consumer decision making does not include alternative evaluation?
nominal decision making
product nonuse
occurs when a consumer actively acquires a product that is not used or used only sparingly relative to potential use
postpurchase dissonance
occurs when a consumer has doubts or anxiety regarding the wisdom of a purchase made
active problem
one the consumer is aware of or will become aware of in the normal course of events
non compensatory rules
performance on one criterion cannot compensate for poor performance on another
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 _____.
post purchase dissonance
What is the first stage of the consumer decision process?
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
Which of the following product characteristics decreaseexternal search?
product results in negative reinforcement
instrumental performance
relates to the physical functioning of the product
When perceptions of product performance match expectations that are at or above the minimum performance level, _____ generally results.
satisfaction
social surroundings
the other individuals present in the particular situation
Which of the following statements is FALSE regarding information search?
searching for information is free
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
The ability of an individual to distinguish between similar stimuli is called _____.
sensory discrimination
compensatory rules
some trade offs can be allowed
compensatory decision rule
states that the brand that rates highest on the sum of the consumer's judgments of the relevant evaluative criteria will be chosen.
An attribute used to stand for or indicate another attribute is known as a _____.
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?
tangible
Stacy is shopping to purchase new linens for her guest room. Which situational characteristic is influencing her behavior?
task definition
Search Engine Optimization (SEO)
techniques to ensure that a company's web pages are accessible to search engines and improving the chances they are found
Which of the following is a situational characteristic?
temporal perspective
affective choice
tends to be more holistic. Brand is not decomposed into distinct components for separate evaluation. The focus is on the way a product will make the user feel as it is used
sensory discrimination
the ability of an individual to distinguish between similar stimuli
Hypertargeting
the ability to deliver advertising content to specific interest-based segments in a network
Which of the following situation characteristics decrease external search?
unpleasant surroundings
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
internal search
you will have a set of brands that automatically comes to mind, as well as your perceptions about them and what you already know
Which of the following drives problem recognition?
the consumer's perception of the actual state
affective performance
the emotional response that owning or using the product or outlet provides
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
purchase involvement
the level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase and so it is a temporary state influenced by the interaction of individual, product, and situational characteristics
