Exam 2 Consumer Behavior

Some companies attempt to initiate problem recognition through ______.

-mass media advertising -point-of-purchase displays

Quaker introduced its "Quaker Oats to go" bar and marketed it as a healthy and convenient breakfast choice. Quaker's marketing message is designed to help the consumer to _____.

-recognize a problem -acknowledge breakfast as important and make it a priority in the their busy day Correct c and d

A firm that introduces a new line of non-fat snack food due to increasing consumer concern with health is _____.

reacting to problem recognition

Which type of consumer problem is one the consumer is aware of or will become aware of in the normal course of events?

Active

Which approach to problem identification focuses on a particular activity such as lawn maintenance?

Activity analysis

If purchase involvement is high, then enduring product involvement will also be high.

False

When a consumer's actual state is perceived as being greater than the desired state, recognition of a problem does not occur.

False

A consumer's desired state can be influenced by previous decisions.

True

Approaches to discovering consumer problems include activity analysis, product analysis, problem analysis, human factors research, and emotion research.

True

Nominal decision making is sometimes referred to as habitual decision making.

True

What are the types of consumer problems?

active and inactive

Which of the following is NOT a type of consumer decision making discussed in your text?

complex decision making

Candice is on a diet and wants to lose 10 pounds. She wants to be thin right now, which represents her _____.

desired state

The Smith's oldest daughter, Olivia, is a senior in high school. She has all "A's" and scored a 34 on the ACT. She is president of the debate team and the national honor society as well as a member of the cheerleading squad. Olivia wants to attend medical school, so both she and her parents are very concerned about which undergraduate school she attends. They have spent countless hours on the Internet examining universities, and they have already visited five campuses. For Olivia and her parents, which type of decision making does this represent?

extended decision making

Which type of consumer decision making involves the evaluation of many attributes and alternatives and employs complex decision rules?

extended decision making

Which type of decision making involves an extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant postpurchase evaluation?

extended decision making

The Martins' home has potentially unsafe levels of radon, but they have no idea because it is odorless and they have not been feeling any ill effects from it. In fact, several homes have this problem and the owners are not aware of it, and they may never become aware of it unless testing is done. What type of consumer problem is this?

inactive

What is the most common approach to discovering consumer problems?

intuition

Which approach to problem recognition examines the purchase or use of a particular product or brand?

product analysis

Which of the following drives problem recognition?

the consumer's perception of the actual state