Buyer Behavior Test 2
Chen Lo uses a decision rule that says "Only buy well-known brand names" when selecting a set of golf clubs. He does not look at price, the store, or even discounts when purchasing clubs. Chen Lo's purchasing pattern is an example of a consumer using a ________.
noncompensatory rule
________ considers how people perceive relations among different attitude objects, and how they alter their attitudes to remain consistent.
Balance theory
________ refers to a strategy in which a message presents two or more specifically named or recognizably presented brands and evaluates them in terms of one or more specific attributes.
Comparative advertising
Which of the following occurs when a consumer uses a selected product and decides whether it merits his/her expectations?
Post-purchase evaluation
Which attitude function is associated with a focus on particular social identities and lifestyles?
Value-expressive
Decisions driven by our emotional responses to a product are called ________.
affective
A bucket in consumer decision making is ________.
affective habitual cognitive
Source ________ refers to the perceived social value of a message source.
attractiveness
A component of the ABC model of attitude is ________.
cognition behavior affect
The alternatives actively measured during a consumer's choice process are the ________ set.
consideration
According to ________, we evaluate the effort we'll need to make a particular choice and then we tailor the amount of cognitive "effort" we expend to make that choice.
constructive processing
The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are ________.
credibility and attractiveness
A mental or problem-solving shortcut to make a decision is called a(n) ________.
heuristic
The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning.
knowledge
The ________ hierarchy of effects assumes the consumer does not initially have a strong preference for one brand over another. Instead, a consumer acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used.
low-involvement
The ________ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message.
peripheral
The first stage in the consumer decision-making process is ________.
problem recognition
According to ________, utility is defined in terms of gains and losses.
prospect theory
Les just bought a megaphone of root beer. As he drinks from the giant cup, he eventually becomes full. One of his friend's comments, "If you don't stop drinking that stuff, you will get sick." Les replies, "Hey, I bought it, and I am not going to waste one drop of it." Les's behavior best illustrates ________.
the sunk-cost fallacy
Rick Tuan has a unique problem. He must persuade a good friend to stop smoking. He knows that if he just says "Quit," his message will be rejected. Instead, Rick chooses to offer a ________ message in which he presents the positives and negatives of quitting smoking. He feels sure that his approach will have a greater likelihood of success with his friend.
two-sided
