Consumer Behavior—Chapter 15
c
Darcy is considering the purchase of living room furniture. While there are several national-chain furniture stores in her city, she is not considering Haverty's because she's purchased furniture from this store before and has been dissatisfied. For Darcy, this furniture retailer is included in her _____. a. evoked set b. consideration set c. inept set d. excluded set e. inert set
d
_____ involves tracking consumer click patterns on a Web site and using that information to decide on banner ad placement. a. Clickthrough targeting b. Search engine optimization c. Bot software d. Behavioral targeting e. Spam
a
All of the brands that a consumer thinks of as potential solutions are known as the _____. a. awareness set b. evaluative criteria c. alternative set d. preferred set e. consideration set
d
All of the brands that a consumer will evaluate for the solution of a particular problem is known as the a. inert set b. decision set c. awareness set d. evoked set e. none of the above
b
Ben is interested in golf, so he visits several golf-related Web sites, such as the USGA and the PGA. Unbeknownst to him, his surfing behavior is being tracked, and it's no accident that he receives several banner ads for golf products and destinations. This is called _____. a. market segmentation b. search engine optimization c. spam d. blogging e. behavioral targeting
e
Brands for which a consumer is aware but basically indifferent toward compose his or her _____. a. evoked set b. consideration set c. inept set d. excluded set e. inert set
Inert Set
Brands of which the consumer is aware but basically indifferent toward.
Inept Set
Brands that are actively disliked or avoided by the consumer.
b
Brands that are found completely unworthy of further consideration are members of the _____. a. evoked set b. inept set c. excluded set d. inert set e. discarded set
e
Elaine is considering the purchase of a computer and is aware that Toshiba and HP are brands in this product category. However, she is basically indifferent toward them. These two brands represent Elaine's _____. a. evoked set b. consideration set c. inept set d. excluded set e. inert set
d
Eric was in the store and started looking at riding lawn mowers. He didn't come to this store for the purpose of purchasing one, but he started considering it once he was there. However, he did not purchase one on that trip. Instead he went to other stores to look at their mowers, he asked his neighbor and his brother-in-law about their mowers, and he searched on the Internet before he decided on the brand to purchase. Which type of decision making did Eric undertake? a. automatic decision making b. limited decision making c. nominal decision making d. extended decision making e. truncated decision making
c
Every winter, Laurie's skin becomes very dry and results in painful cracks in her skin on her fingers. Once this happens, Laurie remembers that Zim's Crack Cream works really well for this problem, so she stops at the store to pick some up. Which type of decision making has occurred? a. automatic decision making b. limited decision making c. nominal decision making d. extended decision making e. truncated decision making
d
For which type of decision making is external information search relatively important? a. automatic decision making b. limited decision making c. nominal decision making d. extended decision making e. truncated decision making
d
Freddy is purchasing a new car, and he has decided that gas mileage, price, reliability, and styling are important to him. These attributes represent Freddy's _____. a. evoked set b. evoked criteria c. consideration criteria d. evaluative criteria e. evaluative set
Search Engine Optimization (SEO)
Involves techniques designed to ensure that a company's Web pages "are accessible to search engines and focused in ways that help improve the chances they will be found."
Behavioral Targeting
Involves tracking consumer click patterns on a Web site and using that information to decide on banner ad placement.
c
If, in response to a problem, a consumer recalls a single, satisfactory solution, no further information search or evaluation may occur. The consumer purchases the recalled brand and _____ has occurred. a. automatic decision making b. limited decision making c. nominal decision making d. extended decision making e. truncated decision making
a
Karl and his wife are considering putting a built-in pool in their backyard. They were discussing who they could get to do it for them, and they realized they knew of five pool contractors in their city. These five pool contractors that they thought of as potential contractors for them represent their _____. a. awareness set b. evaluative criteria c. alternative set d. preferred set e. consideration set
b
Kodak markets digital cameras and is aware that consumers search for information concerning this product on the Internet using one of the several search engines (e.g., Google). To ensure that Kodak appears on the first page of results, this company pays the search engine to become a sponsored link when consumers search the key words "digital camera." This is an illustration of _____. a. market segmentation b. search engine optimization c. spam d. blogging e. behavioral targeting
Awareness Set
List of brands thought of as a potential solution.
Internal Search
Occurs once a problem is recognized and relevant information from long-term memory is used to determine if a satisfactory solution is known, what the characteristics of potential solutions are, what are appropriate way to to compare solutions, and so forth.
External Search
Occurs when the search process is focused on external information relevant to solving the problem.
d
The desired features or characteristics required to meet a consumer's needs are his or her _____. a. evoked set b. evoked criteria c. consideration criteria d. evaluative criteria e. evaluative set
c
The percentage who clicks through a banner ad to the corporate Web site is known as _____. a. response rate b. turnover rate c. clickthrough rate d. rating e. hits
a
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 _____. a. evoked set b. evaluative criteria c. alternative set d. preferred set e. awareness set
Consideration Set
Those brands or products one will evaluate for the solution of a particular consumer problem.
Evoked Set
Those brands or products one will evaluate for the solution of a particular consumer problem.
b
Wendy was in Wal-Mart and noticed a display with baking items collected together and a little pad with recipes to tear off. She looked at the recipe and decided that this would make a nice dessert for Thanksgiving, so she purchased the products that were conveniently located on the display. Which type of decision making did Wendy undertake? a. automatic decision making b. limited decision making c. nominal decision making d. extended decision making e. truncated decision making
b
Which of the following involves techniques designed to ensure that a company's Web pages appear high on an Internet search result list? a. market segmentation b. search engine optimization c. spam d. blogging e. behavioral targeting
b
When a consumer notices a new product in a store because of the point-of-purchase display, reads about the attributes of the product and recalls an unresolved problem that this product will solve, and then purchases the product, _____ has occurred. a. automatic decision making b. limited decision making c. nominal decision making d. extended decision making e. truncated decision making