Exam 14: Consumer Decision Making and Diffusion of Innovations

In low-risk situations, consumers are likely to engage in complex and extensive information search and evaluation.

________ are procedures used by consumers to reduce the burden of making complex decisions by providing guidelines or routines that make the process less taxing.

$\text{MP3 MINI CASE:}$ Judy wants a new MP3 player so she can listen to music while she runs. She currently runs with a CD player, but is irritated with the frequency with which it skips and the limited amount of music that can be stored on a CD. After reviewing several consumer reviews on various tech websites, she identifies 5 different MP3 player models that might meet her needs. She decides that she needs at least 20 gigabytes of data storage on her player, and eliminates all options with fewer than 20 GB. There are now 3 models remaining. She then decides that she will only accept players with at least 15 hours of battery life. She is now considering only 2 players. Player A is heavier, but has a longer battery life. Player B is lighter, but has a shorter battery life. Judy chooses Player A because she believes that the longer battery life more than compensates for the additional weight. -In the MP3 MINI CASE, the online consumer reviews that Judy reads before selecting a new MP3 player are part of the ________ component of the consumer decision-making model.

The ________ refers to the specific brands a consumer considers in making a purchase within a particular product category.

A ________ involves the introduction of a modified product rather than a totally new product, and has the least disruptive influence on established patterns.

A ________ is the exploratory phase of purchase behavior in which consumers attempt to evaluate a product through direct use.

Chaz is tired of lugging around a digital camera on location site visits as he tries to identify potential retail properties, so he decides to buy a new cell phone with a high quality digital camera. The desire for the new camera was prompted by ________.

Sue is looking for a new car. She had eliminated any car without comfortable seating for at least four people and that gets less than an average of 35 miles per gallon in fuel efficiency. Sue has used a lexicographic decision rule to narrow down her choices.

A firm's marketing activities that attempt to reach, inform, and persuade consumers to buy and use its products are ________.

Past experience is considered a(n)________ source of information.

Extensive and limited problem solving, and routinized response behavior are three specific levels of ________.

Friends, neighbors, coworkers, and salespeople are considered ________ prepurchase information sources.

________ behavior is closely related to the concept of brand loyalty, which most firms try to encourage because it contributes to greater stability in the marketplace.

Which of the following is an important form of external information?

What are the three levels of consumer decision making? Briefly define each.

When a product fails to perform satisfactorily, it triggers ________ need recognition.

________ occurs when a product's performance is below expectations and the consumer is dissatisfied.

Purchasing a diamond represents ________ because consumers buy diamonds infrequently and have no established criteria for evaluating them.

________ is the presentation, format, and content of available information.

When consumers have no established criteria for evaluating a product category, they engage in extensive problem solving.