Exam 14: Consumer Decision Making and Diffusion of Innovations

________ can be thought of as the gift exchange that takes place between a giver and a recipient.

A consumer who selects the product with the highest overall rating when considering all its attributes has used a(n)________.

Differentiate between the types of gifting and provide an example of each.

$\text{GIFT MINI CASE:}$ Winston needs to buy his girlfriend, Vanessa, a gift for her birthday. He knows she will expect the "perfect" gift. He feels like boyfriends are "supposed" to get their girlfriends jewelry or perfume. His older sister recommends a necklace or earrings. While he's at the jewelry store, he also buys a watch for himself, rationalizing that he hardly ever buys stuff for himself and he "deserves it." -In the GIFT MINI CASE, Vanessa's high expectations of Winston are likely to prolong the ________ stage of the decision-making process.

$\text{COLLEGE MINI CASE:}$ Evelyn is a high-school senior from Philadelphia looking to apply to colleges. She has decided to apply to the University of Pennsylvania, Cornell, and Princeton. She chose not to apply to Brown, Dartmouth, or Yale because she considers them to be too far away from home. A college counselor had suggested to her that Columbia has a comparable reputation to the schools Evelyn was considering, but Evelyn didn't perceive Columbia as having any particular advantage over the schools to which she had already decided to apply. She is eventually accepted to, and decides to attend Cornell University. Upon arriving on campus, Evelyn immediately notices a deliberate effort on the part of the college to make new students not only feel at home, but that they have absolutely made the right decision in attending Cornell. -In the COLLEGE MINI CASE, Cornell is part of Evelyn's ________.

John has decided that he needs to switch cellular service providers because his cell phone doesn't work in his new apartment. Within the context of the model of consumer decision making, this is an example of ________ need recognition.

A consumer is most likely to use ________ when purchasing a new, updated version of something that he or she has purchased before, such as replacing an old laptop with a new one.

Kim finishes a big project for school and treats herself to a coffee and piece of cake at Starbucks. This is an example of ________.

When a single person gives a gift to a family as a thank you for letting him visit in their home for a week, it is an example of intercategory giving.

What factors determine how extensive a consumer's problem-solving task is?

$\text{MP3 MINI CASE:}$ 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, Judy narrows her options from 3 to 2 player models based on a(n)________.

The Lambert family (which has five family members)gives their babysitter a high school graduation gift. This is an example of ________.

$\text{COLLEGE MINI CASE:}$ Evelyn is a high-school senior from Philadelphia looking to apply to colleges. She has decided to apply to the University of Pennsylvania, Cornell, and Princeton. She chose not to apply to Brown, Dartmouth, or Yale because she considers them to be too far away from home. A college counselor had suggested to her that Columbia has a comparable reputation to the schools Evelyn was considering, but Evelyn didn't perceive Columbia as having any particular advantage over the schools to which she had already decided to apply. She is eventually accepted to, and decides to attend Cornell University. Upon arriving on campus, Evelyn immediately notices a deliberate effort on the part of the college to make new students not only feel at home, but that they have absolutely made the right decision in attending Cornell. -In the COLLEGE MINI CASE, Yale is part of Evelyn's ________.

Many software companies allow customers to use limited versions of their software free for 30 days. This strategy tries to increase the diffusion of a new product through increasing ________.

In buying a truck, Bob will only consider American-made trucks because he believes foreign truck brands, such as Nissan and Toyota, are of inferior quality. Nissan and Toyota are items in Bob's inept set.

According to a study of external search effort associated with different product categories, as search effort increased, consumer attitudes toward shopping became more ________ and ________ time was made available for shopping.

________ are consumers who use coupons or sales to decide among brands and products that fall within their evoked set.

Martin needs a new hybrid-electric car that can seat four people comfortably and has a trunk that will hold a set of golf clubs, but isn't sure which brand of hybrid-electric car would be best. Martin's is a case of ________.

The ________ consists of brands the consumer excludes from the purchase consideration because they are felt to be unacceptable.

In a(n)________, the consumer ranks a product's attributes in terms of perceived relevance or importance, then compares the various alternatives in terms of the single attribute that is considered most important. When two or more alternatives are comparable for the most important attribute, the consumer rates those alternatives on the basis of the second most important attribute.