Exam 14: Consumer Decision Making and Diffusion of Innovations

$\text{MP3 MINI CASE:}$ 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 5 to 3 player models based on a(n)________.

A product's package, guarantees, mass-media advertising for the product, direct marketing for the product, and the selection of distribution channels to move the product from the manufacturer to the consumer are examples of ________.

Within the context of the model of consumer decision making, ________ is likely to occur when a consumer is faced with a "problem."

Intrapersonal gifting is a state of mind where the giver and the receiver are the same individual.

________, the degree to which a new product is difficult to understand or use, is especially important when it comes to innovation in high-tech consumer products.

Describe the lexicographic rule and provide an example of how it might be used in the context of an automobile purchase.

External search effort associated with purchase is greatest when ________.

A consumer is most likely to use ________ when buying an expensive, important, or technically complicated product or service for the first time.

The degree to which potential customers perceive new products as superior to existing substitutes is its ________.

$\text{MP3 MINI CASE:}$ 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 selects Player A over Player B based on a(n)________.

In what ways is the traditional adoption process model inadequate in its depiction of the consumer adoption process?

Define and give examples of the five product characteristics that influence the diffusion of innovation.

Bob wants to save electricity and considers energy-efficient light bulbs. He finds that the light they emit is too faint to be acceptable, and so he returns to using less energy-efficient bulbs. Bob made his bulb choice using a(n)________.

Hank wants a new digital camera and will accept for consideration any camera with greater than 10 megapixel resolution. Hank is using a(n)________.

________ is the number of alternatives and the amount of information available for each alternative.

$\text{GIFT MINI CASE:}$ 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, when Winston buys a watch for himself as a self-gift, this is known as ________.

Within the context of the model of consumer decision making, the ________ includes the unwritten codes of conduct that indicate which consumption behavior should be considered "right" or "wrong."

Products that are used in private are diffused more easily than products that have a high degree of social visibility.

The consumer's experience with a product plays a major role in the ________ stage of the model of consumer decision making.

________ is a macro process concerned with the spread of a new product from its source to the consuming public.