Exam 14: Consumer Decision Making and Diffusion of Innovations

Helen enjoys Jack's Links beef jerky. By contrast, she is indifferent to Oberto beef jerky, and dislikes Pemmican beef jerky. Oberto beef jerky is part of Helen's ________.

Comments of a friend, an editorial in the newspaper, and usage of a product by a family member are examples of ________.

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 ________.

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

________, which consists of a brand's trustworthiness and expertise, improves the chances that the brand will be included in the consideration set.

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

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, Evelyn's college counselor is a(n) ________ source of prepurchase information.

In a(n) ________, the consumer establishes a separate, minimally acceptable level as a cutoff point for each brand attribute he or she is considering.

________, 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.

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.

The ________ consists of brands the consumer is indifferent toward because they are perceived as not having any particular advantages.

What are the differences between continuous, dynamically continuous, and discontinuous innovation?

________ begins when a consumer perceives a need that might be satisfied by the purchase and consumption of a product.

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

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

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) ________.

Ricky had a positive experience when she tried the new cell phone from a well-known cell phone manufacturer, so she decides to regularly use the new cell phone. She is currently in the adoption stage of the innovation adoption process.

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

Technological fear includes fear of technical complexity, fear of rapid obsolescence, fear of social rejection, and fear of physical harm.