Exam 14: Consumer Decision Making and Diffusion of Innovations

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

The ________ component of the consumer decision-making model is concerned with how consumers make decisions.

Repeat purchase usually signifies that the product meets with the consumer's approval and that he or she is willing to use it again and in larger quantities.

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

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, Columbia is part of Evelyn's ________.

Within the context of the model of consumer decision making, a firm's ________ activities are a direct attempt to reach, inform, and persuade consumers to buy and use its products.

During the ________ stage of the adoption process, the consumer undertakes a "mental trial" of the innovation.

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

Gifting behavior includes gifts we give because we want to and gifts we give out of obligation.

A ________ is the selection of an option from two or more alternative choices.

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

Identify and give an example of what happens during each of the five stages of the adoption process.

Digital cameras and digital video recorders were somewhat disruptive to consumers, but did not change the basic behavior patterns established with photography and film. These are best described as ________.

Newspaper or magazine articles, direct-mail brochures, and websites are considered ________ pre-purchase information sources.

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

Which of the following is NOT a factor that increases prepurchase search?

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, when Cornell tries to convince students that they have made the right decision, they are trying to encourage a positive ________.