Question 1

How are online search engines and social media informing both consumers and marketers, as searches are made for product information?

Accepted Answer

One type of deliberate search involves searching on the Internet for information. What's the most common way for us to conduct information search today? Google it, of course! Although there are other search engines out there, such as Bing, Yahoo!, or even YouTube, Google's software that examines the Web for matches to terms like "home theatre system" or "tattoo removal services" is so dominant-with 96 percent of the world's mobile search market-that the name has become a verb. However, even a giant like Google can't rest on its laurels, because changes in how we search will probably reduce our reliance on search engines. Increasingly, consumers bypass Google as they go directly on their smartphones or tablets to apps like Yelp to read and write product reviews. However, as anyone who's ever Googled knows, the Web delivers enormous amounts of product and retailer information in seconds. The biggest problem Web surfers face these days is to narrow down their choices, not to beef them up. In cyberspace, simplification is key. Still, the sad reality is that in many cases we simply don't search as much as we might. If we Google a term, most of us are only likely to look at the first few results at the top of the list. Indeed, that's one reason why search engine optimization (SEO) is so important today. This term refers to the procedures companies use to design the content of websites and posts to maximize the likelihood that their content will show up when someone searches for a relevant term.
Not surprisingly, social media platforms also play a major role in the search process.
Often a next step is to get more information on other social media platforms, such as blogs, YouTube, Twitter, and Facebook. The goal here is not to collect more technical or performance information, but to get other people's opinions about options in the product category-and to eliminate some brands from consideration. What's more, after they buy a brand, about three-quarters of shoppers who use social media in the process choose to follow it on the company's Facebook page so that they can continue to engage with it in the future.

Question 2

Andrea goes shopping for some pants for her son at a clothing store. While she is there, after getting the pants she sees a number of other items. Before she knows it she has accumulated a shopping cart full of clothing to buy. What process is happening here?

Accepted Answer

Andrea has likely succumbed to purchase momentum, which occurs when initial impulses actually increase the likelihood that we will buy even more (instead of less as our needs are satisfied), almost as if we get "revved up" and plunge into a spending spree.

Question 3

Products that customers put on the subordinate level always have at least one thing in common.

Accepted Answer

A) True 
 B)False  True

Question 4

Although Greg had considered numerous factors when looking at several models of ten-speed bikes, the critical or deciding factors that led to an actual purchase are called:

Accepted Answer

A)  alternative weights. 
B)  differential factors. 
C)  preference rules. 
D)  determinant attributes. 
A)  alternative weights. 
B)  differential factors. 
C)  preference rules. 
D)  determinant attributes.

Question 5

What is a decision-making heuristic? Describe three typical heuristics used in consumer decision-making situations.

Accepted Answer

Heuristics are mental short-cut "rules o

Question 6

When shopping at the supermarket, Russ always unconsciously grabs a carton of milk. This is an example of an automatic purchase.

Accepted Answer

A) True 
 B)False

Question 7

When a consumer becomes satiated with a favourite product, he or she may trade enjoyment just to try a different product. This is termed variety seeking.

Accepted Answer

A) True 
 B)False

Question 8

Some researchers characterize the consumer decision-making process as a continuum according to how much effort goes into the decision. They say it is anchored at each end by ________ and ________.

Accepted Answer

A)  habitual decision making; limited problem solving 
B)  habitual decision making; extended problem solving 
C)  limited problem solving; extended problem solving 
D)  habitual decision making; unlimited problem solving 
A)  habitual decision making; limited problem solving 
B)  habitual decision making; extended problem solving 
C)  limited problem solving; extended problem solving 
D)  habitual decision making; unlimited problem solving

Question 9

How is product categorization related to the notion of forming a positioning strategy? Give an example.

Accepted Answer

Examples may vary.
The success of a posi

Question 10

Criteria on which products differ carry less weight in the decision process than do criteria that are similar.

Accepted Answer

A) True 
 B)False

Question 11

Explain how habitual decision making works.

Accepted Answer

Habitual problem solving involves decisi

Question 12

The practice of monitoring blood flow while we are exposed to various marketing stimuli illustrates the practice of:

Accepted Answer

A)  hypermarketing. 
B)  hemomarketing. 
C)  cybermarketing. 
D)  neuromarketing. 
A)  hypermarketing. 
B)  hemomarketing. 
C)  cybermarketing. 
D)  neuromarketing.

Question 13

The economics of information approach to search states that consumers will continue to acquire as much information as they need to make a decision so long as the benefits from searching outweigh the costs.

Accepted Answer

A) True 
 B)False

Question 14

Susan is trying to select a tour. She is going to Scotland but can't make up her mind what she wants to do when she gets there. There are so many variables including the cost, the weather, and Susan's desire to see the village her grandmother called home. Susan's problem emphasizes the importance of the ________ in hospitality marketing.

Accepted Answer

A)  rational perspective 
B)  behavioural influence perspective 
C)  psychological perspective 
D)  experiential perspective 
A)  rational perspective 
B)  behavioural influence perspective 
C)  psychological perspective 
D)  experiential perspective

Question 15

Sylvester is a financially poor college student. He tries to make every purchase decision a wise one because of his economic situation. Based on the types of risk mentioned in the text, Sylvester's primary risk when making decisions would appear to be a psychological risk.

Accepted Answer

A) True 
 B)False

Question 16

Craig had heard stories about toaster disasters from his friends. This brand blew up, that one shorted out, another had not lasted even a year, and so on. He knew he should not consider those brands. They were Craig's:

Accepted Answer

A)  retrieval set. 
B)  inert set. 
C)  expanded set. 
D)  inept set. 
A)  retrieval set. 
B)  inert set. 
C)  expanded set. 
D)  inept set.

Question 17

Choosing a product on the basis of its having the largest number of positive attributes is typically the case when a consumer is using the:

Accepted Answer

A)  conjunctive rule. 
B)  elimination-by-aspects rule. 
C)  simple additive rule. 
D)  attribute preference rule. 
A)  conjunctive rule. 
B)  elimination-by-aspects rule. 
C)  simple additive rule. 
D)  attribute preference rule.

Question 18

Bill could not tell the Argonauts from the Stampeders during CFL Football on his tiny, antiquated black-and-white TV set! After he watched the second half of the game on his neighbour's big TV set, he realized there was a significant difference between his current state of affairs and a desired or ideal state. His perception is labelled:

Accepted Answer

A)  fantasy aspiration. 
B)  problem recognition. 
C)  latent response syndrome. 
D)  hemispheric communication. 
A)  fantasy aspiration. 
B)  problem recognition. 
C)  latent response syndrome. 
D)  hemispheric communication.

Question 19

A consumer's existing knowledge of a product may be the result of ________, wherein on a previous occasion the consumer had already searched for relevant information or experienced some of the alternatives.

Accepted Answer

A)  directed learning 
B)  actual state-need recognition 
C)  marketing promotions 
D)  the Internet 
A)  directed learning 
B)  actual state-need recognition 
C)  marketing promotions 
D)  the Internet

Question 20

Information searches usually happen before we are aware of a problem.

Accepted Answer

A) True 
 B)False

How are online search engines and social media informing both consumers and marketers, as searches are made for product information?

Andrea goes shopping for some pants for her son at a clothing store. While she is there, after getting the pants she sees a number of other items. Before she knows it she has accumulated a shopping cart full of clothing to buy. What process is happening here?

Products that customers put on the subordinate level always have at least one thing in common.

Although Greg had considered numerous factors when looking at several models of ten-speed bikes, the critical or deciding factors that led to an actual purchase are called:

What is a decision-making heuristic? Describe three typical heuristics used in consumer decision-making situations.

When shopping at the supermarket, Russ always unconsciously grabs a carton of milk. This is an example of an automatic purchase.

When a consumer becomes satiated with a favourite product, he or she may trade enjoyment just to try a different product. This is termed variety seeking.

Some researchers characterize the consumer decision-making process as a continuum according to how much effort goes into the decision. They say it is anchored at each end by and .

How is product categorization related to the notion of forming a positioning strategy? Give an example.

Criteria on which products differ carry less weight in the decision process than do criteria that are similar.

Explain how habitual decision making works.

The practice of monitoring blood flow while we are exposed to various marketing stimuli illustrates the practice of:

The economics of information approach to search states that consumers will continue to acquire as much information as they need to make a decision so long as the benefits from searching outweigh the costs.

Sylvester is a financially poor college student. He tries to make every purchase decision a wise one because of his economic situation. Based on the types of risk mentioned in the text, Sylvester's primary risk when making decisions would appear to be a psychological risk.

Craig had heard stories about toaster disasters from his friends. This brand blew up, that one shorted out, another had not lasted even a year, and so on. He knew he should not consider those brands. They were Craig's:

Choosing a product on the basis of its having the largest number of positive attributes is typically the case when a consumer is using the:

A consumer's existing knowledge of a product may be the result of ________, wherein on a previous occasion the consumer had already searched for relevant information or experienced some of the alternatives.

Information searches usually happen before we are aware of a problem.

An Introduction to Consumer Behaviour

Perception

Learning and Memory

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Attitude Change and Interactive Communications

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters

Exam 9: Individual Decision Making

How are online search engines and social media informing both consumers and marketers, as searches are made for product information?

Andrea goes shopping for some pants for her son at a clothing store. While she is there, after getting the pants she sees a number of other items. Before she knows it she has accumulated a shopping cart full of clothing to buy. What process is happening here?

Products that customers put on the subordinate level always have at least one thing in common.

Although Greg had considered numerous factors when looking at several models of ten-speed bikes, the critical or deciding factors that led to an actual purchase are called:

What is a decision-making heuristic? Describe three typical heuristics used in consumer decision-making situations.

When shopping at the supermarket, Russ always unconsciously grabs a carton of milk. This is an example of an automatic purchase.

When a consumer becomes satiated with a favourite product, he or she may trade enjoyment just to try a different product. This is termed variety seeking.

Some researchers characterize the consumer decision-making process as a continuum according to how much effort goes into the decision. They say it is anchored at each end by ________ and ________.

How is product categorization related to the notion of forming a positioning strategy? Give an example.

Criteria on which products differ carry less weight in the decision process than do criteria that are similar.

Explain how habitual decision making works.

The practice of monitoring blood flow while we are exposed to various marketing stimuli illustrates the practice of:

The economics of information approach to search states that consumers will continue to acquire as much information as they need to make a decision so long as the benefits from searching outweigh the costs.

Sylvester is a financially poor college student. He tries to make every purchase decision a wise one because of his economic situation. Based on the types of risk mentioned in the text, Sylvester's primary risk when making decisions would appear to be a psychological risk.

Craig had heard stories about toaster disasters from his friends. This brand blew up, that one shorted out, another had not lasted even a year, and so on. He knew he should not consider those brands. They were Craig's:

Choosing a product on the basis of its having the largest number of positive attributes is typically the case when a consumer is using the:

A consumer's existing knowledge of a product may be the result of ________, wherein on a previous occasion the consumer had already searched for relevant information or experienced some of the alternatives.

Information searches usually happen before we are aware of a problem.

An Introduction to Consumer Behaviour

Perception

Learning and Memory

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Attitude Change and Interactive Communications

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters

Some researchers characterize the consumer decision-making process as a continuum according to how much effort goes into the decision. They say it is anchored at each end by and .