Exam 3: Overview of Consumer Decision Making

Which of the following statements about variety seeking is false?

As a general rule, the fewer the number of products in a category, the greater the external search.

_____ is a consumer's natural inertia toward a product or service based on familiarity and convenience, rather than a fundamental commitment to the brand.

Consumers often interpret larger _____ as an indication of greater external uncertainty, but often interpret larger _____ as an indication of less external uncertainty.

Research has shown that highly satisfied consumers tend to be brand loyal.

_____ occur when consumers perceive a decline in their actual conditions while their desired condition remains the same.

A couple buys a new sofa for their apartment, but then finds another sofa a few days later at a second store that fits their decor and budget better than the first sofa. In what ways (identify three) might they reduce their post-purchase cognitive dissonance? (Returning the sofa is not an option.)

When consumers shop for new automobiles, they often are consider the braking system. Most consumers feel that an anti-lock braking system is an important, valuable attribute to have. However, most brands offer this important feature. Thus, according to your readings on attribute importance and uniqueness, what type of attribute is an anti-lock braking system in this example?

Fill in the missing step in the uncertainty-reduction process of consumer decision making: -- product-market perception -- consideration of a subset of brands -- choice of one brand from the consideration set -- _____

List and briefly describe the five perceptions of risk. Identify an example of a product that might carry each risk.

Which of the following statements about brand laziness is false?

Moderately (medium) experienced customers are more likely to engage in extensive information search during consumer decision making than those with low levels of expertise or experience.

In what type of industry structure can information search be almost eliminated?

Variety seeking is the opposite of brand loyalty in terms of involvement and information processing.

Describe the steps of the traditional model of consumer decision making.

What is meant by a consumer's "perceived product market?" And, what four characteristics of a consumers perceive product market influence choice?

One way to consider and categorize consumer decision making is to consider processing effort and involvement.

Which two factors are combined to form a consumers perceive product market?

Which of the following is not one of the perceptions of risk discussed in your readings?

Because marketing efforts cannot control a person's thoughts, marketing activities cannot trigger problem recognition.