Question 1

In terms of search goods, experience goods, and credence goods, which is easiest to sell online? Why?

Accepted Answer

E-tailers are more successful if they primarily sell search goods, rather than experience goods or credence good because it is difficult to convey the non-concrete attributes of experience and credence attributes.

Question 2

The quality of search goods can be examined by simply examining the product.

Accepted Answer

A) True 
 B)False  True

Question 3

Online stores usually offer greater customization to consumers than brick and mortal stores.

Accepted Answer

A) True 
 B)False  True

Question 4

Internet marketing uses one-way communications between marketers and consumers with fast response times between communications and low levels of response contingency.

Accepted Answer

A) True 
 B)False

Question 5

"Red Hawk Clothing" is a start up and intends to build trust and a long lasting relationship with their customers. They intend to profit by return shoppers and a long term approach to building a strong brand. Consumer advocacy aligns strongly with their business approach.

Accepted Answer

A) True 
 B)False

Question 6

Molly decides to buy a new digital camera. She notices that the one of the attributes on the Cannon camera does not meet her requirements and because of this, she eliminates the Cannon camera. This strategy would best be considered what type of strategy?

Accepted Answer

A)  Selective-conductive 
B)  Risk averse 
C)  Information accurate 
D)  Non-compensatory 
E)  Search inefficient 
A)  Selective-conductive 
B)  Risk averse 
C)  Information accurate 
D)  Non-compensatory 
E)  Search inefficient

Question 7

_____ refers to how much information consumers attempt to acquire.

Accepted Answer

A)  Information search 
B)  Information search costs 
C)  Web 2.0 
D)  Information symmetry 
E)  Compiling information 
A)  Information search 
B)  Information search costs 
C)  Web 2.0 
D)  Information symmetry 
E)  Compiling information

Question 8

A picture frame would likely be an example of a search good.

Accepted Answer

A) True 
 B)False

Question 9

E-tailers are usually better at selling search and credence goods than experience goods.

Accepted Answer

A) True 
 B)False

Question 10

Involvement in a purchase will tend be high for all of the following except:

Accepted Answer

A)  a car 
B)  a interviewing suit 
C)  a medical procedure 
D)  a magazine 
E)  All of the above will include high involvement. 
A)  a car 
B)  a interviewing suit 
C)  a medical procedure 
D)  a magazine 
E)  All of the above will include high involvement.

Question 11

Involvement and risk are often positively correlated when making a purchasing decision.

Accepted Answer

A) True 
 B)False

Question 12

In a recent study of 755 e-tailers from BizRate.com, it was found that online business success depends on all of the following except:

Accepted Answer

A)  brand name reputation 
B)  types of products sold 
C)  ease with which consumers could navigate the web site 
D)  web site's domain name 
E)  All of the above are correct. 
A)  brand name reputation 
B)  types of products sold 
C)  ease with which consumers could navigate the web site 
D)  web site's domain name 
E)  All of the above are correct.

Question 13

Discuss how prior knowledge influences how much information search a person engages in.

Accepted Answer

Novices, or consumers who are unfamiliar

Question 14

Research on online-offline brand alliances shows that such alliances encourage consumers to form what type of effect between online and offline brands?

Accepted Answer

A)  Conversion effect 
B)  Contrast effect 
C)  Assimilation effect 
D)  Availability effect 
E)  Representativeness effect 
A)  Conversion effect 
B)  Contrast effect 
C)  Assimilation effect 
D)  Availability effect 
E)  Representativeness effect

Question 15

Research shows that price sensitivity is higher when quality comparability is high rather than low for a typical online shopper.

Accepted Answer

A) True 
 B)False

Question 16

Ryan buys a new T.V. about every 5 years and by reading Consumer Reports and other independent sources, he has a good idea as to what attributes entail a smart T.V. purchase. Next time he is ready to purchase a T.V., Ryan is likely to make an impulse buy and not research the different brands because he is moderately familiar with the industry and doesn't buy a new T.V. very often.

Accepted Answer

A) True 
 B)False

Question 17

Consumer Advocacy is best for firms:

Accepted Answer

A)  with quality control problems 
B)  that are monopolies 
C)  large corporations that consumers don't trust 
D)  firms with extreme price competition 
E)  firms with a long term focus 
A)  with quality control problems 
B)  that are monopolies 
C)  large corporations that consumers don't trust 
D)  firms with extreme price competition 
E)  firms with a long term focus

Question 18

Search costs are lower in online environments than in offline environments, such as the grocery store.

Accepted Answer

A) True 
 B)False

Question 19

The Internet has reduced all of the following types of costs for consumers except for:

Accepted Answer

A)  information search costs 
B)  transaction costs 
C)  experience goods costs 
D)  product information costs 
E)  All of the above costs are reduced by the Internet. 
A)  information search costs 
B)  transaction costs 
C)  experience goods costs 
D)  product information costs 
E)  All of the above costs are reduced by the Internet.

Question 20

A(n) _____ is an interactive decision aid that helps consumers to eliminate options by using information about their personal preferences or about their prior purchase histories.

Accepted Answer

A)  information agent 
B)  recommendation agent 
C)  consumer report 
D)  comparison matrix 
E)  None of the above is correct. 
A)  information agent 
B)  recommendation agent 
C)  consumer report 
D)  comparison matrix 
E)  None of the above is correct.

In terms of search goods, experience goods, and credence goods, which is easiest to sell online? Why?

The quality of search goods can be examined by simply examining the product.

Online stores usually offer greater customization to consumers than brick and mortal stores.

Internet marketing uses one-way communications between marketers and consumers with fast response times between communications and low levels of response contingency.

"Red Hawk Clothing" is a start up and intends to build trust and a long lasting relationship with their customers. They intend to profit by return shoppers and a long term approach to building a strong brand. Consumer advocacy aligns strongly with their business approach.

Molly decides to buy a new digital camera. She notices that the one of the attributes on the Cannon camera does not meet her requirements and because of this, she eliminates the Cannon camera. This strategy would best be considered what type of strategy?

_____ refers to how much information consumers attempt to acquire.

A picture frame would likely be an example of a search good.

E-tailers are usually better at selling search and credence goods than experience goods.

Involvement in a purchase will tend be high for all of the following except:

Involvement and risk are often positively correlated when making a purchasing decision.

In a recent study of 755 e-tailers from BizRate.com, it was found that online business success depends on all of the following except:

Discuss how prior knowledge influences how much information search a person engages in.

Research on online-offline brand alliances shows that such alliances encourage consumers to form what type of effect between online and offline brands?

Research shows that price sensitivity is higher when quality comparability is high rather than low for a typical online shopper.

Consumer Advocacy is best for firms:

Search costs are lower in online environments than in offline environments, such as the grocery store.

The Internet has reduced all of the following types of costs for consumers except for:

A(n) _____ is an interactive decision aid that helps consumers to eliminate options by using information about their personal preferences or about their prior purchase histories.

The Study of Consumer Behavior

Consumer Segmentation and Positioning

Overview of Consumer Decision Making

Consumer Evaluation and Choice

Risk and Consumer Decision Making

Consumer Perception and Attention

Persuasion: Attitudes and Judgment

Affect and Motivation

The Role of Learning and Memory

Automatic Information Processing

The Role of Personality and Self-Concept

The Role of Values and Culture

Persuasion Through Social Influence

Contemporary Marketing Strategies

Consumer Behavior and Branding Strategy

Biases in Managerial Decision Making

Strategies for Improving Managerial Decision Making

Filters

Exam 15: Consumer Behavior Online

In terms of search goods, experience goods, and credence goods, which is easiest to sell online? Why?

The quality of search goods can be examined by simply examining the product.

Online stores usually offer greater customization to consumers than brick and mortal stores.

Internet marketing uses one-way communications between marketers and consumers with fast response times between communications and low levels of response contingency.

"Red Hawk Clothing" is a start up and intends to build trust and a long lasting relationship with their customers. They intend to profit by return shoppers and a long term approach to building a strong brand. Consumer advocacy aligns strongly with their business approach.

Molly decides to buy a new digital camera. She notices that the one of the attributes on the Cannon camera does not meet her requirements and because of this, she eliminates the Cannon camera. This strategy would best be considered what type of strategy?

_____ refers to how much information consumers attempt to acquire.

A picture frame would likely be an example of a search good.

E-tailers are usually better at selling search and credence goods than experience goods.

Involvement in a purchase will tend be high for all of the following except:

Involvement and risk are often positively correlated when making a purchasing decision.

In a recent study of 755 e-tailers from BizRate.com, it was found that online business success depends on all of the following except:

Discuss how prior knowledge influences how much information search a person engages in.

Research on online-offline brand alliances shows that such alliances encourage consumers to form what type of effect between online and offline brands?

Research shows that price sensitivity is higher when quality comparability is high rather than low for a typical online shopper.

Consumer Advocacy is best for firms:

Search costs are lower in online environments than in offline environments, such as the grocery store.

The Internet has reduced all of the following types of costs for consumers except for:

A(n) _____ is an interactive decision aid that helps consumers to eliminate options by using information about their personal preferences or about their prior purchase histories.

The Study of Consumer Behavior

Consumer Segmentation and Positioning

Overview of Consumer Decision Making

Consumer Evaluation and Choice

Risk and Consumer Decision Making

Consumer Perception and Attention

Persuasion: Attitudes and Judgment

Affect and Motivation

The Role of Learning and Memory

Automatic Information Processing

The Role of Personality and Self-Concept

The Role of Values and Culture

Persuasion Through Social Influence

Contemporary Marketing Strategies

Consumer Behavior and Branding Strategy

Biases in Managerial Decision Making

Strategies for Improving Managerial Decision Making

Filters