Exam 9: The Consumer Decision Making Process

The Expectancy Disconfmnation Model suggests that:

In brand clusters, the degree to which brands within a single cluster are dissimilar from each other is called the cluster frontier.

Which of the following statements about variety seeking is true?

occurs when product performance falls short of consumers' expectations and seems inferior to rejected alternatives.

Low cluster variance increases the likelihood of a consumer making a bad purchase decision.

When a purchase involves product options that are very different in terms of product attributes and overall attractiveness, post-purchase dissonance is more likely to occur.

Brand laziness can explain many consumer routine choices.

Fill in the missing step in the traditional model of consumer decision making: -- Problem solving -- Evaluation of alternatives -- Purchase decision --Post-purchase evaluation

What implications for consumer satisfaction does the expectancy disconfirmation model pose?

According to your readings, there is widespread agreeruent between Chinese and Western business people that much of Chinese ethical problerus related to defective products are due to:

In order for problem recognition to occur in the consumer decision process model, the discrepancy between what the consumer wants and what exists must be substantial and must be readily solvable.

Imagine you are in the market for a new laptop computer.Discuss the possible sources of information you will use to generate your consideration set.

Prior knowledge and experience influences the extent to which consumers conduct external information searches during the decision process.Which group typically will spend the most time gathering information?

While brand laziness is a common occurrence, it is actually an irrational way to make purchase decisions.

represents a consumer's long term and continuous interest in a brand or product category.

Cognitive dissonance occurs when consumers second-guess their purchase decisions.

A couple buys a new sofa for their apartment, but then fmds 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.)

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

Consumers often infer the level of demand for brands in a product cluster from the cluster size, such that a larger cluster size implies more demand.

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