Exam 4: Pre-Purchase Processes: Need Recognition, Search, and Evaluation

Under this evaluation strategy, the consumer simply counts or adds the number times each alternative is judged favorably in terms of the evaluative criteria. The alternative having the larger number of positive attributes is chosen.

What is meant by the term pre-purchase alternative evaluation?

Haptic information is information acquired through the consumer's sense of smell.

Noncompensatory evaluation strategies are characterized by the fact that a product's weakness on one attribute cannot be offset by its strong performance on another attribute.

Cutoffs are an important part of the categorization process.

The primary motivation behind pre-purchase search is the desire to make better product choices.

Consumer search is affected by many factors, but it is not affected by a product's price.

Businesses are able to encourage need recognition by:

Consumers search for more decision-relevant information as long as benefits of the search are less than the perceived costs.

Brand extensions are one way companies use piecemeal processing to their advantage.

Ideally, firms should focus their promotional efforts on those areas where their target customers are likely to search.

Which of the following could serve as a signal to consumers in making judgments about a product's quality?

When choosing between two or more familiar brands such as Coke and Pepsi, consumers often rely on their pre-existing evaluations.

A funnel search strategy is where consumers begin their Internet search with generic terms but eventually refine their search with terms focusing on specific products.

A lexicographic strategy is one example of a compensatory evaluation strategy.

Judgments about choice alternatives can depend on the presence or absence of certain cues or signals, such as price, brand name or warranty.

Companies should always encourage consumers to search.

Piecemeal processing normally involves constructing an evaluation of a product by adding together bits and pieces of information.

Which of the following is not a noncompensatory strategy?

Educating consumers about unrecognized problems is one way to activate need recognition.