Question 1

The primary motivation behind pre-purchase search is to:

Accepted Answer

A)  make better product choices. 
B)  break old and established purchase habits. 
C)  habituate purchases which are made on a regular basis. 
D)  reduce consumption to expediency. 
E)  develop a consistent purchase pattern. 
A)  make better product choices. 
B)  break old and established purchase habits. 
C)  habituate purchases which are made on a regular basis. 
D)  reduce consumption to expediency. 
E)  develop a consistent purchase pattern.

Question 2

Under a lexicographic strategy, brands are compared initially on the most important attribute.

Accepted Answer

A) True 
 B)False

Question 3

Consumers' external search sets are synonymous with their consideration sets.

Accepted Answer

A) True 
 B)False

Question 4

The external search set is comprised of those choice alternatives that consumers gather information about during pre-purchase search.

Accepted Answer

A) True 
 B)False

Question 5

Suppose an orange grower association sponsored an advertising campaign that emphasized nutritional advantages of regularly consuming some form of orange juice. This campaign is attempting to elicit ____ need recognition by changing consumers' ____ states.

Accepted Answer

A)  selective; actual 
B)  selective; desired 
C)  generic; actual 
D)  generic; desired 
E)  None of the above. 
A)  selective; actual 
B)  selective; desired 
C)  generic; actual 
D)  generic; desired 
E)  None of the above.

Question 6

There is an inverted-U relationship between search and consumer knowledge.

Accepted Answer

A) True 
 B)False

Question 7

"Noncomparable"alternatives may require the consumer to use less abstract criteria during evaluation.

Accepted Answer

A) True 
 B)False

Question 8

Those alternatives considered by consumers during decision making are known as the decision set.

Accepted Answer

A) True 
 B)False

Question 9

Under categorization processing, the evaluation of a choice alternative is determined primarily by the category to which the alternative is assigned.

Accepted Answer

A) True 
 B)False

Question 10

Brand extensions should be most effective when:

Accepted Answer

A)  the core or parent brand is well liked. 
B)  the product categories of the extension and core brand are similar. 
C)  the product categories of the extension and core brand are dissimilar. 
D)  A and B 
E)  A and C 
A)  the core or parent brand is well liked. 
B)  the product categories of the extension and core brand are similar. 
C)  the product categories of the extension and core brand are dissimilar. 
D)  A and B 
E)  A and C

Question 11

Product innovations can cause need recognition.

Accepted Answer

A) True 
 B)False

Question 12

According to this evaluation strategy, brands are initially compared on the most important attribute.

Accepted Answer

A)  Lexicographic 
B)  Simple additive 
C)  Conjunctive 
D)  Elimination by aspects 
E)  A and D 
A)  Lexicographic 
B)  Simple additive 
C)  Conjunctive 
D)  Elimination by aspects 
E)  A and D

Question 13

Under this evaluation strategy, a perceived weakness of one attribute may be offset or compensated for by a perceived strength of another attribute.

Accepted Answer

A)  Lexicographic 
B)  Compensatory 
C)  Conjunctive 
D)  Elimination by aspects 
E)  None of the above. 
A)  Lexicographic 
B)  Compensatory 
C)  Conjunctive 
D)  Elimination by aspects 
E)  None of the above.

Question 14

Product evaluations constructed through a categorization process are based on:

Accepted Answer

A)  association with a category. 
B)  association with an endorser. 
C)  piecemeal, attribute-by-attribute assessments. 
D)  the attraction effect. 
E)  comparisons against cutoffs. 
A)  association with a category. 
B)  association with an endorser. 
C)  piecemeal, attribute-by-attribute assessments. 
D)  the attraction effect. 
E)  comparisons against cutoffs.

Question 15

The "got milk?"campaign hopes to encourage consumers to drink more milk. This campaign is attempting to elicit selective need recognition.

Accepted Answer

A) True 
 B)False

Question 16

The purchase of an extended warranty is always a good idea and worth the money.

Accepted Answer

A) True 
 B)False

Question 17

A recent survey of consumer search and brand choice yielded the following results:
$\begin{array}{c}
 \text{ Percentage Choosing } \
\begin{array}{ccc}

\text{ Amount of Search}& \text{ Brand A}&\text{  Competitors' Brands} \
\text{ Minimal }& 40 \% & 60 \%\
\text{ Moderate }& 30 \%  &70 \%  \
\text{ Extensive} &20 \% &80 \% 
\end{array}\end{array}$
 
Based on these results, brand A would:

Accepted Answer

A)  want to encourage consumer search. 
B)  not want to encourage consumer search. 
C)  conclude that the amount of search is unrelated to brand choice. 
D)  Can't tell without more information. 
A)  want to encourage consumer search. 
B)  not want to encourage consumer search. 
C)  conclude that the amount of search is unrelated to brand choice. 
D)  Can't tell without more information.

Question 18

Consumers are most likely to rely on internal search when:

Accepted Answer

A)  they are first time buyers 
B)  a long time has passed since the last time a purchase decision in the product category was made 
C)  they are satisfied with the results of previous buying activities 
D)  B and C 
E)  A, B, and C 
A)  they are first time buyers 
B)  a long time has passed since the last time a purchase decision in the product category was made 
C)  they are satisfied with the results of previous buying activities 
D)  B and C 
E)  A, B, and C

Question 19

A considerable amount of research indicates that consumers are very skilled at evaluating choice alternatives.

Accepted Answer

A) True 
 B)False

Question 20

Why is it important to understand whether the consumer recalls a brand from a consideration set or merely recognizes it?

Accepted Answer

Because it changes the emphasis of what

The primary motivation behind pre-purchase search is to:

Under a lexicographic strategy, brands are compared initially on the most important attribute.

Consumers' external search sets are synonymous with their consideration sets.

The external search set is comprised of those choice alternatives that consumers gather information about during pre-purchase search.

Suppose an orange grower association sponsored an advertising campaign that emphasized nutritional advantages of regularly consuming some form of orange juice. This campaign is attempting to elicit need recognition by changing consumers' states.

There is an inverted-U relationship between search and consumer knowledge.

"Noncomparable"alternatives may require the consumer to use less abstract criteria during evaluation.

Those alternatives considered by consumers during decision making are known as the decision set.

Under categorization processing, the evaluation of a choice alternative is determined primarily by the category to which the alternative is assigned.

Brand extensions should be most effective when:

Product innovations can cause need recognition.

According to this evaluation strategy, brands are initially compared on the most important attribute.

Under this evaluation strategy, a perceived weakness of one attribute may be offset or compensated for by a perceived strength of another attribute.

Product evaluations constructed through a categorization process are based on:

The "got milk?"campaign hopes to encourage consumers to drink more milk. This campaign is attempting to elicit selective need recognition.

The purchase of an extended warranty is always a good idea and worth the money.

A recent survey of consumer search and brand choice yielded the following results: Percentage Choosing Amount of Search Brand A Competitors' Brands Minimal 40\% 60\% Moderate 30\% 70\% Extensive 20\% 80\% Based on these results, brand A would:

Consumers are most likely to rely on internal search when:

A considerable amount of research indicates that consumers are very skilled at evaluating choice alternatives.

Why is it important to understand whether the consumer recalls a brand from a consideration set or merely recognizes it?

Consumer Behavior and Consumer Research

Creating Marketing Strategies for Customer-Centric Organizations

The Consumer Decision Process

Purchase

Post-Purchase Processes: Consumption and Post-Consumption Evaluations

Demographics, Psychographics, and Personality

Consumer Motivation

Consumer Knowledge

Consumer Beliefs, Feelings, Attitudes, and Intentions

Culture, Ethnicity, and Social Class

Family and Household Influences

Group and Personal Influence

Making Contact

Shaping Consumers Opinions

Helping Consumers to Remember

Filters

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

The primary motivation behind pre-purchase search is to:

Under a lexicographic strategy, brands are compared initially on the most important attribute.

Consumers' external search sets are synonymous with their consideration sets.

The external search set is comprised of those choice alternatives that consumers gather information about during pre-purchase search.

Suppose an orange grower association sponsored an advertising campaign that emphasized nutritional advantages of regularly consuming some form of orange juice. This campaign is attempting to elicit ____ need recognition by changing consumers' ____ states.

There is an inverted-U relationship between search and consumer knowledge.

"Noncomparable"alternatives may require the consumer to use less abstract criteria during evaluation.

Those alternatives considered by consumers during decision making are known as the decision set.

Under categorization processing, the evaluation of a choice alternative is determined primarily by the category to which the alternative is assigned.

Brand extensions should be most effective when:

Product innovations can cause need recognition.

According to this evaluation strategy, brands are initially compared on the most important attribute.

Under this evaluation strategy, a perceived weakness of one attribute may be offset or compensated for by a perceived strength of another attribute.

Product evaluations constructed through a categorization process are based on:

The "got milk?"campaign hopes to encourage consumers to drink more milk. This campaign is attempting to elicit selective need recognition.

The purchase of an extended warranty is always a good idea and worth the money.

A recent survey of consumer search and brand choice yielded the following results: Percentage Choosing Amount of Search Brand A Competitors' Brands Minimal 40\% 60\% Moderate 30\% 70\% Extensive 20\% 80\% Based on these results, brand A would:

Consumers are most likely to rely on internal search when:

A considerable amount of research indicates that consumers are very skilled at evaluating choice alternatives.

Why is it important to understand whether the consumer recalls a brand from a consideration set or merely recognizes it?

Consumer Behavior and Consumer Research

Creating Marketing Strategies for Customer-Centric Organizations

The Consumer Decision Process

Purchase

Post-Purchase Processes: Consumption and Post-Consumption Evaluations

Demographics, Psychographics, and Personality

Consumer Motivation

Consumer Knowledge

Consumer Beliefs, Feelings, Attitudes, and Intentions

Culture, Ethnicity, and Social Class

Family and Household Influences

Group and Personal Influence

Making Contact

Shaping Consumers Opinions

Helping Consumers to Remember

Filters

Suppose an orange grower association sponsored an advertising campaign that emphasized nutritional advantages of regularly consuming some form of orange juice. This campaign is attempting to elicit need recognition by changing consumers' states.