Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

Companies should always encourage consumers to search.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

Which of the following could not cause need activation?

Accepted Answer

A)  The passage of time. 
B)  Changes within the family, such as the birth of a child. 
C)  The purchase of a new product. 
D)  All of the above could lead to need activation. 
E)  None of the above could lead to need activation. 
A)  The passage of time. 
B)  Changes within the family, such as the birth of a child. 
C)  The purchase of a new product. 
D)  All of the above could lead to need activation. 
E)  None of the above could lead to need activation.

Question 5

Product innovations can cause need recognition.

Accepted Answer

A) True 
 B)False

Question 6

Simply reminding consumers of their needs is not sufficient for stimulating need recognition.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

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 9

Under compensatory evaluation strategies, a product's weakness on one attribute may be offset or compensated for by a strong performance on another attribute.

Accepted Answer

A) True 
 B)False

Question 10

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.

Accepted Answer

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

Question 11

Internal search involves the retrieval of knowledge from memory.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

When recognition at the point-of-purchase determines the consideration set, a manufacturer's marketing strategy should emphasize:

Accepted Answer

A)  the product's price. 
B)  the packaging of the product. 
C)  competitors' prices. 
D)  brand name recall. 
E)  None of the above. 
A)  the product's price. 
B)  the packaging of the product. 
C)  competitors' prices. 
D)  brand name recall. 
E)  None of the above.

Question 14

Gaining entry into the consideration set is a top business priority. Failure to do so means that a company's offering will not be purchased.

Accepted Answer

A) True 
 B)False

Question 15

Consumers try to reduce perceived risk by decreasing the amount of search they perform.

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

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 18

Need recognition occurs when the consumer perceives a sufficient difference between the ____ and ____ state of affairs.

Accepted Answer

A)  actual; perceived 
B)  desired; actual 
C)  previous; actual 
D)  ideal; desired 
E)  None of the above. 
A)  actual; perceived 
B)  desired; actual 
C)  previous; actual 
D)  ideal; desired 
E)  None of the above.

Question 19

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 20

What is the difference between generic and selective need recognition? When might each be an appropriate target of marketing activities?

Accepted Answer

Generic need recognition involves the ne

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

Companies should always encourage consumers to search.

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

Which of the following could not cause need activation?

Product innovations can cause need recognition.

Simply reminding consumers of their needs is not sufficient for stimulating need recognition.

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

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.

Under compensatory evaluation strategies, a product's weakness on one attribute may be offset or compensated for by a strong performance on another attribute.

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.

Internal search involves the retrieval of knowledge from memory.

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

When recognition at the point-of-purchase determines the consideration set, a manufacturer's marketing strategy should emphasize:

Gaining entry into the consideration set is a top business priority. Failure to do so means that a company's offering will not be purchased.

Consumers try to reduce perceived risk by decreasing the amount of search they perform.

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

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

Need recognition occurs when the consumer perceives a sufficient difference between the and state of affairs.

Brand extensions should be most effective when:

What is the difference between generic and selective need recognition? When might each be an appropriate target of marketing activities?

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

Consumer Motivation

Consumer Beliefs, Feelings, Attitudes, and Intentions

Culture, Ethnicity, 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

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

Companies should always encourage consumers to search.

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

Which of the following could not cause need activation?

Product innovations can cause need recognition.

Simply reminding consumers of their needs is not sufficient for stimulating need recognition.

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

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.

Under compensatory evaluation strategies, a product's weakness on one attribute may be offset or compensated for by a strong performance on another attribute.

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.

Internal search involves the retrieval of knowledge from memory.

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

When recognition at the point-of-purchase determines the consideration set, a manufacturer's marketing strategy should emphasize:

Gaining entry into the consideration set is a top business priority. Failure to do so means that a company's offering will not be purchased.

Consumers try to reduce perceived risk by decreasing the amount of search they perform.

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

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

Need recognition occurs when the consumer perceives a sufficient difference between the ____ and ____ state of affairs.

Brand extensions should be most effective when:

What is the difference between generic and selective need recognition? When might each be an appropriate target of marketing activities?

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

Consumer Motivation

Consumer Beliefs, Feelings, Attitudes, and Intentions

Culture, Ethnicity, 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.

Need recognition occurs when the consumer perceives a sufficient difference between the and state of affairs.