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

The attraction effect suggests that the introduction of a/n ____ brand into the consideration set causes the other brands in the set to be evaluated ____.

Which of the following is not a noncompensatory strategy?

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

Consumers are more likely to search when they:

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

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

There is an inverted-U relationship between a brand extension's similarity to the core brand and consumers' willingness to transfer their attitudes toward the core brand to the extension.

A ____ is a restriction or requirement for acceptable performance.

Consider the retailer that follows a "good" and "better" approach in stocking its product lines. That is, whenever possible, the retailer offers a good brand with a reasonable price and a better brand with a more expensive price. This retailer is now considering the addition of a third brand to its product lines. Some managers want this third brand to be a cheaper, lower quality version of the good brand. Other managers, however, want this third brand to be a higher quality, more expensive version of the better brand. What are the pros and cons of each position?

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

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

Ongoing search involves:

Product evaluations constructed through a categorization process are based on:

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

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

Consumers are most likely to rely on internal search when:

As a rule of thumb, a company should:

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

Search can be defined as the motivated activation of knowledge stored in memory or acquisition of information from the environment.

A company seeking to create demand for its specific brand would want to activate generic need recognition.