Exam 15: Consumer Decision Making and Beyond

A unique feature of a compensatory decision rule is that it allows a positive evaluation of a brand on one attribute to balance out a negative evaluation on some other attribute.

In applying the disjunctive decision rule,the consumer establishes a separate,minimally acceptable cutoff level for each attribute.If an option meets or exceeds the cutoff established for any one attribute,it is accepted.

The objective of the output portion of the consumer decision-making model is to increase the consumer's satisfaction with his or her purchase.

Bob wants to save electricity and considers energy-efficient light bulbs.He finds that the light they emit is too faint to be acceptable,and so he returns to using less energy-efficient bulbs.Bob made his bulb choice using a(n)________.

The ________ consists of brands the consumer is indifferent toward because they are perceived as not having any particular advantages.

Marge and Steve treat themselves to a Caribbean cruise for their 25ᵗʰ wedding anniversary.This is an example of ________.

Identify and give examples of the two different need or problem recognition styles among consumers.

Hank wants a new digital camera and will accept for consideration any camera with greater than 5 megapixel resolution.Hank is using a(n)________.

Identify the three factors that impact a brand's credibility.

In a(n)________,the consumer establishes a separate,minimally acceptable level as a cutoff point for each brand attribute he or she is considering.

Within the context of the model of consumer decision making,the marketing mix activities of organizations and nonmarketing sociocultural influences are the chief ________ factors.

GIFT MINI CASE: Winston needs to buy his girlfriend, Vanessa, a gift for her birthday.He knows she will expect the "perfect" gift.He feels like boyfriends are "supposed" to get their girlfriends jewelry or perfume.His older sister recommends a necklace or earrings. While he's at the jewelry store, he also buys a watch for himself, rationalizing that he hardly ever buys stuff for himself and he "deserves it." -In the GIFT MINI CASE,when Winston buys a watch for himself as a self-gift,this is known as ________.

The Lambert family gives their babysitter a high school graduation gift.This is an example of ________.

In cases of ________,consumers have already established the basic criteria for evaluating the product category and the various brands in the category,but have not fully established preferences concerning a select group of brands.

A ________ is the selection of an option from two or more alternative choices.

The ________ consists of brands the consumer excludes from the purchase consideration because they are felt to be unacceptable.

What factors determine how extensive a consumer's problem-solving task is?

MP3 MINI CASE: Judy wants a new MP3 player so she can listen to music while she runs.She currently runs with a CD player, but is irritated with the frequency with which it skips and the limited amount of music that can be stored on a CD.After reviewing several consumer reviews on various tech websites, she identifies 5 different MP3 player models that might meet her needs.She decides that she needs at least 20 gigabytes of data storage on her player, and eliminates all options with fewer than 20 GB.There are now 3 models remaining.She then decides that she will only accept players with at least 15 hours of battery life.She is now considering only 2 players.Player A is heavier, but has a longer battery life.Player B is lighter, but has a shorter battery life.Judy chooses Player A because she believes that the longer battery life more than compensates for the additional weight. -In the MP3 MINI CASE,the online consumer reviews that Judy reads before selecting a new MP3 player are part of the ________ component of the consumer decision making model.

The ________ component of the consumer decision-making model is concerned with how consumers make decisions.

Differentiate between moods and emotions.