Exam 15: Consumer Decision Making and Beyond

John has decided that he needs to switch cellular service providers because his cell phone doesn't work in his new apartment.Within the context of the model of consumer decision making,this is an example of ________ need recognition.

Extensive and limited problem solving,and routinized response behavior are three specific levels of ________.

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 gives Vanessa a gift for her birthday,this is known as ________.

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,Judy narrows her options from 5 to 3 player models based on a ________.

There is a strong direct relationship between consumer satisfaction and consumer retention.

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,Winston's perception of what he is "supposed" to get Vanessa is the result of ________.

Past experience is considered an external source of information.The greater the relevant past experience,the less internal information the consumer is likely to need to reach a decision.

Sue is looking for a new car.She had eliminated any car without comfortable seating for at least four people and that gets less than an average of 35 miles per gallon in fuel efficiency.Sue has used a lexicographic decision rule to narrow down her choices.

COLLEGE MINI CASE: Evelyn is a high-school senior from Philadelphia looking to apply to colleges.She has decided to apply to the University of Pennsylvania, Cornell, and Princeton.She chose not to apply to Brown, Dartmouth, or Yale because she considers them to be too far away from home.A college counselor had suggested to her that Columbia has a comparable reputation to the schools Evelyn was considering, but Evelyn didn't perceive Columbia as having any particular advantage over the schools to which she had already decided to apply.She is eventually accepted to, and decides to attend Cornell University.Upon arriving on campus, Evelyn immediately notices a deliberate effort on the part of the college to make new students not only feel at home, but that they have absolutely made the right decision in attending Cornell. -In the COLLEGE MINI CASE,when Cornell tries to convince students that they have made the right decision,they are trying to encourage a positive ________.

The greater the degree of "newness," the more difficult it is for the consumer to evaluate the product and relate it to his or her need.

A ________ is the exploratory phase of purchase behavior in which consumers attempt to evaluate a product through direct use.

Buying products that afford emotional satisfaction is a perfectly rational consumer decision.

When consumers have no established criteria for evaluating a product category,they engage in extensive problem solving.

Conjunctive,disjunctive,and lexicographic rules are examples of ________.

The cognitive view of consumer decision making recognizes that the consumer is unlikely to even attempt to obtain all available information about every choice.

The ________ depicts the consumer as basically submissive to the self-serving interests and promotional efforts of marketers.

Explain the economic view of consumer decision making.Why is this model considered to be unrealistic?

When consumers make an emotional purchase,more emphasis is placed on the prepurchase search for information.

Name five factors that are likely to increase prepurchase search with regards to a product or service.

Kim finishes a big project for school and treats herself to a coffee and piece of cake at Starbucks.This is an example of ________.