Exam 9: Individual Decision Making

Jamie is considering ordering a dessert for lunch. Before she ever decides on the kind she prefers,she decides whether to get a fattening or nonfattening dessert. This decision relates to which of the following levels of abstraction of dessert categories?

Pierre is out shopping for a very sophisticated watch. After reviewing various websites,visiting some jewellers,and speaking with people whose opinion matters to Pierre,he has narrowed his choices down so that he is now only considering TAG Heuer and Rolex. This is an example of ________ problem solving.

John happened to stop by a showroom and test drive a new Acura LX and then decided he should replace his 2001 clunker before starting his new job. What has occurred?

What is a non-compensatory rule? Describe the different types of non-compensatory rules used in purchase decision making.

When purchase decisions are made under conditions of low involvement,often the consumer's decision results from cues in the shopping environment,such as surprise sales,the way products are displayed,etc. This view of what affects consumer decisions is known as the:

The conjunctive rule. A brand is chosen if it meets all the cut-offs,while failure to meet any one cut-off means rejection. If none of the brands meets all the cut-offs,the choice may be delayed,the decision rule may be changed,or the cut-offs themselves may be modified. Note that this rule rates negative data more heavily.

Ellen stated that she would marry a millionaire. She applied a heuristic in judging men: they must wear expensive shoes and have an expensive automobile in order to even get her attention. What type of decision rule was Ellen applying in her search for a millionaire husband?

Sylvester is a financially poor college student. He tries to make every purchase decision a wise one because of his economic situation. Based on the types of risk mentioned in the text,Sylvester's primary risk when making decisions would appear to be a psychological risk.

Yasser has expert knowledge about computers. He is now in the market for a new model. He will make a:

Casinos make their interiors very plush and expensive looking,knowing that gamblers who would be reluctant to make a $10 bet in average surroundings would gladly make $100 wagers in luxurious surroundings. Which of the following best explains the gambler's behaviour?

High-ticket items that require substantial expenditures are most subject to which form of purchase risk?

Shelly makes an excellent salary as a production manager for a large company. John has lost his job and has been having a difficult time making ends meet. If Shelly and John were looking to buy the same product,we would expect John to expend more effort than Shelly in gathering information and looking at alternatives.

How is the concept of ethnocentrism related to country-of-origin effects?

Which buyers are most sensitive to psychological risks in purchase decisions?

Claire remembers that uniquely wonderful taste that can only come from a "frosty mug" of root beer. As she heads to the soft drink aisle in her grocery store,she decides that today is the day to experience root beer again. Claire has just conducted what is called an internal search for information.

Define problem recognition. Show how problems can arise. Give a brief example to illustrate the problem recognition process.

How are online search engines and social media informing both consumers and marketers,as searches are made for product information?

A small company,Graig Inventions,produced a pill that had the nutrient value of a healthy breakfast. They put it on the market as a substitute for breakfast for busy people. The product failed. Graig Inventions then marketed the pill as a diet product and it became very successful. What does the example best demonstrate?

Consumers expert in product knowledge are more likely than other groups of consumers to engage in an information search because they have a better sense of what information they need.

Elena is in the toothpaste section of the grocery store,and picks up a box of $0.99 Colgate as she quickly passes through. This is an example of ________ decision making.