Exam 12: Decision Making I: Need Recognition and Search

The decision-making process begins with information search.

Many consumers shop at Walmart every week or so even though they don't really like shopping there. They don't have any real attachment to the store, it's just that they don't want to pay higher prices elsewhere. Which term best describes this phenomenon of repeatedly shopping at Walmart without a commitment or attachment to the store?

Coffee Maker Scenario Jane was visiting her friend and was served a coffee drink similar to one she's had at coffee shops like Tim Hortons and Starbucks. Her friend told her that she can make coffee drinks like that with her single-serve pod coffee maker. Jane decided she'd like to buy one because she wanted to enjoy similar coffee drinks at home, but she didn't know much about them. She searched the Internet and went to Bed Bath and Beyond, Home Outfitters, Williams Sonoma, and even Walmart. She realized there are several brands of this machine, such as Tassimo, Keurig, Breville, Cuisinart, Bunn, Senseo, and Verismo. They ranged in price from as low as $20 to several hundreds of dollars, making it difficult for her to decide which one to purchase. She was concerned about paying several hundred dollars for a coffee maker. She did notice that one brand, Tassimo, featured Tim Hortons coffee while none of the others did, and she ended up purchasing that one for $150 because that's her favourite brand of coffee. -Refer to Coffee Maker Scenario. Which approach to decision making did Jane use when she searched for information and compared alternatives?

Which term refers to the situation in which consumers are presented with so much information they cannot assimilate it all?

Barry bought a used car for his daughter and wanted to put a satellite radio in it for her. He's purchased three satellite radios for his other cars, so he's had some experience with this purchase decision. He remembers having a good experience at a local car audio shop in his town and thinks about going back there. Which type of search involves Barry's retrieval of his knowledge about this product and his experiences at the local shop?

In general, consumers find that information from commercial sources is as credible as information from family and friends.

Brand loyalty is present when a consumer simply buys a product repeatedly without any real attachment.

What is the term for a search effort that is not necessarily focused on an upcoming purchase or decision but rather on staying up to date on the topic?

Coffee Maker Scenario Jane was visiting her friend and was served a coffee drink similar to one she's had at coffee shops like Tim Hortons and Starbucks. Her friend told her that she can make coffee drinks like that with her single-serve pod coffee maker. Jane decided she'd like to buy one because she wanted to enjoy similar coffee drinks at home, but she didn't know much about them. She searched the Internet and went to Bed Bath and Beyond, Home Outfitters, Williams Sonoma, and even Walmart. She realized there are several brands of this machine, such as Tassimo, Keurig, Breville, Cuisinart, Bunn, Senseo, and Verismo. They ranged in price from as low as $20 to several hundreds of dollars, making it difficult for her to decide which one to purchase. She was concerned about paying several hundred dollars for a coffee maker. She did notice that one brand, Tassimo, featured Tim Hortons coffee while none of the others did, and she ended up purchasing that one for $150 because that's her favourite brand of coffee. -Refer to Coffee Maker Scenario. Jane wanted to make coffee-shop-style drinks in her own home. What part of Jane's needs recognition process is this desire indicative of?

A consumer's experience is really the only factor that influences his or her information search effort.

The decision-making approach that is used depends heavily on the amount of involvement a consumer has with a product category or purchase and the amount of purchase risk involved with the decision.

Which term refers to negative emotions that come from failed search processes?

What are the alternatives in a consumer's awareness set that are deemed to be unacceptable for further consideration?

Which type of search includes the retrieval of knowledge about products, services, and experiences that is stored in memory?

Information saturation refers to the situation in which consumers are presented with so much information that they cannot assimilate it all.

Which of the following does the decision-making approach that is used by a consumer depend heavily on?

Physical risk is the risk associated with how other consumers will view the purchase.

Coffee Maker Scenario Jane was visiting her friend and was served a coffee drink similar to one she's had at coffee shops like Tim Hortons and Starbucks. Her friend told her that she can make coffee drinks like that with her single-serve pod coffee maker. Jane decided she'd like to buy one because she wanted to enjoy similar coffee drinks at home, but she didn't know much about them. She searched the Internet and went to Bed Bath and Beyond, Home Outfitters, Williams Sonoma, and even Walmart. She realized there are several brands of this machine, such as Tassimo, Keurig, Breville, Cuisinart, Bunn, Senseo, and Verismo. They ranged in price from as low as $20 to several hundreds of dollars, making it difficult for her to decide which one to purchase. She was concerned about paying several hundred dollars for a coffee maker. She did notice that one brand, Tassimo, featured Tim Hortons coffee while none of the others did, and she ended up purchasing that one for $150 because that's her favourite brand of coffee. -Refer to Coffee Maker Scenario. Jane's concern over the cost of the coffee maker reflects which type of perceived risk?

Which set consists of alternatives that are considered acceptable for further contemplation in the decision-making process?

In which type of decision-making approach do consumers generally not seek information at all when a problem is recognized?